Our services for Facebook advertising to seniors:
- Create Customer Personas for Your Seniors & Influencers
- Identify Target Audience Demographics & Geographies
- Facebook Advertising Strategy & Planning
- Produce Outstanding Creative Ads, Stories & Videos
- Technical Setup and Pixel Insertions
- Managing and Optimizing Ad Campaigns
- Analytics, Measurement and Reporting
Why advertise on Facebook to seniors?
Seniors and older adults are the fastest growing demographic on Facebook. Facebook advertising brings your message to where your audience is today, in 2018.
The original way to build a Facebook audience -- through organic "likes" -- is a thing of the past. Facebook algorithms push brands' posts to the bottom of users' feeds. On average, fewer than 2% of people who "like" your page will ever see the latest post.
The good news is that Facebook advertising can end-run years of "like us" requests. In 2018, Facebook is THE best way to build awareness and generate leads.
According to online search experts Moz, Facebook ads have the lowest cost-per-thousand (CPM) of any advertising platform ever. Newspapers, radio, television and online display ads can't compare to how much farther a dollar can go on Facebook.
Facebook is today's social media and news source for adults 50+
In 2016, 62% of adults aged 65 and over used Facebook, and this number grew in 2017:
Generation X and Baby Boomers use Facebook as their #1 social network, and a primary source of news and information, according to Pew Research. Television news is nosediving compared to online news, according to Pew Research, which reports that TV's 19% lead over online news in 2016 shrunk to a 7% lead in 2017. That is a 12% drop for television in one year alone.
Facebook is THE online news source and social place for grown adults. Young adults veer towards Instagram, so if you're targeting younger caregivers, talk to us about an Instagram ad campaign.
Many elders in the Silent Generation are also on Facebook, viewing ads and looking for solutions.
Where to begin using Facebook advertising with older adults
In everything we do, we start by defining the goals. Begin by identifying what can you achieve with Facebook advertising, and how does it fit with the rest of your marketing program.
Two broad goals are building brand awareness, and generating marketing qualified leads.
59% of people buy services and products from brands that they recognize (Nielsen). Whether you're selling sneakers, social services or surfboards, your company name or your product is a brand. Facebook campaigns that offer value to seniors and their family influencers will build trust in your brand. Facebook is excellent for building brand awareness, especially compared with other advertising mediums.
Once people know and trust your brand, then it's time to target them based on their needs and interests. Contextual advertising connects with your prospects whether they are conducting research or evaluating alternatives (middle of the funnel) or in desperate need today or ready to make a decision (bottom of the funnel). Facebook is unequalled in its cost effectiveness in converting users to marketing qualified leads.
Older adults, seniors and elders interact with Facebook in different ways. Different segments within each group will respond to different styles and emphasis in your brand's message. If you work in the 50+ markets, you appreciate that as people age, they become less alike, not more alike. You won't simply check the 65+ box, like the respondents to the Pew Research survey mentioned above.
While your services might be suitable for a large swath of people, within that population are particular groups of similar people with similar needs. Creating a "model customer" within each segment -- your customer personas -- is the first step to developing messages and creative work that resonates with potential customers.
Now that you have your strategy and customer personas set, you are ready to for campaign planning and management.
Broadcast advertising is like planning a wedding. Facebook advertising is like feeding an army.
Facebook advertising campaigns have two sides that are inseparable -- creative and technical. Unlike, say, television or direct mail, you won't plan a campaign and then manage it.
With Facebook Advertising, you are always creating and always managing along two parallel tracks. The cadence is fast: create multiple ads, target select users, measure feedback quickly, reallocate budgets, and create the next ad.
The advantage of Facebook advertising is immediate feedback on how your messages and information resonate with potential customers. That kind of exacting information is never possible with television, newspapers or direct mail. Facebook advertising is a critical arrow in every modern marketer's quiver.
Contact Generations Now digital marketing to learn how to add Facebook Advertising into your marketing strategy.