11 Powerful Tips for Marketing to Generation X

With the rapid revolution of digital marketing, it's easy to focus on the latest trends and emerging generations. However, one demographic that should not be overlooked is Generation X. Often sandwiched between the larger, attention-grabbing Baby Boomers and Millennials, Gen X holds a distinctive place in the market. With their unique blend of analog upbringing and digital adaptation, Gen Xers possess a wealth of experiences that have shaped their consumer behavior and preferences. 

If you’re looking for ways to increase the effectiveness of your generational marketing to the Gen X demographic, this article is for you. You’ll find strategic insights for marketing to Generation X and learn concrete ways to make the most of your promotional dollars when targeting this important US market segment. Check out these 11 powerful tips for generation marketing that will help you reach Gen X consumers and convert them into loyal clients and customers.

Who is Generation X?

Generation X comprises just under 20% of the U.S. population, but this important demographic packs a powerful punch when it comes to buying power. Gen Xers were born between 1965 and 1980, right after the Baby Boomers and before the Millennials. 

A generation of savvy consumers, this group spends, on average, $83,000 a year. That’s $10,000 more a year than Boomers and $15,000 a year more than Millennials. When planning your marketing, Generation X should be an essential part of your strategy.  

How to Market to Gen X: 11 Powerful Tips

Successful marketing to Generation X requires a combination of old-school methods and cutting-edge tactics. Let’s look at a few powerful ways to target this unique generation of consumers.  

1. Use Both Online and Traditional Marketing Channels

Omnichannel marketing was made for Gen Xers who grew up in an analog age but quickly embraced digital technology in their formative 20s and 30s. Because they respond to everything — digital ads, billboards, emails, print and broadcast campaigns, and mobile marketing — it only makes sense to create a marketing mix incorporating both online and traditional marketing channels. 

2. Highlight Nostalgia and References from the 80s and 90s

Nobody embraces the good old days like Generation X. A large portion of their 1.5 billion YouTube views a day is spent on videos that indulge in the nostalgia of their favorite ‘80s- and ‘90s-era music and TV shows. It’s a safe bet that if you incorporate some of this generational nostalgia into your marketing efforts, you’ll reap significant rewards. 

3. Emphasize the Value and Quality of Your Products or Services

You can count on Generation X to stay on the lookout for quality products and services offered at a fair price. This internet-savvy demographic isn’t afraid to follow up on claims through their own research, often looking at multiple sources before making a purchasing decision. It’s important to keep an eye on your cross-channel messaging to ensure consistency and emphasis on the value proposition. 

4. Create Authentic and Relatable Family-Friendly Content

Gen Xers relate well to media that supports their values. Many are parents and respond to family-friendly messaging. Gen X consumers reject inauthenticity in all its forms and can easily spot not-so-hidden agendas. Authentic content resonates with this demographic, so keep it real to win the day. 

5. Offer Convenience and Time-Saving Solutions

What are Generation X buyers looking for more than anything else? The answer is simple: convenience. Between work, family obligations, and making time for fun, Gen Xers are known for burning their candles at both ends. Convenience is a must with this crowd, so take any and all opportunities to emphasize the time-saving and stress-reducing attributes of your products or services.  

6. Use Email Marketing for Communication

Since they got their first AOL email accounts back in the early ‘90s, Gen Xers have been using email for business and pleasure. Gen Xers may have moved on from their “You’ve got mail” alerts from days gone, but they’re still checking email on the regular. They’re apt to use several devices and don’t have a lot of extra time, so keep your Generation X marketing emails simple to read with calls to action that are easy to follow. 

7. Leverage Social Media, Especially Facebook and LinkedIn

The Gen X crowd is active on social media channels and platforms like LinkedIn, YouTube and Facebook. That’s why crafting engaging content that aligns with their preferences and values on these platforms is essential to maximize your reach and impact. Make your presence known on these channels through a combination of active online interaction, paid advertising, and content that drives traffic to your pages. 

8. Offer Loyalty Programs or Rewards

Gen Xers love a good deal, which is why rewards and loyalty programs resonate with them. Follow the lead of some of the biggest brands out there and offer these customers a rewards-based reason to patronize your business and stay loyal to your brand. Think about offering repeat customers discounts on products, exclusive access to subscriptions or services, and other incentives to keep them coming back. 

9. Show Testimonials and Reviews from Peers

When it comes to Gen X marketing, keep in mind that trust is everything with these consumers — and there’s nobody they trust more than their peers. That’s why they are likely to take online reviews and testimonials from peers to heart. Be sure to activate your business on all relevant review sites. Stay up-to-date with your Google business profile, and make sure to list your business on sites like Yelp and Facebook. Make soliciting and monitoring online reviews and testimonials a marketing priority.

10. Use Direct Mail for Targeted Campaigns

Gen Xers grew up with snail mail birthday and holiday cards, which is why direct mailing resonates with them in many ways. Walk into a Gen X kitchen and you’ll likely find take-out menus under refrigerator magnets and a drawer full of coupons. Direct mail resonates with this population, so don’t be afraid to send out mailers to this target audience. 

11. Don't Overlook Mobile Marketing Strategies

Most Gen Xers love their gadgets and mobile devices as much as younger generations, and marketing to Generation X should include sound mobile marketing strategies. Start with a custom vanity phone number – one that’s easily recognizable and keeps your brand top of mind – and then build a mobile strategy that leverages inbound calls, texting, and mobile apps from there. 

These customized, memorable numbers evoke nostalgia, as Gen Xers remember jingles and commercials featuring them. Vanity numbers are easy to recall in their busy lives, lending professionalism and trustworthiness to your brand. They enhance brand recognition and seamlessly integrate into various marketing channels, making them a powerful tool for connecting with Generation X and driving engagement and conversions. 

Market to Gen X with RingBoost

Successful marketing to different generations requires a solid foundation, and that includes making sure you have the right mobile communications infrastructure to increase brand awareness, improve advertising response rates, and boost sales. 

Whether you’re marketing to Gen X customers or younger generations, RingBoost vanity numbers have you covered. From local phone numbers to toll-free calling, we help you offer easy-dial numbers or the perfect phone number to keep your business top-of-mind. Get started today!