In a recent blog post I spoke about the best practices for marketing to senior citizens. In that post, I focused on direct mailing, which is an important tool in the toolbox for elder care marketing. There’s another trend developing in marketing to seniors, and it may surprise you…
Mature Facebook users are substantially more likely to click on ads than their younger counterparts! A recent study analyzing over 50 million data points discovered that Facebook users over 50 years old are nearly 30% more likely to click on an ad than users aged 18-29. For women in particular, that number is even higher!
The study analyzed one of the central measurements of social media advertising: the click-through rate. Traditional Internet advertising puts a heavy emphasis on the click-through rate, as that determines how likely a user is to check out your business. Younger users, though less likely to click on an ad, are plugged into a newer form of social media advertising– the “like” button.
This study confirms what social media mavens like myself have known for quite some time: the Internet isn’t just for kids! It’s true that the best approach is a holistic marketing campaign covering a wide range of outreach (direct mailing, organizing targeted events, local advertising, etc.). It is still incredibly important to know that you can reach senior citizens and the over 50 set on the web. As this study shows, sometimes they’re easier to reach on the Internet than the youngsters!
Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.