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Unlocking the Secrets Of Senior Marketing

By Tom Seest

How Can You Successfully Market to Seniors?

At GettingOlderNews, we help people who want to learn more about aging and anti-aging.

Marketing to senior consumers is an ideal target group – they have disposable income and enjoy spending time online.
Seniors tend to maintain close bonds with friends and family. To reach this audience, it’s crucial that marketers utilize targeted data lists with personalized content tailored specifically for this audience. Be wary of using teenage-appropriate slang. Show seniors how your product or service benefits them personally as well as those they care for.

How Can You Successfully Market to Seniors?

How Can You Successfully Market to Seniors?

Who Are the Best Customers for Senior Marketing?

Seniors represent a vast market segment that many companies underserve. Although not as digitally adept, seniors respond well to direct mail and email marketing; Facebook ads; YouTube pre-roll video ads, banner ads and paid search. Furthermore, radio and TV can provide them with direct calls-to-action or special offers that capture their attention.
Seniors tend to be wary of marketers, yet are eager to buy products and services that improve their lives. It is therefore vital that marketers adapt their marketing strategies and messages specifically for senior consumers – for instance by using charts instead of words in product ads so seniors are more likely to believe them. Also, avoid overhyping products or services as this can sway buying decisions negatively – instead, emphasize benefits and value.
Key to marketing to seniors effectively is taking into account their physical limitations. For instance, many seniors struggle with poor eyesight and small print. Make adjustments in your marketing materials accordingly to include larger typefaces without crowding or cluttering copy. Also keep in mind hearing loss that inhibits speech clarity – adjust voiceovers and sound effects accordingly to compensate.
Uninformed assumptions about senior consumers are another mistake in marketing efforts, as this implies they won’t respond positively. It is crucial that we break down stereotypes surrounding older generations and realize they may even be more tech-savvy than millennials!
As part of your campaign launch, be sure to test out different channels when testing messaging. An integrated approach combining direct mail with landing page videos, paid search ads, and retargeting campaigns, as well as Facebook ads with paid search ads and retargeting, will significantly boost response. Since seniors love social media so much and spend much of their time there – social media provides an effective means of reaching target audiences as well as communicating brand values like honesty, authenticity and relationships through this medium.

Who Are the Best Customers for Senior Marketing?

Who Are the Best Customers for Senior Marketing?

Are You Missing Out on Connecting with Senior Consumers?

Messages directed toward seniors must be simple and direct; complex or lengthy copy that could confuse or frustrate this mature market may not resonate as effectively with them. Testimonials from celebrities or experts, in particular, can be extremely persuasive with this target market.
Integrating and multichannel strategies can significantly increase response rates. Utilizing email that notifies recipients your mailer is on its way, Facebook newsfeed ads that correlate to its delivery, pre-roll video on YouTube and banner ad retargeting campaigns can all increase response rates dramatically.
Seniors represent an attractive and underutilized market opportunity for marketers. Making up 55% of depositors at financial institutions, they possess five times more net wealth than the average American. Responding well to both direct mail and email campaigns, senior buyers tend to purchase nutrition supplements and online products and subscribe more than other demographics.
Age and experience make them cautious buyers who can be easily duped. Rip-off artists target them, and they distrust any companies with which they do business. Because of this, many older adults prefer using debit cards when ordering products or services online and require free shipping and easy returns as key factors in making decisions.
Generation Z consumers also expect their business partners to provide personalized customer service; having grown up during an era where merchants knew them by name and treated them individually, this type of interaction remains important today. Senior audiences tend to respond well to direct marketing copy that provides reasons for them to purchase, yet reject anything that attempts to promote itself or force a purchase upon them. Staying in contact after-sales occur is also crucial when targeting this demographic. Whenever they have questions or voice any concerns about your product, it’s essential that you respond in a prompt and helpful way in order to build relationships. Retargeting messages tailored specifically towards their interests and needs are particularly effective at maintaining relationships.

Are You Missing Out on Connecting with Senior Consumers?

Are You Missing Out on Connecting with Senior Consumers?

Are Your Visuals Speaking to Seniors?

Businesses often overlook the senior demographic when marketing to this market, yet many fail to do so successfully. Older adults typically have significant disposable income and may invest in products designed to extend and improve their lives, as well as being open to hearing marketing messages tailored specifically towards them.
Images play an invaluable role when marketing to seniors, since these consumers don’t respond as well to written copy. Furthermore, this group tends to be less tech savvy and may require extra assistance learning new products such as Amazon Alexa; therefore it’s advisable to provide instructions for its setup and use in your campaigns.
Seniors tend to be warier than other segments of the market and on guard against scams or potential rip-offs. Credit card numbers should never be given out without providing an assured shopping experience – be sure to encourage orders through Toll-Free numbers or directly.
As senior consumers are known to remain extremely loyal and knowledgeable customers, it’s also vital that marketers recognize this when marketing to this demographic. Customers tend to stick with brands they already trust – so when marketing to senior populations it is essential that customer service excellence and positive experiences are prioritized when communicating your message.
Nostalgia and cliches can be powerful tools when marketing to this audience, as seniors will easily connect the messages through personal experiences. One reason car commercials still feature songs from the 1960s may be familiar to seniors who make them feel at ease when driving around town.
Finally, it’s essential that marketers avoid fear-based tactics in their marketing campaigns. Most seniors want to pass down money, property, and investments to their children and grandchildren without being coaxed into making purchases they don’t really need.

Are Your Visuals Speaking to Seniors?

Are Your Visuals Speaking to Seniors?

How Can Social Media Attract Seniors to Your Brand?

Digital marketing may seem like the youth-targeted equivalent of traditional advertising, but it can also be an extremely powerful means of reaching older consumers such as seniors and baby boomers. Targeting this demographic with their disposable income and strong brand loyalty can be highly profitable for marketers; yet many make the mistaken assumption that older consumers won’t engage with new products or technology or respond to online ads; this assumption can prove dangerous as digital marketing has proven just as successful with this demographic as any other.
Marketing to seniors requires taking into account that their needs and wants differ significantly from those of other groups. Many seniors require special healthcare treatments and services, making them an ideal target audience for healthcare companies. Furthermore, senior citizens tend to be very active on social media platforms like Twitter and can act as powerful influencers among their peers.
When developing content for senior marketing campaigns, it’s essential that messages be clear and respectful. Avoid using slang or pop culture references that won’t resonate with this demographic; use language that speaks directly to them instead. Furthermore, avoid any messaging which emphasizes age as something negative; instead highlight its benefits instead.
Keep in mind that senior citizens often suffer from physical limitations to varying degrees. Their eyesight can be limited, so when using marketing materials designed specifically for seniors it is necessary to use large text and avoid cluttered or dense copy. Also make sure your web pages and shopping carts are simple to navigate with clear instructions for use.
Though seniors may be less engaged with social media than younger generations, this demographic still holds significant purchasing power and eagerness to purchase goods and services. With an effective targeted and creative marketing campaign targeting seniors in this demographic through channels such as social media, direct mail, email, or paid search advertising – it should be possible to reach this demographic effectively.

How Can Social Media Attract Seniors to Your Brand?

How Can Social Media Attract Seniors to Your Brand?

Be sure to read our other related stories at GettingOlderNews to learn more about aging and anti-aging.