The digital world seems to want to cater exclusively to the younger generations. This means that older demographics usually aren’t the main focus of some digital marketing efforts. Now whether or not your business targets older generations as part of its marketing strategy, it’s a good idea to not let them fall by the wayside. You would be losing an entire market to target. While it may be more difficult to reach these older demographics, it is well worth your interest to catch the attention of some of those customers that are late to jump into digital or are a little afraid of it. Here’s a basic guide to how to use digital marketing to target an older audience.
1. Don’t Underestimate Them
Now you may be quick to write-off the older generations as not worth your time. However, you need to remember that because they have established careers or on the verge of retirement, they have much more spending power than any other market you may be targeting. They also are utilizing digital avenues for spending, reviews, etc. Even if it is on a smaller scale. Therefore, your digital marketing efforts need to be part of a broader brand experience. Try to create an online presence that projects an atmosphere of open, loyal, and caring communication. The older generations tend to gravitate towards this type of presence and translates this to real world practices that benefit your business, ex. enduring customer loyalty, physical word of mouth, etc.
2. Understand Their Lifestyle
For the older audience that you're trying to target, focus on creating content that is conveying messages that helps them live exciting and fulfilling lives. You also don't
want to patronize them with slow marketing messages. At worst, you won't reach them and worst-case-scenario you'll insult them. For the older customers that have slightly
less than stellar eyesight you'll want to focus on bold and easy-to-read fonts. The simpler it is to read the better. Which leads us to the next point.
3. Keep It Simple
While the older generations without question have a huge amount of knowledge and experience, they still like simplicity. When creating ads or content, avoid using slang, text language or abbreviations whenever you can. This is because there's a huge possibility that it could confuse them and lead them away from your business. Even if it doesn't confuse them, there's a high chance that they will tend to view it as unprofessional and leave with a sour taste in their mouths regardless.
4. Make Information Easy to Find
One of the best things about the older generations is their shear spending power. They also tend to do a lot of in-depth research before making purchases. Even more so than younger demographics. A good rule of thumb is to make sure that you have everything ready to go for them. What this means is that your landing pages should be simple and straightforward. They should include less flash and more substance. Try to make it as easy to find the information that they’re looking for. You'll also want to make sure that
the products they're purchasing are easy to purchase from those pages.
The older generations are not a market that you want to avoid. They can bring a lot of benefits to your business and help it to grow. They are embracing technology, but still need a little time to adjust. These are just some basic tips that you can incorporate into your marketing strategies in order to keep these generations in mind when you begin your digital marketing efforts. Hopefully these tips have given you a basic foundation and will help you in your efforts to grow your business.