Many new businesses and start-ups are making the decision to not promote their business to baby boomers, yet the UK baby boomers represents an audience of nearly 14.8 million people and is a market you should not miss out in your marketing.
The UK has experienced three baby boom periods, immediately after the Second World War, during the 1960’s and a smaller boom in 1990. What comes to mind when you hear the term baby boomers? Grandmothers and grandfathers living in retirement? It’s quite the opposite. We are finding that many baby boomers are now launching start-ups and becoming entrepreneurs instead of retiring Baby Boomers are either part of the workforce or have already retired and explains why LinkedIn is one of the most used social media platforms among this generation and did you know that Facebook is the most used platform for 55-year-olds and older. Research shows that they spend an average of one hour and 48 minutes daily on social media networking.
If you don’t already have a marketing plan for baby boomers, here are a few tips that will help you get started.
1. Use proper formatting.
According to recent studies a large majority of baby boomers now own a smartphone and will prefer to use their phone and/or a tablet over a laptop or PC. This means that when you are marketing to this group you need to ensure that you have paid special attention to your content design and how it has been formatted. Think about how your content and text will appear on a mobile device, making sure to use the right font size to make the content easier to read across several types of devices.
2. Avoid abbreviations & jargon
Even though you are dealing with a smart and experienced group of people you should not assume that they know everything. Try to avoid using any abbreviations or technical terms in your content, or, if you must, ensure that you have considered explaining those abbreviations and that the audience fully understands your intentions. I remember a funny story when someone assumed that the term “LOL” in a text meant something completely different to what it is normally used for! Avoid using jargon and abbreviations if it doesn’t add any value to your content. You don’t want to confuse your audience.
3. Create and use catchy headlines.
Don’t fall into a trap of using regular clickbait article headlines for baby boomers. They are too smart for this and will rarely fall for such topics. Use headlines that are more economical and relevant headlines as they can easily relate to them.
4. Use appropriate social media channels.
Facebook is by far the preferred social media platform for baby boomers. They far prefer this platform to Twitter or Instagram and probably haven’t even heard of SnapChat. Focus on creating online content for baby boomers through Facebook. Make sure you keep in mind the above advice over formatting and abbreviations when it comes to creating your content on Facebook – hashtags are not readily used by this market so avoid using too many in your posts.
5. They may be experienced but don’t patronise.
One of the key mistakes made when speaking to baby boomers is being condescending in the content marketing. Treat them as equals – remember this group of people have had years of experience in the workplace and in life. Never assume that they don’t know anything or try and talk down to them. Make it clear and concise and not over simplified
6. Use blog posts and videos to create content.
Baby boomers are interested in written and video content. It gives you a fantastic opportunity to create interesting content. You can also use video content to create different strategies, like explainer videos and whiteboard videos, to make them easier to understand -- while also promoting your products in a friendly way. These videos will also help make your content and landing pages more effective.
7. Make clear promises and don’t under deliver
When making promises to baby boomers make sure that you have given enough information and made it clear enough about what it is you are promising. Baby boomers can often misunderstand the promises you make. Explain the necessary steps and what is involved in your offers and promises so that there is no ambiguity.
In summary, remember that baby boomers are a well-educated and experienced audience. Your content should be developed in a way that doesn’t treat them like beginners. Use and segment your data to get a better understanding of the interests of baby boomers who are in your audience. Learn more about them and then personalise content to target the right audience, with the right message at the right time.