5 tips for marketing effectively to seniors online
It is widely believed that the online audience is full of young twenty- and thirty-somethings, and a few teens here and there. Many marketers tend to forget that older generations, such as the baby boomers, also have an online presence these days.
While older generations may not be as tech-savvy, not marketing towards them may cause you to lose out on a big chunk of sales opportunities. If you are planning to market your products towards seniors, it is obvious you will need to adapt your strategy.
Here are five tips for effective online marketing for seniors.
You might not create an advert with a lot of reading for the online audience, but using a video with narration still requires words. When you are creating an advert aimed at the older generations, you need to make it relatable.
Not only does the content and product need to be useful to these people, but the language you use to present it needs to be easily understood.
Using trendy language and slang will not necessarily help convey your message well since older people find this language unfamiliar. Rather, stick with standard, conversational language that is easy to understand and makes your purpose clear.
Use the right channels
Online marketing is useless if you do not use the right platforms. Marketing to the 65+ age demographic on Snapchat is completely ineffective; since it is unlikely that they have the app or know how it works. Rather, this age group is easiest to reach through YouTube and Facebook, as these social media platforms are easily accessible.
Using the right channels not only ensures you get the right audience but also reduces financial wastage on adverts with no effect. Evaluating each platform to see which is most effective for reaching your target demographic will help you make marketing decisions with purpose.
Use the right images
No matter how old a person is, the brain reacts and processes images faster than text. A large number of older people see themselves as about ten years younger than their true age. Your images should reflect their perceived image of themselves.
If you are advertising for elderly care, you should use images of people in their early 60s if your target group is in their 70s and 80s. If the “old” people in the images are notably younger than the targeted group of people who would need their services, it creates a better impression.
Aim for simplicity
The older generations are embracing digital technology but still don’t make the big numbers, so they might not understand how a website works. Rather than requiring a complex series of actions and interactions, a simple layout with clear guidance is more relevant. Using large fonts and menus that are easy to navigate are some of the best steps you can take.
If you have an online payment process, make sure that it is a simple (and safe) process. Many older people will give up if the process becomes too complicated. You should also keep your website layout clean and clear and free of clutter.
Personalization is still important
Older generations are used to personal customer service. Automated services are new to them, and it is unfamiliar territory for many older people. Apart from not understanding how automated interactions work, many of the older generation despise the cold, distant feeling they get when they interact with a machine.
While your online marketing strategy might be automated, you should make sure to have a real human interacting with queries. Having a human rather than a chatbot or automated call center helps personalize the customer care experience, and allows the experience to be familiar.
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Al Davidson founded Strategic Sales & Marketing, Inc. (SSM), where he helps deliver B2B lead generation services and appointment setting solutions for clients around the world. Under Al’s direction SSM has designed and implemented new business development plans for thousands of B2B companies which generated over 7 million new sales leads...