Hi there,
Happy to give you some initial thoughts and guidance on reaching that older demographic in English-speaking countries for your Iznik tiles. It's a bit of a niche market and product, so requires a specific approach.
Where to Start Looking Online...
When thinking about paid advertising, you need to go where your target audience spends time online and where they might be looking for something like your tiles. For the 70+ age bracket, this can be a bit different than for younger crowds.
Based on experience, Meta Ads (Facebook mostly, less so Instagram for this age group) is often the first place to test. A significant portion of people over 65 are still quite active on Facebook. You could try targeting interests like 'art', 'ceramics', 'history', 'home decor', or even broad terms related to Turkey. However, narrowing down *just* on age 70+ combined with specific interests across multiple countries can make the audience quite small and therefore expensive to reach effectively. You might need to test slightly broader age ranges and rely on your ad creative and copy to speak directly to the intended audience.
Another avenue is Google Search & Shopping Ads. People who are actively searching for 'Iznik tiles', 'Turkish tiles', 'handcrafted ceramic tiles', etc., have a high intent to buy, regardless of their age. Showing up there via Search ads or having your products listed in the Shopping tab can be very effective. It captures demand that already exists. I'd say this is often a stronger starting point for niche products than trying to create demand on social media for people who weren't looking.
Platforms like LinkedIn or TikTok are almost certainly not going to be effective for this audience or product type, so I wouldn't wast your time or money there.
Platform Overview
Here's a quick look at the main options:
| Platform | Potential Use | Pros | Cons |
|---|---|---|---|
| Meta Ads (Facebook) | Interest/Demographic Targeting | Large user base, can target interests | Targeting 70+ precisely globally can be tricky/costly, passive audience |
| Google Search Ads | Intent-Based Targeting (Keywords) | Reaches people actively searching, high purchase intent | Requires keyword research, might be competitive |
| Google Shopping Ads | Product Listings (Shopping Tab) | Shows product image/price upfront, high purchase intent | Requires product feed setup, relies on search queries |
I'd recommend testing both Meta (starting broad with interests, seeing who engages) and Google (focusing on highly relevant keywords) to see where you get the most relevant traffic and potential customers.
Beyond the Ads - Your Shop and Trust...
Even the best ads won't convert if your website or where you're selling isn't up to scratch, especially when selling unique, handcrafted items online to customers far away. From what I've seen with eCommerce clients, trust is a massive factor, particularly for unique items like tiles where people can't see them in person easily.
If you have your own website, it needs to look professional, be easy to navigate (crucial for an older audience!), load quickly, and look trustworthy. Clear, high-quality photos of your tiles are absolutely essential – think proper product photography, maybe some lifestyle shots showing them in a setting. Also, detailed product descriptions are needed, not just a title. Based on previous experience with online stores, having customer reviews or testimonials is super important for building trust. Links to any other places you sell (like Etsy, which I'll mention next), social profiles, or even just a clear "About Us" page telling your story and showing your craft can make a big difference.
Looking at Other Marketing Strategies...
Absolutely, there's more to it than just running ads. For handcrafted items like yours, selling on established marketplaces that already attract the right audience is often a really smart move, especially when starting out. Etsy is the classic example here. People go to Etsy specifically looking for unique, handmade items. Listing there puts your tiles in front of an audience that's already interested in what you offer. While there are fees and competition, the built-in audience can be invaluable initially.
Depending on the value of your tiles and how complex they are, maybe even looking into platforms like Artsy or similar art/design marketplaces could be an option, though that depends on the nature and price point of your work.
Content marketing isn't a quick win, but showcasing the history of Iznik tiles, your process, or the cultural significance can attract people interested in the story behind the product, which can really resonate with buyers of handcrafted goods. This could be done through blog posts on your site or even videos.
Bringing it all together and the challenges...
Ultimately, getting online sales will come down to a few things: getting the right people (your 70+ audience interested in tiles) to see your product (via ads, marketplaces), getting them to trust you and see the value (via a good website/listing with strong visuals and info), and making it easy for them to buy. It will require testing different ad creatives, targeting options, and potentially refining your website or marketplace listings based on how people behave.
Because it's a niche product and a specific age group, don't expect results overnight. It can take time to find the winning combination. The sales cycle for unique home decor items can sometimes be longer than for everyday products, as people consider their purchases carefully.
Why consider expert help?
Navigating the world of online advertising, setting up campaigns correctly, optimising targeting and creative, and understanding the data can be time-consuming and complex, particularly when dealing with specific demographics and international markets. Someone with experience running campaigns for eCommerce, handcrafted products, or similar niche B2B/B2C markets (like some SaaS clients we've had with specific targeting challenges) can often help you accelerate finding what works, avoid costly mistakes, and potentially scale effectively.
If you'd like to discuss your specific situation in more detail and explore potential strategies tailored to your business, I'd be happy to book in a free consultation.
Regards,
Team @ Lukas Holschuh
