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How to Do Baby Boomer Marketing: Tactics, Formats & Messaging?
Introduction:
Marketing to baby boomers presents a unique set of challenges and opportunities. Unlike younger generations, this demographic prefers more organic and thoughtful approaches to marketing. If you’re aiming to connect with the 60+ crowd, it’s essential to understand their preferences, the best channels for reaching them, and the types of messaging that connect.
Key Takeaways:
- Baby boomers favor organic marketing over paid tactics.
- Email, video content, and blogs are particularly effective.
- This generation takes time to make purchasing decisions and values trust.
What Is Baby Boomer Marketing?
Generally, baby boomer marketing refers to strategies targeted at individuals born between 1946 and 1964. This demographic controls a significant portion of wealth and has substantial buying power. Most boomers spend considerable time online, with many engaging with content via platforms like Facebook and YouTube. Marketing efforts should cater to their specific behaviors and preferences, such as their tendency to consume longer content and prefer direct, trustworthy communications.
Best Formats for Reaching Baby Boomers
To effectively connect with baby boomers, it’s important to understand their preferred marketing channels and content formats. Our data reveals that they engage most with email newsletters and videos, whether long or short.
Blog articles and text/image-based social media posts also perform well, while webinars and podcasts are generally less appealing to this group.
Let’s explore the best content formats for reaching baby boomers more closely.
1. Email Newsletters
Baby boomers engage well with email, especially when the content is clear, simple, and informative. Some Brands use straightforward language and imagery that appeals to this demographic
2. Long-Form Videos
Boomers enjoy longer videos that tell a story, like those on YouTube. A good example is Prudential’s content, which showcases relatable stories, such as health care and retirees managing finances.
3. Short-Form Videos
While short videos can be effective, they must be engaging and offer value immediately. For example, makeup tutorials featuring real-life families have done well with this audience.
4. Blog Posts
Long-form blog content that covers relevant topics, such as healthcare, works well. Websites like AARP cater to this interest with posts designed for retirees.
5. Social Media Posts
The most popular social media platform among baby boomers is Facebook, which is perfect for posting images. Content should be positive and straightforward, focusing on how products improve their lives.
9 Best Practices for Baby Boomer Marketing
1. Improve for Mobile and Desktop
While boomers are adopting smartphones, many still use desktops. Ensure your content works well across all devices.
2. Use Age-Appropriate Language
Avoid terms like “old” or “senior” in a negative context. Instead, use language that resonates with boomers’ lifestyles.
3.Highlight Product Value
Boomers prioritize quality, performance, and price. Focus on these factors rather than ethical or trendy marketing angles.
4. Prioritize Organic Strategies
Baby boomers are less receptive to paid ads. Instead, focus on content marketing, email, and video, which are more trusted by this generation.
5. Invest in SEO
Boomers prefer traditional search engines over social media for finding products.
Ensure your site is optimized for the search queries they may use.
6. Build Trust
Boomers value trust over personalization. Keep marketing messages straightforward and transparent.
7. Utilize Social Proof
Use customer reviews, testimonials, and user-generated content to build credibility with this audience.
8. Anticipate a Longer Buying Cycle
Boomers take their time to make purchasing decisions. Use content like blog posts and emails to nurture them through the decision-making process.
9. Don’t Overdo Marketing Sequences
Boomers are less tolerant of constant emails or notifications. Be strategic, offering valuable content without overwhelming them.
Conclusion
Marketing to baby boomers requires patience, understanding, and a tailored approach. By using the right content formats, optimizing for mobile, and focusing on organic strategies, brands can effectively connect with this powerful demographic. If you’re ready to build a comprehensive strategy, reach out to our agency for expert guidance in creating campaigns that resonate with boomers.
