Marketing to Seniors on Social Media
Seniors are the fastest growing demographic on social media sites like Facebook, Twitter and Skype. An estimated 39 million seniors now login almost daily to check their accounts. Companies who ignore this demographic do so at their peril; people 65 and older have 47 times the net worth of households headed by those 35 and over. Before you start marketing to seniors it’s important to understand how and why they use social media.
Seniors and Social Media: Prepare yourselves, seniors use Facebook and Twitter for many of the same reasons as everyone else. An All Assisted Living Homes report shows the breakdown.
- 40% connect with family and friends
- 30% share photos
- 20% for social gaming
- 10% for contests and games
Marketing to Seniors: The key to marketing is understanding your target audience. Seniors are more likely to respond to health news than a report about the latest fashion trends. Also, this demographic uses the Internet as was originally intended – to conduct research. They’re talking with friends and family about different subjects that are relevant to their lives. The information and recommendations are used to make a purchase. In this respect, the Internet has outstripped traditional forms of media as the primary way of learning about a topic.
What this Means for Your Business: Trust is a big issue for seniors. Established companies with a good reputation may have more success. However, it’s still possible to make headway with the valued demographic. Focus less on your product and more on success stories. Use your social media accounts to establish a connection and to post content that is relevant and useful. Also, remember the extended family. Making an effort to reach them will go a long way.
When using social media to reach seniors, remember to go slowly; aggressive tactics will make you seem like a predator. Take the time to build a relationship and watch your customer base grow.Written by Erika Taylor Montgomery