Wow … what a whirlwind the past week has been! I mean, just crazed. Mostly good stuff, including some things I think you need to know about.
HSN invited me to talk about aging in place
Live. With millions of people watching.
I didn’t have the luxury of going deep into what it means. But, I have to applaud Home Shopping Network for being willing to have someone on the show to give people real information.
You can watch is here:
AARP on mobile device usage by the 50+ crowd
Don’t skip this part … it’s more important than you think.
AARP says 40% of their website traffic comes from smart phones. Not just any mobile device, such as tablets, too; Forty percent from smart phones.
This corroborates many of the things you’ve heard me say before, including:
This group of consumers participate in several different channels (including medium-to-heavy Internet usage), on a multitude of devices (what works for them).
Leverage those to your advantage by creating a concise and consistent message across your marketing, and optimize that experience for mobile devices. You can read the whole article here.
Market to your perfect customer, serve everyone you can
When “experts” talk about the Longevity Economy, we are often fond of talking about the over 50 crowd controls more disposable income than any other group.
While that is true, it is important (and profitable) to note that not every customer in that group is affluent … many live day-to-day.
My peer Dick Stroud from the UK said it very well in a recent article. “… a large number of [older Americans] live in a very different world to the one [typically described by experts]. They are still part of the Ageing Business, but for sure they are not going to be buying wealth management services.” (My emphasis added.)
Your takeaway: Know exactly who your best customer is and market to them. But, make sure you have offerings (as it makes sense) that can provide service to everyone. You can still generate a lot of revenue from smaller offerings and projects, if you have systems and people to manage them well.
Your story is more important than your service
It’s hard to think about, but people don’t care about you or your company. They care about what they need and what they think is important.
One way to use that for your advantage is to develop a story around your company. (Think about it like your mission, who you are and what you believe in, all wrapped up in an idea that people can warm up to.)
Companies have used this idea forever to keep themselves ahead of their competitors and drive revenue.
If you’d like some examples, check out this article on Inc.com.
Google brings down the hammer on HTTPS
One quick note about your website. Starting in October, if your website doesn’t have a security certificate, your time is running out to get that setup.
A security certificate is what makes the little green lock icon show up in your address bar when you visit a website. As well as, makes your website address read like:
Google has already started penalizing websites that offer e-commerce who don’t have it. Starting in October, if your website even has a form for people to submit, your website will be penalized, as well. This is serious stuff.
So, if your website isn’t set up securely, you need to get on it ASAP. (Contact me if you need someone to help you.)
One last thing
Most of my clients are Occupational Therapists and Remodelers. However, I also have the privilege of working with some very interesting and progressive manufacturers, specialists, Physical Therapists, Home Builders, and other small businesses and organizations who want to grow their revenue serving people over the age of 50.
So, if you need advice or support making that happen for your company, or need help with specific things (such as the security certificate mentioned above), just get in contact with me.