When it comes to building a marketing strategy, one of the most important things to consider is your audience. If you’re speaking to everyone, you’re ultimately speaking to no one. What’s more, when it comes to online routes, if you’re trying to appeal to an older audience, knowing where to start can be tricky. If this is something you’re struggling with, our digital marketing agency in Maldon is here to lend a hand!
The Struggles You’ll Face Marketing to Older Audiences
These days, the most successful routes to market are the digital ones. We’re talking social media, Google Ads, the list goes on. But what about if you’re trying to reach an older audience?
A large portion of the older generation are unlikely to be utilising the likes of Instagram and Twitter on a daily basis. Some might not even use the internet altogether! As such, you’re a lot more limited when it comes to marketing. This being said, all is not lost! Here at our digital marketing agency, we have worked with a plethora of brands looking to attract an older clientele. Below, we’ve listed a couple of your options when it comes to digital and traditional marketing…
Routes to Explore
Public Relations (PR)
There’s something to be said about good old-fashioned press. Given the nature of your target demographic, print media should be the main focus here. Whilst digital publications do last longer and should definitely be considered, depending on just how old your audience are, physical newspapers and magazines are likely going to have a greater appeal.
Here at VerriBerri, our PR department have great connections across a variety of publications. This means that we can target specific press outlets that you would like to be featured in. Our team will ideate unique and compelling stories that shine a light on your brand, showcasing your expertise and passion at every stage.
Search Engine Optimisation (SEO)
Although not everyone may use the internet, today, even much of the older generation are utilising sites like Google to discover new brands. Depending on your own individual circumstances, a technique such as SEO could be massively beneficial.
SEO is all about improving your discoverability and visibility on the search engine results page (SERP.) Our SEO department will work to understand your audience and the kinds of things they might be searching for. Once determined, we will use our findings to shape and target our campaigns.
The main way to boost your discoverability on Google is through creating regular, engaging, and relevant content to share on your site. This could be in the form of blogs or landing pages. In addition, some clients also require us to assess their current set-up and website copy. If needed, we can also optimise this for optimum results.
We’ve already established that the likes of Instagram and TikTok probably aren’t going to be overly suitable methods for reaching an older audience. This being said, in some instances, Facebook may just be the answer.
A recent study shows that Facebook does reach a portion of older users. 11.4% of users are aged 45-54. Moreover, 7.2% of users are aged 55-64 and 5.7% are 65 and above. Whilst this may not be at the forefront of your marketing strategy, where budget allows, it does pay to spend some time building your online presence here.
Who We Are
VerriBerri is a multi-award-winning digital marketing agency, based in Essex. Located on the river Blackwater, our team offers support to brands of all sizes and no matter their niche. With almost 15 years of experience, our team know how to effectively market to every demographic, regardless of age, sex, location, the list goes on! What’s more, working with brands internationally, we have connections across the globe!
But don’t just take our word for it. In 2023, we have…
- Secured partnerships with large influencers such as Zoella, Gemma Collins, and Nathan Massey.
- Been successful in selling 300 private university dorm rooms in just 50 minutes.
- Have boosted new website users for one of our clients by 9,597 (92%) in one quarter.
- Grown a clients Instagram page to 800 followers in just 3 months.
- Secured 101 press opportunities for a client across 1 year, which surpassed our initial quota by 320%.
Our team are passionate, ambitious, and innovative – everything you could ever need in a digital marketing agency!
Contact Us
Excited by our stats and want the same results for your business? We’d love to chat! For more information about working with us, get in touch today. You can also reach our digital marketing agency by calling us on 01376 386 850!