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Why You Should be Marketing to Generation X

Previously we discussed why your company should be marketing to Millennials, and in this blog, we’ll talk about the group of people aging into that favorable demographic with real buying potential: Generation X, as well as how to target your marketing to them.

While the focus of the media for years was the Baby Boomer generation, and currently it’s obsessed with the Millennials, Generation X, sandwiched between these two important demographics, has 61 million members and makes up 27% of the adult population. They also head up 30% of U.S. households - which means any business that ignores them does so at its peril.

Generation x

From a marketing perspective, it’s important to note how Generation X is unique. This is a skeptical and pragmatic group of people. They grew up under the influence of a sophisticated and ubiquitous advertising system, and they do not necessarily trust it. They are looking for the real, for the authentic, and they are not interested in getting suckered. If any current generation could be called cynical, it’s X. This is not the group of people you want to pitch anything too slick to; they won’t have it.

In terms of technology, Generation X straddles the gap between the Boomers and Millennials, handling media and technology with competence, and nearly as much familiarity as Generation Y, but without fully incorporating the digital into their regular lives as Millennials are prone to do. Gen X households are most likely to contain digital devices like DVRs, MP3 players, and digital cameras, so they’re not Luddites or technophobic. But rather than constantly text on their mobile devices, they are more prone to be checking, news, sports, and weather. This means a specifically tailored online strategy is necessary. You will not reach them with the same mobile strategies that work on Millennials. And, remember, while it may be easier to reach Millennials, they do not have as many resources or the same established authority as Generation X does at this moment in their lives.

Of all of these groups, Generation X shops most online, but its members do not spend the most money. As could be predicted by the generally skeptical nature of this group, they like to research online before buying, and they are active review readers. A proper online marketing strategy would be for businesses to actively monitor their Yelp and other review listings and to target search engine advertising. Generation Xers can also be influenced by that old standby, the money back guarantee.  Interestingly enough, Gen Xers are more open to direct mail marketing than other generations, reporting higher numbers for opening their mail on the same day, as well as reading it.  

There are, of course, hundreds or thousands of other observations and extrapolations that could be made about this group of people, and none of them would apply to the group as a whole. But if your business draws from Generation X or would benefit from engaging them, it’s worth it to take the time to understand how and when and where to do so and market accordingly.

 

Facebook Makes Itself More Expensive to Use as a Marketing Tool

For many small businesses who focus their efforts on social media, Facebook is their top marketing tool. In fact, according to a recent survey of over 2,200 small businesses by Webs, while 63 percent of small businesses use digital products as part or all of their marketing strategy, 88 percent of businesses with social profiles use Facebook for their marketing. 88 percent! Other social media sites used, in order of preference are: LinkedIn, Twitter, and Google+.

Facebook

Facebook is so successful in attracting small business owners partly because so many small business owners were using Facebook regularly before they even thought about utilizing it for business purposes. They were familiar with the interface, they had contacts in place to focus their marketing on, and it was simple to make the jump from personal to professional on this platform.

Unfortunately for these same small business owners, Facebook is now changing the rules on them, so that in order to achieve the same reach and the same results they have been getting - for free - they will have to go through Facebook’s paid advertising options.

Whereas before, owners could update their status with promotional ideas, share product information or sales, and rely on friends and family to "boost" posts to reach more prospective customers, that approach will have a much more limited effect now. That's because, as of the middle of this month, Facebook adjusted its news feed algorithm to filter out posts with too much of what Facebook considers "unpaid promotional material." .

Facebook expects that entrepreneurs will feel the impact of this evolution in organic reach, but believes that their paid advertising options have recently become more effective and are therefore worth the additional cost. The company also emphasized that user pages are still available free of charge, and that customers accessed them nearly a billion of them in October. Business owners can include a significant amount of information about themselves on user pages; they serve as an important customer service outlet.

Still, small business owners with limited marketing budgets will have to adjust to the idea that reaching customers with the same information and promotion will now cost them more money. Essentially, they will have to rent access to their own customers from now on. Companies that have invested significant time in building their Facebook audiences are now realizing that they will have to pay to talk to their own people. This means they will be crunching the numbers to see how much Facebook is really worth in terms of reach and sales conversions, and which methods of communication are truly valuable.

 

Optimizing Your Website For Google's Latest Update

Since the release of Google’s algorithm update, Pigeon, many SEO professionals have begun to stress the importance of strengthening businesses’ overall SEO profile by optimizing their external web properties.

Corporate Conversions has long been an advocate of this strategy, offering our clients a local SEO service that will establish their online presence on more than 45 local directories including Yelp. Why is this now so vital?

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The Importance of Positioning on Google

Greater than 3 / 4 of all traffic that travels to a website through the entire known Internet universe comes through search engines. Of that over 80% comes through Google. This is why SEO companies care so much about understanding Google's algorithms.

Our SEO Consultants’ goal is to be sure that your business benefits from improved Google search engine visibility. By focusing on exhaustive keyword research and subsequently selecting the right keyword phrases, our efforts have consistently yielded in increased online lead generation and sale conversions. Achieving top positioning in Google for the keywords and key phrases that concentrate on your potential customers takes a considerable time, dedication to manual link-building, knowledge and thorough monitoring of performance. That’s where we come in.

Call us at (616) 214-8392 for a free phone consultation or let us know when you would like to be contacted by filling out the contact form here. If you are in Grand Rapids, Michigan, let's get together for coffee and discuss your goals! Learn More...

Why Does My Company Need Search Engine Optimization?

When implemented properly, search engine optimization (SEO) permits businesses of any size to compete inside their niche online, particularly from a geographic perspective. Our Grand Rapids SEO Consultants can easily help your business compete with the most formidable competitors using a proven search engine optimization process customized to your company's specific niche. In addition to being one the most powerful marketing mediums today, SEO is also essentially the most economical for the long term, offering a much higher return of investment (ROI) in comparison to many traditional mediums, such as print, yellow pages, mailings, telemarketing or hiring sales personnel.

Call us at (616) 214-8392 for a free phone consultation or let us know when you would like to be contacted by filling out the contact form here. If you are in Grand Rapids, Michigan, let's get together for coffee and discuss your goals! Learn More...

Grand Rapids SEO Company & SEO Consultants

Corporate Conversions is a Grand Rapids, Michigan based company which has built its reputation on the our ability to significantly improve natural search engine rankings. During the past Five years our team of qualified Grand Rapids SEO Consultants have developed a reputation for consistently bringing client websites to the top of search results, always while using most ethical, white hat methods.

Call us at (616) 214-8392 for a free phone consultation or let us know when you would like to be contacted by filling out the contact form here. If you are in Grand Rapids, Michigan, let's get together for coffee and discuss your goals! Learn More...

Latest News

"I am amazed at our rankings on Google! We are on page one for every search I've conducted! We now receive 100s of inquiries online every month!"

-Owner, Meadows Crossing apartments

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Located in Allendale, Michigan, Meadows Crossing offers affordable apartments for students of Grand Valley State University. Corporate Conversions was referred to the ownership of Meadows Crossing in the summer of 2011. The owner expressed frustration with the existing website, in particular the dated look and the lack of inquiries that the company received from prospective students. Additionally, functionality such as a tanning scheduler, tour scheduler, and online lease application were desired. 

Before engaging the ownership of Meadows Crossing on the creation and optimization of a new website, Corporate Conversions made sure that we understood the goals that the owner was trying to achieve. 

After engaging the company, we conducted rigorous keyword research and determined that Meadows Crossing would be able to capture significant traffic for top organic rankings related to a variety of generic keywords. We then met with the owner and strategically coordinated the on-page optimization of every page of the site. We also worked closely with Meadows Crossing's management team to ensure that the functionality of the tanning scheduler, tour scheduler, and lease application were in line with expectations. 

We launched the site in late August. By mid-September MeadowsCrossing.net ranked organically on Page 1 of Google for 9 out of 11 desired keywords. Previously the site had been lagging on Pages 4 and 5.  Also during September management received over 100 inquiries online! What a great response! Truly great seo marketing for student apartments!

Post-launch we embarked on an aggressive manual link-building campaign to further increase the organic rank of the site for desired keywords. That campaign has contributed to rankings in the top 5 Google organic results for 7 out of 11 keywords, including all of the most valuable. 

MeadowsCrossing.net continues to dominate the local competition online and management receives between 200-300 online inquiries per month depending on the season. According to ownership, Meadows Crossing is two months ahead of the previous year regarding lease commitments. 

Organic Traffic Growth Year-Over-Year:

Meadows Crossing Traffic Growth

As you can clearly see, organic traffic growth and visitor engagement have increased dramatically year-over-year. 

Meadows Crossing Organic Traffic Growth

"Corporate Conversions, I just want to reach out and thank you for your efforts in optimizing our website. We are now ranking at the top of Google for nearly every applicable keyword, and we are getting tons of hits and inquiries!"

- Owner, Meadows Crossing Apartments

Check out Meadows Crossing today. 

Make sure to contact us if you are looking for SEO services for your apartments or student apartments!