Engaging Older Adults with Modern Technology
When it comes to owning and managing your business, bringing in as much revenue as possible is important. Bettering the lives of your customers may also motivate you. The truth is you cannot do either of these things without connecting with current and prospective clients. The world has changed a lot over the past few years, and every day more and more businesses are learning that it is hard to survive without a strong online presence. When part or all of your target audience consists of seniors, using modern technology may seem difficult, but if you learn how to reach this audience with the digital tools we have today, the payoff can be rewarding for everyone involved. Here are some ways you can utilize modern technology to engage an older audience.
Don’t overcomplicate it. Generally speaking, the older population does not have as much experience with modern technology as the younger generations do. Don’t make it more difficult than it has to be. For example, Facebook and Instagram contests are a great way to direct more traffic to your social media sites when your target audience is millennials. If you are targeting an older demographic, don’t expect them to like, comment on, or share a post just to enter a gift card drawing. Keep it simple, and use social media to share uplifting pictures and short, daily messages.
Learn what matters to them. Facebook was a huge success because it was effectively tailored to a specific audience. Millennials were the first to frequent the site, but once everyone else saw how simple it made keeping in touch with others, the target demographic widened. Keeping in touch with friends and classmates is important to high school students, college students and people in their twenties. What is important to seniors? Communicating with their families and staying informed on relevant news are often priorities for those in their golden age. A good way of tailoring to their needs is by sending an e-mail newsletter about what’s going on within your company. If you are in the retirement industry like myself, you can offer days when you set up Skype and FaceTime calls with seniors’ families who may live far away. The possibilities are endless once you take the time to learn what is nearest and dearest to your customers’ hearts.
Offer a helping hand. Part of receiving and keeping loyal customers is doing right by them. Great service is one way to do this, but if you really want to stand out from your competitors, take it a step further. Do you run a music store? Offer classes to teach seniors how they can put their favorite music on an iPod. Are you a pro at smart phone repairs? Walk senior customers through the ins and outs of how to use their device to keep in touch with loved ones. Do you have a private medical practice? Offer to download apps that will help them monitor their health. If you go the extra mile, they will appreciate and remember you.
Businesses typically provide goods and services that simplify life and make the journey more enjoyable. Modern technology is used for the same thing. By bringing them together to help loyal clients of all ages, you can in turn help your business by creating buzz that will bring in more customers, and retain the ones you already have.
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About Alvin Loewenberg
Alvin Loewenberg is the President and Chief Executive Officer of Morningside Ministries. He is responsible for the oversight of nine senior care communities providing nursing care, assisted living and independent living, totaling 807 units. Loewenberg has been involved in long-term care administration since 1979. For the past 23 years, he has served as the President/CEO of Morningside Ministries. Loewenberg has held various positions of leadership at both the Texas Association of Homes and Services for the Aging (TAHSA) and the American Association of Homes and Services for the Aging (AAHSA).