As a result, any business or professional who wants to market to Baby Boomers needs to understand that reaching them through social media channels should be part of the strategy, says Jonathan Musgrave, owner and chief digital marketer for Steep Digital Marketing (www.steepdigital.com).
“I always tell people that educationally based messages are the key to getting traction when it comes to reaching and influencing people on social media,” Musgrave says. “While plenty of goods are sold on Facebook, for example, that’s not primarily why Baby Boomers, or anyone else, logs in each day.
“Instead, the reason they are addicted to social media is to see what’s new. What’s new with their friends, kids and grandkids? What’s new in the news? The best way to reach them and market to them is to position yourself as an educator; someone who is telling them what’s new.”
If that still sounds more like a way to reach younger generations rather than Baby Boomers, consider this: A study by Google revealed that Boomers and seniors spend more time online than they do watching TV. Also, 82.3 percent of Boomers who use the internet have at least one social media account, with Facebook being their favorite.
Musgrave says his company uses several approaches when creating effective Facebook ads, but many of these elements also can work for routine social media posts on a business or professional site as well. They include:
“Facebook is the primary way Baby Boomers interact with content online, although you can find them on other social media platforms as well, such as Twitter and LinkedIn,” Musgrave says. “It’s critical that anyone who wants to do business with Baby Boomers understand that if you’re looking to reach them, social media is a good place to make the connection.”
About Jonathan Musgrave:
Jonathan Musgrave is the owner and chief digital marketer of Steep Digital Marketing (www.steepdigital.com), which he founded in 2017. Musgrave leverages his 13+ years of experience in the financial services world to help financial professionals reach more than 8,000,000 prospects each month with social media advertising. Steep Digital Marketing has rapidly grown and was recently recognized as one of the top 100 Colorado Companies to Watch.