Happy Thanksgiving from all of us at Axiom Administrative Services.The Power of Video Marketing
Are you using video content to advance your branding strategy? Video marketing is no longer the new kid on the block of internet and social media marketing. It is very much a “here and now” way to communicate that branding strategy and to achieve the digital marketing solution you need.
This is evermore true across all demographics and in almost all markets. Video is a way to expose your branding strategy, your brand story, to explain your product or service and build relationships with customers. According to HubSpot, a leading maker of software tools for social media marketing, 80 percent of customers recall a video clip consumed in the past 30 days. This includes customers and consumers from adolescents to seniors.
A recent Axiom communication pointed out that the internet, social media and online video watching is now very much a part of the senior lifestyle. If your branding strategy is using social media only as a platform for reaching younger generations, you are probably missing out. Seniors, especially Baby Boomers are a powerful consumer demographic.
Why is video so effective in reaching seniors? Because Boomers love video for the same reasons as other age groups – video goes beyond demographic factors and reaches all of us with what it means to experience life. That experience might be pleasant, as in riding in a new convertible or walking on a beach. It might be problematic, like discovering that your roof needs repair or your trees need trimming. It could be instructive, as in explaining Medicare benefits or tax rules.
What kind of video marketing/branding strategy appeals to the senior lifestyle? There are as many ways to approach video marketing/branding strategy with seniors as with any other group, but here are some hints.
- Do not assume the audience is just like your grandmother or grandfather; many seniors relate very well to material that would appeal to younger generations. Avoid stereotypes.
- Use the right references and avoid any terms that may seem patronizing. Do not refer to limitations, but appeal to seniors in the light in which they want to be seen.
- Provide video content that is insightful and offers tips on making the most from life.
- Baby Boomers are highly optimistic about their futures, so make them feel they are having the best time of their lives.
AXIOM Administrative Services is particularly well positioned to help you tap into the senior lifestyle market and reach senior consumers using video. Axiom is based in one of the most senior-centric population areas in the United States – the central and east-central geography of Florida. Axiom has long experience in producing and using video material on websites and on social media platforms like YouTube and Facebook. Using these tools, Axiom has helped one of its senior-oriented clients achieve an enviable growth over the past two and a half years.
In mid-2016, OurSeniors.net did not even exist, and its forerunner, Finding Assisted Living, had only begun to make an impact. In the months that followed, OurSeniors.net has expanded from its Volusia-Flagler base to cover seven of the most senior-friendly counties in Florida (or the entire nation). Along the way, OurSeniors.net has attracted partners like Humana Health, The Volusia Flagler Family YMCA and Plan Life Care. Take a look at some examples of Axiom’s video work, done for OurSeniors.net and placed on social media platforms.
- OurSeniors.net Animated Video on Facebook
- OurSeniors.net Magazine Promo on Facebook
- OurSeniors.net Educational Promotion on YouTube
Besides its video production, web maintenance and social media management functions, AXIOM Administrative Services also creates and manages direct mail efforts for OurSeniors.net. A big part of this client’s success is due to the digital marketing solutions and branding strategies that Axiom has created. If you are trying to reach this important demographic group, let Axiom connect you to OurSeniors.net today. Our business marketing team can combine traditional marketing tools like direct mail advertising with local SEO services to build your branding strategy. Please visit Axiom’s small business services page or call Axiom at 800-888-6348.
Meanwhile take a look at this recent e-mail promotion produced by Axiom for Ourseniors.net.
Reaching the “Boomer-Consumer”
For decades marketers have made it clear that the target of their efforts was the 20- to 40-year-old age group. Demographers have given this group, born between 1980 and 2000, the title, “millennial generation.” On and off the internet, marketing professionals have sometimes seemed obsessed with catering to the tastes of these young people.
On first thought, this makes good sense. In the next two to three years, this group will become the largest adult group in the United States, numbering 73 million persons. These are the people who are most likely to be in the market for automobiles, houses or consumable items of all kinds. All of this is true, but it is older Americans who have the economic power after spending a lifetime accumulating assets. The most powerful economic group is now the famous “baby boomers,” Americans born between 1946 and 1964. They are now in the range of 55 to 74 years old, and they have trillions of dollars in spending power!
In 2107, the USA Today Newspaper wrote this –
“In the first quarter, Americans 55 and older accounted for 41.6% of consumer spending, up from 41.2% late last year. Toss in 53- and 54-year-olds, and the Boomer-and-older set comprise about half of all consumption, according to Visa and Moody’s Analytics.”
Marketing to the boomer generation is complicated by the fact that they are more resistant to traditional advertising than are young people. At the same time, they’re often regarded as being non-users of the internet, social media and technology in general. This is a point at which many branding strategies, SEO techniques and even well-run internet marketing agencies are simply missing out!
Millennials are in the lead when it comes to adopting technology, but older people are definitely online and active. Consider these statistics from a March, 2018 article in Forbes Magazine:
- 57% of boomers are on social media, along with 75% of Generation X.
- Boomers spend an average of 27 hours per week online.
- Facebook is by far the preferred platform, and boomers are highly engaged there.
- Boomers are 19% more likely to share content on Facebook than any other generation.
The point should be obvious – marketers, internet marketing agencies and professional SEO services should reach out to the “boomer-consumer” generation using technology. But how?
“Influencer marketing” is a form of marketing which centers on influential people, not the target market as a whole. It identifies the individuals that have credibility with potential customers, and directs marketing efforts around these influencers. Seniors and boomer-consumers are especially receptive to this type of marketing because it involves connecting them to peers or trusted third party experts.
One of Axiom’s clients, OurSeniors.net, is very adept at influencer marketing. In its marketing and service efforts both on line and off, OurSeniors.net has set a goal of service to seniors and their loved ones. One of their most important tools is the OurSeniors.net Senior Transition Pro Team. This group is a network of knowledgeable professionals from many different fields, including law, medicine, real estate and finances. They are “influencers,” whose professional advice is dependable and unbiased.
The Senior Transition Pro Team appears frequently in the OurSeniors.net website, on its Facebook page and throughout its online presence. Because they are trusted, experienced professionals, their presence lends credibility to the website, the organization and their service/marketing effort as a whole.
Think about your own business or service. Who are the local influencers that can help you achieve the digital marketing solutions that you seek? Axiom Administrative Services has the professional skill and small business SEO skills needed to get your web presence the ranking it deserves. We will look for the influencers you need on the web. Our business marketing team can combine traditional marketing tools like direct mail advertising with local SEO services to build your branding strategy. Please visit Axiom’s small business services page or call Axiom at 800-888-6348.
