Ignore online marketing to the retirement market and you could be missing out on a vital way of talking about your business and services to both existing and prospective clients.
Internet use is growing within most, if not all, age groups, and the older generation is no exception. It may surprise you to learn that, in 2011, 27% of people aged 65 or over in the UK made a purchase online, compared to 22% in 2010, an increase of 5% in only 12 months.*
Generate valuable leads and appointments by getting the basics right
Like all marketing activity, be clear about what you want your online marketing to achieve. Increasingly, the internet is the first 'port of call' and an incredibly powerful media for researching products, services and organisations. With some careful planning you can use email campaigns, search engine marketing and web content to successfully promote your business and build stronger relationships with your customers.
Consider the following:
- Putting a retirement or equity release section on your website
- How you can obtain good search engine rankings with sponsored links and use of relevant keyword phrases on your website
- Using email marketing to keep in touch with and educate your customers about their options
- Things to remember, such as only sending emails to individuals that have consented to receive them from you
Use our email, search engine and website marketing guides to help you plan and manage your online marketing.
Useful links Free marketing guides and sample material
Annuity marketing
Equity release marketing
*ONS release: Internet Access - Households and Individuals - Tables, 2011