The experience of marketing can feel overwhelming. This can be true even for seasoned individuals when entering a new business venture. When it comes to seniors, we often find they have a wealth of experience and wisdom that can be incredibly valuable in creating marketing traction.
What follows is my breakdown of 7 key steps seniors can take to gain traction in marketing their businesses. These are 7 key steps to success:
1. Use Periodic Audits to Ensure You Have These Marketing Essentials:
Before diving into complex strategies, a quick self-assessment is crucial. This audit ensures your foundation is strong and ready to support future growth. Here are some key elements to consider:
Brand Identity: Do you have a clear and concise brand message that resonates with your target audience? Does your logo, website design, and social media presence reflect this message consistently?
Example (Strong): A senior life coach specializing in retirement planning has a clear brand message: "Navigate retirement with confidence and purpose." This message is reflected in their logo (a compass image), website design (warm and inviting colors), and social media bios.
Example (Needs Improvement): A senior graphic designer uses the same generic logo and website template for all their clients. This lacks a cohesive brand identity and does not tell potential clients anything specific about their design expertise.
Website: Is your website mobile-friendly, easy to navigate, and optimized for search engines? Does it provide clear information about your products or services, testimonials, and contact details?
Example (Strong): A senior web developer's website is mobile-friendly, easy to navigate, and clearly explains their services (website design, development, SEO optimization). It showcases their past projects with testimonials and provides contact information with a clear call to action (free consultation).
Example (Needs Improvement): A senior consultant's website is outdated, has broken links, and does not provide clear information about their services or pricing. It is difficult to contact them, and the website does not inspire trust.
Social Media Presence: Are you active on the platforms where your target audience spends their time? Are you utilizing social media effectively to engage with potential customers, share updates, and showcase your expertise?
Example (Strong): A senior fitness instructor is active on Instagram, sharing workout videos, healthy recipe tips, and inspirational quotes for staying active in your golden years. They engage with comments and questions, building a community around their brand.
Example (Needs Improvement): A senior financial advisor sporadically posts generic financial articles on Facebook without any engagement or tailoring the content to a specific audience. Their profile picture is blurry, and their bio does not explain their services.
Email Marketing List: Do you have a growing email list of potential customers who have opted-in to receive updates from your business?
2. Get More Content Coverage Quickly and Easily:
Content marketing is king. Regularly creating valuable content relevant to your target audience establishes you as an expert, builds trust, and drives traffic to your website.
However, seniors may not have the time or technical expertise to create elaborate content strategies. Here are some simple and effective ways to get started:
Blog Posts: Share your knowledge and experience by writing short, informative blog posts on topics related to your industry. You can partner with younger content creators for technical assistance.
Social Media Snippets: Regularly share bite-sized content on social media platforms like short videos with industry tips, behind-the-scenes glimpses of your work, or customer testimonials.
Guest Blogging: Offer to write guest posts on established blogs or websites within your industry. This is a great way to reach a wider audience and establish yourself as a thought leader.
Example: A senior financial advisor can share short videos on TikTok or Instagram offering easy-to-understand tips on managing finances for retirement.
3. Re-evaluate Your Platform Focus:
Not all social media platforms are created equal. While some platforms like Facebook may seem familiar, younger generations may be more active on Instagram, LinkedIn, or TikTok. Research your target audience and tailor your platform mix accordingly.
Research: A senior travel advisor discovers through online research and competitor analysis that their target audience of retirees is more active on Facebook and Pinterest than Instagram.
Shift Strategy: They decide to focus their social media marketing efforts on Facebook and Pinterest, creating travel inspiration boards and sharing blog posts with travel tips specifically for seniors.
4. Refine Your Messaging:
Your marketing message should be clear, concise, and resonate with your target audience. Take a critical look at your existing messaging through the lens of both competitors and potential customers. Ask yourself:
- Is it clear what problem you solve or what value you offer?
- Is your tone authentic, relatable, and tailored to your target audience?
- Does it differentiate you from your competitors?
Example: A senior fitness instructor can move away from generic messages like "Get fit!" and focus on "Stay active and independent in your golden years" to connect with a specific audience concern.
5. Network Strategically:
Networking does not have to be about attending crowded business events. Seniors have a vast network of established relationships already. Consider connecting with:
Former colleagues or clients: Leverage your existing network to find potential customers or referral partners.
Professional associations: Many industries have senior-focused professional associations or groups. These can be valuable resources for networking and staying updated on industry trends.
Community organizations: Engaging with local community organizations serving seniors allows you to connect with potential clients and demonstrate your commitment to the community.
6. Pinpoint Obstacles and Make a Plan:
No marketing strategy is perfect, and there will be roadblocks along the way. Identify your marketing hurdles, whether it is a lack of technical expertise, limited budget, or difficulty reaching your target audience. Once identified, brainstorm solutions and create a plan of action.
Technical Skills: Consider online courses or workshops to develop basic skills in social media management or content creation tools.
Budget Constraints: Explore low-cost marketing options like content marketing or email marketing compared to expensive advertising campaigns.
Reaching Your Audience: Partner with influencers within your target demographic or utilize targeted advertising strategies on social media platforms.
Obstacle: A senior photographer is struggling to create engaging content for their social media platforms. They lack the technical expertise for video editing or graphic design.
Solution: They explore online tutorials and workshops to learn basic social media content creation tools. They also consider partnering with a younger, tech-savvy friend or family member to assist with video editing or graphic design.
Alternative Solution: They focus on high-quality photo content and partner with a local influencer to promote their services through sponsored posts featuring the influencer's experience with their photography sessions.
7. Embrace the Power of Timing to Create Marketing Traction:
Timing is crucial in marketing. Consider factors like seasonal trends, holidays, industry events, or even current events when planning your marketing activities.
For example, a senior tax advisor might focus their content on tax tips before tax filing deadlines or offer free consultations closer to tax season.
Additional Considerations for Senior Entrepreneurs:
Leverage Senior Influencer Marketing: Many experienced seniors have established themselves as thought leaders or influencers within their communities. Consider partnering with these individuals to promote your business through testimonials, endorsements, or collaborative content creation.
Embrace Accessibility: Ensure your website and marketing materials are accessible to individuals with visual or auditory impairments. This includes using larger fonts, clear color contrasts, and providing audio descriptions for videos.
Highlight Your Experience: Seniors bring a wealth of experience to the table. Do not shy away from showcasing your long career, established reputation, and proven track record. This can be a major differentiator and build trust with potential customers who value experience.
Partner with Educational Institutions: Consider offering workshops, seminars, or guest lectures at senior centers or community colleges. This is a fantastic way to share your expertise, connect with potential clients, and build brand awareness.
Offer Senior-Specific Discounts or Packages: Cater to your target audience by offering incentives specifically tailored to seniors. This could include discounts for early-bird registrations, bundled service packages, or special offers for veterans or retirees.
Stay Up-to-Date with Evolving Trends: The marketing landscape is constantly evolving. Allocate some time to stay updated on the latest marketing trends and tools. This could involve attending workshops, subscribing to industry newsletters, or simply observing successful marketing campaigns within your sector.
Marketing as a senior entrepreneur does not have to be daunting. By focusing on your strengths, leveraging your experience, and implementing these simple yet effective strategies, you can gain traction, build a loyal customer base, and thrive in today's highly competitive marketplace.
Remember, success is not about chasing the latest fads but about building genuine connections with your target audience and offering valuable solutions to their needs.
For more information or assistance, CONTACT STEVE today!
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