Seth Godin, author and entrepreneur, says that the best way to compete with AI is by being human. As AI quickly becomes a part of daily life, it’s easy to wonder how AI will impact your business and your marketing.
Fortunately, the senior living industry thrives on humanity. And your marketing can, too, with the right approach. Understanding how AI is shaping the world of marketing for the senior living industry will help you keep up with the curve (and maybe get ahead of it again, one day).
In this blog, we’ll explore how AI is reshaping senior living marketing, and how you can use AI to elevate your digital presence.
Practical Applications of AI
Personalized Experiences
Gone are the days of generic marketing efforts that cast a wide net in hopes of scoring a few fish.
With AI, you can create highly personalized experiences that resonate deeply with your target audience. By leveraging learning algorithms, AI can analyze huge amounts of data to understand your target audience’s preferences, behaviours, and needs.
This allows you to build tailored messages to small groups, or even individuals, that will make potential residents and their families feel truly seen and understood. Additionally, you can use AI tools to help explore alternative options and creative ideas in ways you never have before. This can help you stand out from the crowd to the right audience online.
Chatbots: The Friendly Virtual Assistants
In the realm of senior living marketing, building trust and providing prompt assistance is paramount.
Enter chatbots—friendly virtual assistants that are always happy to help and available 24/7. Chatbots are certainly not new to the marketing space, but recent advancements in AI can make your chatbot more personalized and effective at guiding potential residents to the right information.
These AI-powered chatbots offer instant responses to inquiries, provide relevant information about senior living options, and assist in scheduling tours or appointments. You shouldn’t rely solely on chatbots to interface with clients online. Instead, use chatbots as the gateway to getting potential residents and their families easy information fast (like hours, appointment slots, and amenities) while streamlining the communication process and freeing up staff time to focus on more complex tasks. Chatbots can automate simple questions that you see regularly.
If a user is looking for more specific or personalized information, the chatbot can redirect them to a person to assist with their query. It’s important that your chatbot streamlines the experience so your users feel prioritized.
Smart Content Creation
Creating compelling content is an art, and AI is lending a helping hand to senior living marketers.
From blog articles to social media posts, AI-generated content can save time and effort for marketing teams while maintaining a professional voice. However, AI is a lot like a confident toddler. It still needs your direction to create impactful content for your audience.
The key to creating great content with AI is using effective prompts to generate the content you’re looking for. For example, if you wanted to create some Instagram posts for some upcoming posts, you could use a prompt like:
“As a social media expert and content creator your task is to produce engaging cross-platform content for popular social media channels like Instagram. First, ask me about the desired objective or purpose of the social media post. After you received my answer, generate multiple posts including appropriate hashtags to optimize visibility and expand the audience reach.”
With this prompt, you have told the AI what its expectations are and the key deliverables. You’ve also opened up the discussion for the AI to ask you questions and create even better, more specified content for your community. Actually talking to AIs like ChatGPT will create better content over time that aligns with your brand voice.
AI as a Tool for Your Marketing
Data-Driven Decision Making
Marketing without data is like navigating a ship without a compass.
AI equips you with advanced analytics tools that sift through immense data sets to uncover valuable insights. By analyzing consumer behaviour, preferences, and engagement patterns, AI-driven analytics enable marketers to make data-driven decisions with precision and confidence.
Additionally, AI can sift through mountains of data in seconds, saving you time and finding more insights that you can use to connect with your audience.
For example, let’s say you have 300 survey responses from residents and their families that you need to sort through. You can use AI to sort through the data and identify specific data points, like ratings of your amenities or desired price points, instead of going through every survey manually.
Predictive Analytics: Anticipating Needs
Predicting the future might seem like something out of a sci-fi movie, but AI is making it a reality in senior living marketing.
By leveraging predictive analytics, AI algorithms can forecast future trends, consumer behaviours, and demand patterns. This invaluable foresight allows senior living communities to be proactive, anticipate the needs of their target audience, and develop innovative marketing strategies that stay one step ahead of the competition.
Tell a Great Story
Storytelling in your marketing can increase your conversion rate by up to 30%, and you can use AI to generate great stories for your website, social media, email marketing, and any other channel you use to reach your target audience.
You can use AI programs like ChatGPT to generate amazing customer stories or case studies that will captivate an audience. You can use a prompt like:
“Write me a story that includes A, B, and C in a professional, friendly tone.”
Using stories in your content will help you generate more leads and conversions, but you don’t have to spend hours writing the perfect narrative.
Do I Need to be Afraid of AI?
A lot of conversations surrounding artificial intelligence are based on fear and worry, and rightly so. AI is rapidly changing the face of technology, automation, and even work itself.
Let’s think back to the birth of the Internet. A lot of people had the exact same fears.
How will this tool affect my life?
Can this thing replace my job?
What if AI takes over the world?
You’re not the only one asking these questions. AI presents a lot of threats to our society, but it also presents a ton of opportunities. When used right, AI can be a powerful tool in your belt to make your life easier and your work better. The key is to approach AI with a balance of worry and optimism while acknowledging that it is a power that can be used for good or bad. It’s up to you to be on the right side of its development.
Next Steps
AI’s impact on senior living marketing is nothing short of remarkable. It combines professionalism, fun, and knowledge to elevate the industry’s marketing efforts.
Embracing this technology is key to thriving in an ever-evolving landscape, where innovation and wisdom go hand in hand. When it comes to your marketing, make sure you have future-focused experts at the helm. Contact us today to learn more about how we can lead your marketing into the future.
