By Jeff Pitta, founder and CEO of Healthcare Holdings of America/Medicare Plan Finder
There was a time (not very long ago) that talking to a senior audience was almost impossible via social media or even email marketing. Today, the technology gap between the older and younger generations is starting to close.
Through research as well as my company's own experiments, I've found a few key ways to interact with seniors and get them on board with our brand. Here are the methods we actively find success with:
1. Target ads to seniors on Facebook.
According to Statista, 21 percent of Facebook users in the U.S. are 65 years of age or older. Our Facebook ads outperform all of our other digital marketing efforts. We're developing a decent presence on Twitter and Instagram, and have even tried our hand at Pinterest marketing, but Facebook is more successful than all of those platforms combined. Plus, we generate thousands more leads from Facebook ads than we do from our website.
Granted, Facebook ads are not free, but if you can get your cost per lead down, it's well worth the upfront spend and the time. Use Facebook ads to gain page likes, direct people to your website or even submit a lead form within the Facebook app.
2. Leverage video marketing on YouTube.
In 2019, 70 percent of baby boomers in the U.S. were using YouTube, per Statista data. That's a huge percentage, especially when you consider the types of people you generally expect to find on YouTube.
I can attest that videos work better for social media engagement. Our engagement shot up like crazy (comments, likes, shares, etc.) when we started incorporating more video into our posts. That included our own videos and stock footage.
There are differences, however, in the types of video content that work with seniors versus other generations. Seniors are more easily distracted by intense music and too many colors. Keep your videos simple and informative. Don't distract from narration with intense music.
3. Keep an active senior blog.
Blogging can be more lucrative than you may think. By blogging regularly (at least two or three times per week) and using SEO techniques, my company has been able to increase our website viewership and the amount of website leads generated by 200%.
Plus, our blog labels us as industry experts and creates more trust between us and our consumers.
Having a good arsenal of blog content works well cross-departmentally because you can use that blog content to come up with social media content, advertisement language, direct mail pieces, etc. Use free Google tools such as Search Console to find out what type of content is popular on your website, and then market that same content across other platforms.
For example, Google Search Console tells us that some of our most popular blog content is about Medicare fitness programs. Knowing that, we've created a series of successful, lead-generating Facebook ads that talk about fitness programs.
4. Change the way you send direct mail to seniors.
While direct mail is still a viable marketing technique (especially for the older generation), it is changing. You might want to start using digital and direct mail marketing cross-functionally, meaning your messaging should line up, and your direct mail should point people to your digital sources. Make sure your website is printed on your direct mail pieces. It adds credibility.
Also, give people another way to get in touch with you other than returning the mail you sent them. Some people don't want to stick that little card back in their mailbox, but will gladly grab their phone and submit an email form.
In a nutshell, we've learned that the marketing techniques we've all studied that have worked for Gen X for years can cross over to the baby boomer generation today.
What are you using to reach your senior audience?
Jeff Pitta started Healthcare Holdings of America/medicareplanfinder.com in 2007 in Nashville, TN. It has since more than doubled in size.