There is a huge hole in many branding strategies, SEO techniques and internet marketing agency targeting. That hole is the senior market. This market represents a vast resource that is largely untapped by otherwise savvy internet entrepreneurs, as well as internet marketing agencies.
This may be due to the fact that most of the highly successful and famous names in the web, or social media are themselves comparatively young. Search the internet for a picture of Mark Zuckerberg, the founder of Facebook or Jack Dorsey, who started Twitter. You are going to see relatively young-looking faces for people who have a net worth of billions of dollars. In fact, both Facebook and Twitter were ideas that occurred to their inventors when they were college students, not that long ago.
Most of the people working today in the field of digital marketing are at most in their 40’s. In Silicon Valley, there is a code word for the age group born after 1985; they are called “digital natives.” The name implies that these young people have a natural affinity for the digital world that older individuals just cannot develop. This is false.
In fact, younger seniors (age 65 to 70) have digital use patterns that are very similar to the population in general. Recently, a Pew Research Center study found that 82% of Americans aged 65 to 69 and 75% of those in the 70 to 74 year old group are online. When they are online, they are reachable. The people who develop branding strategies, SEO techniques or any form of digital marketing solutions, must take note of this digital reality.
The most common use that seniors find for digital media is simple: the web search. This means that they look to the net for help finding a doctor, an attorney, real estate, travel advice or a good pizza. Beyond that basic function, 69% of seniors (according to Pew) visit social media sites. This market is a huge opportunity waiting for digital marketing solutions directed specifically to its constituents.
Search engines are now the primary way mature consumers are gathering information. To be effective, your digital marketing solution needs to include strong search engine optimization (SEO techniques) and branding strategies, ensuring that you are being seen and remembered by your prospects. One of Axiom’s clients, Ourseniors.net, is directing its focus straight at this under-served market. Its website covers a range of the subjects that are of concern to seniors.
Ourseniors.net offers seniors a website that is rich in useful content and engaging in presentation. Because it is focused on senior issues and concerns, it is followed by a market segment that has specific needs. It concentrates on putting specialized professionals like elder-law attorneys, senior real estate specialists or senior financial planners in touch with their natural consumers. Its printed publication, OurSeniors.net Magazine, is also made available online.
If you are a small business operator, a professional practitioner or an entrepreneur, maybe this is a way to put your products or services before the senior market. Axiom Administrative Services can put your branding strategy and existing digital marketing solutions into this already functioning web vehicle. If you would prefer to create your own web presence aimed at this rich market, Axiom can do that as well.
Axiom is more than an internet marketing agency. Axiom understands the needs of small businesses, professional practices and nonprofits. Our digital marketing and business marketing teams are able to combine traditional marketing techniques like printing and direct mail with creative web services. Please visit us to find out how Axiom Administrative Services can fill your digital marketing needs, or call Axiom at 800-888-6348.