The baby boomer generation, born between 1946 and 1964, holds a wealth of opportunities for financial advisors, especially those nearing retirement. Below are tactics and suggestions that advisors may want to consider when marketing to baby boomers.

Engage on Social Media

Social networking among baby boomers has grown significantly over the past few years. In fact, baby boomers are the fasted growing demographic on social media. Consider using social networking as a platform to engage with current and potential clients.

Whichever platform you decide to use, such as Facebook, Twitter and/or LinkedIn, post frequent, informative posts that will give individuals a good idea of who you are and how you can help them reach financial stability.

Email Marketing

Email marketing can be a strong tool when forming connections with baby boomers. This specific marketing tactic gives you the opportunity to build trust by highlighting your experience, credentials and services offered.

With any email blast, consider including a giveaway for a limited time only. A few examples are sharing a white paper over retirement or a free consultation in your call to action. The limited time offer will create a sense of urgency while also giving potential clients a demonstration of what valuable information you are able to provide.

Newspaper

Traditional newspaper advertisements may raise awareness to your brand and attract the attention of baby boomers. However, with technology at their fingertips, hundreds of online newspapers are available and easy to access.

This generation grew up with many technological advancements, such as the Apple II personal computer and The World Wide Web. They are considered tech-savvy and may also have interest in a more up-to-date marketing strategy. Therefore, consider using a banner advertisement on your local online news source as an additional advertising strategy.

It is important to note that every client is different and will have a unique set of goals that will require personalized strategies.  Consider narrowing down your target audience to a specific segment that you think would have the most interest in you and your services.

Connecting with this segment on a personal level will require time and effort. Encouraging that initial conversation can be accomplished by using one of the strategies previously discussed.

Sources:

“Baby Boomer Inventions That Changed the World” (2010, December 30). Reuters. Retrieved from http://blogs.reuters.com/small-business/2010/12/30/baby-boomer-inventions-that-changed-the-world/

Madden, M. (2010, August 27). “Older Adults and Social Media” Pew Research Center. Retrieved from http://www.pewinternet.org/2010/08/27/older-adults-and-social-media

Nanji, A. (2013, July 18). “How Baby Boomers Use the Web, Social Networks, and Mobile” Marketing Profs. Retrieved from http://www.marketingprofs.com/charts/2013/11209/how-baby-boomers-use-the-web-social-networks-and-mobile