Leave a comment
Get the GH Bookmarklet

Ask GH

Lots of growth hacking techniques tend to target younger audiences who are very active on the internet - but when you're looking to target older audiences who spend less time on digital media, how do you cost effectively reach them?

  • SE

    Sean Ellis

    over 4 years ago #

    I'd start with Facebook. It's easy to target by age and a lot of older people have become active on Facebook in recent years. One of the beauties of Facebook advertising is that you can test lots of different targeting options to find something that is cost effective and scales.

  • RK

    Richard Kuwahara

    over 4 years ago #

    I think it always comes back to understanding your target audience. Where do they like to hang out? As mentioned earlier, Facebook is skewing older, conferences will attract people who want to interface with people.

    Not necessarily cheap, but tactics like direct mail and advertising in niche publications (especially industry for B2B) are tried and true for a reason.

    • PL

      Pierre Lechelle

      over 4 years ago #

      This is exactly the answer I was going to write...

      I'd advise you to go out there and talk to these people to understand where they hang out for their free time.

      Keep in mind that their answer might be in the offline world. In that case, you'll need to find innovative ways to reach them ;)!

      • SJ

        searchism james

        over 4 years ago #

        Innovation is key. We have a client who needed to reach an industry where the middle and bottom rung were hardly ever online (too busy working!).
        We looked at commonalities and found another vendor (not a competitor) they almost all used and bundled marketing materials with them and voila, paydirt.

  • SD

    Santu dey

    over 4 years ago #

    Go offline like conference that works for me.

  • BH

    Bernard Huang

    over 4 years ago #

    I think it depends on what industry and what level of decision maker you're looking to target. IMO, magazine and newspaper buys are becoming cheaper and cheaper and could be an effective way to target your audience.

  • AT

    Aruj Thirawat

    over 4 years ago #

    For me, I'm doing B2B marketing and I think reaching their subordinates via online channel first is a good idea. After that, you'll have so many options to reach their bosses, the older audiences, in both online and offline channels.

  • AA

    Aashath Abdoul

    over 4 years ago #

    1. Meet face to face. You can increase your customers confidence level easily.
    2. Target Local News paper - where most of them spend time.
    3. Give some reasonable discount to attract them .

  • NO

    Niklas Opaska

    over 4 years ago #

    What about setting your live chat to target this audience? With proper customer service training to your agents to meet the specificities of an older target you are able to provide close support, while reaching them effectively during their visits to your website.

  • JE

    jonah engler

    over 4 years ago #

    Not necessarily different than how I approach younger audience.

  • AH

    Agnes Haryuni

    over 4 years ago #

    Influencer. This could means online or offline influencer. Think about it, tupperware party is still a big deal for housewives. Their influencer is a fellow housewives who have many friends. With politicians, they visit neighborhood bbq and church event. So simply pick an influencer in your field and they're your marketer.
    You dont need to spend big budget on traditional advertising if you use the traction system.
    Lets say you sell senior home products, you could target popular blogger in senior life categories, local business woman events, anybody that your customers visit often.

  • JB

    Joseph Bentzel

    over 4 years ago #

    NEVER let a millennial marketer do a BOOMER marketers job. Period.

  • IP

    Irina Pogor

    over 4 years ago #

    First of all, I think it's important to say older people are not a single segment. They have different backgrounds, goals, needs, expectations, you see where I'm going with this. Segmentation is key.

    To get back to the subject, you could try blogs and articles, PPC advertising. For online marketing, search engines outperforms social media in this case. On the other hand, I tend to agree that newspapers and offline conferences are both great ideas.

  • MR

    Mark Robinson

    over 4 years ago #

    We also don't yet know where you live and what area you might be targeting. Point in case my market is a bunch of rural small towns in the midwest where you can still see old fashioned flyers on billboards being used on a regular basis. However, that being said, you'll likely only reach businesses that are much smaller with this tactic.
    If you want people ready to spend a little more you might want to visit the local Golf Scene or look at what venues are popular in your area. As some others have mentioned getting an endorsement from a business product or service they already use would be ideal.