Marketing To Senior Citizens

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How to Engage the Senior Audience


One of the most important parts of marketing, regardless of where you find your audience or which audience you’re marketing to, is engagement.



Engagement means to communicate directly with your audience in two-way communication. Depending upon the subset of the senior audience, you may have to work harder to ensure that this happens.



Email  

Seniors do use email marketing. In fact, 38 percent of seniors are online and most of them are using email to communicate with their family and friends. They also will sign up for email lists and groups using their email address.



When you email a senior, it’s important that you keep it simple and personal. You don’t want the email to be too long and cover too much information.



Provide links to other types of media such as video about the topic, and give them permission to email you directly back if they have questions. 



Do not use "no reply" email addresses. You want them to engage with you in a personal way so that they develop and grow trust in you and your offerings. Use a personal name for your return email, and first names will go far in establishing that trust. 



Social Media 

Seniors that use email are also savvy about using social media. They really like Facebook because they can use it to communicate with friends, play games, join support groups, and see pictures of their grandchildren.



To engage on social media, create a special group for your demographic that is very narrow. For example, if your market is grandparents of school-age children, create a group such as



Grandparent Activity Ideas. This will enable them to communicate with you and other grandparents about ideas of what to do with grandkids when they visit.



If you can relate it to your products or services, create an app that is a game that they can play with ads inside the app. Many seniors love playing all sorts of games on Facebook and on their tablets. 



Telephone

Many seniors still like the good old-fashioned phone for communication. When seniors buy something from you or sign up for your email list and download your 100 activities to do with grandkids, give them a call to thank them. 



Have a few ideas of questions to ask them to get to know them better and let them ask you questions. It’s amazing how much more interaction you’ll get from them online when you call them to invite them to your online group. 



In addition, if you market to seniors you must have telephonic customer service. You don’t need to offer it 24/7. But, if you don’t have a number for them to call, it’s unlikely they’re going to trust you, because they like getting personal service when they spend money.



In-Person Events

Another way to engage with your senior audience is via in-person events. Seniors are more hands-on than the younger generation and like being around people in person.



Try smaller, more exclusive events that offer information and culture to your audience for the best results. 



For example, if you want to teach yoga to older students, do small local classes at 55+ senior living communities. From there you can tell them about your website, your online classes, and your offline classes.



Another example: if you own a bricks-and-mortar business, you can have an event at your place of business.



Local senior centers often host talent contests, car shows, cooking events, art shows, and more right at their business location. The idea is to get more people in to see your community and to give the residents something fun to look forward to.



In-person events are a win-win for any bricks-and-mortar or personal service-based business. They also work for training programs such as teaching computer skills to seniors in person in your local area.

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