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How to Generate Leads for the 50-Plus Market

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May 17, 2006 

Author

Paul Epstein  |

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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.

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Tags: baby_boomers, case_study and lead_generation

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