Google Business Profile (GBP), previously known as Google My Business, is a great tool for senior living communities looking to enhance visibility and reach prospective residents.
Think of it as your community’s first impression online. With GBP, you can showcase key details about your community, making it easier for families to find the information they need when searching for care options. New features, like direct social media links, an enhanced review section, and an AI-powered marketing assistant, make connecting with your audience simpler than ever.
Getting Started: Setting Up Your Profile
If you haven’t already, visit google.com/business to claim or create your profile. To make the most of GBP, ensure it’s updated with:
- Community Name, Contact Info, and Hours: Include regular hours, special visiting hours, and holiday hours.
- Photos & Videos: Add photos of your facilities, resident activities, and staff members to give families an authentic look at daily life in your community.
- Updates & Posts: Share news, upcoming events, or promotions regularly. GBP posts keep families informed and should reflect your social media posts for consistent messaging.
Pro Tip: Link your social media profiles directly to your GBP to boost visibility on search engines and encourage engagement across platforms.
Building Trust Through Reviews and Q&A
Reviews are a huge determining factor when families are choosing which senior living community is the right fit. Google’s updated reviews section makes it easier to manage and respond to feedback, both positive and negative. Consistently engaging with reviews shows that your community values feedback and is dedicated to your residents’ satisfaction.
Pro Tip: Encourage families to share their experience with a handy guide via email or as a hand out.
AI-Powered Marketing Assistant
Google’s new Gemini AI-powered marketing assistant can use your profile and website to optimize descriptions, create engaging posts, and refine your marketing strategy.
Pro Tip: Always review and personalize AI-generated content to ensure it aligns with your community’s voice. A personal touch makes a big difference in engagement.
Case Studies
Example 1: Fully Optimized Senior Living Community Profile
This senior living community has a fully optimized Google Business Profile, which includes:
- High Star Rating and Review Count: With a 5.0-star rating and over 700 reviews, their profile demonstrates a strong reputation. This builds trust and credibility for prospective residents and their families.
- Visual Content: The profile includes photos of the facility, both inside and outside, allowing potential residents and families to get a feel for the environment before visiting.
- Social Media Integration: Links to the community’s Facebook, YouTube, and LinkedIn profiles provide easy access to additional content, encouraging visitors to engage with their community on multiple platforms.
- Concise Business Description: They provide a clear and concise description of the services offered, such as independent living, assisted living, memory care, and long-term care. This description helps families understand the range of services available and sets the right expectations.
Example 2: Partially Optimized Senior Living Community Profile
In contrast, this profile lacks several elements, making it less effective:
- Low Star Rating and Limited Reviews: This profile displays a 2.7-star rating with only nine reviews, including some negative feedback. This low rating and limited number of reviews can create a poor first impression and discourage prospective residents.
- Incomplete Business Information: Essential information such as business hours, a website link, and specific service details (e.g., independent living, assisted living) is missing. These details are crucial for helping families make informed decisions and reducing the need for them to search elsewhere for basic information.
- Missing Q&A Section: An active Q&A section would allow potential residents and families to ask questions and receive quick, informative answers. Without this, the community misses an opportunity to engage directly with interested families and clarify important details.
- Lack of Social Media Links: This profile does not link to any social media pages, which could otherwise give potential residents and their families a way to connect, see community events, and stay updated.
Consider Expert Support
While Google Business Profile is more user-friendly than ever, managing it effectively still requires time and expertise. Partnering with a digital marketing agency can help your listing stand out and make a lasting impression on prospective residents and families. If you’re interested in additional support, our team of experts is here to help optimize your profile. Reach out to us to learn more!
