How to Generate Leads for the 50-Plus Market

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How to Generate Leads for the 50-Plus Market

Contrary to popular belief, baby boomers spend more time online than
teenagers.

According to recent Pew surveys, the number of online seniors jumped by 47%
between 2000 and 2004. This means there are close to 8 million “silver surfers”
at the age of 65 or older using the world wide web. About 58% of Americans age
50-64 say they’re hooked up to the net. 69% of wired baby boomers go online
during your typical day, and that’s compared with only 56% of all internet users.
So why are they online?

• To stay current with news and events
• To research health and medical information
• To stay in touch with family and friends
• To use e-mail
• To send online greeting cards
• To check on stocks and investments
• To research products or services to purchase offline
• To make online shopping purchases

That’s right—to make online shopping purchases. The 50 plus market has over
$1.6 trillion in spending power and a net worth that’s nearly twice the U.S.
average. In fact, baby boomers are the most affluent market there is. Those aged
50 or better are, and will become even more, a market, social and political
force to be reckoned with and hence a very attractive community to a wide range
of advertising and marketing sponsors.

With these powerful statistics, companies interested in targeting the baby
boomer market must consider online lead generation. The real challenge is to
position high-value products and services that match with the 50 plus market
internet usage with your company’s sales and marketing process to generate the
most qualified leads.

The most profitable online lead generation programs understand it’s a
balancing act. Companies must realize they must strike the right balance between
attracting interest and qualifying those baby boomer prospects who are most
likely to purchase. If the process is too simple, you get an abundance of
unqualified leads and an awful conversion rate. If the process is too difficult,
the cost per lead will be prohibitive.

To avoid these two spectrums, successful companies will create a web site
that will deliver qualified silver surfers of the right quality at the right
price. To do so, start with a clear understanding of the amount you can pay per
lead. This number will be based on your target senior customer acquisition cost
along with an estimated conversion rate.

Thankfully, the Internet offers an uncanny ability to flex the actual quality
of leads within the senior marketplace. This allows companies to systematically
adjust the conversion rate.

Cutting-edge online lead generation programs aimed at the baby boomer market
send traffic to effective lead generation sites that are designed to turn
traffic into qualified prospects and leads by achieving this balance of selling
and qualification. Followed closely, the following tips will deliver high
quality leads for the 50 Plus market.

Online Lead Generation for the Boomer Generation:

• Design a simple site rather than one with too many bells and whistles.
• Develop a web site that is fast to load.
• Design a simple site flow
• Design the website with several entry pages so baby boomers can be directed
and routed based on its source.
• Focus the site messaging on selling to the senior market.
• Concentrate on a benefits-focused sales pitch that will immediately influence
the baby boomers to act.
• Interact with your 50 Plus customers and ask the right questions that will
determine their needs.
• Think about which promotions work to convert boomer prospects into customers.
• Disregard promotions designed with the sole purpose to provide contact
information because that attracts too many unqualified leads.
• Ensure that the questionnaire design is flexible enough to manage qualified 50
Plus leads.
• Don’t be afraid to experiment. Test all of your messaging, traffic and
questionnaire sources to discover what works best.

Of course, your business needs to be able to keep up with all the tactics
that involve online lead generation. You must be able to direct traffic to
several web site versions and be able to track down to the level of the web site
source as well as the version of the messaging and questionnaire.

An increasing number of baby boomers are surfing the online stratosphere.
Their spending habits and income level make them a desirable target audience.
Create a comfortable online environment for the mature market paired with
proactive business savvy, and your business will be rewarded.

SOURCE: http://www.adotas.com


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