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Marketing Ideas for Seniors Education by Growth Channel

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

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Marketing Ideas for Seniors Education by Growth Channel

  1. 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. Prepared for SENIORS EDUCATION Page of1 12
  2. 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 Prepared for SENIORS EDUCATION Page of2 12
  3. 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: Prepared for SENIORS EDUCATION Page of3 12
  4. 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: Prepared for SENIORS EDUCATION Page of4 12
  5. 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: Prepared for SENIORS EDUCATION Page of5 12
  6. 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.” Prepared for SENIORS EDUCATION Page of6 12
  7. 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" Prepared for SENIORS EDUCATION Page of7 12
  8. 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: Prepared for SENIORS EDUCATION Page of8 12
  9. 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. Prepared for SENIORS EDUCATION Page of9 12
  10. 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 Prepared for SENIORS EDUCATION Page of10 12
  11. 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. Prepared for SENIORS EDUCATION Page of11 12
  12. 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 >> Thank you! Thanks for showing interest in Growth Channel and participating in our MVP! We very much appreciate your feedback. Let us know if you liked this stack of marketing ideas, if it was on par with your team’s plans by completing this short survey. We hope you enjoyed the read! Please help us spread the word about Growth Channel and our vision. You can share below link with your network, so they can also benefit from the free set of marketing ideas: https://growthchannel.io If you want to take the next step and let Growth Channel prepare your full custom marketing plan, let us know! We charge only $99 as opposed to any consultant or a marketing agency. Your plan will include everything from persona mapping, content templates, distribution channels, email marketing workflow, referral program scope, target keywords, and reporting dashboard. Growth Channel solution is built on AI and machine learning technology, which allows us keep the price at a fraction of the cost. If you’re interested to learn more, simply send an email to hello@growthchannel.org Happy hacking 😃 Prepared for SENIORS EDUCATION Page of12 12

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