Did you know that 75% of adults 65 years old or older now use the Internet, and that social-media usage among this demographic has more than doubled since 2010?
Specifically, seniors are on social media to keep up with grandchildren and other relatives, find entertainment, and generally keep up with what’s going on in the world.
In addition to text messages and email marketing, making sure your Medicare marketing material is showing up on social-media apps can improve your conversion rate.
Seniors 65 and older respond especially well to direct mail because it’s been the primary marketing channel for most of their lives. But since today’s seniors regularly use the internet, direct mail works best when it goes beyond the tangible experience of reading physical mail to provide clear simple pathways to online and mobile channels. One example of this is a QR code on direct mail that can lead to a provider’s website with comprehensive information about a plan.
For businesses and organizations looking to market to this demographic, it is well worth considering multichannel marketing that combines the strengths of direct mail with digital-marketing campaigns.
Medicare marketers in particular can benefit from using social media for reaching and engaging with seniors. United Direct Solutions can help here with omni-channel solutions that combine direct mail with social-media marketing.
The effectiveness of this approach has support: One study found that omni-channel marketing campaigns can bring a 37% increase in response over a single-channel campaign.
This time of year is especially relevant for Medicare marketing, as Medicare marketing teams are in the early stages of planning fall health-plan campaigns.
Strategizing for Social Media
Platforms seniors actually use (Facebook, YouTube, some IG/ TikTok)
You may first be wondering what social media platforms are worth using to target seniors.
Facebook remains highly popular among seniors. In fact, 71% of older adults (50 years or older) are on Facebook. Among all Facebook users, 12.4% are 65 or older. Another popular site with this demographic is YouTube.
Though comparatively fewer seniors are on Instagram and TikTok, those platforms’ emphasis on images over text posts can be effective for reaching seniors with visual marketing campaigns.
Content That Works
Social media for Medicare marketing offers many opportunities, including:
- Educational content: Short-form videos with subtitles, slideshows with infographics readily interpreted on a phone screen, and captions in plain language can be key ingredients in educating seniors about Medicare. Post opportunities include program details, available options, and tips for selecting an optimal plan. Social-media content can be in the form of text posts, infographics, videos, or even live Q&A sessions.
- Share personal stories: Seniors are likely to trust information that comes from other seniors. Plus, generalized trust among seniors can make personal testimonies more powerful. One example is sharing personal stories from clients about the ease of registering for Medicare through your enrollment platform. Customer stories in the form of video can make for more-engaging content, since viewers will be able to put a face and voice to the testimony. Engagement in the form of likes and shares can get the post seen by a wider audience.
- Partner with influencers: Popular influencers who have a large following of seniors can be a great inroad to marketing. The influencer already has some degree of trust from the audience, which gives you a head start in building trust among the audience. Also, yes, there are senior influencers, or “grandfluencers”, who would likely make great partners for Medicare marketers.
How to Combine Direct Mail with Social-Media Marketing
Organic vs. Paid: Roles
Omni-channel enrollment, especially involving paid social posts, can be a great approach.
Organic social posts reach followers, and whoever a percentage of those followers share it to, gaining traction the more engagement the posts get.
Paid social posts are like display ads that can reach users beyond your own follower base, making impressions on a wider variety of people without relying on organically gaining traction.
Targeting Paid Social to Reach Likely Enrollees
Paid social posts can target based on demographics and other relevant customer data so that the posts are seen by actual potential customers.
Balance: Don’t Neglect Either Channel
Customer journeys can start with organic or paid social posts alike, so do not neglect one in favor of the other. Your bottom line depends on customer engagement through social-media channels, and long-term success will likely involve paid in addition to organic posts.
Do’s and Don’ts of Social-Media Marketing
Clarity Over Slang & Jargon
- Do use plain language and be conscious that social-media slang may not be understood by seniors, even if they spend a lot of time on social media.
- Don’t overuse technical jargon. Education should not feel like information overload. The goal is to make a post feel like an answer to their questions, rather than something inviting even more questions.
Keep It Simple, Direct, and Human
- Do keep posts direct and straightforward while still being interesting.
- Don’t be afraid of humor or appearing “casual”, as these can make communication feel more personal and interesting.
- Do be patient. Gaining and maintaining a following on social media is difficult, and those overnight sensations that get huge followings in a short period are quite rare. Consistently posting engaging content is the key ingredient in getting seniors interested in your page.
If you’re not already using social media for Medicare marketing, start now. Doing so gives you the opportunity to readily reach many seniors interested in Medicare.
Tips for Growing a Social-Media Following
The following suggestions can help you reach and engage with seniors on social media who want information about Medicare.
- Use relevant hashtags so whoever is searching for information about Medicare finds your posts.
- Respond to comments and questions; the sooner the better. To demonstrate interest in hearing from your audience and that you’re willing to help them. Think of it like customer service. You wouldn’t ignore their questions if they called about Medicare, or any other product or service.
- Promote your social-media accounts on your website, email signature, and other marketing materials you use. This can help you build a following from your existing customer base and gain a larger influence on social-media platforms.
- Track results with social-media-analytics tools for website traffic, engagement, and leads generated.
- Make sure your posts are within the Medicare marketing guidelines.
Customer-Communication Solutions in the Social-Media Age
Social media has made it as easy as ever to reach and engage with seniors about Medicare.
Omni-channel marketing solutions that combine social-media posting with direct mail, email campaigns, and the like. Have any more questions about how to best market Medicare, on social media and beyond? Contact United Direct Solutions today!