A B2B Marketer’s GA4 Migration Guide

A B2B Marketer’s GA4 Migration Guide

Announced in October 2020, GA4 is primed to officially replace UA on July 1, 2023, which means UA will stop processing site visitor activity on that day. Since this announcement, Google has given digital marketing agencies and brands almost three years to prepare their team and business to make the critical switch. Migrating sooner rather than later will help you get acquainted with new capabilities, prevent data loss, and ensure that integrations are reconfigured. 

In today’s blog post, we decided to help make migrating to GA4 easier. If you already have experience using UA, you’re two steps ahead. And, if you don’t have experience, we are here to help guide you.

Are you ready for the new Google Analytics 4? Let’s dive in to find out what GA4 is all about—and why you need to learn how to migrate to Google Analytics 4.

What is New in Google Analytics 4

GA4 is designed to give B2B marketers a richer, more accurate picture of their customers journey to purchase? across devices and channels. Some of the latest features of GA4 include the following:

  • Cross-device measurement: GA4 can link together multiple devices used by the same person to give you a complete view of their behavior.
  • Offline data: GA4 can track offline conversions, such as phone calls or in-store purchases, and attribute them to your online marketing campaigns. This is incredibly helpful for complex B2B account-based marketing (ABM) campaigns.
  • Enhanced customer journey reporting: GA4’s new funnel reports show how customers move through the various stages of your marketing funnel.

If your team uses Universal Analytics (UA), you can migrate your tracking code to GA4. However, GA4 offers a different data model than UA, so it’s essential to understand the differences between the two platforms before migrating and to be careful during the migration process. For more on that, check out our blog, GA4 Has Landed. Then explore the Next Generation of Google Analytics.

Migrate in Phases: Steps for Migrating to Google Analytics 4

Are you constantly seeing prompts to migrate to the new Google Analytics? With just eleven months to go, it’s becoming even more crucial to start the migration soon. 

While migrating to the new Google Analytics does not necessarily mean losing current data collection and reporting capabilities, you need to prepare for a different way to view, analyze, and leverage data generated by event-based measurement. 

This is why we recommend a phased approach — migrating to GA4 in stages to ensure that the platform is appropriately set up for your needs. It’s best to set up a GA4 property as soon as possible and use it simultaneously with your current UA so you can see and learn the differences before upgrading custom reports and dashboards to the new Analytics. So let’s dive deeper into those steps at a high level. 

Phase 1: Create a new GA4 property for standard tracking – GA4 is a fresh start in every sense of the word, so before you move to the new platform, you must create a new GA4 property. You can do this using the Upgrade Assistant or by clicking on the Create New Property button in the admin menu. 

Remember that if you use Google Tag Manager, you can create a new GA4 Configuration tag on all pages. In contrast, if you’re coding, you’ll need to add the GA4 tag to your website’s pages. Once these are completed, you can see core data in the GA4 property.

Phase 2: Track events and other KPI-related metrics – In line with GA4’s move to event-based tracking, you’ll be able to configure data collection based on relevant events that indicate user behaviors and interactions. For example, in the new GA4, you will see that the Event Category is now called Event Name. Moreover, you will be able to define the data parameters under Action and Label, allowing you to track all relevant data. In addition, any goals that you previously defined as destination goals will need to be added as events to ensure they are measured.

Phase 3: Set up tracking for eCommerce and additional custom tracking – For eCommerce sites, this is one of the most crucial steps of the migration process that can be done on GA4 to ensure accurate revenue measurement. We recommend working with developers, like our InteractOne team of experts, to help your team implement your website’s appropriate eCommerce tracking codes.

Phase 4: Post-migration audit and adjustments –  ​​Once your migration is complete, conducting a full implementation audit is crucial to identify gaps and errors and adjust as needed. This includes debugging, ensuring that all tracked data are funneled to the correct events, and reviewing your GA settings for the new GA4 property. Finally, ensure all KPIs are reflected as goals, and relevant events are marked as conversions.

Get ahead of event-based tracking and build a full view of the customer journey across devices and platforms.

Things to Keep in Mind

One of the most important things to remember when using GA4 is that it’s a very new platform. As such, there are bound to be some bugs and limitations. Google is actively working to address these issues, but it’s essential to be aware of them before you make the switch.

Another thing to keep in mind is that GA4 doesn’t yet have all of UA’s features. Some of the most notable features that are missing from GA4 include the following:

  • Custom dimensions
  • Custom metrics
  • Content groups
  • Attribution modeling

If any of the above features are important to your tracking, you should run both UA and GA4 simultaneously until you make the final switch.

Bringing it all together

Old habits die hard, especially those that have made your business successful. UA has undoubtedly been one of the most effective tools in recent years. Leaving it behind and moving to a new platform can sound time-consuming, stressful, and challenging. But remember that GA4 is pretty much the same as UA, except it’s better. In Google Analytics 4, you have more efficient tracking features, improved customization options, and greater data security. So if you wonder whether all the stress is worth it, the answer is a resounding yes.

Want to get ahead of the GA4 curve and get your migration started? Book a chat with one of our team members today. Our team of experts has extensive experience configuring and optimizing GA4, as well as a variety of other tracking systems. As a result, we can help you maximize the effectiveness of your tracking ecosystem so that you know precisely how effective your marketing dollars are.

    Get expert help today!

    An InteractOne Senior Team Member will get back to you within a day.

    Drop Us a Line At:

    Or, if you prefer an old-fashioned phone call:
    Phone (USA): (513) 469-3346

    4665 Cornell Rd. Suite 255
    Cincinnati, OH 45241

    Adobe Commerce B2B Tech Innovations You Must Have

    Adobe Commerce B2B Tech Innovations You Must Have

    How much of your marketing experience is one-size-fits-all?

    We live in a world where increasingly, the customer holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions to help simplify complex buying journeys.

    But you already know that trying to speak to everyone in B2B means diluting the power of your message to your actual target audiences. On the other hand, a personalized marketing approach creates a better experience that leads to faster conversions and stronger prospect relationships.

    Personalized marketing can take up your team’s time and resources. But, if you’re a fast-growing company dealing with volumes of data and different types of users, personalization reaps the biggest results at scale. The more you can cut through the noise to personalize the ideal customer experience, the more successful your marketing will be.

    So where do you start — and what makes personalized marketing worth the effort?

    In this blog, we’ll discuss some new innovations that can help your business use personalization to achieve better conversion results.

    A Dynamic Duo for Revenue Growth

    How much of your marketing experience is one-size-fits-all?

    We live in a world where increasingly, the customer holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions to help simplify complex buying journeys.

    But you already know that trying to speak to everyone in B2B means diluting the power of your message to your actual target audiences. On the other hand, a personalized marketing approach creates a better experience that leads to faster conversions and stronger prospect relationships.

    Personalized marketing can take up your team’s time and resources. But, if you’re a fast-growing company dealing with volumes of data and different types of users, personalization reaps the biggest results at scale. The more you can cut through the noise to personalize the ideal customer experience, the more successful your marketing will be.

    So where do you start — and what makes personalized marketing worth the effort?

    In this blog, we’ll discuss some new innovations that can help your business use personalization to achieve better conversion results.

    Deploying the Appropriate Level of Personalization

    To give customers the tailored experiences they value, brands need to create a large amount of content across multiple channels – social, email, blogs, and more – because a personalized experience is just as much about the conversation as it is about the content. 

    Adobe announced Dynamic Chat for Marketo Engage to give website visitors the tailored and interactive experience they expect. Dynamic Chat enables brands to build vital connections when customers are ready. For example, site visitors can book a meeting with your sales team via chat technology, simplifying and accelerating their buyer journey. In addition, your team can quickly deploy the right chat based on detailed lead and account attributes to fully integrate chat into their cross-channel lead or account-based strategies. Your team will also be able to quickly analyze how many conversations have occurred, interaction rates, conversation completion, or abandonment rates, and that is just the tip of the iceberg. 

    To streamline cross-channel engagement beyond Marketo Engage, your team will now be able to create custom API-based campaigns and workflow actions that can be accessed in the UI and used in bringing campaigns to life.

    Web Developer

    Coordination between your marketing and sales teams is critical when engaging with the same accounts. To help streamline the process, Adobe is announcing a solution, Predictive Lead and Account Scoring, to help these two teams focus on the right prospects and act as one. This new solution will utilize article intelligence powered by Adobe Sensei to predict how likely a potential lead is to purchase a product or service based on certain attributes, such as site interactions, forms filled out, and more. 

    Sales representatives will also be able to prioritize leads and accounts that might otherwise close with Sales Insight from Marketo Engage. Sales Insight provides your sales team with multi-step engagement tools and content right inside your customer relationship management (CRM) for a complete workflow without the need to toggle between multiple applications. 

    With a single system for customer activity across teams, your team will have the capability to automatically start and stop campaigns based on sales engagement, and see all the activity marketing efforts for their accounts together in a single view. The result is more consistent and personalized experiences for customers, more effective sales teams, and higher marketing ROI.

    Bringing it all together

    Even though Adobe offers an excellent array of B2B innovations, these out-of-the-box solutions will still require personalization to be fully functional with any large eCommerce store.

    That’s where we come in. If you want to learn more about these new features or you simply want to make the most of your current store, schedule a call with a member of our Dev team today.

      Get expert help today!

      An InteractOne Senior Team Member will get back to you within a day.

      Drop Us a Line At:

      Or, if you prefer an old-fashioned phone call:
      Phone (USA): (513) 469-3346

      4665 Cornell Rd. Suite 255
      Cincinnati, OH 45241

      The 5 Most Vital Roles for any B2B eCommerce Team

      The 5 Most Vital Roles for any B2B eCommerce Team

      Running a successful B2B eCommerce business requires a lot of teamwork. From marketing and product development to fulfillment and customer service, each role is critical to the success of your online shop. In our previous blog, How to Build a Successful B2B eCommerce Team, we analyzed the strategy for building a team. In Part 2 of this series, we’ll look at who to staff on your B2B eCommerce team so that your vision can be executed. 

      Without further to-do, here are five key roles you need on your B2B team to make your eCommerce business thrive.

      Manager!

      The old saying goes, “a business is only as good as its management.” Old sayings and clichés become so ubiquitous and a part of our day-to-day lives because they are often true. And this is no different when it comes to managing an eCommerce team. A competent eCommerce manager is essential for ensuring that a business runs smoothly and efficiently. No matter what staff or plan you have in place, it will be for nothing if you fail as a manager or select the wrong team leader. A good manager must plan and organize work tasks, delegate responsibilities, and keep track of progress all while strategizing and keeping an eye on the long term. A successful manager must be able to spot potential problems and take steps to resolve them before they become serious. In short, a successful manager is essential for ensuring that a business runs smoothly and meets goals. In this current marketplace with all its unique challenges, finding and retaining a manager who can be all these things for you may be the toughest HR test to complete. Let’s be frank; it’s much easier to fill many other roles we’ve discussed through gig sites like Fiverr or Upwork, staffing firms, networking, or simple outreach. But you can’t afford to have a revolving door or an incompetent person in your manager role and still expect your eCommerce store to run well. This role is your highest priority.

      Digital Copywriter

      When it comes to B2B eCommerce, a qualified and experienced copywriter is truly crucial. These professionals understand the language and selling points that appeal to online businesses. More importantly, they effectively communicate these points through website content, product descriptions, advertisements, emails, social posts, and more. For the sake of conversation, let’s say you are in the financial services industry and require a copywriter. You may have a financial services copywriter at your disposal with a long track record of traditional marketing, but if they lack experience writing in the digital space, their financial services expertise may be lost on your audience. Writing for a digital audience differs entirely from writing for print or other traditional marketing avenues. The strategies that work in a mailer or a brochure do not always translate to social posts and subject lines. 

      A skilled B2B copywriter also knows how to incorporate essential keywords for SEO purposes, helping your eCommerce site rank higher on search engines. In addition, they provide insights on how to engage B2B customers through email campaigns, social media strategies, and other digital marketing tactics. Overall, having an experienced B2B copywriter on your eCommerce team can increase sales inquiries and conversions in a highly competitive market.

      Web Developer

      For any business working in the digital space, having a highly skilled web developer on your B2B eCommerce team isn’t just a significant asset; it’s a must. Your website is often the first point of contact for potential B2B clients, and a well-designed site with smooth functionality can make all the difference in closing a sale. An experienced web developer also helps you stay ahead of current trends and technologies, ensuring that your own B2B eCommerce efforts are modern and effective and can be applied to your clients. Developers also see a unique set of problems and pain points than creative types since they are the ones working the back-end of websites. They see for themselves what logistically works and what doesn’t. They provide valuable user experience insights, helping improve customer satisfaction and increase conversions. Their unique insights can be used to build better sales campaigns, troubleshoot problems, and present a greater image of your company. Also, having a developer on staff will make your digital life much easier. There will always be functionality and programming issues arising from your site and its various appendages, and you’ll need a developer to fix them.

      Designer

      When it comes to B2B eCommerce, having a talented designer on your team makes a huge difference in your status and public perception. A good designer has the skills and experience to create visually appealing and professional web pages and promotional material. They understand the importance of functionality, ensuring that your company’s visual messaging matches the intended audience and your own internal standards. The odds are that the first exposure potential clients have to your brand will be created by your designer. Whether that’s a display ad, a social media post, or the header image on an email, your designer will have had a hand in creating that. As the old saying goes, you never get a second chance to make a first impression. The branded material you share with the world needs to make a strong impression that informs and directs your audience to take action. You can’t expect clients to put their faith in you if the elements that bear your company name aren’t good enough.

      Marketing Director

      Having a strong leader at the helm of your team is crucial. This level of leadership goes for any organization in any line of work. An experienced marketing director understands the intricacies of B2B sales and how to navigate the digital world. They also bring a wealth of expertise on how to reach and communicate with other businesses effectively. Furthermore, a skilled leader will know how to guide their team towards success, ensuring that all efforts are strategically aligned with overall company goals. In short, B2B eCommerce is a unique and ever-evolving space, so take notice of the value of an experienced marketing director as your team’s captain.

      As a business-to-business company, a marketing director needs to think and plan for the long term. They need to have a strong understanding of current trends in eCommerce and how they may change in the future. This level of experience requires not only being able to analyze data and consumer behavior but also having creativity and foresight when it comes to developing marketing strategies. In addition, the marketing director must serve as a leader within the company, inspiring and guiding their team towards successful campaigns that drive profits and meet our long-term goals. A successful B2B marketing director must think about more than just the here and now but envision where we want to be in the future and create a plan to get there

      Bringing it all together

      Now that you know what your B2B eCommerce team needs and who they need, it’s time to get to work! We hope this guide comes in handy. But remember, there is no better teacher than ‘doing.’ So go find your eCommerce all-stars, put our strategies to work and always be nimble.

      If you’d like a little more guidance on the B2B marketplace and how to succeed, book a chat with one of our team members today.

        Get expert help today!

        An InteractOne Senior Team Member will get back to you within a day.

        Drop Us a Line At:

        Or, if you prefer an old-fashioned phone call:
        Phone (USA): (513) 469-3346

        4665 Cornell Rd. Suite 255
        Cincinnati, OH 45241

        How to Build a Successful B2B eCommerce Team

        How to Build a Successful B2B eCommerce Team

        We’ve been in the B2B eCommerce business for some time now, nearly 25 years, to be exact. And we’ve learned a thing or two about the industry, but we’ve also banked a couple of lessons about internal success as well. The B2B eCommerce world comes with its own unique challenges. You need to have a team and structure in place that is capable of overcoming them. Part 1 of our B2B Team Building series will explain how to fill, support, and manage a successful B2B eCommerce team in today’s digital, remote age.

        Seek Talent with Digital Marketing Experience

        While there’s no doubt that traditional marketing has its place, the truth is today’s digital world, experience in digital marketing is becoming increasingly important. For one thing, how consumers interact with brands has changed dramatically in recent years, with more and more people using digital to research products and make purchase decisions. To reach and engage these consumers, businesses must have a solid digital presence. Additionally, digital marketing offers several advantages over traditional marketing, including tracking results and measuring ROI more effectively. As the importance of digital marketing continues to grow, experience in this field is becoming increasingly valuable.

        Don’t be Afraid of B2C Talent

        When it comes to business, there are two types of customers: business-to-consumer (B2C) and business-to-business (B2B). Each type of customer has its own needs and wants, and it’s important to understand the difference when it comes to marketing and sales. Too often, B2B businesses overlook people with B2C experience, thinking they can’t transfer their skills to the B2B world. However, this couldn’t be further from the truth. In reality, B2C experience can be precious in a B2B setting. B2C businesses are experts in understanding customer needs and desires, and they know how to craft messaging that resonates. They’re also skilled in managing customer relationships, using data to drive decisions, and creating loyalty programs. All of these skills are transferable to the B2B world. Businesses that overlook people with B2C experience miss out on a real asset. And, let’s be honest, B2C employees use the same platforms and strategies as B2B employees – Salesforce, Mailchimp, Dropbox, Hootsuite, Hubspot, and all of their competitors are used by both B2B and B2C brands alike. None of their offerings or capabilities are exclusive to either B2B or B2C.

        Filling a Team via In-House or Outsource

        There are many factors to consider when deciding whether to build an in-house team or outsource team-building services. An in-house team requires a significant initial investment, including the cost of hiring and training staff. Outsourcing team building can be a more cost-effective option since you won’t need to cover overhead expenses.

        If you’re looking for team-building services that are highly specialized or cutting-edge, you’ll likely need to look outside of your organization. On the other hand, an in-house team may be a better option if you have a vision for your team-building activities. With an in-house team, you’ll have more control over the direction of the team-building process.

        Finally, you’ll need to consider the size and scope of your team’s needs. If you have a large, complex organization, opting for an in-house team may make more sense. However, outsourcing may be the more practical solution if your team-building needs are more modest.

        Be Flexible with Remote Employees

        Working from home has become the new normal for many people, but that doesn’t mean it’s been a smooth transition. As an eCommerce employer, it’s essential to be flexible regarding remote workers. If you’re not open to Remote Employees, you will limit your talent pool severely. Your perfect, most ideal, most punctual, and productive employee is out there and is ready to join your team, but if you can’t get over the fact that they are in a different time zone, then you’ve already lost that resource.

        Simply put, our digital eCommerce space gives us the ability to allow for more flexibility and  give our employees the time and space some of them need to be their most productive. Some people may prefer to work early in the morning, while others may choose to work late at night. Some people may need regular breaks to take care of family members, and others may need to juggle childcare responsibilities. The key is to provide employees with the freedom to work when and how they need to be productive. It may be hard to let go of the reins as an owner or manager, but it’s a must in today’s job economy. You can still schedule regular meetings and check-ins. There is no reason your deadlines or expectations need to shift just because your eCommerce employees are working a schedule considered ‘non-traditional.’ 

        Additionally, it’s essential to make yourself available for questions and concerns. Remote workers often feel isolated, so it’s important to check in regularly and create a supportive environment. By being flexible and understanding, you can create an extremely productive and happy workforce.

        Make Purchases as Easy as Possible 

        According to a recent study, even B2B customers prefer to do their business online versus through a sales rep. This mindset is a shift from previous years when the personal touch of a sales rep was seen as essential in B2B transactions. However, the study found that B2B buyers now see the Internet as a more efficient and convenient way to purchase products. In addition, buyers believe that they can get a better deal by purchasing online. As a result, B2B eCommerce companies that do not have an eCommerce presence are at a significant disadvantage.

        There are several reasons for this shift. First, the Internet has made it easier for all buyers to research products and compare prices. Buyers can also read reviews and get insights from other customers. Second, the rise of social media has made it easier for buyers to connect with each other and share information. Finally, the growth of mobile commerce made it possible for buyers to purchase products and services anytime, anywhere. It can’t be overstated how phone-adverse many people have become. They prefer to have their interactions be digital rather than face-to-face. 

        This shift to online purchasing is likely to continue as more buyers prefer the convenience and efficiency of the Internet. B2B. Companies that do not have an eCommerce presence will need to adapt or risk being left behind. What does this mean for your B2B eCommerce business? It means that your website needs to do more than host case studies. Your website needs to present prices, details, and timelines of your products and services. You need to design it so potential companies and partners can click PURCHASE on your Content Creation offerings just as easily as they would on Amazon. If clients want to reach out to a Sales Rep and do business the ‘old fashioned way,’ then give them that option. But just as your eCommerce brand wants to remove barriers to purchase for your client’s websites, you need to do the same to yours. Applying a little bit of B2C ease-of-purchase to your B2B site could go a long way.

         

        Bringing it all together

        This all may seem like a lot, and a tad overwhelming. If you’re feeling that way, it’s ok, because this is a lot and it can be very overwhelming. Staffing and leading a successful B2B eCommerce team will be one of the deciding factors in your success. Check back in next week as we break down the most vital roles for your B2B eCommerce team.

        We’ve learned a lot about building and eCommerce team in our 25 years. We’ve also learned a lot about eCommerce as well. We’re more than happy to share our knowledge and experience with you, but you have to let us know you’re interested in learning more. Click here to contact us or use the form below.

          Get expert help today!

          An InteractOne Senior Team Member will get back to you within a day.

          Drop Us a Line At:

          Or, if you prefer an old-fashioned phone call:
          Phone (USA): (513) 469-3346

          4665 Cornell Rd. Suite 255
          Cincinnati, OH 45241

          Holiday Season 2022: Engaging with Boomers 🎅🎄

          Holiday Season 2022: Engaging with Boomers 🎅🎄

          Marketing to Baby Boomers can show significant returns for your business if you take the time to do it correctly. Despite the misconception that they are not particularly technologically inclined, the reality is they are pretty friendly when it comes to technology. According to a report from Statista, 78% of this age group own a smartphone, 66% own a laptop, 58% own a desktop, and 46% own a tablet.

          Those numbers begin to waver, though, with wearables and home assistants, like Google Home and Amazon Alexa. Still, that leaves a wide berth for you and your team to get their foot in the door when targeting this generation who make 20% more online purchases than Millennials and spend more than $200 billion more annually than Generation X.

          As you embark on this holiday season, building a connection with one of the largest sectors of shoppers could be the X-factor in a crowded eCommerce space. Read on for a few key strategies that will help you increase sales and give you a leg up on the competition this holiday season.

          Don’t miss our other popular holiday blog, ‘Engaging with Gen Z.

          What Do We Know About Boomers?

          The second-largest generation, the Baby Boomers, also referred to as the ‘Me Generation’ consist of those born from 1946-1964. This generation is marked by a more traditional worldview, dominated by the ‘pull yourself up by your bootstraps’ and ‘the customer is always right’ mentality.

          What Do Boomers Want?

          They are more interested in not only getting the most bang for their buck, but they seek products and services that will add adventure to their lives. Unlike Millennials, they are far less interested in brands’ moral and ethical persona.

          Instead, they want businesses to impress them with results that speak louder than any targeted email or direct mail campaign, social media marketing, or PPC advertising strategy.

           

          Boomers expect brands to stand behind their claims and are more than willing to search online, or in-person, for product information before spending their hard-earned cash. That puts a lot of pressure on businesses that want to effectively market and grow online sales with Baby Boomers.

          Side Note: Baby boomers spend an average $203 on each online purchase, far surpassing the average spend of their millennial counterparts.

          Tips for Engaging with Baby Boomers 

          Because they are both progressive and traditional, many digital retailers like yourself face challenges reaching Baby Boomers. To help, we want to leave you with some tips you can start working on more effectively today to reach this generation.

          Leave Behind the Notion that Baby Boomers Don’t Use the Internet –  It might come as a shock to those who believe that it’s only worth executing a digital marketing strategy for the younger generations, Gen Z and Millenials, but 51% of Baby Boomers spend 15+ hours a week online, compared to 41% of Millennials. And according to Forbes, 96% of Baby Boomers use search engines as one of their top resources to gather information on products and services.

          In addition, more than half are on Facebook and other social media channels such as YouTube and LinkedIn, but where should you funnel your budgets and strategy?

          Boomers Use Social Media to Connect with Family and Friends – While positive sentiments about social media may seem optimistic at face value, you and your team should consider that Baby Boomers see advertising as intrusive and not engaging. This is because they want their social media experience to center around connection instead of commerce. Boomers post and search a lot on social media. They don’t shop. 

          The only exception to this general rule is to introduce them to video and related blog content that centers around non-sales topics. In terms of overall presence, YouTube is the most popular “social media platform,” with 68% of this generation saying they regularly use it. Baby Boomers often engage with the video content socially by sharing with friends, adding comments, and reposting. This is where your opportunity to find creative ways to skip the sales act and educate them on your product or service by providing insights and information that align with their interests. Create ads masked as shareable content (news articles, how-to guides, crafting activities to do with your grandkids during the holidays, etc.). Tie in features about your company’s products and services.  This will get their attention before any retargeted ad or branded content on social media. 

          Don’t Discount Good Customer Service –  As already noted, this generation craves a connection with others, even when it comes to your brand. What are we getting at? Baby Boomers want to speak to a real person. Whether through FaceBook messenger or your eCommerce website, you can help ensure this generation is satisfied with your level of customer service by incorporating non-automated live chats similar to big retailer giants like Amazon or Starbucks.

          Skip the Hashtags and Slang – Since Baby Boomers see themselves as active, we recommend staying away from words that mention aging like ‘golden years’ or ‘elderly’ and explicitly referring to them as ‘Boomers.’ Reflect this in the imagery you use in your marketing materials. Whether it shows them kayaking or working out, active, aspirational imagery will resonate with your prospects, who don’t see themselves as old.

          They also are not “hip” to internet slang so steer clear of trendy terms that younger generations might be more accustomed to. For instance, you may know what “lol” or” smh” mean, but some Baby Boomers may not. That’s why we recommend passing on the internet shorthand when marketing to Baby Boomers as there’s a high likelihood your message will be misunderstood. Since this generation and consumers, in general, won’t buy a product that confuses them, it’s best to keep your message clear and concise and you’ll gain more traction.

          Include Price at the Top of the Funnel – While Baby Boomers have more disposable income than any other generation, they still are comparing prices at the top of the funnel. What does this mean for your marketing strategy? You should always include pricing information or verbiage that highlights a sale or clearance.

          Don’t Be Afraid of a Little Clickbait  – Although Baby Boomers are digitally savvy, they don’t always possess internet knowledge to decipher between what is legit versus what is not, and thus they may be prone to respond to clickbait headlines. If you want to capitalize on this, avoid writing headlines that are vague or don’t offer them any benefit. When developing your messaging, think about some of the things Baby Boomers value, such as family, health, and finances, then build the rest of the headline from there.

          Focus on Keywords and SEO – Search engine optimization (SEO) should top your priority list if you want marketing to Baby Boomers to succeed. If you’ve taken the “set and forget” approach with SEO, now is a good time to refresh your campaign. Ensure you’re targeting the keywords your prospects are searching for so that they can find your community in search engine page results.

          Like other consumer demographics, Baby Boomers are careful to do their research before they buy. They like to read reviews and recommendations, and even visit the company’s site to research the product or service. In fact, 70% use search engines to find information about products prior to purchase. Don’t let your SEO strategy fall by the wayside.

          With this group spending 27 hours per week online, that’s plenty of screen time to catch their click with the tips addressed above. You could boost a post about an upcoming event or display an ad that touts their ‘active lifestyle.’ The possibilities are endless!

          Bringing It All Together

          The holidays will be here before you know it, so now is the perfect time to start showing Baby Boomers why your business stands out from all other options at their fingertips. Because of the size of the baby boomer population, nearly every eCommerce retailer has an audience available to them in this marketing sector. Reach this audience and capitalize on their disposable income by marketing with the right tone, speed, and story on the platforms they express they gravitate towards the most – FaceBook, YouTube, and LinkedIn. This is how you can get this generation to interact with your business. In return, they will richly reward you with their loyalty and disposable income.

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