Marketing to Baby Boomers

Move over millennials! The Baby Boomers are still the dominant force in the United States!

Baby Boomers are the biggest population in the US, with 111 million people!

They hold 63{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of the financial assets and spend $3.2 trillion annually!

Boomers account for 50{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of holiday shopping!

However only 10{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of marketing efforts are targeted towards this generation!

Why is this?

There is this attitude that marketing to Baby Boomers in a waste of time because they are phasing out of the market. They are retired, getting ready to retire, or they have a guardian or caregiver that is making the buying decisions now.

Not so!

According to Transamerica Center for Retirement Studies, Baby boomers are not all retired.

In fact, 65{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of Baby Boomer plan to work past age 65 or do not plan to retire.

52{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of Baby Boomer are working after they retire.

41{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of Baby Boomer are proactively keeping skills up-to-date so they can continue working past 65.

Retired and out-of-date? I think not!

Some of the most powerful CEOs and influencers today are Baby Boomers. People like, Oprah Winfrey, Tom Cruise, Steven Spielberg, Bill Gates, Conan O’Brian, and George Clooney.

Boomers are still very active, with many of them are still working. Their spending power is unmatched!

So, how do we market effectively to the Baby Boomer Generation?

The golden rule of marketing is: Meet your market where it it.

Do you know where to connect with Baby Boomers? Do you know the most effective way to speak to them once you find them?

Here are the top 4 ways to market to and connect with Baby Boomers

Television Marketing

Some may say that television is on borrowed time, and they may be right. However, the biggest companies are still investing enormous chunks of money in these ads. Why? Because while younger generations may be moving towards online and mobile entertainment, the influential boomers are still spending their time in TV.

Television is not dead…far from it!

According to a study done by DMN3, Television still holds the number one spot as the most influential marketing medium for this generation. While traditional advertising has proven ineffective with the younger generations, television advertising still boast a 75{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} reach with the Baby Boomers. People will buy what they know, like, and trust. One of the best ways to start building this rapport with a baby boomer is through television presence.

There are two main ways you can reach boomers through television:

Traditional Television Commercials

This type of marketing relies on a short burst of clear, customer-centered information for the purpose of getting them to learn more about a product or service. A great commercial will also serve to help build brand awareness and a brand story. The simple fact that they’ve “seen it on TV” can start the sales cycle.

But, I can’t make a commercial!

True! The idea of a full TV commercial can be a daunting for a small business. So if this isn’t an option for you, there is another way to skin the TV marketing cat.

Get On Local Daytime TV

Local TV stations often have time to fill during their morning shows. They are often looking for experts to come and share a few tips with viewers. This is prime time for local television, as this is when many people have the TV on while getting ready for work.

We’ve done this, with some great results in brand recognition!

 

 

The simple act of being broadcast on TV will get boomers turning their heads next time they see your product.

“Hey! I saw you on TV! You must be very good at what you do!”

Now, Television advertising is extremely effective at getting to boomers. However, this is not the only step in marketing for boomers. Once they’ve seen you on TV, they will to go online for more information about the product. Which is where our next most important marketing strategy comes in…

Search Engine Marketing

According to recent studies, baby boomers spend more time online than the millennial generation! When they go, where are they spending their time and where do they find their information?

They are looking on search Engines.

82.4{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of boomers that search for any information online are using search engines, as opposed to social media or video content.

How can you get seen on search engines?

Search Engine Optimization (SEO)

Search engines optimization makes sure that when someone searches for a topic that speaks about the benefit your product or service provides, your business will be seen on the first page of Google Search Engine Results.

This is one reason why SEO is so important!

For Boomers, if they don’t find you on the first page of Google Results, chances are, they’re not going to find you.

Content Marketing

The more content you have published on the web, the more likely it is that someone will be able to find you. This content needs to be SEO optimized, high quality, visual, and speak to the concerns of each generation. This content includes blog articles, infographics, ebooks, and videos.

Pay Per Click Advertisements (PPC)

What is Pay Per Click and how does it work?

Pay Per Click ads can be used in a few different places, like the Google Search Engine and Facebook. These ads put your website on the front page of Google Results for a certain searched topic (keywords). The way this works is that you may pay for an ad that will come up on Google Results when someone searches “marketing to Baby Boomers”. Every time someone searches for that, your advertisement may come up. Every time someone clicks that link to your website, you pay Google for the privilege.

Do I need it?

Not necessarily. If you have great content that has good SEO for the keywords “marketing to Baby Boomers”, chances are, your article (and thus your website) will come up anyway, and for free, too. We recommend doing some research before jumping into Pay Per Click (PPC).

One thing is clear. You must be present on Google results. Make sure your content and website is on page 1 to stay top of mind and be seen by Baby Boomers.

Social Media

Don’t make the mistake that the older generation can’t be tech savvy! About 75{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of Baby Boomers are on social media!

But, which platforms are they using?

Facebook

With a commanding lead, 82.3{db95e0fd77ae6d141d4535e2bf7b464d98e4151322120f553d7786be9a7303be} of baby boomers spend time on Facebook. This makes this platform the most popular social media site, by far.

How do I get seen on Facebook?

Facebook gives people a chance to see what you do and how you do it. Therefore, make sure you have an ACTIVE and COMPLETED Facebook business page. Complete the “About” section. Make sure you have a cover photo and profile picture. Post photos and videos of what you do. Update content and post regularly. Use this platform as a way to share your own content as well as to curate the content of others. Create events. Make sure that potential customers can see that you are currently doing business.

Baby Boomers need to be able to find you easily and see that you have valuable content. Make your page it’s own little “search engine” for quality content and/or news so that Boomers feel comfortable and reliant on your information. This will keep them coming back to you.

 

In Person

Baby Boomers grew up in a high touch world. They value personal contact.

How can you keep up with the high touch in a digital world, especially if your business is at a distance?

Send a Card

According to Forbes, sending a personal handwritten note or card to future or past customers is a great way to show you care.

This simple act can leave a lasting impression and build rapport with any client. This is a great idea for any client, however, this is especially effective with the Boomer generation. Receiving a tangible, personal greeting is a welcome change from the impersonal, paperless world we’ve gotten so used to.

 

What is the best way to appreciate your clients?

Our very own Appreciation Doctor, Jan Coachman, is the resident expert on personal correspondence and it’s importance in business. Jan has seen the power of sending out personal cards to clients, especially with the Baby Boomers.

When speaking of the power of personal appreciation, Jan stated, “Appreciation always wins over self-promotion. Personal cards, like Send Out Cards, can help you appreciate your way to prosperity.”

If you’re interested in a way to appreciate your Baby Boomer clients, we highly recommend using Send Out Cards. Jan Coachman is the lady to see! You can check out the app today for a FREE card through Jan Coachman.

Click here for more information about the appreciation doctor herself, Jan Coachman.

 

Make a Phone Call

Phones calls have proven time and time again to be an effective method of sales and client communication.

Just hearing a real person on the other end of the phone will make your business much more personal and more trustworthy. Some Boomers feel more comfortable with a phone call than with an email or a Facebook greeting. In fact, while most Boomers are tech savvy, many of them are transitioning into social media piece by piece.

Many businesses can’t be sure which digital platforms of communication any one Boomer will be most comfortable using. However, telephone communication is a sure fire way of connecting on a personal level.

Respond Personally on Social Media and to Emails

If you have connected with a Boomer on Facebook or through Email, make sure that your interactions are genuine. If you are not able to be the one conversing with you clients, make sure you’ve hired someone who will care for and interact with your clients the way you would.

The best way to stay “top-of-mind” on social media is by interacting personally through comments and messages.