How to Market to your Millennial Audience
Millennials are now the most sought after market segment by a long way. With an estimated 1.3 billion dollars of buying power in the U.S alone and a growing population every year, they are the generation that your company needs to be marketing to. Use the below tips to better reach your millennial customers.
With 89% of millennials owning a mobile phone, and some reports suggesting that they spend as much as a day a week on said phone, you really can’t afford to ignore mobilisation. Everything from your website to your content output needs to be optimised for mobile, or it simply won’t be seen by the millennial market. Not only that, as explored below, it you’re not mobile friendly, you are much less likely to be shared on social media platforms. If that’s not enough, Google are now penalising sites that aren’t mobile friendly in search results. If you’re not sure about your site, you can check here.
Communicate where they 'hang out' on social media
Millennials are by far and away the most connected generation yet, thanks largely to a wealth of social media options and generational need to be part of the ongoing conversation. With 62% of millennials claiming to buy from brands that engage on social more, you’ve got to join that conversation! Facebook is still king, but newer, arguably more ‘millennial’ platforms like Snapchat are catching up. So whilst it’s important that you’re engaging with your customer base, it’s imperative that you know where it is that they are communicating most, and that you ‘meet them’ there. Some tips for locating your audience.
Email marketing IS big for Millennials
Whilst it is very important to engage with millennials on social media, research from the Principal Financial Group in 2015 showed that email was the clear winner when it came to ways millennials wanted to be contacted by brands. It is therefore important to be using both, however it is also key to understand that both are quite different in the millennial eye. Social media is a place for customers to engage with brands and to share content that they think valuable or cool; whereas email marketing is more of a way for customers to receive news and product info. Email marketing should be used as a way to drive customers to your site and social media, where you then must engage them with top notch, sharable content.
Don’t Bullshit - Be Authentic
Authenticity and transparency are words that get used a great deal when it comes to millennials, and with good reason. Having grown up as the most connected and ‘advertised to’ generation, they are often the hardest to market to. They know when they’re being sold, and they don’t like it. The trick here is try not to conceal it, and make your advert so good they want it even though they know it’s an ad.This advice is also true of your social media engagement - be authentic. If you made a mistake, or someone’s got a genuine complaint, hold your hands up and meet it head on. Apologise, explain what you’re going to do to fix it and ask for more feedback. Your honesty will be refreshing and welcome, and everyone will see what a proactive company you are. Well done you!
Deliver Valuable & Sharable content
Blog posts are read by 1 in 3 millennials before making a purchase, which indicates the importance of creating good content. On the flip side, poor or obviously advertorial content will turn customers off your brand or product. The trick is to think not about how will this piece of content sell my product, but rather what value is the content to the customer, and why are they going to engage with it. If they are engaging with your content, then they are engaging with your brand, and are therefore more likely to make a purchase.
The next step on from this is what will make the customer share this content on their social media and with their friends and followers. Again, don’t think how can I make this content go viral, rather think why would someone share this content with their friends. In general, there are 3 reasons for sharing content. Because it resonates on a deeply personal level with them and their friends, because it addresses a need of the customer and their friends, or because it makes them look smart, in the know and cool in front of their friends! If your content doesn’t address one or all of these things, then it won’t be read, let alone shared.
This brings us back to the first two points however - if you’re content isn’t displayed in a mobile friendly place, and you aren’t posting where your millennial customers are spending their online time, then it’s not going to be seen at all!