No matter what type of business you are in, chances are you are promoting to a variety of generations. Even if you sell elderly care products, you market to both the elderly and their caregivers, for example. Knowing the best ways to keep your company accessible to more than one generation can be a challenge.
While the baby boomer generation has been associated with having plenty of money to spend, you also need to reach out to millennials, who are actually a larger group than the boomers and have massive spending power. Millennials aren’t afraid to spend their money on convenience or things they love. About 60 percent of Millennials say they will spend over $4 on a cup of coffee and about 79 percent will spend more to have an experience such as eating at the latest hot spot.
When it comes to reaching multiple generations, you need to make your company as accessible and friendly as possible to boomers, millennials, and gen Xers. Here are the best ways to achieve those goals.
1. Offering Age-Based Options to Website Visitors
Depending upon their needs, the people who visit your website might be looking for different products and services. The best way to reach everyone is to offer a variety of options within your navigation. This allows the user to get to the exact feature of your website they are looking for.
Take a look at the Visiting Angels website and its “Life Care Navigation.” The company knows it might get a variety of site visitors, including children of aging parents, the elderly and parents of special needs adult children. To reflect that, it features boxes depicting an image of a care worker with a person in that age range and links to indicate the type of care the person is looking for. This allows the site visitor to customize the website to meet their personal needs.
2. Providing Different Landing Pages
One way you can connect with multiple generations is by creating more than one landing page. Directing site visitors based on what site they came from or other demographics can help you reach people on their specific level.
For example, Gen-Xers tend to be busy. They want you to get to the point and get there quickly. They are working, raising families and often caring for an elderly parent. A landing page geared toward Gen-Xers should have very limited information. Stick to the basics.
3. Including a Phone Number
The Baby Boomers and Gen-Xers often prefer to phone a company rather than contacting the company via email. There is something about the immediacy of a voice on the other end of the line that is familiar to people in these age ranges. While there are, of course, people in both of these generations who are extremely tech savvy, placing a phone number in an easy-to-locate spot can help up your conversions.
The Exterior Company is a roofing company that caters to home owners of all ages. To get ahold of all the generations of home owner age, it provides several ways to get in touch to make sure it reaches each of these demographic audiences. It offers:
- A toll-free number listed in the top right of the landing page
- A contact form
- Social media options
4. Hosting Live Chats
Offering a variety of ways for your customers to get in touch helps to span any generational gaps as well. Fifty-one percent of people say that a business should be available 24/7. Live chat allows you to bridge that gap and be there to answer questions around the clock. Most people prefer a live chat function because they don’t have to wait on hold or go through a long list of responses required by a computer answering system. This saves everyone time and aggravation.
5. Spanning Generations With Facebook
Facebook is a medium you can utilize to make your company more accessible to all the generations. It is the one social media platform embraced by all three generations. You might even be surprised to learn Baby Boomers share on Facebook the most out of the three adult generations.
Starbucks has more than 37 million likes, and it does a great job interacting with its customers and being as accessible as possible on Facebook. If someone posts a question, the company responds almost immediately with an answer or an invitation to phone for more details. This type of engagement stretches across generations and helps Starbucks keep fans.
6. Pushing Mobile Responsiveness
If you want to reach Millennials and Gen-Xers, then making sure your site and any contact information is mobile responsive is a must. For example, if you own a brick and mortar business, the user should be able to pull up your phone number on your site, hit the number and have the call initiate. On the other hand, Baby Boomers are much less likely to surf the internet from a smartphone, so these features might not be as vital for that audience.
7. Making Email Contact Available
Allowing users to contact you via email encompasses all the different generations. Nearly every person who is online has an email address. You usually need it to get your computer set up and running, so that the manufacturer can send you updates and news. The key to email communication with your customers, no matter the generation, is fast and professional responses.
When you land on Chipotle’s home page, you’ll see an option titled “Talk to Us.” Users simply choose Email and can then further filter their search by topic. This allows the user to go to the exact right department so their question can be answered appropriately. This is very user friendly.
Gain Greater Market Share With More Accessibility
The advance of the internet has created a platform where businesses have the opportunity to reach multiple generations. While this produces some challenges, it also means you have a chance to expand your customer base. Take the time to create user personas for each of the generations you’re trying to reach. Creativity and attention to detail will allow you to cater to all of these age groups effectively.