Seniors are the most affluent segment in our society as a whole. In the United States, seniors account for nearly half of all purchasing dollars. It’s unsurprising that when would-be marketers discover a 50th birthday and launch an attack, the gates open.
As the demographics of our country change, businesses must understand how to market to their growing senior population. By the year 2100, more Americans will be over 65 than there are currently under the age of 18. As a result, businesses need to adjust their marketing strategies to focus on this growing marketplace.
Marketing to Baby Boomers
Seniors Citizens, also known as Baby Boomers or (worse) Senior Citizens, are an essential target demographic for healthcare marketing. This is a wealthy demographic, and being sensitive and aware can help you avoid a classic faux pas. Inadvertently, the wrong choice of words or images in advertising can be offensive and an instant turn-off, rather than attracting.
Create a buyer profile with a subjective age at least 10 years younger than the chronological age.
1- How to Customize Your Message when marketing to Seniors
Seniors are an important demographic for marketers to target. The number of people aged 65 and up is expected to double by 2030. This group controls 70% of all discretionary income in the United States. On the other hand, seniors are more than just a market for goods and services; they are a demographic group at the crossroads of several industries across the United States.
Many people dislike being referred to as a “senior citizen” or seeing a member of the audience depicted as “old and gray.” “You are aging, elderly, over the hill, old-timer, geriatric, wrinkly, and/or downright ancient,” it declares.
2- Respected The difference between “actual” and “felt.”
This becomes more clear as people age. Many people say that after the age of 50, they feel ten years younger.
The gap widens as people get older. Almost half of those aged 50 and up believe they are ten years younger than their chronological age. One-third of those aged 65 to 74 say they feel 10 to 19 years younger than their actual age, and one-in-six think at least 20 years younger.”
3- How to Structure Your Senior’s Marketing Message
Create a creative message that is on point and avoids the snub. Almost every creative message should start with the assumption that the target audience has a lower/younger self-image.
There are, of course, some exceptions. However, the overarching view is that this group is not simply a large, homogeneous block of “everyone is old.” To the greatest extent possible, determine the target audience sub-sections.
4- Make an effort to build trust.
Seniors have enough life experience to understand the value of earned trust. Personal information and product guarantees both contribute to a welcome sense of security.
Seniors are patient buyers. This consumer group is less likely to be influenced by phrases such as “limited-time offer” or “limited-time offer.” They are less concerned with the implication of urgency.
5- Personalization, personalization, personalization.
Senior citizens in the United States place a high value on excellent customer service. Digital media, in particular, can deliver messages that are tailored to the specific needs of the audience.
Loyalty is essential. It can be challenging to attract, educate, inform, and persuade elderly adults. Senior customers, on the other hand, are more likely to remain loyal and frequent customers.
6- The most efficient channels for marketing to seniors
Facebook, Twitter, and LinkedIn are the best social media channels for marketing to seniors. Instagram is also a great platform to market to seniors because they grew up with it and find it very natural to use.
A well-rounded, multichannel marketing strategy will almost certainly be the best solution.
Marketing through various channels. Surprisingly, the over-50 demographic employs a wide range of communication channels, both traditional and online. When marketing to seniors, a specific combination of mediums (such as Facebook, Twitter, AdWords, Direct Mail, and Broadcast) can be used to target them precisely.
7- Understand Your Target Audience
You should obviously know yourself, but you should also know your target audience. Don’t just focus on reaching people interested in your product or service; go above and beyond to get to know your audience as a whole. Keep in mind that you are the marketer, not them.
Educating yourself about your target audience and market trends will assist you in developing a marketing strategy that is smaller, more targeted, and will reach more people than other approaches — all of which are easier to market for when you know your audience is larger and has a wide range of needs.
8- Seniors want clear and simple marketing data.
They dislike broad generalizations about products or services. Simplicity is advantageous.
These clients seek low prices and good value. They are less concerned with the total cost. They want to believe that their purchase decision is both substantial and valuable.
Despite the influence of friends and family, senior adults make their own purchasing decisions. Speak to them directly and in their language. Straight/honest talk should be included in senior marketing.
Simply put, seniors are not the same as millennials. Younger generations have grown up in a fast-paced, multi-click computer world. Your Senior audience may be computer savvy, but they prefer clear and direct language as well as a step-by-step purchase process.
9-Create a long-term strategy when marketing to seniors
Seniors are the fastest-growing segment of the US population and are expected to account for 20% of the population by 2030. That’s when the Baby Boomers will start to retire, and, as a result, more seniors will be living on their own. This will cause them to spend more time online and devote greater attention to personalizing their online experiences. Notice how each of these packages covers content and customization to specifically appeal to senior people. This is both positive and negative for marketers.
Baby boomers are the largest demographic in the United States at over 75 million, and understanding this vital marketing audience is crucial. As the first generation to benefit from the consumer society, baby boomers crave convenience and instant gratification — making them a perfect target for automated shoppers. Baby boomers are a massive market force, and any business that wants to succeed would be well-served by taking the time to understand them.