To market to Millennials well, you have to realize that they are a very different group and adjust to how they think and how they take in information.
People between the ages of 20 and 37 are usually called “millennials,” and they make up the largest group in the United States. The Census Bureau says that in 2014, they made up about one-third of the country’s population and spent a staggering $1.3 trillion on consumer goods and services.
But they do not just have more people than the Baby Boomers and Generation Xers who came before them; they also think and act in very different ways. Because they grew up in the worst economy since the Great Depression, they make choices about work, spending, and family that are different from the ones that marketers usually target. And they do not want to be sold to. This is a group of people who are set on making their own choices in the end. Most of the time, ads that worked well with Baby Boomers and Generation X do not work as well with Millennials.
Make sure your website works well on phones and tablets.
Make sure that the mobile experience for your business is top-notch. Millennials depend much more on digital technologies than people from older generations did.
Eighty-five percent of people have smartphones, and you will lose them if your content does not work well on mobile devices. Make sure your landing pages work well on mobile devices and load as quickly as possible. On a small phone screen, there should be a clear call-to-action that stands out. Try your best to keep downtime to a minimum.
Show how unique the brand is and get people to take part.
They are the first people in the world to be digitally literate because they grew up in the digital age. They have never lived in a world without the internet and social media, so they are used to doing research online and finding what they need. If you do not make yourself important, you might be passed over. What makes your digital marketing and your more traditional print marketing stand out? Do you have a strong brand on your website and social media? Metallic gold flyers are one way to make your printed marketing stand out in a sea of plain white and minimalist materials. Putting QR codes on information is another way.
People in this age group are not interested in talking to your social media team; they would rather talk to a real person. Give your brand a personality, be open and friendly, and talk back and forth with your customers and potential customers. It is important to keep an eye on what customers say and respond as soon as possible. Make any changes that are needed, and then let your customers know about the changes to get more positive feedback.
Also, write your content in a way that sounds like a conversation. If all you do on your social media accounts is market your products and talk about yourself, Millennials will not want to stay on your page. These smart customers want brands and businesses to give them real service and get involved.
Find out where they are.
Join the social media sites where Millennials like to hang out. In fact, nine out of ten Millennials use their computers to surf the web while watching TV, and they spend an average of 5 hours and 49 minutes a week watching online videos. Consider making videos and getting on YouTube with short, well-made movies and tutorials that teach people something. This will increase your visibility and traffic. Because they have their phones with them at all times, mass text messaging is another effective channel of communication.
Consumers in their 20s switch between devices and platforms for communication 27 times an hour when they are not working. Have people who always check social media and respond in a timely and friendly way. Make a group of people online who are interested in your business.
Bring attention to content made by users.
Make sure your website has a lot of user-generated content (UGC) to help Millennials decide whether or not to buy from you. Baby Boomers are more than three times as likely as Millennials to ask for advice on what to buy on social media platforms. And they trust and follow the advice of other people, even strangers, a lot more than they do the advice of the brands themselves. Millennials give about the same amount of weight to advise from friends and family or user-generated content (UGC) on a company’s official website about online items. Ask your customers for feedback and make it easy for them to find it online.
Instead of focusing on stages of life, we should be looking at social groups.
Millennials do not go through life stages the way we do. Compared to boomers of the same age, they get married later, have fewer kids, and are less likely to stay at the same job for a long time. To sell to this large group, marketers need to change the way they buy. If not, they will fail very badly. It would be better to market to Millennials who identify with a certain social identity than to market to them based on where they are in their lives. Think about marketing to members who live in a different way, who support a good cause, or who like a certain social media personality.
Make a statement.
Millennials appreciate people who care about social justice, are generous and care about the environment. Almost half of the consumers say they are more likely to buy from a company if doing so helps a cause they care about. Millennials also want the products they buy to reflect not only their beliefs but also their style and personality.
Forty percent of the people who answered said they would pay more for a product that fits the image they want to give off.
A survey found that when brands were asked how they could connect with Millennials, the top two answers were to reward loyalty with sales and discounts and to be real. Millennials will buy your product if they believe that your brand and its messages are real.
Marketing to millennials is a whole different ballgame than marketing to older generations. Your old set of rules should be thrown away or, at the very least, changed a lot.
Engage your customers’ emotions and help them feel like they have a connection to your business, and you will see huge increases in engagement and sales.