Finding new audiences to target is a constant challenge for marketers. If you’ve never tried marketing for Generation X, you could be missing out on a valuable group of consumers.
Why should you customize ads for a Generation X target market? Your customers are individuals, but they also belong to a group based on what year they were born. As unique as each might be, they move through some experiences and stages of life together.
What makes Generation X so valuable? We’ll take a look at who these consumers are, what experiences might influence how they respond to advertising, and a few best practices to make sure you hit the mark with your ads.
How Old is Generation X?
1965 to 1980 are typically known as the Generation X years.
The name “Generation X” was adopted from a 1991 novel written by Douglas Coupland called Generation X: Tales for an Accelerated Culture. Some say the name also gained popularity due to the generation’s refusal to be defined. The X refers to the variable “x,” allowing them to be named but perhaps not limited by one definition.
What is Unique About Generation X?
Generation X has often been ignored as marketers instead targeted the larger baby boomer and millennial generations. However, a look at their spending tells us that this is a worthwhile audience to target in our marketing.
While stereotypes can be harmful, we can look at their shared experiences to consider what motivates them, what they value, and what they might worry about in their current life stage.
The oldest of this generation grew up during the Vietnam War and the Watergate scandal. Others remember the Berlin Wall coming down.
Generation X adopted computers and the internet, lived through Y2K, and lived through the AIDS epidemic. Gen X is the first generation to have exposure to the internet for most of their lifetime, though most didn’t have access in childhood.
People often characterize Generation X as self-reliant, adaptable, independent, and ethical, with “big picture” thinking. They are occasionally viewed as skeptical, but you could also call them critical thinkers. They’re currently considered to be financially stable but also deal hunters.
Why You Should Target Generation X Through Paid Ads
Why should you target Gen X in marketing? Spending power is one reason. They make up about 25 percent of the population but bring home about 31 percent of the income.
There are about 65 million Generation X, and they outspend millennials by 41 percent and baby boomers by 18 percent.
What brands does Generation X like right now? In their top 10 brands, you’ll find tech, retail, media and entertainment, automotive, and apparel companies. Other categories can include solutions for the worries they currently face, such as aging parents, preserving their health and wellness, protecting their families’ safety, or helping them plan for retirement.
SaaS platforms offer flexibility and affordable ways to make consumers’ lives easier and better, both of which appeal to Generation X.
Strategies for Targeting Generation X Through Paid Ads
It’s wise to remember that the oldest of this group may act more like baby boomers, while the youngest may act more like millennials. Generation X marketing strategies should include paid search ads, email marketing, social media, and occasionally even direct mail.
Your online presence matters. Gen X shoppers tend to be careful researchers of companies and products before making purchasing decisions.
Ensure your website is clear, up-to-date, accurate, and full of reassuring information and reviews. If they don’t like what they see online, they’re going to move on, probably to one of your competitors.
Generation X is tech-savvy enough to use Google regularly and frugal enough to search for coupons and promotions. You can target them with promotional paid ads that use the language they’re likely to use for this type of search. Ensure your ad copy uses terms like “discount” or “promo code,” and be clear and authentic about your promotion.
Missteps to avoid? A strong sell isn’t needed or welcomed and could be off-putting, so avoid overpromising. Additionally, 66 percent still shop in brick-and-mortar stores.
Run Paid Ads on Social Channels They Use the Most
- 76 percent use Facebook
- 70 percent use YouTube
- 47 percent use Instagram
- 40 percent use LinkedIn
- 39 percent use Twitter
Don’t forget platforms like Pinterest and Etsy. Thirty-five percent of Pinterest users are between 30 and 49 years of age, and 27 percent are aged 50 to 64. The average Etsy seller is around 39 years old. The content on Pinterest leans heavily toward their interests, including DIY, cooking, and home projects.
Create campaigns on each platform that target this group directly, and remember to use a range of ad types to ensure you’re capitalizing on these channels. For example, knowing they are heavy Facebook users, you’ll want to use all kinds of Facebook ads including images, dynamic ads, videos, and carousel ads to catch their attention.
Just remember that if they’re following brands on social media, they’re doing it to find out about promotions and discounts. Build some promotions and special offers into your social posting calendar just for followers and fans.
Create Ads That Appeal Specifically to Generation X
Generation X are loyal to their favorite brands but wary of invasive advertising. They don’t enjoy aspects of digital marketing that seem intrusive to their personal lives and aren’t fans of text messaging or retargeting.
They are more open to email marketing, and including offers and promotional codes in emails can be a great way to attract these customers.
Be authentic, and demonstrate that quality and service are essential elements of what you offer. You’ll need to create ads that speak directly to them, with ad copy and messaging that speaks their language. Use images that reflect real people and the daily lives of Gen X.
Incorporate Reviews in Your Paid Ads for Generation X
Brand loyalty means building trust, and this generation wants social proof. Show and tell them they can trust you to deliver on your promises.
Enlist strategies to garner more reviews, then use them in your advertising. Use the insights you gain from studies to create ads that feel even more relevant and meaningful to your audience.
How can you inspire your customers to leave more reviews?
- Offer multiple ways for them to leave reviews.
- Make sure the review process is quick and easy for your customer to use.
- Share positive reviews from other customers.
- Offer incentives.
- Respond to all reviews.
- Work to find solutions with frustrated customers.
Watch for signs that your customer is happy enough to leave a positive review before asking. Good times to ask might be after they’ve expressed satisfaction, when they reordered a product, when they refer you to a friend, or mention or tag you on social media sites.
What can you do with the feedback you gain from customer reviews? Add snippets to your paid ad to help coax searchers choose your ad to click and use reviews, ratings, and testimonials in your ad creative.
Adding social proof to your paid search listings can help you stand out and increase click-through rate (CTR). This can increase your Quality Score, eventually lowering your costs per click (CPC) and increasing your sales.
Get creative and use customer reviews in paid social media ads, being careful to protect your customers’ privacy. Add a quote or line of a testimonial to your email marketing. Add them to your homepage to help attract organic traffic as well.
Create Paid Ads That Appeal to Generation X Emotions
Generation X is currently at an age where nostalgia can be an effective element in advertising. They like reboots and throwbacks.
Is it that they’re more emotionally connected to the past or nostalgic than other generations? Not necessarily. Generation X has access (and the first significant access) to all their memories and old favorites. They also have access to platforms that allow them to share this content and connect with others based on it.
Generation X is interested in past events, entertainment, pop culture, and music. Seventy-five percent of Generation X spends their YouTube time watching nostalgic content, such as videos relating to past events or people. They also like to watch video content to learn DIY skills and to follow news and current events.
This McDonald’s commercial featuring Jason Alexander from Seinfeld has over 2.5 million views on YouTube. While there may be a few younger viewers catching these classics, you can bet that many Generation Xers remember watching it when it first aired on TV.
How can you use this in your advertising? Stir up nostalgia with throwback elements that remind them of their favorite TV commercials, programs, or movies from when they were younger.
Build and Advertise a Loyalty Program in Your Paid Ads for Generation X
Creating a loyalty program can be an excellent way to reach Generation X. Known for brand loyalty, Gen X is likely to appreciate and respond to companies who reward their loyalty.
They like to stick with brands they trust, so relationship building is important. Often overlooked by marketers, Generation X can be won over by feeling part of an exclusive group.
Building these connections over time will help ensure Generation X shoppers stay loyal and not wander to competitors. If you can show them you care with excellent service and programs that make them feel important, they’ll stick around.
What should loyalty programs include? Generation X likes special treatment, limited offers, and extra attention on special occasions. They’re likely to appreciate birthday promotions, recognition on special anniversaries, and special discounts and events.
Examples of Paid Ads for Generation X
The best Generation X marketing examples will use platforms that they use and target their interests and values. Typically, effective ads with this group will target Generation X marketing characteristics and use elements of nostalgia to help build connections quickly.
Watch for crossover ads that use nostalgia to catch the attention of Gen X, like the Domino’s and “Stranger Things” commercial. In this ad, one of the main characters from a popular TV show of the past few years recreates a memorable sequence from Ferris Bueller’s Day Off, a 1986 movie well-known to this generation.
Younger consumers will recognize the “Stranger Things” actor. Nearly every Gen Xer will catch the reference and the cameo from one of the original actors.
When a company decides to tap into “Transformers,” “Teenage Mutant Ninja Turtles,” and “Robocop,” they’re targeting a specific audience.
These movies came out during formative years for Generation X and when used in ads, can create instant rapport between a Gen X consumer and the brand.
It’s true that each generational group behaves differently, has different motivations and views, and consumes media differently than the others.
Learn a little about how Generation X lives and what they love before writing your ad copy, then let your language and ad copy show that they are your focus. Often ignored, this “middle child” generation is likely to respond positively to being noticed and understood.
Learning more about these differences can help you target these groups with paid ads that are likely to resonate instead of blanket advertising that misses everyone.
Remember, you don’t have to master this yourself! Reach out for expert help with digital marketing so you can connect with valuable audiences in effective ways.
What could targeting Generation X with paid ads do for your business growth?
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How to Manage Your Online Brand?
You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.
In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.
By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.
In this article, we’ll explore some key reasons why managing your online brand is essential.
What is an online brand, and why do you need one?
Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.
It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.
It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.
How to manage your online brand for success?
Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.
A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?
1) Consider what you want your online brand to convey.
Are you an expert in a certain field? A thought leader? A creative visionary?
Once you know what you want your brand to communicate, be consistent in everything you do online.
Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.
2) Interact with other people online in a way that reinforces your brand.
When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.
By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.
3) Monitor your web analytics to track your progress.
Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.
For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.
Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.
4) Make sure your website represents your brand well.
Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.
Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.
If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.
5) Pay attention to your social media presence.
Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.
Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.
6) Monitor your online reputation.
Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.
For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.
7) Manage your online brand proactively.
The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.
By following these tips, you can create and manage an online brand that will help you achieve your goals.
The benefits of having a strong online brand
Let’s look at a few benefits of having a strong online brand:
1) Stand out from the competition.
With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.
2) Build trust and credibility.
A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.
3) Connect with your audience.
By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.
4) Drive traffic and sales.
A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.
5) Increase your visibility.
A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.
6) Attract media attention.
A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.
7) Enhance your career prospects.
Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.
8) Make a positive impact.
Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.
The importance of staying consistent with your branding strategy
As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.
When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.
Here are a few pointers if you’re not sure how to stay consistent with your branding:
1) Define your brand.
The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?
2) Create guidelines.
Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.
3) Train your team.
If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.
4) Monitor your brand.
Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.
5) Be prepared to adjust.
Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.
A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.
If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.
Oscar is a passionate full-time blogger and a part-time author. In his personal blog OssieRodriguez.com, he writes about software, online influence, and different business models.
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