3 Things To Remember When Targeting An Older Demographic For Business

If you’re running a business where your main customers are people from older generations, it’s important that you know the right way to market to this audience. The way people in this demographic think and interact with the world is very different from the way that other, younger demographics do, especially from a business standpoint. 

To help you in figuring this out for your company, here are three things to remember when targeting an older demographic for business. 

While younger audiences are used to the kind of marketing that takes place on digital platforms, if you’re choosing to marketing digitally to an older generation, you’ll need to go into the details of the sales process a little bit more.

For example, Lee Wilson, a contributor to Search Engine Journal, shares that you need to spell things out even more when giving information about your product or service in addition to giving guidance throughout the entire buying process. What this usually means is offering more mid-funnel content that gives background information about both your company and what you’re selling. Knowing this, you may need to spend more time and money on content production so that you can have the content assets necessary to take your target audience all the way through the sales funnel. 

The type of language and messaging you use for older audiences will often require more care and attention, especially for younger content producers who aren’t used to this type of communication. 

According to the editor of Business News Daily, you’ll want to avoid using any language that could be construed as crude or suggestive. You’ll also need to steer clear of slang or jargon that might not be immediately understood by an older audience. Even if your target is actually those making the purchasing decisions on behalf of the elderly, like what happens when someone is in an assisted living or other care facility, you’ll still need to ensure that your messaging fits an older, more conservative demographic. 

What senior citizens are familiar with and used to when it comes to good marketing are the personal touches that came along with older marketing strategies. Knowing this, you may want to incorporate some of this into your current marketing ideas. 

To do this, Larry Alton, a contributor to SEMRush.com, suggests that you try to make experiences with your company as personal as possible. This could include having more people to speak on the phone for customer service calls or more personalized emails or social media outreach. 

If your business is targeting an older demographic, consider using the tips mentioned above to help you reach this audience. 

TBN Editor

Time Business News Editor Team