Senior Marketing Playbook: Preparing for Digital Refugees
The COVID-19 pandemic has forced many to turn to online resources to meet every-day needs, from work meetings to happy hours to shopping for groceries. And while some people were already natives of the digital landscape, this is a strange and unfamiliar place to many, especially older adults.
This is not to say seniors are not tech-savvy. As noted by recent Pew research, people 60 and older are spending more and more time in front of screens, and that includes smartphones, tablets and computers. So they are aware of resources that are available online, but don’t often take advantage of them. Now that they’ve been forced to turn to online sources for goods and services, it’s more important than ever to make sure you create a clear direct pathway to help these new digital refugees find the solutions that you’re providing.
UX For Seniors: Where To Start
The User Experience (UX) determines how easy it is for someone to learn what they need to learn to feel comfortable and confident enough to buy your product.
Think of your homepage, or the landing page environment you created specifically for your senior audience traffic, as your initial pitch. Clearly state the benefit of your product, the reason to believe in it, and how to get it. There are a few things you can do to make this better, but these are the essentials, and you can add other elements later.
When it’s time to talk about what you’re offering, your main objective is to build trust. Does it work? Will you do what you say you’re going to do? If you have testimonials, especially from older patrons, use it to support your claims. If you aren’t a known entity, they may need a little more evidence to ensure you are legit. How you tell the story is important here, the content needs to be easy to find, easy to engage with, and easy to share.
The theme of trust carries through here, as scams and fraud are a real concern. Make sure you have clearly noted where and how the online transactions are secure and safe. The payment method should be as accessible as possible. Venmo is a great application but asking your customer to go download and learn something just to complete a transaction with you is not good UX, and a major barrier to closing.
In order to meet the needs of this group of consumers, it’s crucial that websites simplify and streamline UX at every touchpoint, especially along the paths that connect seniors to the goods and services they want or need. This is all in conjunction with the right advertising plan to alert these new audiences that you’re open for business, and a relationship management plan to keep them engaged and believing throughout your sales process.
If you’re interested in finding out how to apply this knowledge to your senior living business model, reach out to Solutions Advisors to set up some time to discuss your goals.