Digital marketing has often been positioned as a tool to capture the youth market, but the truth is our ageing population is also online and ready for business
Seniors are the generation that digital forgot. But as the Australian population ages, the number of people entering the Baby Boomer (65+) age group makes this segment the fastest growing demographic. By 2020, seniors will hit 16 per cent of the Australian population and it is time organisations realised that a digital marketing solution can be a very effective game plan.
Not only is the 65+ demographic growing, they also make up a good chunk of online shoppers. According to finder.com, 31 per cent of online shoppers are Baby Boomers but advertisers ignore them in favour of their younger counterparts.
So what opportunities are there for businesses to reach this market through a digital strategy? Let’s Get Care partnered with King Kong to tap into this demographic, resulting in a 400 per cent increase in clients that smashed all targets.
The old rules still apply
Let’s Get Care is a home care package provider that supports older Australians to remain living safely in their own home. The end-user is typically over the age of 65, with the average age being 82.
While the 65+ demographic accounts for nearly a third of all online shoppers, they aren’t online as frequently as younger generations, accounting for less traffic. This means businesses need to effectively convert the traffic they do get. Our approach began with a bid to optimise conversion so any traffic that landed on Let’s Get Care had the best chance of converting.
In this case, the tried and true rules of conversion applied. The copy needed to hook the visitors immediately, as well as be straightforward and easy to understand. Images were also part of the arsenal. They needed to show people who were relatable, while standing out from competitors – no cheesy stock photos here!
The one key change we made in order to target this demographic was in the call to action. We always suggest businesses pull their traffic along a funnel, converting visitors to leads with an irresistible offer. For example, enticing them to download a free report or ebook, to capture their contact details, and then following up on warm leads from there. However, a portion of the Baby
Boomer demographic appeared less receptive to downloading ebooks, likely stemming from a greater mistrust of the internet. So this was combined with a ‘Call Now’ call-to-action button.
The ‘Call Now’ copy was equally prominent on the landing page, and this helped increase conversions and build a greater sense of trust. Having a physical number to call reassured visitors to the website that Let’s Get Care was a legitimate organisation with a physical presence.
Collectively, these improvements saw a 12 per cent increase in the website conversion rate. And when you drive huge numbers of traffic to your site, that kind of increase in conversions results in a massive number of enquiries. And remember, ROI is the ultimate victory.
Once the website was optimised to convert, we dialled up the traffic using Google AdWords. The goal for the AdWords campaign was to continually increase the number of leads generated for Let’s Get Care while acquiring these leads at the lowest possible cost.
As with any digital marketing, it’s never ‘set and forget’.
Each month the AdWords specialist and account manager would assess the campaign by monitoring the data, then optimise elements — the effectiveness of keywords, ad copy and targeting – to improve results.
We also trialled new keywords and ad copy to compare market responses – this is something we constantly do. Since starting the lead acquisition campaign there has been a 30 per cent increase in leads generated directly from AdWords and a 47 per cent decrease in the cost-per-lead.
Another issue we noted was the poor conversion rate from mobile traffic. Once Let’s Get Care optimised its site for mobile users and altered the ‘device type’ in its AdWords campaign, it saw an incredible 188 per cent uplift in mobile traffic conversions.
All up, this represents a 400 per cent increase in Let’s Get Care’s client base, which has prompted the business to move into bigger premises.
More than 60 per cent of leads from the organisation’s digital marketing came from people over the age of 55, which tells us that people in this demographic are actively searching on Google for products and services they need. This is clear evidence that the aged care industry – and any business targeting the more senior demographic – shouldn’t dismiss digital marketing as a tool to acquire customers.
Older customers are online and they are ready for your business.
Sabri Suby is the founder of full-service digital marketing agency King Kong. Based in Melbourne, King Kong has clients across Australia and overseas.Do you have an idea for a story?
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