When it comes to marketing, pitching it just right is all-important.
The perfect pitch makes customers feel that you get them. You understand their needs and wants, and your business has what it takes to fill those needs.
That means taking a look at your different generations of customers, such as baby boomers and millennials, and figuring out the best way to reach each of them.
There is some common ground when marketing to these diverse groups, but they have very different needs and interests too.
So how can you best market your business to each of these groups?
Understand Their Needs and Concerns
No matter whether your target customers are baby boomers looking to retire in comfort or millennials planning some time out to travel, understanding them is key to success.
When you're talking to baby boomers, consider where they are in their lives and what concerns them right now.
Many baby boomers have made, or will be making, the transition from earning money and keeping their heads above water, to having money to spend on hobbies and enjoying their retirement.
With millennials, understand that their needs and concerns are very different from baby boomers. Millennials are a very non-traditional generation, with a wide range of concerns and priorities.
Some millennials may be looking to travel, while others build their career, and still others are focused mostly on their social identity.
Dig deep with your research to make sure you really get where your millennial customers are coming from.
Get a Grasp of Their Spending Power
The spending power of millennials and baby boomers can be quite different, so make sure you understand that before you choose what to market to them, and how.
Baby boomers are often looking to spend their hard-earned money on things that will make their lives better and more enjoyable. They're looking for brands who can offer them quality and luxury, backed by unbeatable customer service.
Once baby boomers get to know and like your brand, they can make for very loyal customers.
On the other hand, as the article "Auto Industry Raises Concerns About Spending Shift from Baby Boomers to Millennials" points out, millennials don't spend like baby boomers.
Millennials are generally more frugal than their parents and grandparents, due to the economic climate and the fact that they haven't had time to build up a nest egg.
Bear that in mind when marketing to millennials - they're likely to opt for products and services that speak to them, but unlikely to be interested in big ticket luxury items.
Know How They Use Social Media
Social media is vital for marketing your brand these days, no matter which generation your customers occupy.
Be mindful of how each group of customers uses social media, though, so you can meet them there in a way that makes sense to them.
It's a common misconception that baby boomers aren't on social media.
In fact, baby boomers' use of social media is on the rise, and it's a smart move for your brand to reach them there.
Boomers use social media to share pictures of recent purchases, talk about the things that matter to them, and research brands. Make sure you connect with them on social media with honesty, excellent customer service and clear understanding of their concerns.
Millennials are the most social media savvy of consumers, and as such you'll need to make sure your social media game is the best it can be for them.
Millennials appreciate brands who really engage with them, making a two-way relationship. Millennials can spot a patronizing or "I'm hip like you" tone a mile off, so keep your social media communications authentic.
When marketing to millennials and baby boomers alike, the key is a strong grasp of your customers' needs and communication style and a commitment to being honest, relevant and useful.