Senior citizens are online : Blogs reach this high net worth group
According to the Pew Internet & American Life Project Report, 54% of Americans ages 60-69 go online. In fact, 21% of those over the age of 70 also go online. Discovered this reading an article by Karon Thackston of Marketing Words, Inc.
People in this age group often have the highest net worths. They’re are selling businesses. Establishing trusts and foundations. Doing estate planning and tax work to preserve their lives’ work for the benefit of their children and grand children.
The majority of this group from age 60 to 69 can be reached by having an effective Internet presence. Over 20% of those over 70 can be reached the same way. Some of you may blow it off and say “So what, more of this segment can be reached offline, so I’ll stick to networking offline.”
Bad move. You’ve got fierce competition from lawyers and other professional service firms in the offline world. That’s the ‘marketing comfort zone’ for those professionals afraid to use innovative marketing.
Go to Google and start doing searches for your city and estate planning lawyer, your city and financial planner, your state and certain types of trusts, types of foundations etc. In the vast majority of cases, individual lawyers and other professionals will be absent. Get some helpful content up there on a blog, not a lot, just a little, and you’ll start appearing.
Learn how to blog effectively so you’ll be networking with other professionals and you’ll accomplish even more. You’ll be invited to speak. You’ll be asked to write articles for publications reaching this target audience. You’ll be contacted by the media as a source on a story they are working on for or about this target group.
Best of all there won’t be another professional in your area doing this innovative marketing. They’ll be spending more time and more money competing against a lot of other professionals.
Try it. You’ll start receiving calls and emails. And in this population segment one or two new clients a year could be worth a lot in fees.