Digital Marketing Basics for Senior 

Nutrition Programs

In today's digital age, senior nutrition programs can leverage effective marketing 

strategies to expand their reach, attract participants, and achieve sustainability. 

Digital marketing encompasses various cost-effective methods to increase visibility, 

engage partners and decision-makers, and drive participation. Programs can build 

a solid digital presence and make a substantial impact by starting with these 

fundamental strategies and tailoring them to their local communities' specific needs 

and interests.

Social Media Marketing

Social media marketing involves using platforms like Facebook, LinkedIn, and X to 

promote your program and engage with your audience. The goal is to build 

community, increase visibility, and fostering interaction by regularly posting 

engaging, relevant content.

Getting Started: Create accounts on relevant 1-2 platforms and post content such as 

event announcements and success stories. When picking platforms, consider where 

your audience is active and meet them where they are.

• Example 1: Share stories of individuals benefiting from your program, 

encouraging community interaction.

• Example 2: Host weekly live video sessions discussing healthy eating habits for 

older adults.

Email Marketing

Email marketing involves sending emails to a group of people to promote your 

program, share updates, and maintain engagement. The goal is regularly 

communicate with your audience, providing valuable information and updates 

about your program's activities and successes. 
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Getting Started: Collect email addresses to ensure you have permission to email 

your list. Create an account for an email campaign service like Constant Contact or 

Mailchimp. As you encourage people to sign up for emails, clearly explain what kinds 

of content they can expect to receive.

• Example 1: Send monthly newsletters highlighting events, articles, and tips 

from a dietitian.

• Example 2: Distribute emails with nutritious recipes tailored for older adults.

Other Content Marketing

Content marketing is creating and sharing online material, such as blogs and videos, 

that stimulates interest in your program. The goal is to provide informative and 

engaging content that highlights the value of your program and educates the 

audience.

Getting Started: Start a blog or a YouTube channel focusing on topics like nutrition 

advice and program impacts. Remember to start small. These products can involve 

a significant investment of time, so it’s often best to start with a quarterly 

commitment.

• Example 1: Publish blog/vlog (video blog) posts about healthy eating for 

seniors with participant testimonials.

• Example 2: Develop infographics (still or animated) on balanced diets and 

share them online.

Search Engine Optimization (SEO)

SEO is the process of optimizing your online content to appear as a top result for 

searches of specific keywords, making it easier for people to find your program. The 

goal is to increase your website’s visibility by leveraging common search terms, 

trends, and regular content updates.

Getting Started: Ensure your website’s content includes relevant keywords and is 

mobile-friendly.

• Example 1: Write blog posts using keywords related to senior nutrition.

• Example 2: Update your website regularly with articles about community 

events using locally appealing keywords.
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Digital Community Engagement

Digital community engagement involves interacting with local communities online 

through forums, social media groups, or digital events. The goal is to build 

relationships, increase program awareness, and engage with your audience by 

participating in online communities.

Getting Started: Start by creating a list of potential regionals/local online groups or 

forums, and then prioritize those groups based on where your target audience is 

most likely to hear your messaging. Start with just one engagement and adjust for 

any lessons learned.

• Example 1: Host virtual Q&A sessions about senior nutrition and wellness.

• Example 2: Offer advice in online health forums or community Facebook 

groups.

Using Analytics

Utilizing analytics involves collecting, analyzing, and interpreting data from digital 

marketing activities. The goal is to understand and improve the effectiveness of 

program marketing efforts, enabling you to make data-driven decisions.

Getting Started: Use tools like Google Analytics to monitor website and social media 

performance. If you do not have the resources to measure everything, start with just 

one marketing strategy (ideally, the one you believe will most effectively reach your 

audience) and focus on those analytics.

• Example 1: Check social media post engagement to refine your content 

strategy.

• Example 2: Monitor email open and click-through rates to tailor future email 

content.