Do you want to attract more Boomer clients, but aren’t certain if they’re using social marketing? Here are some stats that may surprise you.
As a travel marketer reaching this high-spending demographic of over 80 million people can be a bit tricky. Here are some tips to engage and enthrall these socially active Boomers.
Social networking sites are used daily by a majority of Boomers (71%) and seniors (59%). The most common activities seniors and Boomers engage in on social networks include following groups/organizations (55%), posting/watching videos (40%), supporting causes (26%) and joining groups (23%).
While not all Boomers fit into a neat little box, understanding some subtle differences goes a long way in capturing their attention and loyalty on social sites.
Boomer Marketing Tips
All of these Boomer marketing tips are widely written about and accepted and I’ve added the social travel tips to them.
Tip #1: High touch vs High tech. High touch still goes a long way with this group. Give them a downloadable brochure or info sheet that they can print off and touch if they want to. Providing information and service that’s personal is key.
Socially, how about posting a graphic with a link to a downloadable version. Bonus! Here’s my version of this tactic. Please feel free to download these travel specific checklists and guides to social marketing.
Tip #2: Boomers are socially savvy. 43% of them use at least one social site. Facebook and Youtube rank most highly.
Socially, reach these people where they hang out most. Study your Facebook Insights to discover what portion of your fans are in this demographic. Other platforms have unique analytics to help you understand your audiences. Here’s what you’ll find in Facebook Page Insights to help you identify your fan demographics. While you’re in Page Insights, also click the “People Reached” and People Engaged” buttons to see the differences.
Tip #3: Use a tone, voice and font size that’s tuned in to this demographic. When you provide relevant content that displays your professionalism and trustworthiness, this audience will tune in. You’re doing everybody over 40 a favor by just increasing the font, having white space, having more visuals than you do writing; that’s good website development anyway.”
Socially, consider your choice of words when posting on your social sites. Does ‘cool’ appeal more than ‘sweet’? Test your posts to see which type of words and what tone resonates most. Here are some words that may help you close the sale.
Tip #4: Making yourself accessible in a variety of ways is important. While you want to list your social and email addresses, don’t forget your phone numbers. Then take this one step further and occasionally pick up the phone to connect with Boomers. So often the phone or hand written note is the last in a long line of communication methods, yet the most powerful.
Socially, invite people to join your social networks in your emails and phone conversations. You may include a line in your email signature that says: Do you want to see the latest travel stories and tips, Like me on Facebook.
Once they’ve joined you on 1 social site, give them reasons to extend the relationship and check you out on more of your social platforms. Use an app on your Facebook page that showcases your other social involvement. Check out WooBox.
Tip #5: Social advertising can be highly effective in reaching these people. BUT, skip the hard sell. Focus on providing information that inspires them to travel.
Socially, advertising on Facebook can be highly targeted to specific age groups, zip codes and other key demographic information….right down to culinary interests. More advertising info here.
Tip #6: Boomers are influenced by what friends and colleagues tell them. Therefore, having some type of social credibility tool on your website will go a long way.
Tip #7: Create video. Adults aged 50-64 spend 19 minutes EACH day watching video.
Socially, videos are reaching more fans than other types of posts. I’ve seen 5-6 times the reach on my Facebook posts when I post video. That number increases when video is part of an ad.
Tip: Keep your videos short, really short. Under 30 seconds is good, under 20 seconds gets the most views.
Tip #8: Focus on the benefits! How about creating a short video (how short? See the tip above) on the benefits of working with you, a travel professional. Post information that showcases the benefits of luxury cruising and shows people enjoying the good life.
Tip #9: Controlling over ¾ of the wealth, Boomers have the disposable income to travel and LOVE to do so. They account for over 80% of luxury travel spending. Don’t miss any opportunity to reach these people thru a combination of social and traditional marketing.
Socially speaking, include links to your social sites on all your traditional marketing materials. Include a reason why a person would want to connect with you on everything you send out; proposals, invoices, emails, flyers, etc. (See Tip #4 above for some wording)
With 71% of Boomers visiting their social networking sites daily this is a demographic to engage and enthrall with your great social content. Embrace these solid Boomer marketing tips and squeeze the most from them by adding the social component.
What tactics have you used to reach the Boomers with your social marketing?
Social Marketing Strategies for Travel and Tourism