Trying to reach out towards non-millennials? Here are some marketing tips for effectively reaching an older demographic.
When you think of reaching a potential customer, you might automatically jump to digital advertising. And that's for good reason – more than 2 billion people around the globe are expected to do their shopping online by 2021.
However, that's assuming the potential buyer understands all of the current online lingoes. But what about the more senior demographic, that might not be glued to their phone or tablet as often as millennials?
There's a lot of buying power among the baby boomer generation. In fact, it is considered the wealthiest generation in history with a collective worth of more than $30 trillion. That includes controlling more than 70 percent of disposable income in the U.S. by some estimates.
Just because boomers may not be online as often as the more recent generations, there's data to suggest they spend quite a bit of time (and money) online too.
You can tap into this treasure chest if you follow the right marketing tips. Here are 5 of them...
1. Avoid Trendy Language
Those born 40 or 50 years or more ago might not be as familiar with the marketing buzzwords used in today's online world. Hashtags pop up and fade away sometimes overnight, and that works fine if you're targeting someone who is always plugged in.
However, if you're trying to reach more non-millennials, you need to use language and terminology they can relate to. That means avoiding making reference to the latest trends and not using abbreviations (think ICYMI.)
This isn't to say that non-millennials don't follow hashtags. In fact, there was even a #HowToConfuseAMillennial hashtag started by boomers and Gen X'ers that was a cheeky attempt to make fun of millennials (but it backfired when millennials turned it around on the other generations.)
Non-millennials may not pay as much attention to what's trending online, therefore your marketing efforts designed for a younger crowd will be lost on them.
2. Make Sure You Rank High in Search Results
You can use all the plain language and non-millennial friendly language you want online, but if potential customers can't find you, you're out of luck.
That's why you should put some effort into boosting your rankings by using search engine optimization (more commonly referred to as SEO) and other techniques when someone types a particular search phrase.
You might be surprised to know that boomers spend as much time (or more) than they do watching television according to a study published in 2013. Another study suggests that 96 percent of boomers use search engines – more often than social media or online videos to make purchases.
So if you're trying to reach a more mature audience, being visible should be a top priority.
3. Choose Social Media Wisely
Boomers and Gen-X'ers might not be hanging out on Instagram or Snapchat like many millennials are, but that doesn't mean they don't look for information on other platforms like Facebook.
Those aged 55 or higher make up almost 10 percent of all Facebook users, according to data from 2017. And what's more, is that more seniors are using Facebook more often than teenagers aged 13 to 17.
Boomers are also spending time on LinkedIn to connect with other professionals. In fact, about 35 percent of this age group have a LinkedIn account.
YouTube may be another place to target boomers. More than half of the generation watch videos online, with YouTube being the top channel at 82 percent, higher than Facebook videos.
While launching a social media campaign on Facebook could be a good way to go, you can also simply make sure you have a business page on the platform that presents clear and useful information about your products and services. Also, make sure you monitor it to provide quick responses.
You may also have to jump on Facebook Messenger for a live chat, as this age group values one-on-one customer service.
4. Show Value Early
Content marketing is highly effective in helping companies share information while also promoting themselves. In fact, as much as 91 percent of B2B businesses use content marketing to boost sales.
However, not all content marketing is the same. Quality content will give a reader useful information before directing them to a product or service. However, some businesses are using "clickbait" to drive people to a certain page by using sensational headlines or making overblown promises to drive action.
While clickbait can also be highly successful in reaching new customers, it might not work as well on non-millennials. Boomers aren't as naive online as some may think, and they won't be easily fooled by false promises. Be truthful and upfront about what you're offering, and how it will benefit a potential customer.
5. Focus on Lifestyle
Many boomers aged 55 or older aren't looking for the newest and trendiest gadgets to show off to their friends. They're looking to improve their lifestyle.
That means when you're designing a campaign for a product or service, you should provide information about how the product will improve their life. For example, if you're selling an adjustable chair or bed, show how easy it is to use to watch the evening news in an upright position with a touch of a button. Or if you're a travel agency, target destinations that will most appeal to the boomer age group.
Help them envision how your products and services will make things easier while improving their quality of life, and you might have a winner!
Follow Marketing Tips To Reach Non-Millennials
If you're only targeting millennials with your marketing campaigns, then you're leaving a lot of money on the table. Not only do the more mature generations spend a good deal of time online (even more than they watch television), but they also spend more online than millennials.
In fact, a report shows that Generation X is the leading spenders online, with baby boomers coming in second. Not only that, but boomers also account for the most online spending.
By employing some of these marketing tips for targeting non-millennials, you could start reaching a whole new market that has disposable income. You just need to know how to best convince non-millennials to click "buy" on your site.
Contact us today to find out more about how to reach more potential customers online.