You could be losing out on great possibilities to connect with Boomers and other senior citizens online. Take a look at these successful digital marketing strategies.
A lack of focus on senior consumers in digital marketing initiatives might result in missed opportunities to grow the brand’s audience and engagement.
There are several ways in which this leaves older individuals an unexplored market.
In fact, searches for “nomad normal” on Pinterest and other social media platforms are on the rise among seniors.
As Pinterest’s user base grows, more and more adults are turning to the site to do their shopping, with a recent increase of 85%.
How effective are your social media efforts aimed at older audiences on Pinterest and other social media platforms?
Isn’t this something you should be working on? Consumer expenditure is dominated by people over the age of 50, who account for 45% of all adults.
Marketing tactics should take into account the fact that older generations spend more money than younger ones.
In this article, you’ll discover several tried-and-true strategies for marketing to seniors. Your present marketing plan may be hindered by several faulty assumptions we’ll refute.
Senior Marketing Is More Than Just Influencer Marketing
A huge number of influencer options (family members, professional acquaintances, local news, and offline opinion leaders) give an additional layer of marketing potential for senior campaigns.
Concern must be given to the intended 60+ age group, but this focus must be strengthened and supported rather than shifted away.
YouTube and social media marketing are seeing an increase in their older user base.
While the audience’s targeted age (mainly those over 65) decreases the reliance on mobile technology, mobile phones, tablets, PCs, and other technology continues to rise every year.
As a result, the importance of marketing directly to the customer has increased (and prioritising the end person over the influencer).
By this logic, AMP content alternatives, mobile-first content approaches, traditional mobile optimization and related efforts are as beneficial for senior marketing as they are in other segments.
Those In Their 60s And 70s Are More Loyal And Less Likely To Try New Things
When it comes to marketing, the requirement to educate and introduce businesses to the elderly population first increases.
Additionally, 90% of seniors will keep you as their digital “go-to” if you first assist them with their information needs.
Older adults are open to learning about new businesses in order to keep on top of the latest and most significant trends.
In order to accomplish this goal, there are a number of methods that have worked well for me throughout the years:
- Hubs for social and recreational activities.
- Information skewed toward a certain region or city.
- Access to a variety of free resources.
- Users’ journeys are more frictionless, both offline and online.
- Connecting the dots and streamlining digital marketing processes.
- Discounts and phone calls to action have been included (CTA).
- Retargeting for educational and instructional content is on the upswing.
Experiences Are Of The Utmost Importance
Older users may be particularly impacted by some of the most recent search trends such as content personalization and the creation of customised user journeys and experiences (together known as “customization”).
It’s easier to connect with your target audience if you focus on what they’re looking for.
Older audiences place greater value on customer service, human interaction, and conventional communication.
They are more likely to spread the word and do it again if they feel heard and valued by the organisation.
Your marketing efforts can benefit from a wide range of techniques such as:
- Integrating offline and online user experiences. Consistent and easy-to-understand marketing messaging with specific actions to be taken.
- Promoting communication with a call or message through the use of callbacks or other forms of CTAs.
- Sharing positive comments from customers who have a positive opinion of your brand will assist establish trust.
- It’s important to keep in mind the importance of making the rewards and message of taking action crystal obvious.
Invest More Money Into Education
The elder audience demands a further explanation, clarity, and general direction throughout the information-seeking and purchasing process, both on-site and outside through content placement and advertising.
Online banking is one example of a time-saving concept that can benefit people in their 60s and older more than any other.
It’s a common problem, however, because of the additional barriers (aversion to change, misconceptions about the safety of online communication) that hinder individuals from taking action
Incorporating online and offline user journeys, as well as increasing print visibility, can help solve this problem.
- Newspapers in the area.
- Drops/flyers for household information.
- Promoting online and telephone action using offline call-to-actions.
Targeting the Elderly with YouTube
Using videos and YouTube to connect with an older demographic can be extremely effective. According to Google:
- As much as one-third of Baby Boomers say they use YouTube to learn about a product or service.
- Like other generations, Baby Boomers are watching YouTube recaps, highlights, and their favourite shows in order to keep up with the latest news and trends.
- 68 per cent of Boomers say they watch YouTube videos because they are looking for entertainment.
As a result, what are the implications for marketing departments?
With regard to senior marketing activities, video can do more of the heavy work.
Using video to explain concepts, debunk technologies, and encourage desired user behaviour change should be a top focus for organisations.
Brands can create trust with older audiences, stimulate herd mentality, and bridge the gap between offline and online user experiences by using videos to promote their products or services.
Recognize The Perspectives Of Different Generations
When it comes to marketing to seniors, it’s more important than ever to know their values and interests.
When companies take the time to think about what their customers will respond to most favourably, it helps to foster customer loyalty and loyalty to the brand.
Your marketing strategy should include a wide range of demographics, and you should tailor your message to each demographic based on the social media platform and target audience of each campaign.
There are some commonalities in brand marketing strategies that may appear tough at first.
Honesty, authenticity, connection, and hard effort are all values that senior citizens share with the rest of society.
Brands can identify themselves with these generally held beliefs to appeal to a wider audience.
Conclusion
Older people have more access to the internet than any other demographic, creating a massive (and mostly untapped) market for marketers to tap into.
However, in order to get the most out of this, marketing teams need to go after more than just older audience influencers.
More than three-quarters of persons over 65 who have internet access have a social media presence, which opens up a slew of new marketing possibilities.
If you want to communicate with and educate potential senior clients about your company, social media and YouTube are excellent options.
For example, on August 25, it’s Senior Citizens Day, which is a great opportunity for marketers to reach out to their senior customers
Older audiences represent an underserved market that can be converted into devoted and loyal customers by making an effort to engage with them and personalise the experience to their needs.
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