"Our target audience is too old for blogs. They're too old for Tweeter (sic). They're too old for Facebook. I don't see our audience reading blogs."
At those words my ears perked up. I grabbed my cup of coffee and sauntered swaggered strode into the conference room where a couple of my co-workers were meeting with a prospect who came in to talk about search engine optimization for their site that targets women over 40.
"Do you mind if I add my .02?" I asked. Since I made and served coffee to our guests already, they may have felt indebted to me, but in any case they asked me to continue.
"Blog posts are just like Web pages; each blog post you create is another opportunity to rank well at the search engines. You don't have to worry whether your audience reads blogs, just if they use the Internet and search engines. (And I assume you do believe that, otherwise you wouldn't have an e-commerce store.) Your blog posts can attract that search traffic and either funnel the prospect to your site or we can e-commerce right to your blog itself.
"According to some recent surveys the fastest growing segment in Facebook is women 35 and over. A lot of 'grandmas' are joining Facebook because that's where they can see their grandkids' photos. The average age of someone on Twitter is 31 (which means a lot of people are older).
"A strategic combination of search engine optimization and social media marketing (along with some hard work) can definitely increase the quantity and quality of traffic coming to your Web site. Plus, with social media you can better engage your audience and get feedback from them on what your next products should be.
"You might end up being a little ahead of the curve for some of your audience, but better to be a little ahead than behind."
Not sure if I convinced them, but if you're concerned that your audience is too old for a blog or social media, perhaps you're underestimating your audience. Or, perhaps you need to find another audience.