Targeting Seniors in Digital Marketing is Easy With These Practical Outreach Strategies

Seniors don’t get their fair shake in digital marketing. So much focus is on users in their 20s and teens that older audiences are consistently ignored by a lot of the talk and trends. Regardless, they exist and seniors are using the Internet in bigger numbers than ever before. Businesses targeting seniors have a lot to gain by chasing seniors.

Here are two statistics to keep in mind. More than 25 percent of people over the age of 75 are using tablets regularly, and more than half of seniors between 65 and 75 have social media profiles. Senior populations are plugged in way more than we think they are and they’re ready to spend their money. If you have products or services appropriate for a senior audience, here are a few results-driven digital marketing strategies to put to use for yourself.

They like personalization.

As it turns out, younger and older audiences are like in the sense that they enjoy content personalization and a tailored user experience. The difference is older audiences appreciate more communication and connection. Customer service and personal contact count. With a senior digital marketing strategy, ensure your messaging is consistent and easy-to-digest, incorporate offline media such as local papers or flyers, and it doesn’t hurt to use CTAs which encourage a single-click action or telephone call. Build connection!

They’re more loyal and less likely to explore.

The older a person is, the less likely they will move away from the websites and apps they use regularly. In digital marketing, you must educate, inform, and present your brand to a senior member of the population first. Start slow and build awareness. Consider online and offline community resources, location-based blogging, free tips and advice, discounts, and more informational content.

Go beyond influencer and word-of-mouth.

There’s a lot you can get from focusing on influencer marketing for seniors, like using family members, local news, and offline authorities. That said, contemporary seniors generally know these tricks and strategies. Move past them by focusing on mobile-friendly digital marketing, streaming content and video content, and social media. There’s a high amount of seniors regularly tuned in and open to smartphone marketing, YouTube video marketing, and social media marketing. This use is only growing. In the future, this is going to be where brands market towards senior demographics.

More education.

Older audiences require explanation, clarity, and guidance. If they don’t understand you, they won’t hang around to find out what you’re on about. With your content, keep things simple wherever possible and always clear. Common barriers to buying for seniors include misconceptions relating to Internet safety or purchasing online, wanting an offline more personalized experience, and being uninterested in change. The less you sell and the more you educate or inform, the more you can cultivate that lead and eventually capitalize on a sale.

YouTube.

YouTube is such an untapped hub of activity among senior Internet users. Increase sales by focusing on senior video marketing i.e. tips, advice, education, etc. Here are the facts. Seniors in their 50s, 60s, and 70s are watching more online TV and YouTube, and this number’s only increasing. About 15 percent of seniors 50-59 watch a video on YouTube every day. Comparatively, 33 percent of those aged 60-69 watch a YouTube video at least a few times a week – which is identical to 30-49 year olds. Do not be afraid to lean on video marketing when trying to reach segments of the senior populations.