Marketing to seniors may seem like you need to rely on outdated sales pitches and make assumptions about what older adults want. However, people over the age of 70 today are more active and tech-savvy than ever. The same old tricks don’t work, which is why you need to understand their needs, whether you’re selling a product or service.
Fear not, you can appeal to an older customer base and keep them engaged by following these tips.
Keep it Simple
Regardless of how savvy this generation of seniors may be, you still want to keep things simple. Don’t overwhelm them with too much information or complicated gimmicks. Instead, keep it straightforward and easy to understand in a way that makes it easy to take the next steps towards becoming a customer.
Today’s seniors want you to keep it straight to the point, without complicated jargon or overly complex fonts, and without having to navigate through 500 pages to find the product they need. In other words, keep it user-friendly and simple. Clarity breeds trust, and trust leads to loyal customers.
Play on Nostalgia
One of the things that most seniors have in common with each other is a longing for the past. They long for the way things once were, and the “old days” as they call it. Playing on this nostalgia can be a powerful marketing tool that can work particularly well on an older crowd.
Seniors appreciate references from their younger years, whether it’s through the music or imagery, so if you can manage to incorporate elements of their past into your marketing, you can create an emotional connection with them. Often, a little trip down memory lane is just what a senior needs to turn from being a potential client into an actual one.
Don’t Forget Digital Marketing
While seniors still tend to read magazines and newspapers more than the younger generations do, they’re also online. Digital marketing and places like Instagram and Facebook are an important part of tapping into this audience, so don’t forget to make yourself present to them in these places too. Just don’t forget to keep it simple, personable, and relatable. If your marketing sounds like you’re marketing to a young person, then you’re not going to make them feel like you’re speaking directly to them.
Be Reliable
Remember, sometimes, seniors are a little more trustworthy with businesses than the average person. That’s why it’s so important that you don’t take advantage of this naivety. Be a reliable and trustworthy business, and offer them an honest and transparent experience.
Remember, word of mouth is important amongst the senior community, so if you can build a positive reputation for yourself among seniors to the point that they recommend you to their fellow senior friends, then this can go a long way in this demographic.
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