The Baby Boomers have been disrupting the funeral profession for years now, that’s no secret…
With the most disposable income, accounting for nearly half of all retail sales, they are a force to be reckoned with. And many of them are looking to make sure their death is as beautiful as their life. That means they’re looking for you to help them, funeral pro.
So how can you get their attention with your funeral marketing skills?
It might not have been easy up until now… but with these 17 statistics, we hope you have a pretty good idea how to market to our beloved Boomers:
Boomers love social media, and Facebook is their favorite channel.
1. Facebook is the most popular social media channel for Baby Boomers. (Source: Colorado University)
2. Baby boomers spend more time consuming content than any other generation. In fact, roughly 25 percent spend 20+ hours each week consuming content. (Source: Quicksprout)
Men and women have different tastes in their preferred social content, so try and cater to both.
3. Baby Boomers enjoy sharing content on social media, and are statistically more likely to compared to other generations. The top sharers? Women! (Source: Digital Trends)
4. Women Boomers enjoy sharing non-political content (think animal videos, food photos, and memes), whereas men tend to share political content and satirical news. (Source: Digital Trends)
Boomers don’t just browse online… they’re sharing content and making purchases.
5. Baby Boomers take action based on what they see on social media, and most of the time it’s focused on finding more information. (Source: DMN3)
7. Baby Boomers spend more money on technology than any other generation. (Source: Ruiz McPherson Media)
So don’t forget to provide them with lots of information for their research, and keep it transparent.
8. While every generation appreciates transparency, funeral businesses should be up-front with policies and prices and provide links to more information to minimize friction during the research process. This level of openness and helpfulness will often lead to improved Boomer satisfaction and increased likelihood of purchase. (Source: Marketing Sherpa)
And they’re more likely to purchase from you if you have an online discount or coupon to use in-person.
9. 1 in every 3 Baby Boomers uses digital coupons to spend in a physical retail store. In fact, 75% are more likely to purchase if they have a coupon or loyalty discount. (Source: Quicksprout)
Yet, Boomers prefer their desktop for everyday use.
10. According to Neustar, more than half (55%) of boomers named desktop as their preferred device, followed by mobile (21%), television (20%) and print (4%). (Source: Marketing Sherpa)
11. Baby boomers are the least likely to use a smartphone to make a purchase. (Source: Marketing Sherpa)
This could be because they prefer larger fonts and longer content.
12. General guidelines recommend not using fonts smaller than 16 pt to ensure clear readability for Boomers. (Source: Marketing Sherpa)
13. Baby Boomers often prefer longer-form content to help them justify their purchasing decisions. (Source: Marketing Sherpa)
Baby Boomers also prefer to keep it personal when it comes to contacting your funeral home.
14. Although live chat is a popular support tool for Gen X and millennials, many Baby Boomers prefer the option to interact with a real person. This key differentiator between generations presents an opportunity for retailers to reach and exceed customer expectations. (Source: Big Commerce)
15. An estimated 66% of Boomers use text messaging to stay in touch. (Source: Ruiz McPherson Media)
Because at the end of the day, for Boomers, it’s all about trust.
16. Trust and peer opinions are extremely important to Baby Boomers. Nearly half of all Baby Boomers will search recommendations and reviews online or conduct research on a company’s website before making a purchase. (Source: Miva).
17. Providing a variety of ways to contact your company can often reduce friction for consumers and are great trust indicators for Boomers. (Source: Big Commerce)
It seems that Baby Boomers are very eager to connect with you on social media, and even more eager to see how your funeral home can help make their lives easier through technology. Make sure your funeral home website is up to par for the Boomers. Click here to contact funeralOne to learn about how our website success specialists can help you explore the possibilities of your website in order to bring success to your funeral home and your families.
What have been your top ways to market to Baby Boomers at your funeral home? Tell us in the comments below!