By Paige Coho, Medical Guardian Affiliate Marketing Coordinator
There is one cardinal rule that every marketer should live by: know your demographic. So if that’s the case, then why do so many have such a tough time communicating with the 65 plus crowd? Is it because they are still wrongly viewed as a group that are set in their ways, and closed to new ideas? These days, it’s no longer applicable to see a correlation between “senior citizen” and the tiny, purple-haired lady doing 25 in the fast lane—the new 65 plus demographic has changed. Unlike the generations before them, this group is now living longer, leads a more active lifestyle, and are becoming more and more literate when it comes to being online. In fact, it’s happening at an extremely alarming rate. As a professional in the field of marketing to this new generation of seniors, I can confidently say that it is of the utmost importance to be aware of the transformation occurring within this demographic. Not only does this heavy-hitting age group control more than three-fourths of America’s wealth (as per the ICSC), but they are also now the fastest growing users of social media. According to a 2010 report from All Assisted Living Home, they are merely the tip of the iceberg when it comes to the 14.8 million adult children users on Facebook. Another All Assisted Living Homes report found that adult children are turning to social media for the same reason that the rest of us are: to connect with family and friends, share photos, play games, and get breaking news updates. In other words: they’re out there, and they’re listening. From a more traditional standpoint, seniors have been known to make buying decisions based on relationships, meaning that they want to get to know who you are before purchasing your product. Fortunately enough for today’s affiliate marketers, most adult children are initiating these relationships and building deeper connections by way of social media; this idea of reaching an already captivated, trusting audience by way of social platform is a dream come true for our chosen profession. So, how can you use all of this to your advantage and connect the dots between social initiative and building a long lasting relationship, across more than just your own platform? While the course of action may not be simple, the answer sure is: figure out how they’re spending time online, and align your brand accordingly. This is where the idea of social presence comes into play; piggyback off the basic idea that your social affiliates are not just affiliates, but your main driving force behind word-of-mouth referrals. Supplement your more traditional partners with a tight network of bloggers within the niche or work with individual social media enthusiasts. Look to targeted podcasts, webcasts, and aggregate news sources, and get them all on board with your marketing initiatives. Engage with their network via stellar and informative content that comes in the form of reviews, giveaways, guest posts, interviews, or online parties. And make sure you listen carefully to what they’re saying. By communicating freely with them and building a transparent, trust-based relationship in which you are in tune with the adult child’s individual wants, you’ll earn their business every time.
Paige Coho is the Affiliate Marketing Manager for Medical Guardian. Paige previously worked for May Media Group in Marlton, New Jersey, where she served as the eCommerce Marketing Coordinator—focusing primarily on the planning, scheduling, and design of all digital and print campaigns and creative content used to drive traffic to the start-up site. During her free time, Paige loves to spend time with her family, her friends, and her dog.
