PR Company, Internet Marketing

Online marketing to the over 60′s

You might think that your grandparents don’t even know how to turn a computer on, but the over 60′s demographic is the fastest growing market online right now. The UK’s “Baby Boomers” are starting to settle in to retirement and are keen to keep up to date with technology. This is great news for online retailers and internet marketers looking to expand into new frontiers.

Always excited by new challenges, we have put together some tips for marketing towards the over 60′s:

- Go for local keywords and don’t forget to add your website to a few key local directories such as Yell. Obviously,  it depends on where you live (larger cities have far more competition) but signing up to the best local directories is good practice anyway. People over 60 will also be more used to referring to a telephone directory when looking for services so make sure you are present in your local phone book.

- We always recommend that if you’re going to send out emails as part of your internet marketing strategy then you should send double opt-in emails. This means the recipient must click a link in an email to prove they do want to be on your mailing list. Email marketing is well-known to boost sales but when a customer sees your emails in their inbox, it helps build their relationship with your brand. This is even more important online as older people tend to be more brand loyal.

- Make sure that a freephone number is prominently displayed on every page on your website. If someone is having trouble placing an order for whatever reason, older people are far more likely to pick up the phone as this is how they are used to working. It’s very important to be contactable through as many mediums as possible.

- Having a strong offline strategy that complements your online efforts is equally as important. Print media might be seen as a dying industry but people still love to hold beautifully designed brochures in their hands. By sending direct mail, you will stay in your customers’ minds long after they have switched off their computer.

- Did you know that the over 60′s are a growing group on Facebook? Based on US stats, in 2009 less than 3% of 133,925,380 users registered as living in the US were over 60… in 2010 the percentage rose up to 11%. We believe this trend is being reflected in the UK too. Whilst the over 60′s are more likely to just want to use Facebook to stay in touch with their friends and family, Facebook Ads are a great way to draw users in to interacting with your brand when they almost certainly would not have done otherwise.

JPR loves online marketing, take a look at our blog for more great tips. If you like what you’ve just read, don’t keep it to yourself, share it on Twitter.

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