Where Should I Advertise to Seniors and Baby Boomers?

Marketing and advertising to seniors and Baby Boomers may seem difficult, but it doesn’t have to be. In fact, with a tailored marketing strategy that considers the unique needs and preferences of this demographic, it’s easy.
In this blog, we will explore various methods and platforms to advertise to seniors and Baby Boomers, emphasizing the importance of marketing messaging, customer service, and digital marketing techniques.

Advertising to Seniors: A Comprehensive Guide

Understanding the Senior Market

Before delving into where to advertise to seniors and Baby Boomers, it’s crucial to understand the senior market. The Baby Boomer generation, born between 1946 and 1964, is one of the largest demographics in the United States. As they age, their buying decisions are heavily influenced by their life experiences, values, and unique needs. This directly carries over to senior living, so it’s important to know what these influences are.

Establish Tailored Marketing Campaigns

When crafting a marketing strategy to target seniors, it’s essential to create messaging that resonates with this audience. Recognize that older adults often have different priorities and preferences compared to the younger generation. This makes it necessary to highlight the value and benefits of your community or services in a way that aligns with their needs and desires.

Provide Exceptional Customer Service

Customer service is a key factor in appealing to older audiences. Seniors often place a high value on personal interactions, trust, and reliability. Providing outstanding customer service can not only attract senior citizens but also foster their loyalty. Tailor your customer service approach to address the specific concerns and questions that seniors may have.

Define a Clear Target Audience

Identify your target audience within the senior demographic. Consider factors such as age, interests, and locations when tailoring your marketing campaigns. By understanding your target audience, you can create more effective advertising campaigns and generate higher engagement.

Create a Clear Call to Action

Every marketing campaign, regardless of the target audience, should include a clear and compelling call to action. For seniors, it’s important to make the next steps easy to follow, whether  making a phone call, filling out a form, or visiting a physical location.

Where To Advertise to Seniors: Platforms To Consider

If you aren’t strategic about where you’re advertising to seniors, you won’t receive the results you’re looking for. Whether it’s attendance to an event, increased tours for your community, move-ins or something else, know that where you advertise matters.

Online Advertising

In today’s digital age, online advertising is a vital component of any marketing strategy. When it comes to targeting seniors, several digital marketing techniques and social media platforms can be highly effective.

• Social Media Platforms: While older generations may not be as tech-savvy as their younger counterparts, they are still active on social media platforms. Facebook, for instance, has a substantial senior user base. It provides a prime opportunity to reach older audiences with targeted ads and marketing messaging.
• Email Marketing: Email marketing can be a powerful tool when targeting seniors. Create email campaigns that provide valuable information, special offers, or discounts for your product or service. Ensure that your emails are user-friendly and visually appealing to cater to an older audience.
• Google Ads: Google Ads allow you to reach a broad audience, including older people who actively search for information. Crafting compelling ads and targeting keywords relevant to your offering can help attract seniors and Baby Boomers.
• YouTube Advertising: YouTube is another platform where seniors spend a considerable amount of time. Consider creating video content and advertising on YouTube to engage with older audiences. Video ads can be a great way to showcase the benefits of your community or services.

Offline Advertising

While digital marketing is crucial, offline advertising still holds value when targeting seniors and Baby Boomers.

• Direct Mail: Direct mail marketing campaigns can be highly effective for reaching older demographics. Sending personalized postcards, brochures, letters, newsletters, or catalogs can grab the attention of seniors who may not be as active online.
• Radio Advertising: Radio advertising remains a relevant channel for reaching older audiences. Many seniors listen to the radio for news, entertainment, and information, making it a suitable platform for promoting your community or services.
• Print Media: Traditional print media, such as newspapers and magazines, can still be a valuable resource for reaching older people. Advertise in publications that cater to senior interests and lifestyles.
• Community Event Boards and Senior Centers: Engaging with your target audience in person is another effective method. Participate in community events, health fairs, and workshops that attract seniors. Promote your community or services at senior centers or through partnerships with local organizations.

Marketing Messaging for Seniors

Your marketing messaging is a critical element when advertising to seniors and Baby Boomers. Here are some key principles to consider.

Clarity and Simplicity

Craft clear and straightforward messages. Avoid jargon or overly technical language.

Emotional Appeal

Appeal to emotions and nostalgia. Highlight how your services and your community can improve quality of life, create lasting memories, or address specific concerns that older individuals may have.

Testimonials and Reviews

Include testimonials and reviews from satisfied customers, families and residents. This can build trust and credibility.

Authenticity

Be genuine and authentic in your marketing. Seniors are quick to detect insincerity, so it’s essential to present your community or services honestly and authentically.

Highlight Value and Benefits

Focus on the value and benefits of your community and services. Explain how they can make seniors’ lives easier, healthier, or more enjoyable.

Call to Action for Seniors

Creating an effective call to action (CTA) is essential for any marketing campaign, but it’s particularly crucial when targeting seniors. Here are some tips for crafting CTAs that resonate with older audiences.

Make It Clear and Concise

Ensure that the CTA is straightforward and easy to understand. Seniors should know exactly what you want them to do.

Use Action-Oriented Language

Use action verbs in your CTA. Encourage seniors to take specific steps, such as “call now,” “visit our website,” or “schedule an appointment.”

Offer Incentives

Provide an incentive for taking action. This could be a special discount, a free consultation, or a valuable resource that adds extra motivation for seniors to respond to your CTA.

Use Large and Legible Fonts

Consider the visual aspect of your CTA. Use large and legible fonts that are easy for older individuals to read, especially if your marketing materials are in print.

SageAge: Making Advertising to Seniors Simple

By taking all of these aspects into account, marketing to seniors and Baby Boomers can be made much simpler. However, if advertising to seniors and Baby Boomers is something that you still find difficult, SageAge is here to help.
With over four decades focused exclusively on the senior living marketing and consulting space, we’ve seen and done it all. Over 3,000 senior living organizations have partnered with us, and together, we’ve sparked momentum and delivered results.

For more information, please call or email Melinda Schmitz at 816.349.0464 or [email protected].