Capitalising on the digital boom: How to engage the boomer generation

It’s time to refocus your marketing efforts.

Up until recently, the baby boomer generation (otherwise known as boomers or people born between 1946 and 1964) were considered illiterate in the social media space.

Excluded, many of us assumed that they wandered the space between traditional media and Freeview TV.

Rarely did they exit their fortress of electronic isolation to post something on Facebook – usually about their kids – before slinking back, away from the light of social media, their knees creaking into the abyss…

Or so we thought!

It turns out that the boomer has a social media presence after all, and we, as marketers, are keen to capitalise on it!

Why does this matter to you, our client?

If most of your clients are of the boomer persuasion (between the ages of 55 and 70) then you will want to capitalise on this advertising opportunity too.

You could reach a lot more potential and current clients through targeted social media campaigns on the networks that boomers are using.

What social media are the boomers using?

The numbers are clear, there’s been a seismic shift in how boomers interact with technology.

Their presence on platforms like TikTok and Instagram is growing.

Their fingers, once hesitant on smartphone screens, now scroll with purpose and vigour.

For firms looking to engage this demographic, therefore, these platforms offer fertile ground for your next campaign.

Aligning services with boomer preferences

Whilst it’s true that boomers are actively seeking services and products like every other generation, they’re not looking for the same things as Gen Z, Millennials and the most tech-native, Generation Alpha.

The boomer values expertise, reliability, and clear value markers over all other metrics.

Your message, therefore, should be tailored to them, just as you would to any other demographic.

Effective digital marketing strategies to target boomers

Content is king, but context is also highly important.

Your content must educate, inform, and resonate with a wiser group, who have seen much of life.

Think of articles that simplify complex services, and webinars that address their unique challenges, like Inheritance Tax planning or retirement strategies.

Social media engagement should be about building connections and sparking conversations.

And let’s not forget email marketing which, as many of you will know, is far more popular with older groups than younger (especially in an outside of work context).

Adapting to boomer values and ethos

Boomers are a diverse bunch and certainly defy some of the usual marketing stereotypes.

They were career-focused and adventurous but now they are culturally and monetarily rich in many cases.

Your marketing needs to mirror this difference and speak directly to them.

Perhaps this could be through investment portfolio advice or Will writing, the things that younger individuals might not yet be interested in.

The future of boomer engagement

Professional service firms have a unique opportunity to engage with a generation that’s both online and ready to spend money on high-quality services.

But this requires a change in approach, a new understanding of how we, as marketers (and you, as our client) can reach these individuals and show them how great your firm is.

Our team have been focusing on a few key areas to target this specific demographic: