Whether we like it or not, we live in a digital world. Social media remains extremely popular among millennials, but baby boomers are also very active in the digital space.
On average, boomers spend 27 hours each week online, and 82% of them have at least one social media account. Of those baby boomer internet users, 72% of them use Facebook, 28% use Pinterest, and 24% use LinkedIn, with Twitter and Instagram coming in at 24% and 21% respectively.
That means that if you don’t have a social media account for your practice, you’re missing out on a tremendous opportunity to reach your target audience and stand out among your competition.
Like younger generations, boomers are researching online before making major buying decisions. If a prospect searches for you or your company online, search engines will show results for your website, your social pages, articles you’ve written, etc. The more options people have to conduct research on you and your firm, the better off you are.
It’s kind of like a popularity contest: The more listings you have, the bigger you appear to the person on the other side of the computer screen.
So how do you turn 82% of social media-savvy baby boomers into clients and prospects? Below are some tips on what types of posts create the most engagement. At Impact, we feel there is more bang for your buck using Facebook and LinkedIn, so we’ll focus on those.
Follow these tips to help broaden your audience and, hopefully, your book of business!
Brevity is key. The most engaging posts are 50 characters or less. Want to share an article with your audience? Statistics show that links get more engagement if the link goes to a post with 3,000 words or less.
Time is of the essence. There are different schools of thought on when to post to Facebook and garner engagement. According to one study by MarketingProfs, posting during “off-peak” times when there’s less competition leads to higher engagement. Other sources recommend posting to Facebook between the following times:
- Noon–1 PM on the weekends
- 3 PM–4 PM on Wednesdays
- 1 PM–4 PM on Thursdays and Fridays
It’s also recommended to post funny and upbeat messages on Fridays because people tend to be in a better mood.
Question everything. Posts that ask questions get more “likes” than any other type of post.
Share the action. Video posts get more “shares” than any other type of post. Sharing is the best way to get your brand in front of new prospects.
LinkedIn is a great place to catch pre-retirees because the site is geared toward working professionals. Users tend to be active on this social site intermittently throughout the day and before and after work hours. Other optimal times to post on LinkedIn are:
- 5 PM–6 PM midweek
- 10 AM–11 AM on Tuesdays
- 7:30 AM–8:30 AM on Tuesdays, Wednesdays, or Thursdays
- Noon on Tuesdays, Wednesdays, or Thursdays
The ideal content to post on LinkedIn is articles, blogs, and infographics. Articles and blogs written by YOU help to build your credibility and position you as an expert. Remember, when it comes to planning their retirement, people want an expert — not a fly-by-night organization.
The key to making all of this work is returning the engagement. Respond to comments, and follow and connect with people that are participating in your online discussions. They are participating because they’re interested — don’t ignore them!
Contact your marketing manager if you need help setting up social pages for your business.