With so much focus on millennial marketing, many companies often overlook the importance of connecting with members of Gen X.

Defined as people born between 1965 and 1981, not only does Gen X have quite a bit of buying power but these individuals are also in the prime of their career.

With roughly 66 million people falling into the Gen X category, ignoring this market is a big mistake that could cost your company dearly.

Fortunately, there are a variety of Gen X marketing tips you can use to connect with this audience in a manner that increases the likelihood of a sale.

Be Authentic

More than any other generation, “Xers” are obsessed with authenticity. These consumers are skeptical by nature, meaning they’ll see right through your brand if questions of authenticity come to light.

Members of Gen X are skilled at spotting dishonesty and scams, so don’t even think about it. If you’re authentic and real your brand will come across as honest and trustworthy – and that’s exactly what you want.

Stick With Traditional Online Marketing Strategies

As the years go by, technology changes the way you connect with your audience. While there’s nothing wrong with taking full advantage of new opportunities, it’s best to use traditional online marketing strategies to connect with Gen X.

Millennials, for example, are more likely to respond to social media influencers than Gen Xers.

If you want to connect with this audience online, stick with traditional strategies like social media advertising, email marketing, and blog content creation.

Play Up Your Social Impact

Members of Gen X are socially conscious. You don’t want to overdo it in regards to playing up your company’s positive social impact, but it definitely doesn’t hurt your cause to make it known.

Do you donate money to a good cause for every sale you make? Are your products environmentally safe?

A positive social impact can improve your standing with Gen Xers.

Final Thoughts

Achieving success with Gen X marketing means taking a unique approach. Don’t attempt to connect with this audience in the same way as Gen Y, millennials, or any other generation.

By following the three points above, you’re in better position to do more business with Gen Xers.

For more insights on marketing strategy that actually works for small business, subscribe to the FreshLime Newsletter here. Connect with Jay Bean, Founder of FreshLime and Small Business Marketing Expert on LinkedIn and Twitter. And last of all, if any of these tips have helped you or if you have anything to add please comment below. We’d love to hear from you!