mt-magazine-Jul18

Marketing to Generation X
Let’s start with Generation
X. The people in Gen X were
born between the mid-
1960s and the late 1970s.
They’re sometimes referred
to as the Latchkey Generation
and they’re sandwiched
between the Baby Boomers
and Millennials.
Nearly two-thirds of Gen
Xers say that Facebook is
their preferred social media
site. Just about half of
them follow brands on social
media, and following
a brand is a precursor to
making a purchase. That
means that your Gen X followers
are primed to buy.
You just need to give them
a reason to do it.
The key is knowing why
they follow you. 58% of
Gen Xers follow brands
because they want to get
information about sales
and promotions. In other
words, if part of your target
audience is in Generation
X, you can engage them by
offering them special deals,
coupons, and promotions.
What does that mean in
practical terms? You can
target your Facebook promotions
by age, so you
might run an ad with a coupon
and target it to people
in your area between the
ages of 39 and 53. You can
add additional targeting options
based on your audience’s
interests, as well.
Generation X has a huge
amount of buying power.
They’re gainfully employed
and doing well – but that
doesn’t mean that they
want to spend more than
they need to. Keep that in
mind when you’re marketing
to them.