What does it mean to market to people who are over 50?
There are many ways to get your product or service noticed, and marketing is a broad term that refers to all of them.
The first step is to learn the most effective way to market your products in general. Once you dive deeper into the senior’s target audience, you will find it much easier to sell them your products.
The best method to gain the most out of your money is to spend some time and effort marketing your product to senior citizens.
If you want seniors to pay attention to your brand and buy your products, you should aim to use as many of the channels as possible to get your product seen and sold:
- Social media platforms like Facebook and Nextdoor
Why is it so important to market to seniors?
The baby boomer generation, which includes those in their mid-60s and older, is rapidly growing and accounting for a growing population share.
The senior demographic has a lot of purchasing power, isn’t afraid to spend money, and wants high-quality products at low prices, making them very appealing customers for many businesses.
According to the AARP, in the United States, 26 % and 70 basis points of disposable income are controlled by baby boomers.
To the extent that the senior demographic can help save society and bring about positive change, so be it!
To help their families and communities, they are increasingly involved in politics.
How to target baby boomers with healthcare marketing
Because of their increased longevity, baby boomers will spend more money on health-related products and services (82% of them still live at home).
Seniors are the most active social media segment, with over 70% having Facebook accounts.
- Aside from video chat, mobile devices allow them to participate in other social networking sites like Linkedin and Twitter.
- They also use coupons more than any other age group because they offer discounts and savings when shopping at retail stores.
- Businesses can reach this demographic by distributing information online about retirement planning resources like 401(k)s and IRAs.
Seniors citizens are twice as likely to use online regularly as any other age group.
The secrets to marketing to seniors
Housing, travel, and retail sales are all affected because half of the seniors work part-time or full-time.
Only 20% of retirees age 65 and up plan to live solely on Social Security.
The average baby boomer and senior citizen family have $120,000 saved for retirement, 69% more than the national average!
Seniors are more careful with their spending because they are concerned about not having enough money to live comfortably in retirement.
What Baby Boomers Really Want
Businesses must meet this demand because baby boomers want mainstream products that appeal to them; however, there are some challenges they may face.
A product that appeals to a 25-year-old, for example, will not appeal to an older consumer who has different tastes and preferences in terms of design, color, size, and function.
Don’t forget about their health concerns, such as arthritis, which can make it difficult—or even impossible—to use certain products.
Seniors enjoy using the Internet for information, but they also watch much television, so businesses must be careful not to overlook either of these sources when planning their marketing campaigns.
Your chances of persuading someone to buy your product or service are small if you can’t get their attention with your message.
- When using social media marketing, it’s critical to cast a wide net to reach a large audience.
- Despite the typical deception that this demographic is primarily offline, older generations are active on all social media platforms.
- Make sure to take a different approach when marketing to older demographics.
- For older generations, the critical trends and tactics for younger generations, such as Gen Z and millennials, will not work.
Inorganic and paid content is increasingly used to reach Gen Z and millennials on social media. But what about boomers and Xers? It’s challenging to determine which social media platform is best for reaching out to the older demographic but don’t assume they’re not on any of them.
Facebook Social Media to seniors
Many of the marketers we spoke with said that Facebook was the most effective platform for reaching out to an older audience. According to Pew, 62% of internet users aged 65 and up use Facebook, while 72% of those aged 50 to 64 use it. In these age groups, Facebook has the highest number of users.
According to Jake Tully, head of the creative department at Trucking Unlimited, many users prefers to share media from other sources rather than post something themselves.
“Rather than taking selfies or disclosing personal information, these older users enjoy filling up their timelines with articles, photos, and videos related to their interests, and do so on a regular basis,” he said. “With this in mind, we try to cultivate an online presence with news stories that may bring the opinionated people out of the shadows,” says the author.
According to Andrew D’Amours, co-founder of Fly trippers, Facebook is the best platform because it gives businesses more credibility with older audiences. After all, they see their younger friends and relatives interacting with posts.
LinkedIn Marketing Social Media to seniors
When deciding which social channel to use, Kevin Huhn, a growth strategist, and consultant at Hopes, Wishes and Dreams, said it’s not enough to know where your audience is; you should also consider the type of product you’re promoting. While Facebook is an excellent place to promote personal products, LinkedIn can better advertise business opportunities.
According to Pew, LinkedIn is more popular among 30- to 49-year-olds than those 50 and older. According to Pew: 33% of internet users ages 30-49 use LinkedIn, 24% of those 50 to 64-year-olds, and 20% of those 65 older.
Twitter Marketing Social Media to seniors
On Twitter, some businesses have had success reaching out to older audiences. MyCorporation CEO Deborah Sweeney said her company regularly interacts with Gen Xers and baby boomers, mainly through relevant Twitter chats.
According to Pew, Twitter has fewer internet users than some other social media platforms, so depending on your target audience, you might not have as much success here as you would on Facebook.
Pinterest Marketing Social Media to seniors
Because Pinterest is primarily a visual platform, consider what types of photos or videos your company could share if you decide to use it. If women are part of your core buying demographic, Pinterest might be an excellent social media platform to focus on, according to Laura Simis, an inbound specialist at Coalmarch Productions. Pinterest can also help you find communities with similar interests.
Why does Social Media Advertising Work for Senior Market?
The challenge lies in gaining the right information to understand which channels are worth investing in and which should be avoided.
How to make your social content more engaging
“People over the age of 75 will trust a friend’s opinion over a commercial.” “But you have to go where they are.”
Social media marketing works so well because it allows brands to reach consumers. The report also revealed that consumers preferred Facebook and Twitter to chat with brands. For example, 45% of respondents use Facebook to discuss products, while 46% use Twitter.
Six tips for marketing to seniors
- If you’re targeting the elderly, keep in mind the following: Use proper language. Aside from avoiding crude or suggestive language, use language that a broad audience will understand. Avoid using millennial or Gen Z-only jargon or slang when targeting older audiences. Instead, describe your products and services simply and clearly.
- Avoid using fear-based tactics. Fear once used to prey on older demographics is rapidly losing relevance. Scaring seniors into buying something is a common tactic, especially regarding their health and safety. According to Pew, seniors use digital tools and social media to stay independent and connected.
- Market via various media. Use all available channels to reach as many people as possible. Older people use a variety of channels. Some use only one, while others use them all. In either case, you must tailor your message to each channel. Across all channels, use eye-catching images but write unique copy.
- Ascertain your goals. Determine what you wish older people to do. Do you want seniors to sign up for your newsletter, free trial, or call for more information? “Call to action buttons” is crucial to the campaign’s success.
- Don’t Neglect video. YouTube is the second most popular website. Videos showcasing your product, testimonials, or clear how-to tips will help the older demographic looking for similar solutions.
- Your target market is essential. Some marketers think others make senior buying decisions. In some cases, this is true, but not always. They are more self-reliant and prefer to research independently. By directly addressing them in your copy, you can adjust your marketing.
Your Brand’s Social Media Presence
“Brands must have an active and engaging social media presence.”
According to 70% of survey participants, brands should create more engaging posts and appealing content to engage with them. To keep them engaged, brands should provide relevant and timely updates to 70% of respondents. It takes time to create engaging posts with relevant content.
Customers use social media daily, the report says. People use tablets, smartphones, and computers to access social media. With the rise of mobile devices, customers’ lives have become more social. Companies should provide timely updates to maintain social media relevance.”
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