If your business’s primary customer base is primarily comprised of older customers, you understandably may be looking for a smart way to branch out and to appeal to younger customers. After all, there may be an entire group that your products or services could be useful to. In addition, a younger demographic may have the longevity that an older demographic lacks. While it can be challenging to make this monumental shift, you can work toward your goal by focusing on a few important steps.
Update Your Marketing Message
If your current marketing message has been effective for your existing target audience, there is a good chance that you may need to create a second message to appeal to a younger audience. You can retain the current message if you plan to continue to serve your existing customer base, but the message may need to be tweaked or entirely revamped in order to be effective to a new group.
Choose the Right Media
There are some marketing methods that could be useful for reaching most demographics, but some may be more effective at specifically targeting younger customers. For example, social media avenues like Instagram and Twitter may be more commonly used by teens and younger adults than they are used by older adults. Facebook, however, may be used across most demographics.
Improve Your Website
Your website likely needs to continue to appeal to an older demographic, but it also must now be well-suited for younger consumers. This can be a tricky goal to accomplish, so it may be wise to work with a professional web designer as well as a marketing firm. These skilled experts may be able to create a design and layout that works well for most of your consumers.
Invest in a Custom App
You may also consider investing in custom app development for your business. Many younger consumers are tech-centric. They prefer to do business with companies that are tech-savvy, and they may be more inclined to download and use apps than older consumers are. An app gives you a direct and affordable way to reach out to your younger consumers regularly.
As you can see, you may need to create an entirely new branch for your marketing campaign to effectively appeal to a younger audience. While you may use some of your existing plan and marketing content to get started, it makes sense to research the younger demographic as a starting point before deciding how substantially your efforts need to be altered moving forward.