{"id":6767,"date":"2021-09-28T09:00:28","date_gmt":"2021-09-28T09:00:28","guid":{"rendered":"https:\/\/emoneyadvisor.com\/?post_type=thought_leadership&p=6767"},"modified":"2024-06-17T18:31:07","modified_gmt":"2024-06-17T18:31:07","slug":"marketing-tactics-for-financial-professionals-to-connect-with-generation-x","status":"publish","type":"thought_leadership","link":"https:\/\/emoneyadvisor.com\/blog\/marketing-tactics-for-financial-professionals-to-connect-with-generation-x\/","title":{"rendered":"Marketing Tactics for Financial Professionals to Connect with Generation X"},"content":{"rendered":"

The media (and culture at large) often forgets about Generation X\u2014born between 1965 and 1980\u2014in favor of the larger Baby Boomer or Millennial generations.<\/p>\n

But that doesn’t mean they’re any less important to financial professionals. In fact, Gen X is uniquely positioned to benefit from financial advice<\/a>.<\/p>\n

As the new sandwich generation, Gen X is saddled with the responsibility of caring for both their children and at least one parent. They face numerous pressures that affect their financial lives, leading them to seek guidance on how to achieve their goals.<\/p>\n

You just need to reach them first.<\/p>\n

Who Is Generation X?<\/h2>\n

Gen X is defined by their independence, resourcefulness, and tendency to question social norms.<\/p>\n

They were raised in a time of great cultural change, including rising divorce rates, increasing cold war tensions, and the growing presence of technology in daily life. They’ve even witnessed some of the most impactful events in American history\u2014including Watergate, the AIDS crisis, and the Challenger explosion.<\/p>\n

From an economic standpoint, Gen X has endured extreme financial market conditions: the Crash of 1987, the dot-com bubble burst of 2000, 2008’s Great Recession, and now, the short\u00a02020\u00a0recession spurred by COVID-19. This economic volatility has led many Gen Xers to struggle with large debts and job insecurity.1<\/sup><\/p>\n

With all these forces at work, it’s not surprising that they’re often labeled a deeply skeptical and self-reliant cohort. This can make them tricky targets for marketing.<\/p>\n

But when you leverage the right tactics and earn their trust, you may land a planning client for life.<\/p>\n

Marketing Tactics That Resonate with Gen X<\/h2>\n

Create a Well-Defined Brand<\/h4>\n

Developing a distinct brand identity attracts more Gen X clients.<\/p>\n

Once you capture a Gen X client with a brand that meets their needs, they’re unlikely to move on. According to one study, more than four in 10 of Gen Xers stick to brands they like\u2014a trait that this study identified as \u201cextreme brand loyalty” compared to other generations.2<\/sup><\/p>\n

Finding your value proposition and communicating it effectively<\/a>\u00a0across your marketing channels is the first step of creating a strong brand. Shape all communications around your brand story and your target audience, and clearly communicate how your value proposition meets that audience’s needs.<\/p>\n

Utilize Content Marketing<\/h4>\n

Gen X may be known for their skepticism and independence, but that doesn’t mean that they don’t need (or want) help from a financial professional. In fact, one study found that the majority of Gen Xers wanted some level of financial advice.3<\/sup><\/p>\n

Leveraging content marketing tactics<\/a>\u00a0will help you meet the Gen X desire to do their own research while also building a relationship with them and cultivating trust.<\/p>\n

One of the biggest predictors of success for any content marketing strategy is ensuring that your content is interesting and helpful to your target audience.<\/p>\n

Luckily, Gen X’s financial concerns give you a wide range of topics to explore, such as:<\/p>\n