7th Nov 2016

5 Ways To Effectively Market To Older Audiences

When it comes to your marketing it can be easy to ignore older generations, with so much focus on the younger demographic, social media and technology, there are many who believe that marketing to older groups just isn’t worthwhile, but by reaching out specifically to one portion of the market, you can miss out on an equally important demographic and ultimately miss many opportunities. 

Despite often getting overlooked, older generations are a diverse group and contrary to popular belief, are now taking to technology and the internet much quicker than ever before. Marketing to older generations shouldn’t be the challenge that many believe it to be, in fact marketing to an older audience should be simple, with these simple tips you can not only improve your marketing strategy but also grow your reach and attract an entirely new audience.  

Attract Audiences On Facebook

While social media is often associated with younger audiences, Facebook is still continuing to be popular amongst older generations. By creating a Facebook page for your business you can post status updates, videos and images about your business, your services and your products. Using Facebook can be a great way for you to connect with your audience, increase engagement and ultimately increase your visibility online.  

Don’t Ignore Mobile 

It’s easy to assume that mobiles and tablet devices are only for technology obsessed young people, however this couldn’t be more wrong. Older generations are using tablets more than ever, often opting for tablets over desktop computers and laptops because of their easy usability and personalisation options. If you’re looking to aim at targeting older generations you shouldn’t ignore a responsive website, mobile ads and even apps, these can be simple ways you can get your brand out there.  

Adwords Drives Calls 

Where young people are likely to avoid online ads with tools such as Adblock, older generations are more inclined to pay attention to online ads like Google Adwords. Creating Adwords campaigns that are targeted to older audiences, can help increase your leads or sales. Adding call extensions or sitelink extensions can also be an effective way to target older generations who might be looking to call and speak to people first, rather than looking through your website.  

Leverage Content Marketing 

Although not exclusive to older audiences, it’s more likely that older generations will fully research a product or service before they make a purchase. By creating high quality and informative content you can not only promote your business, you can also provide your customers with plenty of valuable content to help them make an informed choice. This content can be a great way to show you care about your customers, boosting your reliability and establishing your business as an industry leader. 

Remember Youtube and Video Content

Older generations are now looking to Youtube and video content to both find out more information about businesses and products but also for entertainment purposes. With this mind, it might be time you start to consider utilising video content in order to reach out to older audiences. With an increase in older people choosing to watch Youtube videos through desktop and tablet devices you can create some great content that is not only engaging but also informative.

As a business owner you should never believe that digital is only for young people, these days everyone is online and embracing new technology. The internet is a powerful tool for everyone, of any age. Ignoring certain audiences can not only lead to a loss of business but also can alienate older people, who can feel patronised and isolated by those only aiming to reach young people. By following these 5 tips you can get well on your way to reach out to new audiences and embrace a range of new opportunities. 

Article By
Sarah Seymour,
Published: 7th November, 2016
Categories: Marketing

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