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More people of all ages are watching / sharing online videos than ever before.

And studies show video marketing has power to motivate consumers – including Baby Boomers and Seniors – to act or buy.

Yet many senior providers don’t know how to integrate video into their marketing.

Over the next month, Jessica Ruhle and I will be sharing best practices for creating both product and lifestyle videos to strategically position senior-serving organizations. We’re honored to have been invited to speak to the topic at both the LeadingAge Massachusetts and LeadingAge Pennsylvania conferences.

Why are continuing care retirement communities (CCRCs), 55+ housing or any organizations focused on older adults considering video at all? Is it because executives are demanding it? Because they see everyone doing it?

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Last week I had the advantage of joining nearly 500 other paid search and digital marketers in the city of brotherly love for HeroConf, a conference focused on paid search marketing.

The program highlighted trends, best practices and even gave a few brief glances into the crystal ball of search engine marketing. I have so many actionable takeaways I was able to bring back to implement for our clients!

I wanted to share the love and reveal three exciting takeaways for senior living and real estate search marketers.

1. Don’t ignore Microsoft Bing.

Sure, Google is the giant (and you should be spending more with Google AdWords) but the power of search by the Bing Network is really growing.

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I have a long-lasting love of pigs.

A few things reminded me of this affection last week.

One, a discussion with my college-bound teens about what should or should not go with them to university. She wants to bring her Harry Potter wand. I stopped protesting after recalling that I headed off to "adulthood" with three stuffed pigs, including one who snorted loudly when stepped on in the middle of the night. (My roommates loved me.)

Two, this tweet from our Director of Business Development, Beth Spohn:

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Way back in 2010 Creating Results asked recent, mature movers what frustrated them about housing websites.

#1 with a bullet? "Don't say price."

We asked the question of hundreds of Social, Silver Surfers because we wanted data to back up our recommendations to senior living providers. Our team kept saying "you need to talk online about your pricing" and their teams kept saying "no!"

Now that recommendation carries even more weight, thanks to the team at Lead InSite.

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Happy Leap Day! The calendar is generously giving us a few extra hours -- use them to catch up on work, for folly, for whatever.

In that spirit, we'll try to give you a little something extra in this weekly round-up of the links that rose to the top with boomer and senior marketing pros in recent days.

MOST SHARED: Creating Results' Director of Media Strategies has a talent for making complex media changes more easily understood ... and acted upon.

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Google made another sudden, major change this week in regards to its search engine results pages (SERPs). While the change is still rolling out, very soon it will affect every search made through Google.

Why should you care?

If you are investing marketing dollars in Google’s paid search product, AdWords, listen up! I’m going to tell you why - and how to roll with the changes so that your senior living and housing marketing results do not suffer.

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Good morning! Each Monday we recap the top activity on our social channels the previous week -- which links / resources got the most clicks, likes, shares, etc. on Twitter, Google Plus, LinkedIn and Facebook. Here are three items that caught the attention of mature marketing professionals.

1. MOST SHARED: Does it "pay to be gray"? Is there a "silver lining" to recent data showing the U.S. middle class is disappearing?

The Pew Research Center has released new study that shows that middle class Americans are "falling behind relative to upper income adults," as co-author Richard Fry states. However, "The biggest winners since 1971 are people 65 and older."

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