Video is a huge focus on the web right now and seniors are viewing online videos right alongside the rest of the population. In addition, we know that video promotes click-through and engagement, which are two key responses you want users to experience when visiting your web site.

A recent Mediapost’s Insider Video blog post got me thinking about five reasons to consider adding more video to your web site and your digital marketing plan.

1. Content-rich video can add value to a site, including interactivity and extra content to engage customers and prospects. Specifically, online video can be used to bring senior living products and services to life.. It’s easier to tell a story with images and a narrator than to attempt to define only with the written word – especially if you’re introducing complicated service agreements or offerings prospects may not be familiar with.

2. Videos can bring your executives, sponsors and staff members to life, highlighting the excitement and passion shared by these integral community members. This is especially important for senior living communities in which executive directors and staff members contribute to so much of the services offered. Whether it is care or service, communities need to focus on developing personal engagement between prospects and leaders/staff. A 30- to 60-second introduction of your Executive Director, Lifestyles Coordinator, Chef or Health Services Director is much better than a static photo and bio.

3. Senior living communities often tell us that referrals are their best sales generators. Why not use video to highlight testimonials from current residents, excited depositors or adult children? You can even use video to showcase local professional influencers. Not only can you post these to your web site, but you can put video links into customer-focused emails to generate interest in your community and build relationships along the sales cycle. Videos within emails increase conversion and click-through rates for email campaigns.

4. Blue sky communities often have several years to foster a relationship with prospects and depositors. You can incorporate video as soon as a community starts coming to life by walking through the construction areas and talking about the vision for the finished community. Doing this helps to paint a picture before a community is fully established. Hearing the tour guide (hopefully the ED) talk about what’s to come will help those who are waiting for the project to be completed to hang on just a bit longer — it can also entice new prospects to become depositors.

5. Video technology on your web site positions your community as a leader in the senior living category. It also enhances your position as a smart, customer-focused technology provider, something more and more of today’s seniors are looking for when researching their future homes!

Stay tuned for even more digital enhancements, including how you can create your own private media channel, the next step for senior living communities once they’ve embraced adding video to their web sites.