Baby Boomers are embracing the digital age and connecting with others online.
Born between 1946 and 1964, this sizable generation witnessed the evolution of technology firsthand, growing up with rotary phones and black-and-white TVs. Today, they’re comfortable using smartphones, engaging on social media, and shopping online.
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General online shopping statistics show that in the past few years, approximately 90% of boomers used online shopping to purchase items as their most convenient way.
3 Tips for Marketing to Baby Boomers
While Baby Boomers present a tremendous market opportunity, brands are not always reaching and engaging them effectively through advertising. Only about 17% say they tend to buy brands they’ve seen advertised, compared to one-quarter (25%) of Gen Zers.
Here are 3 tips to effectively reach Baby Boomers online.
1. Deploy Personalized Email Marketing Campaigns
Baby Boomers have a strong presence in email communication. According to Forbes, 95% of Baby Boomers use email. Here are some tips to make your email effective when communicating with Baby Boomers:
- Personalization is Key: 74% of Baby Boomers have responded saying that email is the most personal way to receive brand communication. Just like any generation, Baby Boomers appreciate toilored communication. Use their first names in subject lines and salutations. Segment your email lists for targeted messages based on demographics and behavior.
- Keep It Simple and Clear: Baby Boomers prefer straightforward content. Use plain language, clear messaging, and clean, visually appealing designs. Make it easy for them to understand and act on your emails.
- Emphasize Value and Benefits: Highlight the benefits of your products or services. Show how they improve lives and solve problems. Use testimonials and case studies featuring satisfied customers in their age group.
- Optimize for Mobile: Ensure your emails are mobile-responsive. Test them on various devices to ensure readability. Many Baby Boomers use smartphones and tablets for email.
- Build Trust and Credibility: Establish your brand as reliable and credible. Include contact information, addresses, and social media links. Share informative and educational content to showcase your expertise. Encourage feedback and respond promptly to inquiries.
2. Leverage Social Media Marketing
Seventy-eight percent of Boomers are online and 71% of them are on social media. Facebook remains their preferred platform, but they are also active on YouTube, LinkedIn, and Twitter. Baby Boomers use social media to access news, articles, and information. They also follow pages and accounts that provide insights on topics they care about, including health, finance, and current events. Here are a few tips on how to leverage social media to engage with Baby Boomers:
- Educational Content: Baby Boomers are turning to social media for information and learning. Create educational content that addresses their questions and concerns. Share informative articles, how-to guides, and tutorials related to your industry or niche.
- Authenticity Matters: Baby Boomers value authenticity and genuine interactions. Avoid using slang or excessive emojis in your posts. Instead, focus on clear and straightforward language.
- Engage in Conversations: Actively engage with your Baby Boomer audience by responding to comments and messages promptly. Encourage discussions, ask for their opinions, and show appreciation for their feedback. Building a community and fostering relationships is key.
- Use Visual Content: Share images and videos that tell a story or provide useful information. Infographics and short video clips can be particularly engaging.
3. Develop an SEO Strategy
This generation frequently relies on search engines like Google and Bing as a trusted source of information when researching products and services. Google is the most-used app for more than three-fourths (76%) of boomers. When considering a purchase or seeking information, they often start by typing their questions or keywords into search engines.
- Content Quality: Create high-quality, informative, and valuable content that addresses the specific needs and questions of Baby Boomers. Aim for longer-form content that thoroughly covers topics of interest, as Baby Boomers often seek in-depth information.
- Local Search: Baby Boomers often search for local businesses and services. Make sure your website includes location-specific information, such as your physical address, contact details, and business hours. Local SEO strategies can help your brand appear in local search results, which is vital for attracting nearby Baby Boomer customers.
- User-Friendly Experience: Baby Boomers appreciate websites that are easy to navigate and understand. Avoid overly complex language and ensure that your site loads quickly. Search engines reward websites that offer a smooth and user-friendly experience with higher rankings.
4. Direct Mail Marketing
71% of baby boomers say mail feels more personal than digital communications
Direct mail marketing can be an extremely effective way to reach them, as they often appreciate tangible materials and personalized messages.
When crafting your direct mail campaigns, consider these tips:
Strong Call-to-Action: Clearly state what you want your audience to do, whether it’s visiting your website, calling a phone number, or using a unique coupon code. A strong call-to-action is key.
Personalization: Tailor your message to the specific interests and needs of your target audience. Use personalized greetings, references to past purchases, or tailored offers to create a more engaging experience.
Clear and Concise Messaging: Baby Boomers value clear and concise communication. Avoid cluttered designs and overly complex messaging. Use a clean, easy-to-read font and a straightforward layout.
High-Quality Materials: Invest in high-quality paper stock and printing to create a premium feel. This demonstrates your brand’s commitment to quality and reinforces your message.
Nostalgia: Tap into their past, evoke feelings of nostalgia by using vintage-inspired designs or referencing iconic moments from the Baby Boomer era. The positive emotions can help create a stronger connection with your brand.
Conclusion
While millennials and gen z get a lot of hype, don’t overlook the power of baby boomers. Baby boomers outspend other generations by about $400 billion and today they’re comfortable shopping online and using digital channels.
If you found this content helpful, check out Generational Marketing: How to Target Different Age Groups
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