This post is the third in a series of three that focus on family caregivers and how to connect with them online.
Getting the attention of busy, stressed family caregivers can be challenging. However, here at Immersion Active we’ve managed to do so successfully by using three strategies:
- Connect with the family caregivers’ social graph
- Encourage sharing
- Make an emotional connection
Connect to the Social Graph
To connect with family caregivers you must connect with the people around them—their husbands, daughters, siblings, friends, health care professionals, and yes, the seniors themselves. These individuals, often referred to as the caregiver’s social graph, touch and interact with the caregiver on a daily basis, but sit outside the daily stress and grind of providing care. As a result, they play key roles as confidants and supporters for the family caregiver and are considered trusted resources for advice.
When you market, purposefully ask for referrals. Encourage the social graph to share your information. Make your content share-worthy and valuable. Incentivize people to share through rewards, loyalty programs, discounts, and other similar programs. The power of sharing can’t be overemphasized. Family caregivers, like all boomers, rely on their social graph for guidance. On average, boomers are asked for their opinion 90 times a year and they give it 90% of the time. Generally, 45% of that advice is provided online through email, reviews, comments, etc. So be sure your marketing encourages sharing between family caregivers and their social graph.
Make an Emotional Connection
Emotions are physical responses initiated in our brain when it connects an external stimulus with internal information we already possess. Our brain determines the strength of these responses by the amount of relevance it places on the stimulus and whether it decides to make us aware of it. In other words, emotions are what make information relevant to a consumer.
Ways to evoke emotions in your marketing efforts include storytelling; invoking the senses through words, images and sounds; and using conditional positioning wherein you define the characters in your messaging in such a way that the consumer can easily insert themselves into the story (like the beer commercials where you can imagine yourself on that beach). Making an emotional connection can significantly improve your marketing efforts.
Wrapping It All Up
By connecting with family caregivers’ social graphs, encouraging sharing, and making an emotional connection you can significantly increase the likelihood that consumers will engage with your brand.
To learn more about marketing to family caregivers for a specific industry, download our “Family Influence: Connecting with family caregivers to connect with seniors” e-book which describes how these tactics can be applied in the reverse mortgage industry.
To read the first two posts in this series, use the links below:
- Connecting with Family Caregivers to Connect with Seniors Online
- Becoming a Family Caregiver’s Trusted Brand