When you hear the term baby boomer, what do you think? Seniors that are aging, disconnected from technology or perhaps in a wheelchair or other images of an ailing population?
This is a serious misconception that has been created over time and actually could not be further from the truth.
Baby Boomers fall into the age range of 51-69, or those individuals born during the boom of births after the end of World War II.
These individuals are actually on social media and make up a great percentage of your online audience.
According to research by Pew Research Centre, in 2016, 64% of adults between 50 and 64 were on at least one social media site.
Don’t get me wrong, their online behaviour is much different than Millennials or Generation X, but they are online and they are definitely available to speak to, communicate with and target for a very specific audience with defined needs and personality.
If you do not currently have Baby Boomers as part of your marketing strategy and chosen demographic to communicate with, you are missing a major segment of the population.
Baby Boomers influence their families from the top down. Many have had children and are now going life experiences of becoming grandparents. They have immense wisdom and are generally respected members of the family and are listened to with open ears.
They are online to connect with their family and friends, much like the younger generations online, but generally are a little bit less savvy. Some of the older members of the boomer generation may be wary of making purchases online or navigating too far outside of the social media app they have learned, but nonetheless, they are online and absorbing information.
This generation wants to learn new information, find new tips and tricks and feel connected to the outside world while being in the comfort of their own homes.
The boomers don’t necessarily see the web (or social media) as a marketplace to showcase wares or services, but as a place to connect with friends and family, local community events and influencers in the community.
So instead of showcasing your products for sale and using social media to sell to the boomers, use it to educate them.
Teach them new information or provide information that they can educate themselves, and you can be sure they will be sharing that newly acquired info with the family and children – who may also have children.
Empower the boomers to become a recognized voice in their family that understands the true principles of health and shares it with them. Let them recommend your services to their families because they truly understand the value and science behind every adjustment. Educate and empower this demographic and they will act on your behalf to recommend your services to their families. Create organic referrals from educated members of this demographic!
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