You do not have to be an internet genius or guru to understand those wishes! At Axiom, we love the holidays just as much as you do, so please accept our best wishes to you, your business or professional practice and your family as well. We will have our regular weekly blog article up the day after Christmas, so please come back Wednesday.
Merry Christmas to All, and to All a “Good Night!”
An important part of marketing success is simply “knowing your market.” What do your targeted customers do when they shop, look for entertainment or recreation, make a buying decision or use the internet?
Because of our customer base and location (Axiom is based in Florida’s east coast), we have a special interest in marketing to seniors and “boomers.” The central part of Florida’s east coast is home to one of the highest concentrations of seniors in the United States. It is a vital concern to us to know what our seniors are doing, both on and off line.
Pew Research Center provides information on social issues, public opinion, and demographic trends shaping the United States and the world. It also conducts public opinion polling, demographic research and media content analysis. Pew is a resource for accurate information about social trends of all kinds, and we have cited their findings several times. If you, or your marketing people,think that seniors are not on line, Pew Research says that you are wrong! In a recent survey, they found 87% of adults aged 50 to 64 are online.
The misimpression that seniors and boomers are not active in social media and the internet may stem from the attitude of the very oldest of the senior group. People aged 80 or more are, in fact, very small users of internet technology. However, if you want to reach the 80+ prospects, don’t forget to target their adult children; they are online and reachable.
Pew Research Center says that 82% of those aged 65 to 69 and three quarters of 70to 74-year-olds are online; about three-quarters of internet-using seniors say they go online daily. Seniors and boomers may be acting more like teenagers than you, your marketing and branding strategies give them credit for. In fact, Google research has indicated that search engines are the number one way in which boomers and seniors gather information. If they are looking for your business, it must be online and have a senior-friendly SEO strategy.
Your branding strategies need to include strong SEO techniques aimed at seniors and search engine optimization services that ensure you’re being seen by your prospects. Do not think that video content and social media are effective only when targeting adolescents or young adults. However, research has shown that mature viewers are more skeptical and analytical about what they see on social media. Your social media branding strategies should aim to inspire and educate seniors, not just to sell them.
Whenever possible, award them special offers and or invitations. Axiom helps one of its clients, Ourseniors.net, do this often. The OurSeniors.net organization is dedicated to serving the needs of seniors and “boomers” in all ways possible. One of the ways OurSeniors.net accomplishes this is through its frequent “Brunch and Learn” programs. These programs provide east coast seniors with an opportunity to meet and socialize with their contemporaries and to be educated at the same time.
These programs have addressed senior-interest subjects like estate and tax planning,choosing an adult community and picking the best Medicare supplement plan. The education and service function is an important part of the OurSeniors.net branding strategy. It is combined with video presentations on social media sites like YouTube (see the OurSeniors.net YouTube Channel) and Facebook (OurSeniors.net on Facebook).
Axiom Administrative Services knows that seniors and boomers use search engines, the internet and social media in ever increasing numbers. Axiom has channeled that use into productive digital marketing solutions for OurSeniors.net. Let us do the same for you! Axiom is more than an internet marketing agency. Axiom Administrative Services has the professional skill and small business SEO skills needed to get your web presence the ranking it deserves. We 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.
Because Axiom is an internet marketing agency, it may seem surprising to you that we also design and produce printed material. In fact, Axiom does a good deal of print media; we produce direct mail marketing for clients as well as a widely distributed quarterly magazine, OurSeniors.net Magazine for the OurSeniors.net organization. OurSeniors.net is a successful and growing business organization that aims at meeting the needs of seniors, as well as giving professionals and service providers a way to reach the 55+ market.
OurSeniors.net Magazine is a perfect example of the winning combination that print, combined with a successful digital marketing solution can provide. You can read the latest online version by clicking OurSeniors.net Magazine Fall 2018 Edition Online. At the same time you can find a free physical edition of the magazine at numerous locations. Click here to see a list of those places throughout Central Florida (Volusia, Flagler, Lake, Seminole, Orange, Osceola & Polk Counties) – OurSeniors.net Magazine Pick Up Locations.
At Axiom, we realize the importance of both printed and online digital marketing solutions. Both have their advantages and limitations, but when they are combined the result is a winning combination. Let’s think about some of the qualities of print, versus digital, versus print plus digital marketing solutions.
Axiom can do for your business, service, professional practice or non-profit what it is doing for the OurSeniors.net organization. Axiom’s business marketing team can combine traditional marketing tools like direct mail advertising with digital marketing solutions and local SEO services to build your branding strategy. Please visit Axiom’s small business services page or call Axiom at 800-888-6348. If you are struggling to find digital marketing solutions that work and branding strategies that make your business stand out, turn to Axiom
Recently, our blog articles have been concentrating on reaching a very special and critically important segment of internet users: the senior market. Many internet marketing agencies concentrate on branding strategies and SEO techniques that are aimed at Generation X (late 30’s to early 50’s) or the Millennial Generation (teenagers to middle 30’s). They devote little thought or effort to finding digital marketing solutions that target the market segment made up of “seniors” and adults in their mid to late 50’s, the Baby Boomers.
On the surface, this branding strategy seems to make sense. If you add the population totals, Gen Xer’s and Millennials are by far the largest age demographic, and Millennials are now coming of age and taking leadership positions in business and politics. Many of the young geniuses who power the internet are Millennials. Alexandria Ocasio-Cortez, age 29, just became the youngest woman ever elected to Congress, replacing an establishment Democrat of the Baby Boomer generation. These are the people who buy most of the houses, cars and consumables from hair spray to pet food. It is natural for branding strategies and SEO strategies to take aim at them!
It is also true that most of the people who develop search engine optimization (SEO) services and techniques are members of these younger generations. They think like Gen Xers or Millennials, but could they be missing an important point? The fact is that most of the purchasing power in the American economy today is in the hands of Baby Boomers. Axiom Administrative Services is one internet marketing agency that bucks this trend. Axiom knows and understands the economic strength of seniors, “Boomers” and the 50 plus market!
This is partly an accident of geography, partly an intelligent choice by Axiom management. Our home turf is in the center of the most senior-centric state in the United States, Florida. Every day we see the economic power of seniors in every market sector. Please think along with Axiom and you will see the point:
These facts hit Axiom in the face, and we have welcomed them! Axiom is especially proud of its association with Ourseniors.net, a Florida-based organization that caters to the needs and opportunities that the senior and Boomer markets hold. Axiom manages the content rich Ourseniors.net website, its social media presence, OurSeniors.net on Facebook and OurSeniors.net on Google +, as well as their direct mail and local distribution of the printed version of OurSeniors.net Magazine.
Of course, Axiom has other interests and skills, but more and more, we see that Boomers are where the bucks are, especially in Florida. If you are struggling to find digital marketing solutions that work and branding strategies that can reach this important market, turn to Axiom. Your business deserves more than a cheap web design, and Axiom is more than an internet marketing agency. Axiom Administrative Services has the professional skill and small business SEO skills needed to help your web presence penetrate the senior and Boomer market. 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.
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:
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.
Search Engine Optimization (SEO) is not the exclusive property of big businesses, the Home Depots and Lowes, or the Walmarts and Targets of the world. There is also room for local interior decorators and small specialty shops. In fact, it is probably true that most business, professional services and non-profit websites are aimed at a local audience. All of these websites should be employing local SEO services aimed at driving their local branding strategy, but many fail to do so.
What is meant by the terms “local SEO services” and “local branding strategy?” Local SEO is about optimizing your site for better rankings for a local audience, a town, city or just an area of a town or city. Do not confuse this with “small business SEO;” a small business is not necessarily local. The internet has made it quite possible for many small businesses to operate worldwide. Local SEO services are intended to brand your business in a given area and get you or your business to the top results for local searches like this – “pool services in Daytona.”
Entering that search term will return a SERP (search engine results page) with numerous headlines and snippets plus another very important element, the Google (or Bing) Map. If you have a local business, a shop, showroom or office location, then optimizing your website is about getting on to the first page of SERPs, and also making certain that people are able to find you in real life. This means that you must use local SEO techniques for your city’s name, address and even zip code. Even if you are not actively getting visitors to your physical location, you are targeting an audience that is located in the same geographical area as you. Being seen on the map will help accomplish this purpose. This is “local SEO.”
It is easiest to achieve local SEO if you have a proper physical address, even if most potential clients are not likely to come to that physical location. Look at this SERP result for the search query, “marketing services Ormond.”
You can see that Axiom Administrative Services appears on the map even though the first contact with clients is likely to be by telephone or email. Axiom’s presence on the map is still a reminder that it operates in the Ormond-Volusia-Flagler area.
If you want to optimize for a service area in which you are not physically located, quality content must be your main tool. You should write a lot about that area, and do not try to fake it or to use cut and pasted material from other sites. Search engines are becoming more and more accurate in detecting this, and it will lower your ranking.
A critical step in a good local SEO strategy is to claim your business listing in all of the major portals that browsers use to find products or services. These include Google My Business, Facebook for Business, Yelp, Bing Places for Business, the Yellow Pages (YP) and any of the others that are commonly used in your geographic area or in specialized markets. Each of these listings should include your business name, address, phone number a link to your website, a description of your business (approximately 250 characters), business or service category, your logo and at least one graphic or photograph.
All of this is sound advice, and much, much more is at numerous sites on the web. The “catch” is that doing this is beyond the time and interest boundaries of most business or professional people. Even with good instruction, building a good local SEO strategy requires time, effort and resources that most business people simply do not have. If you are struggling to find digital marketing solutions that work and branding strategies that make your business stand out, turn to Axiom. Your business deserves more than a cheap web design, and Axiom is more than an internet marketing agency. Axiom Administrative Services has the professional skill and small business SEO skills needed to get your web presence the ranking it deserves.
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.