Skip to main content

Seniors On Social? YEP! Psychographic Targeting Hot House


Sometimes the conventional wisdom can get you in trouble. “My B2B audience isn’t on social” is one piece of conventional wisdom that, thankfully, has finally been put out to pasture (at least by companies savvy enough to know better). Conventional wisdom might also say to focus your online advertising efforts on younger generations who are most accustomed and most likely to spend money online. While there is data to back up that assumption – consumers aged 18-34 do spend the most money online – experienced digital marketers know that with the right targeting every audience is reachable.

In this week’s edition of the Targeting Hot House, we’ll look at ways to turn the conventional wisdom on its ear and find retirees in the wonderful world of Facebook advertising.

Behavior & Demographic Strategies

You wouldn’t think being retired has a job title, because the key factor in being retired is to not have a job. But Facebook lets users set their own job title, and a lot of retirees like to do exactly that:


As always, however, be careful not to automatically assume everything with the “retire” root is a relevant title. Retirement Officer doesn’t necessarily indicate the person with that job is retired.  :-)

If you were proud of your career, would you simply list yourself as retired or would you include what you’re retired from? Stemming the root search term opens up a whole world of more precise job titles:


Remember, too, to check for retirees who identify through their employer:


Down in the Behaviors bucket, you’ll find more ways to pinpoint retirees and seniors:


At this point we should mention targeting by age. Yes, it’s obvious that you can target likely retirees by their age. But you need to stay on top of what that age is most likely to be. According to Gallup, the average retirement age is rising: From age 59 in 2002 to age 62 in 2014. Why? Broader economic conditions can cause people to stay in the workforce longer, particularly if declines in the stock market deliver a hit to their retirement savings.

The Less Obvious Ways

Those are the base ways to find retirees in Facebooks ads. The next set of tips can help as well, but you’re not going to want to rely on just these and assume you’ll be hitting retirees. You’ll want to pair them with the segments mentioned above, taking advantage of Facebook’s “and/or” operators to make sure you hit your mark.


You can see why we would recommend not using these on their own and trusting they’ll identify only retirees. Not every empty nester is retired, nor is every investor. But if the product you sell is relevant to those audience segments you’re going to want them in there provided you have other indicators to ensure the investors you target are retired.


Further Refinements

This is also a case where looking for data outside of Facebook can help refine your targeting back inside Business Manager.

For example, income is one way to build smaller audiences within broader categories like retirees. The median income for someone 65 or older is just over $21,000, meaning half earn more and half earn less. If you’d rather target by net worth, which can be a better financial status indicator for retirees, the Bureau of Labor Statistics provides data like this to guide your efforts. For example, if you want to target retirees in the highest strata of net worth, the Burean of Labor Statistics data indicates you’d want to start with the $200,000 – $500,000 level in Facebook and work your way up.

Once you have your audience of retirees surrounded with behaviors and job titles, and have refined it with other potential indicators, you’re prepared to layer in the psychographics that will find the retirees who will most likely want to purchase the product you’re marketing. When the sales start rolling in you’ll know you’ve proven the conventional wisdom wrong. Happy targeting!


via Marketing Land


Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

In the age of RankBrain, these foundational SEO issues still matter

There are at least 200 ranking factors in Google’s algorithm (not to mention RankBrain), which means a thorough SEO audit could lead to dozens, hundreds, or even thousands of SEO tasks. Few companies have the budget or resources to complete every potential SEO to-do item — and doing so would be an incredible waste of time and resources anyway. Some SEO tasks are critical and cannot be ignored; others just aren’t worth your time.Prioritizing an SEO task list is crucial. Focus your resources on SEO work that is actually going to improve rankings, increase clicks and drive revenue. Most companies should focus on engagement SEO work, but technical tasks can’t be ignored completely — especially if you have major problems.[Read the full article on Search Engine Land.]

via Marketing Land