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How to Market to: Baby Boomers

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Baby Boomers have far more buying power than any other generation at this moment in time. This group of consumers prefers to be informed before spending any money on a product or service. That being said, once you have the trust of a Baby Boomer, you will have a loyal customer forever. They value companies that prioritize compelling video content, content accessibility, and long articles. This is the third and final blog in our series about targeting specific generations. In this post, we will give you some great tips for marketing to Baby Boomers.

Compelling Videos

The first tactic we recommend adding into your marketing plan is compelling video content. In general, Baby Boomers enjoy informative videos that explain concepts in considerable detail. This group of consumers will take the time to watch a longer video, especially if it contains new and interesting information. We also recommend adding captions to your video content. According to Facebook, 85% of videos are watched without sound. This is a good practice in general and will go a long way with this generation of consumers. Creating interesting videos is just one way to engage your Baby Boomer audience.

Accessibility

Usually when we talk about accessibility, we are referring to a website’s ability to be comfortably viewed on a variety of devices and screen sizes. In this case, we are referring to how easily an asset can be used and understood by a variety of audiences. Keep in mind that many Baby Boomers wear glasses and have a difficult time navigating through technology on any device. Find ways to make your content as accessible as possible for this audience. Try increasing your font size or incorporating higher-contrast designs into your materials for an optimal user experience. Another accessibility option to consider is offering email and phone support options. These efforts will help Baby Boomers feel more comfortable interacting with your brand, thus encouraging a sense of loyalty. We definitely suggest making your marketing materials more accessible if this is your target audience.

Long Articles

Our final recommendation is to provide Baby Boomers with long articles. In general, this group of consumers reacts positively to detailed articles that provide them with sound information. They want to be shown the value of your product to feel comfortable spending their hard-earned money on it. That being said, we suggest using clear heading and bullet points to showcase your main points. Focus on how your product or service will benefit the user both personally and financially. Provide this generation with as much direct information as possible. Long articles with great information will go a long way in effectively marketing to Baby Boomers.

Whether you are targeting Millennials, Gen X, or Baby Boomers, it can be difficult to develop an effective marketing plan. Creative Sizzle can help your business generate 6x more leads than your competitors through cutting-edge marketing materials. Fill out our contact form or give us a call at 847-255-5555 to get started!

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