I have an online platform designed for use by baby booms & senior citizens. However since (I think?) they don't typically spend as much time online as the younger generations, then how or where can I go to effectively market to this audience online? Offline marketing suggestions are less relevant at this time, but always valued/appreciated!
You have a lot of options to market to boomers and seniors. That age group is facebook's fastest growing segment. Build ads that target that age group and think about having a facebook page to supplement your efforts there.
Older people search just like the rest of us as well, so build an adwords campaign around keywords that might align with your product.
Contact me if you'd like to chat about some options or need some help building your campaigns. Good luck!
Your target audience is definitely a challenging one to connect with online but it's far from impossible. The first thing you'll want to do is study your audience and truly get a better understanding of where they are spending time online. While they may not be spending as much time online as younger audiences, they've embraced technology and are most certainly consuming content from their social channels and on their favourite websites.
One strategy that would likely make the most sense for this audience is built on the idea of creating and distributing quality content that links to their motivations, challenges and wants. To do this, I would consider what topics are the most relevant to this audience and gather this insight by spending time on the channels they use. Similar to the way Entrepreneurs spend time reading answers on Clarity, these people likely spend time on another website. What is it? What do they talk about? Go there and find out the hot topics. If there's a connection between those topics and your product, you've found a great story that can be leveraged and shared to drive awareness and potential leads to your product.
Identifying these stories and possible messages will then arm you with the ability to craft content that can drive earned media. For example, let's say you crafted an Infographic titled: "How Savvy Baby Boomers Are Navigating The Web" -- You then take this content and share it with a few journalists at outlets that your audience would read and see if they would be interested in posting it. If the content is good, they'll likely consider it and allow you to be placed in front of a highly relevant and targeted audience.
This is just one of the many tactics that could work. If you'd like to discuss ideas in more detail - Line up a call to chat!
You may be surprised to find that Baby Boomers and Senior Citizens are fairly active in online communities and social media because this is how they stay connected to family and friends. I wouldn't ignore it entirely.
Two things I would do: First, If your online business lends itself to creating content of some kind that is educational, look to content marketing. Create a blog and write content that answers questions your target audience wants answered. Share that content on social media. Facebook and YouTube are great places. You've probably heard that younger people are turning away from places like Facebook because that's where their parents and grandparents hang out online. Well, there you go. That's where your audience is. Become an authority in your space. Your audience wants to know they can trust you if they decide to part with their money and spend it with you.
Second, and this is for offline marketing because it shouldn't be overlooked, look to your local area and find associations or organizations that cater to your target audience. Many of these organizations host meetings or group outings. Could you perhaps take your same educational content and present it to these people in person? Start small and you'll be surprised that word will get around about your product or service if you do a good job presenting it and demonstrating its value.
I know my answer is somewhat ambiguous because I don't know much about what you are selling or your online platform, but look to content marketing. If you can skillfully craft your pitch in an educational format, your audience will likely respond accordingly.
"Baby boomers and senior citizens" are not a homogenous group, but AARP is a relatively trusted source of information for seniors. Have you considered advertising with "AARP The Magazine?" AARP has about 40 million members.
Something else to keep in mind is that seniors usually have Medicare, approximately 60 million members over 65 years old.
Not sure if that is helpful. If You share more about your model, perhaps I can offer more valuable insight.
Gregg Michael Kennelly
I'd make your No. 1 priority growing an email list. It's almost *always* important for growing communities, but for this particular target market that might not be on social as much as the rest of us, it's even more important. Create a valuable freebie to encourage them to opt in, and then you can go to them where you know they're already hanging out: their inbox.