One of the major things that modern-day advertisers struggle with in the digital era that we're now living in has to do with the age-old idea of generational marketing: that is, trying to sell the same products and services to two totally different groups of people who may not have much, if anything, in common.
Take Millennials and Baby Boomers, for example. These days, it's hard to get these two groups of people to agree on anything — so how are you supposed to sell the same items to both of them at the same time?
The answer is simple — you're not. At least, not necessarily in the way you might think.
Generational marketing is a challenge, yes — but it's also not necessarily as convoluted of a process as some people seem to want to make it. If you really want to make sure that your content resonates with different generations of buyers in the marketplace, there are a few key things you'll want to lean into and embrace.
The Art of Generational Marketing: Breaking Things Down
Again — the odds that you'll be able to create one piece of content that appeals equally well to every generation of buyer is very, very slim. So based on that, your strategy is clear:
Don't even try.
If you really want to make the most out of your modern-day digital marketing campaign, you'll need to create tailored content for each generation that you're going after. You could keep the same message and even speak to the same basic topics — it's just that you'll be doing it in totally different ways depending on who you're speaking to in the moment.
Before you even sit down with a word processor to write, ask yourself the following questions:
- Who is the person most likely to read this?
- What does this person like?
- What do they dislike?
- What problems do they have and how can I help solve them?
Even if the topic of a piece of writing remains unchanged, the answers to those questions will vary depending on the generation. You need to let those answers inform every decision you make from that point on, from the language you use to the design of each page and beyond.
Content Distribution in a Generational World
Once you've started to create that content, you'll also need to make sure you're sending it out into the world via the channel most appropriate for which generation you're trying to connect with.
Younger people, in particular, tend to be avid mobile device users and they're very active on social media sites like Twitter. They tend to prefer short-form content not because they necessarily have shorter attention spans, but because their days are busy and, as the old saying goes, "time is money."
Therefore, when speaking to Millennials, you'll want to distribute collateral via sources like social media. You'll want to create more video content than you probably would if you were focused exclusively on the Boomers. You'll want to distribute this content in a way that shows you respect their time every bit as much as they do.
Boomers aren't necessarily using social media for news so much as they're just trying to keep up with long lost friends and family members — so the same techniques won't necessarily apply. To reach this demographic, you would want to focus on publishing those materials on your site's blog or even sending it directly to the source via email marketing.
Again — you could easily still be communicating the same message to both groups, but you're doing it in two entirely different ways.
Regardless of which generation you're actively targeting, you'll want to make sure that your content gives off a professional impression that properly represents why your brand is one worth listening to. If you don't feel like there are enough hours in the day to successfully pull this off, don't worry — there are partners out there who are here to help.
At Eaton Creative Group, for example, we've spent years working with brands on creating video and other types of content that resonate with ANY generation of buyers they're interested in. By taking the time to learn more about your business in an intimate level of detail, we can play to the strengths that make you so unique — and make sure we're communicating those strengths to the right audience in the right way depending on exactly what it is you're trying to accomplish.
If you'd like to find out more information about how to make sure that your content resonates with different generations of buyers in the marketplace, or if you'd just like to speak to someone about your own needs in a bit more detail, please don't delay — contact Eaton Creative Group today.
