Broker’s Guide on Digital Advertising to Seniors

Apr 7, 2020

When creating digital advertising to seniors, you need to be sure that you are truly reaching your target market. Knowing how long they spend online, what websites they frequent, where they are consuming media, what headlines, images, and other content they engage with, is very important. On the upside, seniors aged 65 and older are spending much more time online. In fact, U.S. Residents aged 65+ spend about 2.6 hours a day on a computer, smartphone, or tablet.

Seniors Online Usage

Direct Mailers vs. Social Media

Traditional mailers are one way to go for marketing, but they can be expensive to maintain. In addition, segmentation and tracking direct mail is often limited. Procuring online leads typically yield a lower cost per lead and better quality. However, even within the online world, there are different options of how to do that. In this article, we are going to explore digital ads specifically.

Selecting the Right Social Media Outlet

Social media is widely used by seniors, but knowing which social media outlets they use the most is key in creating appealing ads. According to the Pew Research Center, YouTube and Facebook are the most broadly used social media outlets across the ages. 65% of people 65 and older in the United States are on Facebook, while 38% are on YouTube. Once you decide which platform or platforms you are going to use, find out how much ads cost on the appropriate page.

Seniors Social Media Usage

Key Considerations on Digital Advertising to Seniors

Now that you know where you want to advertise, it is time to create the ad itself. One of the factors that needs to be considered is where your ideal clients are coming from.

Targeting

Geotargeting uses location services to let you know where your website visitors are coming from. This will allow you to tailor your content to the needs of specific seniors in specific parts of the United States. Also, if you are using Facebook, you can use specific demographics to target exactly who you want to click on your ad. For instance, you have the ability to add interests and previous job titles to narrow in on your ideal client. Geo-targeting and niching down with demographics work together in pinpointing your digital ad toward your target market. The better the niche, the better the leads. Often, this also yields a lower cost per lead.

Images

Next, finding images and videos that work well can either make or break the effectiveness of digital advertising to seniors. Most people who are scrolling social media need to be stopped by pretty pictures. However, this does involve an element of testing out different images. Seniors do not want to see themselves portrayed as frail. For example, they do not want to be associated with images of old people in rocking chairs. Instead, try finding images of seniors on the younger end of the spectrum enjoying family time. Images of them with friends, enjoying a meal together or an outdoor activity are good options as well. Test out a few different images with your ad and see which ones have a higher click through rate (CTR). The winner will be the one to rock your campaign!

Social Media Ad Imagery Examples

Headlines

You also want your headline to grab their attention while keeping it informational. Make sure your headlines are clear and precise without being “click bait”.  Let your audience know exactly what they can expect when they click on your ad. There are enough exaggerated headlines and articles circulating right now – let yours stand out as the one that will honestly address their needs.

Engagement

Finally, be sure to answer any messages you receive. Give your potential customers the answers they are looking for without going over their heads. Use language that they will understand because here is enough complicated information already out there. They are looking for someone to cut through all the noise for them. Be personable and available.

Overall, creating a proper digital ad for seniors is all about knowing where they spend their time online. Social media is a great place to have an authoritative presence for your targeted market.

Do:

  • Spend time identifying your niche target market.
  • Keep your ads precise and eye-catching.
  • Write in a tone that is relatable and genuine.
  • Make yourself available to answer any questions that come up.

Before you know it, you will have warm leads heading your way!

Agents partnered with AGA have access to free, digital ad templates available for immediate use.

If you aren’t enrolled in our Co-op Marketing program yet, sign up now. You get 50% of your Medicare Marketing paid for. This can cover print, radio, and digital ads, social media, email marketing, trade shows, special events, and more.

Learn more about how to get HALF your marketing and advertising expenses covered.

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