Consumers aged 54 to 72 characterize a good portion of the overall U.S. shopper market. And so they have the monetary wherewithal to be among the many prime prospects of an ecommerce firm. This group of potential prospects will be reached with content material advertising by way of Fb, YouTube, and inner blogs.

The time period “Child Boomers” describes the demographic cohort born between 1946 and 1964. America’s 73 million or so Child Boomers have vital shopping for energy.

For instance, a 2017 report from KPMG discovered that Child Boomers have been as prone to store on-line as have been Millennials (born from the early Eighties to roughly 2000). Furthermore, on common Child Boomers spent extra on every transaction. Child Boomers might also be barely extra prone to buy from ecommerce-only retailers than Era X (early Nineteen Sixties to early Eighties) and Millennials.

As a section, Child Boomers could also be simply as probably as Millennials to buy on-line, they usually are inclined to spend extra.

Don’t Stereotype Consumers

There may be a lot variety inside this group — a lot in order that entrepreneurs must be cautious to not stereotype Child Boomers, lest they find yourself with meaningless generalizations. There are, nonetheless, some developments throughout the group that would inform content material advertising campaigns for ecommerce corporations.

Bear in mind, content material advertising is the act of making, publishing, and distributing content material with the purpose of attracting, partaking, and retaining prospects. In context, this may increasingly imply entrepreneurs will need to modify or be conscious of Child Boomers’ preferences as they create, publish, and distribute that content material.

Fb

Fb is fashionable with each technology. Child Boomers, nevertheless, are inclined to favor Fb over most different social media networks by a comparatively bigger margin.

Some 65 p.c of Individuals aged 50 to 64 (keep in mind Child Boomers are between 54 and 72 in 2018) and 41 p.c of Individuals 65 years outdated or older use Fb recurrently, based on the Pew Analysis Middle’s Social Media Factsheet. In distinction, solely 21 p.c of U.S. adults between age 50 and age 64 use Instagram, and simply 19 p.c of that very same group makes use of Twitter.

What’s extra, the Child Boomers who’re on Fb (and different social media platforms) could spend as a lot as 20 hours per week studying and sharing posts, based on a 2017 MediaPost commentary.

For ecommerce content material entrepreneurs, these information could merely reinforce what you already know: Fb is a wonderful distribution channel for content material.

The basics of content material advertising apply. Create helpful, informative, or entertaining content material that’s related for goal prospects within the Child Boomer technology. Then distribute that content material as teasers, posts, graphics, or related on Fb, driving site visitors again to your organization’s web site.

YouTube

About 68 p.c of Individuals age 50 to 64 are common YouTube customers, based on the Pew Analysis Middle — 40 p.c for people 65 years outdated or older.

Like many other people, Child Boomers use YouTube to study new abilities or for leisure. Sadly, entrepreneurs will typically generalize people in a comparatively older demographic. The tendency will be to think about these consumers as much less tech-savvy and thus attain them via conventional media. However this isn’t at all times the case. For content material advertising aimed toward Child Boomers, don’t be afraid to make use of video.

YouTube is a strong software for reaching customers, together with these over 54.

Child Boomers Learn

An usually cited report from a number of years in the past, means that about 60 p.c of Child Boomers spend time every week studying weblog posts. That is excellent news for ecommerce entrepreneurs since an organization’s weblog must be the hub for its content material.

Others have advised that Child Boomers could also be comparatively extra prone to learn ebooks, critiques, whitepapers, and different long-form textual content.

Whereas a proclivity towards studying does, maybe, assist with content material advertising, it doesn’t low cost the necessity to make it related and compelling.

As is the case for each technology that your organization markets to, your content material ought to carry actual worth. It ought to assist your viewers study a brand new ability, make higher selections, or clear up issues. It ought to inform, educate, or entertain. For those who’re doing this stuff nicely, Child Boomers — and different customers — will probably take the time to learn your organization’s posts.

Generational Advertising

Once we speak about advertising to a particular technology similar to Child Boomers, we’re partaking in what some name generational advertising or generational segmentation. Like different types of segmentation, this system is supposed to assist us perceive what a selected group of potential prospects has in widespread in order that we are able to higher serve that group with our advertising and, finally, with our services.

The higher we section a bunch, the extra profitable we could also be at creating and delivering impactful content material. That’s one thing of a warning. Whereas it may be useful to consider consumers in generations, like Child Boomers, entrepreneurs ought to exit of their method to not lump each Child Boomer into the identical bucket.

However this a lot we all know: Child Boomers, typically, use Fb, watch movies on YouTube, and skim blogs. Thus content material advertising will be an efficient technique of reaching them.