05.17.22
Digital marketing campaigns that neglect targeting senior audiences are missing out on key opportunities to expand their brand to an untapped market. Don’t let outdated assumptions regarding the way older adults interact with social media and other online platforms keep your company from including this audience in advertising campaigns. Older generations, those over 50, make up 51% of consumer spending and include 45% of all adults. They spend more money than younger generations, and your marketing strategies should reflect that.
The team at FineView Marketing understands that every company and every customer is unique. They are experts at designing a multi-channel approach that creates the right marketing mix that will attract and retain customers of all ages.
Statistics from Ofcom ‘Adults’ Media Use and Attitudes Report 2020/21′ may surprise you.
Of people aged 55-64:
- 86% use a smartphone,
- 94% use the internet at home,
- 70% correctly identify advertising on Google, and
- 73% have a social media profile.
Of people 65 and over:
- 55% use a smartphone,
- 77% use the internet at home,
- 58% correctly identify advertising on Google, and
- 59% have a social media profile.
This tells marketers that they have direct access to the 55+ age group through mobile, SMS, and smartphone marketing. Additionally, YouTube and social media marketing have seen an increase in the over 65 audiences.
Best Practices to Convincingly Target Seniors in Digital Marketing
Seniors Value Loyalty and are Less Likely to Explore
Ofcom states, “Although internet users aged 55+ were considered the least likely to have a social media profile or to use messaging sites or apps, a majority were using both.” The report further explains that the inclination for online browsing reduces with age. Once they feel comfortable with a brand, they remain loyal.
However, many seniors are open to learning about new brands and staying informed on current trends. This challenges marketers to encourage engagement with education and information. As long as you’re meeting their information needs, 90% of seniors will make your brand their digital “go-to.”
Effective strategies for keeping seniors engaged and informed are:
- Community resources
- Location-based, personalized content
- Free tools, tips, and advice
- Clear calls to action (CTAs) and discounted offers
- Increased online and offline seamless user journey touchpoints
- Improved remarketing of educational and informational content
- Simplifying and connecting different marketing channels
For example, one of the top reasons that seniors use self storage is downsizing. They need to cut back on their belongings, but they don’t want to dispose of everything. To attract a more mature audience, create a blog or a YouTube video clearly explaining the self storage process and why it is their perfect solution. Keep the content personal, simple, and informative, and remember to add tips, clear CTAs, and a senior discount.
Fundamental Values Resonate with All Generations
When you’re marketing to seniors, it’s crucial to be aware of their values and interests. Most adults, along with the older population, appreciate the same values – honesty, authenticity, hard work, and relationship. Your marketing strategy, as well as your brand, should resonate with all generations and include minor modifications based on each campaign’s intended audience and chosen social media platform.
Target Seniors Through YouTube
Seniors love YouTube. Google states that one in three baby boomers use YouTube to either learn about a product or service or to be entertained. They enjoy watching TV recaps, highlights, and their favorite shows on YouTube. Older adults have a tendency to look to YouTube when they need explanations for everything from “Why can’t I charge my Kindle?” to “How Do I transfer everything from my old iPhone to my new iPhone?”.
Video content has the potential to clearly explain topics and answer questions; simplify complicated tech details and real-world applications; and enable user engagement in an easily understood method. A YouTube video explaining the use of a self storage kiosk or how to rent or pay online will build trust with older audiences and bridge the gap between an online and offline experience.
Experience-Based Marketing Matters
Maya Angelou said, “…people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” When an older customer feels that a company is genuinely committed to their well-being by helping them find solutions to their problems, you have gained a repeat customer. Additionally, you have gained people who will share their positive experiences with everyone they know.
Older customers value quality customer service, personal contact, and traditional communication far more than other age groups. They respond best to an approach that is clear, consistent, and easy to digest. Messaging should showcase benefits that will make their life easier. Appealing to older adults can be as basic as having a live person respond to their inquiries with a simple phone call.
Final Thoughts
Digital marketing for seniors is about more than increasing the size of your fonts and displaying images of older people playing cards in their assisted living homes. There are some age distinctions to be made, but mature adults spend a lot of time and a lot of money online. Don’t make the mistake of losing the attention of this untapped market.
