First and foremost, millennials aren’t some strange creatures sent to confuse us or have us running for the hills whenever they approach us for information.
Millennials want exactly what everyone else wants; it’s just the channels for delivering this have changed.
The one thing I like most about millennials is how quickly they can see through a company’s or even an individual’s, fluff. Or BS for want of a better word.
This generation doesn’t rely on you telling them how good your product or service is; they find that out for themselves through referrals, reviews, online chat, etc.
Generation Y, as millennials are also known, are an influential bunch. So influential in fact that they hold the spending power – making this generation the world’s most powerful customers.
Dramatic, I know, but marketing to millennials is no small feat.
A little more on millennials before we get into the nitty-gritty.
The definition of `millennial` is a person who was born between 1980 and 2000. However, I must stress there are differences between those within this date range regarding life experiences and expectations. But what people born during this era have in common is that this generation grew up in the information boom!
What this means to you…they know their way around the internet. They know how to quickly find what they want and block out all of the noise along the way.
This is what makes marketing to this group so testing – how can you be seen more and avoid being thought of as just noise?
Pay attention and understand their online habits.
Approximately 92% of millennials own a smartphone. And of this 92%, 28% use their phones to browse online (a scary time for desktops outside of a work environment).
What’s more, it is estimated that millennials spend, on average, over five and a half hours a day on their phone.
This makes mobile to generation Y, everything – yet is your website fully optimised to attract and target?
Spending a little extra time on your mobile website can significantly increase overall user experience, encouraging repeat purchases, and build stronger relationships and greater brand loyalty (an area every business should strive for).
Considering things such as quick and painless checkout and payment systems must be in place, making life as easy as possible. Offering suggestions before the customer goes through to final checkout, for example, if they’re purchasing kitchen paint, do they need paint brushes and rollers? What about if they’re buying shelves or a new bookcase? Do they need a new set of tools or anything in particular that is suited to that item?
If possible, you could also look at creating an app-specific for your business, brand, and connection to your customers.
For this generation, it’s all about making things as convenient as possible.
Be aware; millennials don’t like advertising.
They don’t trust it, and they most certainly don’t trust those companies who go for the hard sell and promise the earth.
In fact, it’s reported that over 70% of millennials use ad blockers, so in some cases, it maybe feels like you really don’t stand a chance, especially as a 5-second video ad is about all that can be tolerated at times.
However, fear not, you can work with this information.
Harness the power of referrals. People trust other people. 90% of people are more likely to buy from a company if the company in question is recommended to them by a friend or family member. From this perspective, how could you encourage positive word of mouth, i.e., could you introduce a loyalty programme of some sort, a reward and recognition scheme perhaps?
Influencer marketing can be good…in some instances. If you are looking at influencer marketing, this should form part of your long-term marketing strategy. Things like blog posts or Instagram snaps from influential figures can boost your brand recognition considerably. However, you need to know your influencers! Instead, your influencers could be your own customers where they show their finished kitchen with an Instagram picture of them cooking together as a family, or maybe a before and after Instagram story showing before and after renovation work you have carried out?
Reward brand engagement and loyalty.
Ideally, to truly engage with millennials and market to them without them feeling “sold” to, you need to build a community. A community of those who have used your services. This isn’t as difficult as it sounds because millennials are more than willing to contribute to content if they feel they are engaged as part of a wider community.
This leads us on to the notion that millennials like to share. Sharing pictures, case studies, videos, etc. of their experiences of services and products they have bought and used.
Because of this, it may be possible to set up dedicated hashtags for all those special moments and start driving organic traffic to you.
To achieve this, you need to be inclusive and inviting – show them what you do for your community (remember the reward and recognition scheme we mentioned above?)
Finally, don’t ignore them if they engage with your content or marketing campaigns (this is a big turn off), especially if they have shared your content, praised your services online, or more – you need to show them some attention.
Thinking about marketing to millennials?
Remember a millennial’s focus is on communities, they can’t resist a great offer, and they love the feeling of being appreciated.
Get creative. Create some dynamic visual content that they can’t ignore and provide them with a community of like-minded individuals.
Speak to the team at Buzz Panda Digital today to see how we can help you reach your ideal target audience. Or visit this page to know more about our offer.
Call 01606 374 995