Seniors are often not in the focus of digital marketing agencies. However, you need to ask yourself these questions:
- Does my company target customers who are older than 50 years?
- Am I advertising to this audience online?
- If the response to this question is no, you need to ask why not.
Businesses marketing to seniors have generally invested most of their time and money into offline advertising. There is still an old belief that customers over 50 are either not on the web at all or are only visiting websites like WebMD.com. As a matter of fact, seniors have 70% of America’s disposable income, and they are much more internet savvy than is generally believed.
The volume of potential customers that fall in the senior or older adult demographic is staggering, and should definitely be utilized by companies who offer internet marketing services.
There is direct access to older audiences through mobile/SMS marketing and other increasing trends like video/YouTube and Social Media Marketing (SMM).
Create Content that Educates Older Audiences
Older audiences need added explanations and general guidance through the information-seeking and buying process. The added barriers (aversion to change, misconceptions about the safety of online shopping, wanting to have offline conversations) often prevent them from taking action.
Target Seniors Through YouTube And Video Content
Online video streaming is getting more and more popular among the older population.
By leveraging video, a strategic digital advertising agency can gain trust from older audiences, explain concepts, and bridge the gap between offline and online user experience.
Adjust your Website
If you expect a significant part of your potential customers to be seniors, it is essential to understand that this audience is a specific challenge when it comes to design and messaging.
Make sure your font size is large enough and easy to read. We suggest a minimum of 12 points.
- Keep the site navigation simple.
- If you are trying to get a senior audience to buy, make them feel comfortable and welcome with age-appropriate photos and graphics.
- Understand the market. Most internet marketers are younger and don’t really understand the senior market. Add at least one person to your team that has experience with older consumers.
- If your digital strategy is intended to attract an older audience, then create a landing page specifically tailored to that audience.
Enhance the Customer Experience
Senior audiences tend to value customer service, personal contact, and traditional communication most. You can incorporate this into your digital strategy by reducing the gap between offline and online user experiences, using simple CTAs such as telephone or single-click actions, and making the benefits clear and the action-taking more simple.
If you need a quality digital advertising agency, don’t hesitate to contact me. I’d love to discuss your digital strategy and help in any way I can.
Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in internet marketing services for small businesses.