Top 5 ways to connect online with the 50+ marketing demographic

Or are you even interested in that market? Let’s assume that your product or service is not age-oriented, i.e. someone who is 63 is just as likely to buy or use your product or service as someone who is 23. Is that even possible you ask? Read on. If you offer a “gee whiz” web 2.0 product that relies on advertising for your revenue model, just think about being able to tell prospective advertisers that 20 or 30% of your members are in the 50+ market. In case you need any incentive to go after this market, this U.K. focused article may give you some idea of how deep our pockets are.

Now, I’m not going to approach this from a marketing guru point of view, because I am not capable of that. Rather, I am going to tell you what I, as an over 50 consumer look for when I consider making an online purchase, joining an online service, or even dealing with a company, based on their online presence. Yes, I consider myself to be more technically savvy than most 50+ consumers, but please don’t dismiss me as an anomaly. More and more boomers and seniors are becoming technically and internet adept and as they do so, they are much more apt to buy or participate online for all the same reasons that web savvy gen x/y’ers do such as: convenience, time and energy saving, comparative shopping, and a keen interest to learn new technology.   

The Top 5:

1. DESIGN YOUR WEBSITE TO BE 50+ FRIENDLY

Some of these points apply to almost all web design, but these are particularly important to older users.

• Offer an easy to click option to increase print size-not everyone knows about ctrl+(because my site is aimed at the boomer/senior market, I post everything in a large font.)

•  If you use photos of people, make sure they don’t all look like a 20-something.  I actually have a friend who bought an IPod clone because  she said she never saw anyone in any Apple advertisement over 25.  She had  never even  heard of the clone but when she went into the store, she asked to be shown any MP3 player but an IPod.   

• Use non-techie type words but don’t be overly condescending either.

• Make it easy to navigate.  No one likes to be forced to click on a site-map.

• Flash is fine, but make it tolerable, not over-bearing.

• If you really must play a video or music on the home page, make it easier for the user to turn it off quickly if they choose, than to exit.

•  Don’t use negative ageist words like: old, poor, senile, weak, neglected, lonely, isolated, technophobe, inept, Luddite, greedy, selfish, frail, dependent, elderly, or (and these are my 2 favorites I discussed in 1 of my ageism posts) old fogies and  clueless parents.

• Use neutral or positive ageist words like: older, alert, senior, boomer, retired, independent, involved, physically/mentally active, aging, diverse, autonomous, relevant.

Photo courtesy smaryland http://flickr.com/photos/susanmyrland/192866059/

2. MAKE IT EASY TO BUY OR SIGN UP FOR YOUR PRODUCT OR SERVICE

I buy a lot of things online or sign up for new web based services  but many of my friends and associates are often hesitant for the following reasons:

• The process is too complicated. I converted a customer’s web site from a free one with advertising to an ad-free paid site. It took me 6 screens and 20 minutes to do it!! Don’t make a user go back to the beginning if a mistake is made. Don’t assume older consumers have more patience just because of their age.

• They are worried about being ripped off or scammed.  Make the customer feel confident that using their credit card or a Pay-Pal type service is secure and risk free. Don’t just give them links to the card service site; explain the process in plain English. Tell them why it is safe and why they have nothing to fear. I admit, this is a tough one, because older consumers are often targets of fraud and scam in the real world, so the virtual one is even scarier to them.

• They worry about their card information being stolen. Join some kind of reputable organization like the BBB and SSL granting sites and explain your site subscribes to a service like VeriSign and what that means to them.

• They wonder what happens after they hit the “BUY” button. First of all, give them an order number and a receipt they can print along with a confirming email. Then, give them an easy way to contact you for follow up; on-line chat function, an 800 number, a real address, etc. And for god’s sake, RESPOND!! I even suggest that an 800 sale’s number be given as an option to online purchasing. Once they know and trust you, follow up sales online will not be such an obstacle.

• What if I don’t like it? This is a tough one but a return policy is going to increase your credibility, tied in with the methods to contact you listed above.

3.  SPEND SOME MONEY ON RESEARCHING THIS MARKET

Chances are that if you are a tech or Web based company, you don’t have anyone perhaps other than your finance types even close to 50 working for you. That’s a whole other topic that I like to rant on, but let’s accept that reality for now. However, If you are going to target a specific market, you had better understand the who, what, where, when and why of that marketplace. Be sure to hire someone who has experience in consulting about 50+ consumers.  There are more and more marketing consultants specializing in this niche very day.  If you don’t have much or any budget for this, conduct your own polls and do your own research. You should have a few relatives in that demographic and they have lots of friends. Your parents want to see you succeed don’t they? (Especially if you are still living with them.)

 

4. GET THE WORD OUT

• Start a niche blog about your product or service oriented towards older consumers. Or if you already have a blog, be sure to post items of interest to them.

• There are hundreds of active boomer and senior blogs out there. Read them, understand their issues, comment on them. I posted about eyejot and got a link on their blog-that’s a win-win. I invite anyone with a tech product or service to post about it on my blog-but I get to have my 2 cents worth in comments. Maybe other bloggers in this genre will allow you to do the same. The worst they can say is “No.”

• There are a few websites that are specifically designed for the 50+ crowd, including some 50+ dating websites (yeah, we still do it.)  I have no idea what their traffic is like, but contact them to see what they offer for advertising rates.   

5. MAKE A COMMITMENT AND STICK WITH IT

Like any marketing plan, your plan for our demographic must constantly measure results and be subject to modifications. If you build it, will they come? Well yes, we will, but it’s not going to happen overnight. Sure, you are going to get the more advanced older users like myself to your site, but even I am a cautious online consumer. But once you get the advanced users buying into your “age-neutral”  or "50+ friendly" marketing philosophy, we don’t hesitate to tell our friends and that can become one huge network very quickly. I can count on one hand, the number of sites I feel are considerate of older consumers and even they have not implemented more than 1/3 of my recommendations here. We are willing, able and ready to buy your products or services, but you may have to do some heavy lifting to get us on side. It could take a lot of work because you certainly don’t want to be looked at as ageist in the sense that you are ignoring potential younger customers for the sake of attracting older customers. Somehow though, I doubt that will be a big problem. Many people will look at the lower number of tech savvy users over 50 as a problem not worth pursuing, but some others will look at it as a great opportunity. Only you can determine if it’s worth the effort.

 

This post is being submitted to the Group Writing Project at the Problogger site. Click on the Logo below and read all about it. If you are a blogger, get in on the action and even if you aren’t, you’re going to be exposed to some great new blogs you never knew about.

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Comments

[Rhea]

Wow, am I glad I stopped by here today. I didn't know about Control +! My reading eyesight stinks these days.

[Eli James]

This is a really detailed writeup. I agree about the big fonts - but that's true of everyone on the web - blogs and websites are meant to be READ, and if we can't do so then what's the use of flash and pictures and video clips?

A definite thumbs up from me for this article.

[Brad Shorr]

Having just turned 50, I'm feeling rather senile, weak and neglected, so your post really picked me up! This is a really overlooked topic. Considering the demographics, which you touch on, the 50+ market is enormous and getting enormouser.

[James]

I really needed this post and I'm glad I spotted it in the group list. I will be working with a company that will be great for this market and this post will help a lot.
Thanks

[John Parsons]

I'm an over 50 and would like to give you a little tip back. I found (find) that too much white on the page causes problems at this age. A gentler (very very) pale cream / yellow makes it easier for those with poor eyesight to read on-screen.

Loved the post - really detailed but not, for me, a word too many. I suspect we share many a rant!

[poetryman]

Good to see more boomer sites!

[Nathaniel Adam Briggs]

I'd like to invite you, and your readers to eGenerations.com and get any feedback you have about what we are about thus far.

We're free, no strings, and have Members in 50 countries.

eGenerations was built entirely on Member feedback, so feel free to drop me a line!

Nathaniel Adam Briggs
nathaniel.briggs@gmail.com