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\n\t\tOpinions expressed by Entrepreneur contributors are their own.\t<\/p>\n
At PostcardMania<\/a>, my marketing consultants work with entrepreneurs of every age \u2014 from a 75-year-old un-retiring from real estate to a 21-year-old starting a landscaping company. And, after helping 131,619 business owners market their businesses, I can tell you: People are people, but there are definitely generational differences in how they respond to the various marketing approaches.<\/p>\n Here are some proven marketing tips for reaching every generation.<\/p>\n Baby Boomers, born between 1946 and 1964, control over half of all U.S. household wealth, holding over $82 trillion in assets<\/a>. The majority still prefer traditional advertising, like TV, radio and direct mail.<\/p>\n What Baby Boomers value:<\/p>\n Your Baby Boomer marketing strategy:<\/p>\n Traditional outreach:<\/strong> Offline methods like direct mail are especially effective \u2014 89% of them<\/a> actively look for offers in the mail \u2014 so launch a direct mail campaign or automate mailers based on unique triggers like when a person turns 65.<\/p>\n Your website:<\/strong> If your audience is primarily BBs \u2014 keep text larger so it\u2019s easy to read and include clear methods of contact. Post real photos of your staff, positive reviews, and mention details about how long you\u2019ve been in business, or whether you are certified\/insured.<\/p>\n Email follow-up:<\/strong> Send consistent emails that build trust. Look at your Google reviews and center some email content around your best reviews.<\/p>\n Generation X, born between 1965 and 1980, is often overlooked as the \u201cforgotten generation,\u201d but that\u2019s a big mistake. One study showed Gen X had the highest annual expenses of any generation, spending $95,692 in 2023<\/a>.<\/p>\n What Gen X values:<\/p>\n Your Gen X marketing strategy:<\/p>\n Messaging:<\/strong> Gen X loves practicality. Highlight conveniences like weekend hours or money-back guarantees \u2014 whatever helps make their life easier.<\/p>\n Digital follow-up:<\/strong> Stay visible without being pushy. Use digital retargeting ads and email to remind prospects about your business. Include a QR code allowing them to return when they\u2019re ready.<\/p>\n Trust builders:<\/strong> Showcase testimonials, warranties and side-by-side comparisons.<\/p>\n Millennials, born between 1981 and 1996, grew up with the internet. Three out of five Millennials<\/a> prefer to shop online, so your website needs to be engineered to convert.<\/p>\n What millennials value:<\/p>\n Your millennial marketing strategy:<\/p>\n Your website:<\/strong> Make your website conversion-ready with forms on every page and a Contact Us page that\u2019s easy to find. Make purchasing as easy as possible by integrating Apple\/Google Pay and other one-click buying options. If you provide a service or there\u2019s a longer buying cycle, make it easy for them to communicate and ask questions with live chat and text options.<\/p>\n Targeted online ads:<\/strong> Use search, social media and location-based ads to reach millennials when they\u2019re actively looking for products or services. Relevant, well-timed ads that match their interests and needs are far more effective than broad messaging.<\/p>\n Follow-up marketing:<\/strong> Stay connected after a website visit with personalized email, retargeting ads and direct mail retargeting. For ecommerce businesses, abandoned cart reminders via a mailer or SMS message featuring the exact product viewed and a special offer can help bring shoppers back to complete their purchase.<\/p>\n Millennials respond well when they feel connected and the shopping experience is fast and easy.<\/p>\n Generation Z, born between 1997 and 2012, grew up fully digital. There\u2019s a reason they call them \u201cZoomers\u201d as they zoom lightning fast from one app to another.<\/p>\n What Gen Z values:<\/p>\n Your Gen Z marketing strategy:<\/p>\n Video content:<\/strong> Gen Z spends hours each day watching videos, so prioritize creative, visually engaging content on TikTok, YouTube, Instagram Reels and streaming platforms. Customer stories, product demos and authentic behind-the-scenes videos help build trust while keeping them entertained.<\/p>\n Print + digital integration:<\/strong> Connect your direct mail to digital experiences with QR codes that lead to videos, social media pages, special offers or interactive content. Make it easy for Gen Z to move seamlessly from their mailbox to their favorite online platforms.<\/p>\n Authenticity matters:<\/strong> Feature real customers, reviews and genuine experiences in both your print and digital marketing. Keep visuals consistent that feel real \u2014 not stocky or staged.<\/p>\n Gen Z responds well when you feel real, unique and worth their attention.<\/p>\n Generational marketing is helpful, but it should never replace the basics. Look at who is buying from you most, match your message to what they value, and show up consistently. That\u2019s how you reach every generation without watering down your marketing.<\/p>\n<\/p><\/div>\n At PostcardMania<\/a>, my marketing consultants work with entrepreneurs of every age \u2014 from a 75-year-old un-retiring from real estate to a 21-year-old starting a landscaping company. And, after helping 131,619 business owners market their businesses, I can tell you: People are people, but there are definitely generational differences in how they respond to the various marketing approaches.<\/p>\n Here are some proven marketing tips for reaching every generation.<\/p>\n Baby Boomers, born between 1946 and 1964, control over half of all U.S. household wealth, holding over $82 trillion in assets<\/a>. The majority still prefer traditional advertising, like TV, radio and direct mail.<\/p>\n<\/p><\/div>\nBaby Boomers: Build trust and stay consistent<\/h2>\n
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Generation X: Be clear and authentic<\/h2>\n
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Millennials: Make communication easy and personal<\/h2>\n
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Generation Z: Be real and creative<\/h2>\n
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Key Takeaways<\/h2>\n
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Baby Boomers: Build trust and stay consistent<\/h2>\n