With constant changes to platforms and algorithms, it can be difficult to stay on top of digital marketing even if you have the time to do it. Whether you are a person reminiscing about the days when marketing meant purchasing a Yellow Pages ad or trying to keep up with the latest Google updates, today’s digital world can seem completely out of control. Not only are there multiple platforms, but also multiple generations of users, and in order to market well, you have to understand your audience.

The Who’s Who of Internet Users

Each generation seems to have their preferred method of ingesting Internet content. In order to reach your ideal demographics, you have to know what platforms they’re using. The range of generations can be classified as: 

• Generation Z: Ages 11–26
• Millennials: Ages 27–42
• Generation X: Ages 43–58
• Baby Boomers: Ages 59+

When members of each generation are making decisions regarding purchases/services, they may utilize the following: 

• Facebook
• YouTube
• TikTok
• Twitter
• Websites (mobile and desktop)
• TV Ads
• Google searches of all forms
• Instagram
• Nextdoor
• Apps
• Influencers
• Newsletters/email
• Pay per click ads
• Reviews

But Where Is Everyone Searching?

Each generation uses each platform differently and weighs them for consideration when making a purchase/service selection. Knowing your practice’s demographic is crucial to decision-making. Strategic use of time, effort, and money spent on each platform will be the determining factor in your success in wooing your desired demographic.

First, use your practice information software system to pull reports on the demographics of the active client base. If you do not know how to pull this report, call your software provider or look on their helpdesk for answers. Next, pull a report of lasping clients to see who is no longer coming through your doors. Is it a specific age group? Is it a zip code that is a bit further from the hospital? Or, is it a type of species that isn’t being seen as frequently? Through this process, patterns will have emerged that will inform you on your desired demographic, including their generation.

It’s important to allot time, dollars, and energy to the right demographics and platforms to get your desired clients into your practice. Here is a quick and dirty list of where each generation hunkers down on the internet. 

• Generation Z: Ages 11–26
  • TikTok, Influencers, Instagram, YouTube ads, and search engines
• Millennials: Ages 27–42
  • Facebook, YouTube,  Instagram, and search engines
• Generation X: Ages 43–58
  • Facebook, YouTube, Instagram, and search engines
• Boomers: Ages 59+
  • Search engines and TV Ads

This list is an average across a wide geographical area. There are “microclimates” of internet use, which is why it is important to know YOUR demographic. For example, Yelp is extremely important for Southern California, while most people in Iowa never look at it. 

Finding and reaching your target audience is a full-time job, which is why Beyond Indigo Pets is here to do it for you. As veterinary marketing experts, we know how to meet your ideal clients where they are to get more tails through your door.  To find out how we can help you get new clients, call (877) 244-9322 or fill out our form. 

This article was originally published in the Fountain Report, a weekly newsletter from Antelligence that delivers expert commentary, financial updates and news from across the animal health industry. For more information, email info@antelligence.com or sign up here.