3 ways to define and reach offline audiences (the older demographic)

As much as much of the world have migrated to online sources for business, pleasure and leisure, there is still a significant portion of the market that isn’t online and have no intentions of going there.  That customer group still desires products and services and businesses must find ways to define and serve these customer groups.

The first step in the process is to identify who those offline customers are.

These are usually individuals in the older demographic; 55 and over who are unwilling to replace human connections with something as impersonal as social media.  They are loyal consumers of traditional media outlets i.e. listens to the radio, watches local TV programming and prefers to go to the bank rather than doing their banking online. 

There is also another demographic within this group who is not averse to being online as they use social media to interact with friends and family, attend events and catch up on the news.  This sub-group however reverts to the original group characteristics when it comes to activities such as buying online or conducting banking activities.

Reaching this audience in the era of COVID-19 is not impossible but poses some challenges to businesses especially if they are introducing new products to the market.

The following are three, no-touch yet direct ways to reach this specific audience:

1.    Direct mail or Courier – Yes, literally send product and company information by mail or courier service to their homes.  It’s very non-traditional, maybe a little costly but it works, and its more likely to be acted on than depending on mass media.

2.    Communicate via text – While this customer group cares very little about technology, some will own smart phone while others will own simple mobile phones with text capabilities; use this to your advantage.  Engage market research companies who will be able to assist you in reaching this demographic.

3.    Use traditional media – This is the audience that is more likely to have a favourite TV show or radio programme… this is also the audience that will tune into the nightly news and generally binge watch network or free-to-air television.  Use these platforms by targeting specific timeslots to showcase your products. You are sure to attract at the very least some curious customers.

 

5 Lead Magnets to reach your target audience and share your business content

We have already established the importance of creating relevant and useful marketing content for your target audience.  But how do you get your specific customer groups to find your content and engage with it?  Marketers suggest the use of lead magnets to spark customer interest and build customer lists.  A lead magnet is an offer that may be promoted to prospective customers in exchange for their email address or other contact information.

In marketing, one of the most useful pieces of customer information is an email address.  It is one of the most common forms of communication and in the era of COVID-19, a most direct method to reach both potential and existing customers.

 

Here are five lead magnets that you can use to generate useful customer data as well as share interesting, actionable content:

1.    Cheat sheet – A cheat sheet is a concise, how-to list or guide.  Usually a one-page document, it is designed to allow the user to understand the information being shared in short, bite-sized pieces.

2.    Resource Lists – A resource list is a compilation of useful contacts.  It may have a short description of each contact and how your audience can benefit from using them.

3.    Subject-specific Calendars & Monthly Planners – Whether it’s a content marketing calendar or workout schedules, offering a subject-specific calendar can definitely generate interest.  Likewise, a free monthly planner can help your target audience to help them in planning their daily activities.

4.    Workbooks – A workbook is publication that helps an individual to complete a specific task.  It provides examples and practices that allows the user to understand and replicate the activity for themselves.

5.    Infographic – These are short, easy to read pieces of content that incorporate both graphical as well as written information.  They are popular because they are easy to digest and very convertible especially on social media.

Of course, there are tons of other lead magnets but it is advisable to evaluate your business and use those options that are sure to generate interest and visibility for your business and ultimately help you to build your email database.