Targeting older audiences can be a challenge if you don’t have a well-thought-out plan. Older and younger audiences may have different preferences. What can work on younger crowds may not necessarily work for their parents or grandparents. Older audiences can also be harder to reach because they might not be as tech-savvy. Despite this, older audiences are still worth tapping into. Plenty of people above 50 years old use the internet for email, online shopping, reading news, and social media.
Here are five tips that can help you better reach older audiences.
Avoid being age-specific
One easy way to better market to older audiences is by not making your marketing schemes too age-specific. Avoid focusing on younger consumers alone. Some companies make the mistake of making younger audiences a priority over older audiences. Don’t operate a campaign that ignores the potential of the adult population.
Accessibility is key
If you’re expecting good traffic from older audiences, first make sure that your website can accommodate their needs. Marketing to older audiences presents challenges, particularly in the areas of design and navigation.
Make sure that your font size is large enough. Navigation should also be as simple as possible. Going with a minimalist design can help visitors get to where they need to go without getting distracted or lost. Don’t forget to use age-appropriate photos and graphics. Avoid using bright colors and take note of the contrast between text and backgrounds. Like with any website, your website should also look good on mobile devices. Older audiences who browse the internet on their phones may have trouble navigating your site if you don’t make use of responsive design.
Avoid exclusivity
Avoid making adult audiences feel like your product isn’t for them. Focusing efforts to reach younger audiences is fine, but acting condescending toward older audiences is not. Don’t make older crowds feel dumb for liking or getting excited about your brand. For many people, age is just a state of mind. There are plenty of 40 or 50 year-olds out there who are more aware of modern trends than their younger peers. Always practice inclusivity. Make audiences, regardless of age, feel welcome to be a part of your brand.
Use reviews and testimonials to build an emotional connection
Older audiences may be apprehensive from making online purchases. Trust is a very important thing for parents, grandparents, and older people in general. Make all of your marketing efforts more human and relatable. Create ads that involve real people talking about their experience with your product. Testimonials, reviews, and other types of feedback can be enough to alleviate the hesitation from older audiences. Feature testimonials and reviews on your website’s store page. Make a constant effort to remind your audience that people believe in your brand.
Study data trends
Older audiences can behave differently. Use data trends to study what older generations are currently interested in. Use studies published by other websites to figure out what is currently working. Ask yourself questions like, “Are adults currently buying for themselves or for their kids?”
Shopping behaviors between older age levels may not even be consistent. Audiences in their forties don’t behave the same to their 60-year-old counterparts.
Remember that older audiences are just as diverse with their interests and needs. There’s no universal way of marketing to all of them. Older audiences have varying levels of interest in social media and some aren’t as skilled in navigating the online world. Despite this, older audiences are still a reliable source of leads and sales. Always make a conscious effort to reach out to them. Study and experiment, and figure out what works best for the older crowd.
