Why You Should Market to Older People Regardless of Your Products
There’s too much attention given to the younger generation these days. Business owners make sure to capture their attention, especially for products geared towards them. Young people also dominate social media platforms, and even prominent brands use them to advertise. From Twitter to TikTok, businesses use them to reach out to potential customers.
While it’s a good thing to advertise to a powerful demographic group, you can’t forget older people. They remain a critical block. Here’s why you should continue reaching out to them.
They have the purchasing power
The primary reason for advertising to older people is they’re capable of buying products and services. Their children also have to go through them if they want to buy something. If you can’t convince these people, it would be a problem. It doesn’t matter if you succeeded in advertising to your target audiences. They don’t have the same financial capacity as the older groups.
They’re active on social media too
You might easily associate social media with younger people. They dominate newer platforms like TikTok. The truth is many older people are on social media too. They might even spend more time browsing their social media platforms. They have more control over what to do with their time than younger people. If you can’t reach out to them through social media, you’re losing a huge portion of your potential audience. As long as you have the right message, you will succeed in convincing them to patronize what you offer.
You want an increase in conversion rate
Another benefit in advertising to older people is they can make their minds up quickly. Since they have the financial capacity, they won’t mind paying for their orders within minutes. It’s the best way to boost your conversion rate. You feel frustrated that your conversion rate isn’t good enough, but the problem is you drop people who can help boost those numbers.
They might need what you’re selling too
You’re not aware of it, but older people also need what you’re trying to sell. Modern devices, for instance, are also useful among the older demographic. The best way is to host a survey and see if these people may patronize what you offer. If you receive a positive response, you can be more aggressive with how you advertise. You’re probably the only business doing it and these people will appreciate your efforts.
The point is you can never drop the older group because you feel they’re irrelevant. If you have to reach out to them outside the online world, you should do it. Find the best way to get to them and entice them with your products. You can also refine these products if you want them to be more appropriate to your target group. You will realize that these efforts can go a long way.
Photo Attribution:
1st and featured image from https://www.hendersonhomecareassistance.com/wp-content/uploads/2018/02/Lonely-Senior.jpg
2nd image from https://www.marketingdonut.co.uk/sales/sales-techniques-and-negotiations/marketing-to-older-consumers
