Senior Living, Video

AI-Powered Marketing in Senior Living: Unlocking Innovation

Mackenzie Fraser, Senior Vice President


In today’s digital world, holding a competitive marketing advantage within the senior living industry requires adopting cutting-edge technologies. Among these innovations, artificial intelligence (AI) stands out as a transformative tool with immense potential for senior living marketers. 

AI is a game-changing technology that can revolutionize marketing campaign elements, including media, content, creative and communications. Marketers and sales teams should be ready to embrace the technology to maintain an edge in the sector.

Below, we’ll explore four immediate ways marketing teams can leverage AI in your senior living communities:

Media Optimization

Google’s recent announcement about its AI capabilities in search engine marketing has brought significant advantages to marketers. AI can now summarize a brand’s landing page and generate keywords, headlines, descriptions and images for pay-per-click campaigns.

New AI tools are constantly emerging to simplify the sometimes tedious ad campaign creation process. These tools can help with keyword research and ad copy generation, streamline campaign setup and offer customized recommendations for improvement.

A few notable examples include ChatGPT from Open AI, Ads LaunchAssistant from SEMRush, AdZooma and Opteo.

To begin, research AI tools’ features to determine compatibility with your needs. Next, explore trial or demo versions of the chosen tools to gain hands-on experience and evaluate their usability. Integrate the selected tool into your workflow and establish a feedback mechanism to continually assess outcomes, ensuring it aligns with your marketing objectives and yields meaningful results.

Content Generation

Your team needs to produce a lot of content to market your senior living community—social media posts, features about residents, blogs, answers to difficult questions, website copy and emails; it’s a never-ending list. 

AI can alleviate some of the burden from your team members by offering ideas and generating content.

ChatGPT, for instance, can assist in creating content calendars, identifying social media hashtags, crafting image captions, refining writing, composing emails and repurposing evergreen content, among other things.

Competing content creation tools include Jasper, SEMRush Writing Assistant, Rytr and Narrato Workspace. Additionally, Grammarly isn’t just for fixing spelling, grammar and syntax; it’s also helpful for refining written content and recommending different tones and styles. 

Creative Enhancement

AI can enhance creative elements beyond text and numbers. AI-driven image generators are becoming increasingly sophisticated, capable of generating high-quality images based on text descriptions.

These images, spanning illustrations, photographs and cartoons, can align with your brand identity and be utilized across various marketing channels, including social media, websites, email campaigns, direct mail and blogs.

Notable image generation platforms include DALL-E 2 from Open AI, Midjourney and Adobe’s Firefly for Photoshop

While image generation results can vary at this point, ongoing improvements in technology and training will continue to improve performance.

Communication and Engagement

Engaging with prospects and addressing their inquiries in real time on websites and social media can be challenging. AI-powered chatbots provide instant responses, significantly improving customer service and engagement.

Chatbots can handle initial inquiries, allowing your team to focus on prospects nearing the decision stage, even during non-business hours.

Some prominent chatbot solutions that may be suitable for your senior living community marketing efforts include HubSpot Chatbot Builder, Tido Lyro, Drift and Kommunicate.

Aside from chatbots, AI can hone email optimization and segmentation, automate follow-up messages and analyze data to develop personalized marketing content.

The Human Touch is Still Needed

It’s important to remember that while AI is a powerful tool, it cannot replace the human touch. Human oversight and experience remain critical, as AI is not infallible. AI should be viewed as a complement to human capabilities, enhancing efficiency and effectiveness rather than replacing them. 

AI is here to stay and may be essential for senior living marketing in a digital world. By harnessing AI’s capabilities, marketing teams will be ready to thrive in this ever-evolving industry, achieve superior results and work more efficiently. 

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