What’s in: Strategies that deliver in 2025
1. Artificial intelligence optimization (AIO)
AI isn’t just a buzzword anymore — it’s baked into how your audience finds and engages with your brand online.
Why it matters:
Google is now integrating AI overviews directly into search results. To show up, your content needs to be concise, natural and use structured data. And market share is growing among newer tools like ChatGPT, where your brand may not appear at all if your site isn’t ranking well for phrases that consumers search.
Tips to stay visible in AI search:
- Write in natural language (think: how people talk and ask questions).
- Use bullet points, summaries and structured content.
- Answer potential searches (e.g., “what’s the best senior living community in Boston?”) clearly and concisely.
- Embrace conversational formats and Q&A styles.
- Keep content fresh, trustworthy and easily digestible.
2. Integrated marketing plans
Digital marketing alone isn’t enough, and traditional marketing tactics have value but can be very expensive. When you combine them? That’s when results soar. Integrated marketing is no longer optional — it’s essential for maximizing return on investment (ROI).
The proof:
We’ve seen better website engagement and higher conversion rates when digital campaigns are supported by traditional media, like TV, print and direct mail.
The strategy:
- Use print or direct mail to raise awareness.
- Reinforce with digital retargeting.
- Measure the ROI across all channels, not just digital alone.
What’s out: Tactics that no longer deliver
1. Paid email lists
Using third-party lists to blast emails? It’s not only expensive — it’s ineffective and potentially damaging to your domain reputation.
Better alternative:
Build your list organically. Focus on offering value: educational resources, virtual events and personalized follow-ups.
2. Local newspaper digital buys
If you’re buying digital space from your local newspaper to generate leads, it’s time to reassess.
Why it’s out:
- Poor targeting precision
- Low ROI
- Not where your audience is spending time
Do this instead:
Invest in audience-targeted print opportunities that reach the right people — no matter where they are.
What’s next: Emerging trends to watch
1. YouTube (yes, your audience is watching)
Seniors aren’t just on Facebook. YouTube usage among the 65+ population is surging, with many using it several times a week.
Opportunity:
Use YouTube to:
- Showcase community life
- Share testimonials
- Educate on senior care decisions
YouTube content also boosts your AIO performance, thanks to Google’s integrated ecosystem.
2. The future of search
While Google is still the leader in search, in the last quarter of 2024, its hold on the market share dipped below 90% for the first time since 2015, perhaps marking a trend toward diversification in the search landscape. But it didn’t go to AI — Bing, Yandex, and Yahoo each gained some of Google’s lost traffic.
Next steps:
For now, watch the search landscape for future opportunities:
- Where are people searching?
- Are there opportunities for low-cost ads on a less competitive platform your audience uses?
- Is the way people search changing?
Final takeaway: Strategy over tactics
Senior living marketers need to think bigger in 2025. It’s not just about swapping outdated tools for trendy ones; it’s about understanding how your audience consumes, trusts and acts on information. Your marketing needs to be integrated, AI-friendly and customer journey-focused to be successful.