When it comes to annuity marketing, you have to consider your market. That’s tough these days as the retiring community comes in all shapes and sizes. Some have never sent an email in their lives. Other older adults are virtually addicted to Facebook and blog feeds, going online more often than even some of their grandchildren.

What that means for your annuity marketing services is that no single marketing approach will do. If you market only online, you’ll be ignoring more the substantial part of the market that hates to use a computer. Do only fliers and mailings, and you’ll forget about those who call all the mail junk mail, searching out the bills and letters from loved ones and throwing the rest away. Seminars are nice and extremely educational, but you’ll be missing the segment of your audience that’s still too busy working to devote an entire day to learning about their retirement.

That’s why you need to target your annuity marketing services across the board, covering a wide variety of markets with websites and blogs, mailings and newsletters, seminars and meet and greet activities.

Direct mailings can be a great way to reach potential clients. Some people love to get mail and are even disappointed when the mailbox is empty. For some of the older generation, the mailbox is still their primary way to access bills and other information. In fact, even in this digital age, some annuity sales people find their greatest leads still come from mailings. Some may prefer the print version over online advertising as computers may hurt their eyes.

Of course, some of the older generation has learned how great the web can be for keeping up with family members, the news, even hobbies like sail boating or knitting. They’ve turned on to the digital age, and they’re not going to give it up. If they are going to research annuities, chances are they’ll look online. If you have a strong online presence, they may find you there.

Other people prefer the person-to-person approach. They enjoy having someone explain to their options face-to-face, ideally over a brief luncheon in a non-threatening setting that encourages the client and seller to really get to know one another.

A variety of approaches will build a wealth of clients, making your annuity selling career a lucrative success.