This article will discuss marketing, specifically how to connect and market to millennials. There is a huge amount of talk in the space about how to market to millennials. It is for good reason as like any generation prior, they think and buy differently. If they are a target audience for your business, it is vital to understand how they differ from other generations. You need to know what they value the most. In addition to which what plays a role in their purchasing habits. Below is a quick guide that will show you how to connect with and market to this generation. In addition to some general info regarding these consumers. In addition, I will add a list of vital things you must know in order to market to millennials.
What are Millennials & Why You Should Be Marketing to Them
It is hard to define millennials as there are so many definitions out there. This generation is often understood to be those who were born between 1982 and 2002. Your target audience may fall within this group. If that is so then there is a good chance that they have some things in common with millennials. There are several characteristics that are often linked with millennials.
Though you should take these with a grain of salt. It is vital to be aware of these generalisations if you are aiming to reach these customers. This generation has had access to the internet for most, if not all, of their lives. Therefore, they tend to be well-informed. As well as being internet savvy and social media savvy. This includes searching online for answers to their most pressing questions. As well as looking up products and services through the search engines.
Characteristics of Millennials to Use For Marketing
As multi-taskers, millennials also tend to value being flexible and mobile. Most of them work remote or have flexible work schedules. This allows them to work from anywhere with internet. This desire for to be flexible means that millennials are often very mobile. Most millennials use mobile devices to work and to connect to others from any location. Millennials also value experiences.
This has paved the way for a new types of products and services. For example, ride-sharing services like Uber and clothing rental platforms such as Rent the Runway. Their preference for experiences extends their marketing tastes. This is because they tend to prefer marketing campaigns that invite them to be a part of the experience through user-generated content. The reason why there is so much buzz around them is that they have a high amount of buying power.
5 Things You Need to Know About Marketing to Millennials
Do you hope to build a digital marketing strategy that allows you to engage millennial buyers? you will need to understand what makes them tick. Here are just a few of the most vital things you need to know about marketing to millennials.
Millennials Want to Connect With Brands Through Content
Millennial consumers do not respond well to traditional advertising messages. Traditional advertising messages are often disruptive or written in marketing language. Most millennials do not trust these kinds of ads. This makes inbound marketing a must for any brand. Especially those trying to reach and convert millennial consumers. Content marketing plays a vital role in helping you build trust with your millennial consumers. Making good content is essential to reaching this age group. Millennials want to engage with brand messages and stories. This helps them better understand brand’s challenges and also they get to know who a company is and what they stand for.
Content marketing provides your brand with the opportunity to make real connections with your target millennial buyers. By consistently publishing good content on your website or blog, you are educating your audience. At the same time you are showing your industry expertise. In addition, you have the chance to show some of your brand’s personality. Not to mention, the chance to voice through the tone and topics of your content. Your blog content plays a vital role in helping you reach millennial buyers. One in three millennials use blog content to gain info they need prior to making a purchase.
How Can You Market To Them?
By consistently publishing content that adds value for these consumers, you can begin to build relationships with these buyers. Then, you can work on converting one time customers into lifetime brand advocates. Ensure that your content adds value for your target audience. Use your customer personas to comprehend what your buyers value the most. In addition, find out what type of info they need to make a purchasing decision. Then, use these details to create relevant content topics and create a content calendar. This will help you to ensure that you are continuously posting useful content that engages your millennials buyers.
Online Customer Reviews Matter For Marketing
Millennials are known to only follow brands that they trust. They like to establish an emotional connection with the product or brand first before making the decision to purchase. That is why you should not push your brand in an obvious way to get their attention. Rather, you should do it in a way that will build an emotional connection with them. Use real people to show real results. Tell them stories about your product and your brand’s values. In addition, tell them how it changes the lives of people. One method to do it is through online reviews.
Your brand should showcase positive online reviews. For millennials, online reviews have become the new word-of-mouth marketing. How do I do this? Discover new ways to get happy customers to leave their review online. One way to get more online reviews is to simply ask. Reach out to your best customers and provide some kind of incentive for leaving a review. For example, you might send out an email message to those who have made repeat purchases asking them to review your brand online. Then reward them with 10% off their next purchase.
You also need to ensure the process of leaving a review is easy. Link to your Google, Yelp and social media review pages in your emails with customers. For example, you may provide a prompt with links to these review pages in your shipping confirmation email. Alternatively, you might add it in a later follow-up email after a customer makes a purchase. To receive even further traction out of your online reviews, it is vital to engage with reviewers.
For positive reviews, leave a short and sweet comment on the review that thanks the customer for their time and opinion. For negative reviews, leave a comment thanking them for their time. In addition, ensure them that you are working to fix the situation, if possible. This shows those who land on your page that your business cares about customer service. It also shows that you are providing a positive experience for all your buyers.
Mobile-Friendly is No Longer Optional
Mobile site design is another vital aspect of good marketing to millennials. If millennials are part of your target audience, it is important that your website and content is optimised for mobile devices. This generation includes the largest group of regularly active mobile device users. According to Nielsen, 98% of millennials aged 18-24 and 97% of millennials aged 25-34 own and use a smartphone regularly. These consumers are using their phones to research products and services online. In order to make purchasing decisions.
Google discovered that 66% of millennials believe that the info they find on their mobile device is just as accurate and thorough as the info they find on their desktop.
Do not allow a millennial consumer to stumble upon a website that is not optimised for their device. The result of this is that they will likely take their business elsewhere. Google also discovered that 89% of people are likely to recommend a brand to their friends and family after having a good experience on their mobile site. This shows how vital a helpful and pleasant mobile shopping experience can be for buyers in this generation.
If you wish to engage your millennial customers, you will need to ensure that your website design is optimised for mobile devices. This includes having a mobile-friendly website layout and design. One that is simple to read and navigate from any device. You should also ensure that your content marketing is optimised for smartphones. This includes any website content or email marketing.
The millennial population is one of the most connected generations around. To remain connected with their friends, family and colleagues, millennials are very active on social media channels such as Facebook and Instagram. According to Nielsen, the app most often used by millennial smartphone users is Facebook. With the Facebook messenger app close behind. If you wish to connect with them, you must reach them where they are. In addition, engage with them in ways that they prefer.
Social media is time consuming for the millennial customer. Therefore, it is vital for businesses to use these channels to build their brand.
They can also create trust, drive engagement and boost sales. How can you make your social media marketing effective with millennial buyers? You will need to go far beyond just posting interesting content on your channels. Social media networks are by their very nature social spaces. This means that you must interact with them and start a conversation. This is vital to holding their engagement.
The more engaged your millennial audience is, the more likely they will buy from your business. Forbes reported that 62% of millennials said they were more likely to become a customer if a company engaged them personally on their social media channels. In addition, you can use social media as a customer service channel. Consumers will ask questions or voice concerns on your social media pages. This means it is crucial that your business accurately responds. Ensure you do so in a quick manner. This improves customer satisfaction. Not to mention, it shows other millennial customers on social media that your brand puts its customers first.
Find Ways to Collaborate
The majority of millenials are interested in experiences. Therefore, it should come as no surprise that they favour collaboration when it comes to interacting with brands. Research has shown that millennial customers want to help companies create future products and services. This desire to be part of the action can be helpful to brands. Particularly brands that are always looking for new opportunities to provide better products and services. Millennials are also interested in spreading the word about the brands they enjoy. Though you cannot buy their loyalty, you can earn it by building trust.
The goal is to get these customers to share their experiences on social media and other channels.
This in return improves your reach. One way that you can collaborate is by working with influencers in your sector. Partner with an influencer. One that has a good blog or social media following. This way you are also tapping into their engaged audience. Collaborating with influencers helps you reach and build trust with new millennial audiences.
Another way is using user-generated content. This is content that your fans create around your products and services. This acts as social proof. Due to the nature of this kind of content, it is often more memorable than some branded content. Not to mention, it is coming from customers who are actually using your products or services on the daily. Millennials often trust this type of media over traditional branded content. Using this method helps to build trust between the brand and fans.
Millennials are a powerful market. Particularly when it comes to buying both power and influence. Targeting millennials can be hard. It is vital that you keep in mind the ways that they are different from other generations. You need to understand the process behind their purchasing. You also need to know the types of marketing they prefer. By doing this, you can adjust your digital marketing plan. This will help you to better engage these buyers.