Understanding the Baby Boomer buyer persona to help your business grow
What makes a generation?
According to the Oxford Dictionary a generation is all of the people born and living at about the same time.
Being a part of a generation can be a powerful unifier. Researchers have speculated that members of a generational cohort may have more social solidarity than members of the same family because they share the same collective consciousness and historical experiences.
Who are Baby Boomers?
Baby Boomers were born between 1946-1964 their ages range from 57-75. The name baby boomer was coined because of the surge in births after the economic boom in WWII.
They make up 22.1% of the population with 69 million baby boomers living in the US. They are a healthy and active generation with a lot influence on business growth.
They grew up in a time marked by the rise of television and the culmination of the civil rights and women’s liberation movements. In the 60s and 70s they were called the “me decade” because they pushed for self-fulfillment and individualism.
Buying habits
Baby Boomers believe in the American dream and are not influenced by peer pressure. They are the most financially stable generation, spending more than $548.1 billion annually ($200 billion more than gen x the next highest spending generation).
Baby Boomers have the most disposable income of any age group in the US and they spend the majority of money in the US economy.
While they have more money to spend, they are more likely to compare prices and gravitate towards brands that are transparent about pricing.
Baby boomers don’t tend to impulse buy and they will take more time to consider their purchases.
8 digital marketing strategies to engage Baby Boomers
Often, marketers and business owners don't adopt a digital strategy when marketing to Baby Boomers. Baby Boomers are an increasingly tech savvy generation and engage on digital platforms.
1. Optimize your website for desktop viewing
While 68% of Baby Boomers own a smartphone they prefer to access the internet using a desktop.
2. Prioritize SEO and search engine ads
96% of Baby Boomers use search engines to find and make purchases. Use key words to drive more traffic to your website to engage this audience in an organic way.
Google search ads are a highly effective form of advertising for this generation.
3. Branch out into new platforms
Baby Boomers use Pinterest, Linkedin, Facebook, and Youtube most frequently.
They spend most of their time on Facebook. They tend to be more responsive to Linkedin inmail and email marketing campaigns.
4. Adopt a Video Marketing Strategy
54% of Baby Boomers watch videos online. They like informative slower paced videos.
5. Tread Lightly with re-targeting campaigns
Baby Boomers tend to feel that their privacy is being invaded when they see brands invade their timeline. Don’t lean heavily on re-targeting campaigns when trying to reach this group.
6. Promote a sale and be transparent about pricing
Baby Boomers gravitate towards messages that promise a good deal or a sale. They also prefer to work with businesses that are up front about the cost of their products and services.
Include the price information in an ad you do targeting this generation. And if you are looking to catch their eye, advertise a sale or a great deal you are offering.
7. Be informative
Provide useful information in your advertising and marketing messages. Baby Boomers prefer to get the details. They are more patient and have a larger attention span.
Baby Boomers are more likely to stick around for a 3 minute video and read a full article compared to other generations.
Have clear links to your policies and documentation on your website as an added measure of transparency. This helps you foster trust and engage this audience effectively.
8. Don’t talk about their age
Never make an ad about the “golden years” or being “elderly.” These types of ads tend to alienate this generation. They are a healthy and active generation.
Adopting a marketing strategy centered around Baby Boomers presents a unique opportunity for growth. Take these tips and apply them in your digital marketing strategy to convert more leads and expand your market share with this large and affluent group.
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