This free marketing ideas set is prepared by Growth Channel for a seniors education app. Create your personalized marketing plan on growthchannel.io

1. Growth Plan 1.01
Overview: Growth Marketing Ideas
Growth Channel presents these growth marketing ideas to give you a quick overview of what your
tech solution can do to help you with service contracts for SENIORS EDUCATION on the smallest
budget.
These tactics will help you establish your digital brand marketing, activation and retention to
ensure you are getting high number of leads and sales for the Trigger, Awareness, Consideration,
Conversion, Delight and Advocate phases of the customer journey.
This report is built for the indicated target group of business customers 50+ years old located in
the United States of America and globally.
If you have any questions or feedback, please reach out to us via email: hello@growthchannel.org
Trigger marketing ideas
There are a number of senior communities (online & offline) which you can join to kick off the
conversation with your target audience. It’s important not to start promoting your business right in
the beginning, but to introduce yourself, who you are, what you are working on, what problems
you’re solving and how. Make sure you provide value to the existing conversations by sharing
educational content and participating in active discussions.
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2. Growth Plan 1.01
Senior Planet
Virtual Senior Center
Suddenly Senior
Third Age
Seniors Love To Know
Senior Only Club
National Council of Aging
Village to Village Network
After 55
Senior Living
Considering that you’re delivering a tech solution / SaaS, you might also want to consider tapping
into tech influencer market of other SaaS startups, who might want to promote your solution to
their parents and grandparents. Consider these communities:
Launch
Maker’s Kitchen
Get Maker Log
Indie Hackers
Participate in local SMB events by positioning yourself as a Thought Leader, meet with
customers, prospective partners and media. A few to consider:
Small Business Expo
Localogy
SBA events
SMB Nation
Senior Blue Book events
Seniors Resource Guide
Senior Planet events
Golden Carers
211 LA County events
Minnesota Seniors events
Northwest Senior Expo
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3. Growth Plan 1.01
Content marketing should be one of your priorities to build a credible brand and acquire initial
audience. This can be a blog, guides or a video series on YouTube.
If you don’t know where to start, check out what your competitors are writing about and
where. Based on the keywords research and competitor analysis, start prepping your
content around those topics. Here is an example Backlinks Report for https://aarp.org
and from https://teeniors.com
Referral traffic sources and destinations:
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4. Growth Plan 1.01
You competition also has vast number of content pages on the website itself, which can
drive good organic and referral traffic (majority of traffic is coming from Direct and Search
sources):
They also focus on staying on trend, and share relevant resources for their target audience based
on the current economic, political and healthcare situation:
Not limited to your business website, consider contributing content to other well established
business websites and blogs. This way you will get in front of the new audience, broaden your
reach and ‘trigger’ new potential customers. Consider the following sites:
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5. Growth Plan 1.01
Based on the competitor analysis, consider the following target keywords for your content:
7 healthy lifestyle tips
pill identifier
elderly computer assistance
computer coach for seniors
in home tech support
seniors and technology
planning my 50th birthday party
best smartphone for non tech savvy
computers for older adults
elderly computer assistance
Not all the content has to be publicly available. You can keep a number of detailed guides, course
materials, interactive games and members-only resources to capture subscribers for your
business and build an email list for future lead nurturing activities. Check the amount of offers
your competition is showcasing on their homepage to attract new members:
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6. Growth Plan 1.01
and what they advertise online.
“Senior citizens are more likely to want to learn about new brand and products directly from the
brand or retailers than millenials. 61% of Boomers feel rewarded when they receive an exclusive
offer.”
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7. Growth Plan 1.01
Last but not least, involve your happy customers in your marketing activities. Incentivise them for
helping you promote your product. That can be done by offering them discounts, gift cards or
vouchers for other tools or products. Studies show that customers brought through referrals have
a much higher conversion rate than those who come from outbound marketing. Offering them a
tangible product will also increase participation (i.e. a lifestyle, health or gardening book, access
to a coach course or an Amazon gift voucher).
Awareness marketing ideas
Your competition is getting over 5% of their traffic from social media platforms. Consider getting
more active on Facebook, YouTube, Twitter and Pinterest (for female) to win over their customers.
“Seniors between the age of 50 and 70 are very responsive to Facebook advertising – 15% of
users in this age range spend 11+ hours per week on the site.”
Considering you are working on a small budget, you may still consider high converting low cost
remarketing ads for the following segments:
targeting competitor website traffic
targeting subscribers who have not paid
targeting registration page drop outs
Distribute flyers and special offers by direct mail, and consider door-to-door visits and direct
phone call outreach.
“If you want to reach the majority of your senior market, you have to use multi-channel marketing
by targeting them on and offline. This doesn’t mean you can’t use online marketing, but the
majority of your efforts should be concentrated where the majority of your market can be found.
People are naturally drawn to what is familiar. Since seniors grew up receiving advertisements and
physical catalogs in the mail, it makes sense to market to them through this channel. The older
generation prefers something tangible they can hold in their hands. And if you don’t already have
printed materials, internet makes it easy for you to print your brochures without going anywhere"
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8. Growth Plan 1.01
Last but not least, consider partnering with affiliated parties in your niche, such as a local
newspaper, seniors magazine, chamber of commerce or a church. Seniors are already
accustomed to those channels, and it will be much easier to reach them here. Here are a few
magazines to get you started:
Reader’s Digest
Prevention
Reminisce
Discover
Today’s Senior Magazine
Active Over 50
Seniors Lifestyle Mag
Real Simple
More Magazine
O Magazine
LivingBetter50+
Guideposts Magazine
Good Old Days Magazine
Consideration marketing ideas
To get people trust your service, make sure to add more trust elements on your website. As you
are providing a service with educators, you might want to consider showcasing the actual people
behind the scenes (who is delivering the service). This will give website visitors more credibility in
your product.
You don’t need to produce all the content yourself. You can co-promote your customer success
stories on your blog, YouTube & social media. Consider interviewing some of your most active
users (who have had significant success), and record a story around their experience. If they give
a consent, you can also share their top achievements on your public case study website page,
social media pages or a Youtube channel.
Here are a few examples from Teeniors:
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9. Growth Plan 1.01
As you have seen from AARP
traffic sources, most of their
traffic comes from organic
search. Your current score is
74/100 for SEO, so consider o
optimising your website.
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10. Growth Plan 1.01
Trust is an important element for your target audience. Not all of them are familiar with *.io domain
and might have privacy concerns. Consider switching to the *.org domain if possible.
“Image selection is a very important factor when marketing to seniors. A good rule of thumb is that
most people see themselves about 5-10 years younger than they are. Keep that in mind when
selecting images to accompany any content. The goal is to have clients connect with the person
they see in their advertisements.”
Conversion marketing ideas
“When the older crowd was growing up, good quality customer service was always personal, and
automated or self-service was almost unheard of. There was always a live person on the other
end of the phone to talk to in the customer service department. When you personalize an
experience for someone, they remember it for a long time. Since baby boomers are used to that
personal touch, make sure you incorporate some personalization into your efforts. This can be as
simple as having a live person respond to customer service inquiries with a simple phone call.”
“When asking seniors for personal details, make sure they understand why the information is
needed, and why it will help with their overall experience. It helps to reinforce that their private
information is safe and secure. Both testimonials and money back guarantees can also help
foster trust.”
Incorporate a video guide through your registration process. As your target audience are seniors
with limited technology knowledge, your whole online customer journey experience must be very
simple and obvious for them If they don’t understand something, help them get to the next phase.
Have an exit intent popup on your website (instead of when a user first visits your site). This will
increase conversions, decrease bounce rate and limit the feeling of “annoying screen”.
Capture email addresses in return for a free access (i.e. a game, how-to-guide, or a newsletter
subscription). Once you get their email address, it will be easier to convert users to paid
customers.
Delight marketing ideas
Now that your audience has converted, it’s important to keep them happy and engaged, so that
when the times comes, they upgrade, renew their subscription and don’t churn.
Constantly engage and follow up with your audience via email, social channels and offline by
providing valuable content. As offline is an integral part of senior communication, consider having
a dedicated newspaper release on monthly or quarterly basis, just for your members.
Make sure you’ve got your automated email workflow set up to constantly engage and follow up
with your customers via email and share valuable content. Just don’t overdo it! Not many more
than an email a week, otherwise users might unsubscribe or mark you as spam! Emails to
consider:
Welcome! Here’s a quick guide to get you started
Your weekly progress
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11. Growth Plan 1.01
Don’t forget to set your next milestone
Have you booked your next training session yet?
Tips for a healthier lifestyle
How to grow your business online after 50+
Mindfulness and productivity
Upcoming events
Share your achievements
Invite your friends. We’ll buy you a book
Don’t forget to add your payment details
We will miss you
Your card is expiring soon
To make your customers feel even more “special”, consider creating a closed club community on
your website, WhatsApp or Facebook. You can share latest course information, tips, how to
guides, videos and special offers.
Last but not least, bring your community together in a yearly event to talk about your vision, give
credibility to the top partners and high engaging customers. You can also have an online award
ceremony for the users with most and best achievements. Mentioning new product developments
is a good add-on to agenda as well.
Advocate marketing ideas
To incentivise your customers promote your service, consider launching an Ambassador Program.
Set terms for perks or points that customers can redeem after reaching certain milestones linked
to promoting your service with their network.
To keep your users more engaged on the platform, set a leaderboard for top performers and
involve gamification experience so they keep on coming back and are more motivated to not just
tick a box, but also potentially earn more rewards. Of course, there is a security element, so you
have to get users permission if they want to participate in your global leaderboard.
Give users opportunity to get rewards by inviting friends. Have a custom referrer (tracking) link
ready for each of your users. Having ready buttons to share link on social media, email template
or copy it for web is a good start. When a user signs up, you might also just have a field form
asking if someone referred them. This will be the best way to track offline word of mouth.
Once a user reaches a milestone, prompt them to share their achievement with friends on social
media. You can also turn this into a monthly or a quarterly challenge, which customers can them
share with their network friends, and help you spread the word of mouth even more.
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12. Growth Plan 1.01
Few growth hacks to consider
To help you along this journey, here are some cool tools you can employ:
• Get free access (or huge discounts) to Pro plans for cloud hosting, email distribution software,
marketing automation & other tools with Secret
• Mailmeteor sends personalised bulk email with Gmail
• ConverFlow’s free plan for your marketing automation and lead generation solution
• Use Vistaprint to print custom branded materials on a small budget and ship it wherever you
need
• Consider Presshub for your PR efforts at only $49/month
Access Growth Library of marketing agencies, educators, tools, best practices, case studies &
templates >>
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Happy hacking 😃
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