Millennials are the generation that was born within 1980 to 2000. They were born at the time of rapid change, giving them a different set of priorities and expectations sharply different from previous generations. This internet-savvy group of people are quickly becoming the most important market segment for marketers and advertisers. All their lives, they were bombarded with ads that don’t impress them anymore; old channels no longer appeal either.
Social media is an indispensable element in this generation’s lives. They are drawn to creating various relationships they have online and most of their interactions are dependent on these. Needless to say, it should be the key element to any marketing strategy that aims to lure them to your brand.
But even through social media, millennials are a tricky bunch to woo. They want relevant content that are still creative at the same time. They want marketing that they can connect with but it has to be exciting.
If you want to strengthen your brand’s relationship with this elusive audience, these tips might help you:
Be where they are
Let’s face it: you can’t rely on your website to deliver 100% of the time. Whether it’s Facebook, Twitter, Pinterest, YouTube or Tumblr, millennials are the biggest and most frequent users of these social media networks and when you want to reach out to them, you can find them there.
But don’t make the mistake of creating accounts that you don’t use. Millennials appreciate genuine interactions and they definitely don’t want to feel like they’re talking to a social media department. When they’re asking, always answer. Use a conversational voice to be honest and transparent about the products you’re selling. Building a strong relationship with them is your biggest asset.
Going mobile should be one of the first things on your mind if you want to reach your millennial audience. This generation is spending more time glued to their smartphones than any other means. They access their social media accounts via mobile devices and are making decisions through these. If you have a website, make sure the user interface and user experience are conducive to a mobile set-up. They should be able to read and browse your content easily at the palm of their hands.
Be big on great content
Millennials don’t trust traditional advertisements so instead on focusing your marketing on ads, divert your attention to creating engaging, informational and actionable content.
Acknowledge their values
Nearly 40 percent of millennials prefer to spend money on a good cause, even if it means paying more for a product. Socially conscious, environmentally friendly and charitable behaviors will win major points with these customers. It’s more important than ever that brands adopt these behaviors and promote them through events and social content.
Create “authentic” experiences
Part of the marketing strategy of the movie “Jurassic World‚” was a website that takes you inside Jurassic Park itself. There’s a map that lets you see where the dinosaurs roam, a sneak peek to the creation lab where the science happens and a park cam that allows you to ogle the park like a regular tourist. The website provided the users an experience, one that is not entirely authentic, but enough to have a general sense of what it must feel like when dinosaurs actually existed.
The website created much hype and attention to the film that the movie became of this year’s biggest blockbuster hits.
Experiences like these create lasting impressions on millennials.
Provide moving pictures and videos
Millennials prefer branded content that is short and entertaining and videos are more likely to get you hits than misses on this one. They enjoy clips from Instagram, Vine, YouTube, and animated gifs or original videos. If they like what they’re seeing, they will share it to their networks. You can also count on them to seek out future messages from you by following your feeds or subscribing to your posts.
Encourage them to join your mission
One great way to appeal to this generation is to come across your brand’s vision and mission to elicit an emotional response from them. Millennials want to be part of something bigger and they respond better to messages that promote causes because these allow them to feel better about themselves. Your marketing strategy should explicitly articulate what you do, what you stand for and why they should join in your cause.
Bring in influencers
While conversations which revolve around your brand are good, millennials make highly of key influencers in specific niches and their involvement in your brand and these conversations will help you a lot in keeping millennials on the loop. You can tap into influencers to talk about you. Through their networks, your brand’s content can generate more online participation.
Marketing to millennials isn’t cakewalk. They are incredibly diverse and not all your content will appeal to all their values and preferences. But the real trick here isn’t to spend so much energy to figure them out. Instead, you’ll find more success in your marketing strategy if you listen to them better, care for them harder, and try to be a friend to them and of course, market.