Love them or hate them, millennials are now the dominant generation in the consumer market. It’s, therefore, more important than ever to understand what they like, what they need and how to tailor your digital marketing strategy to reach them.
So what should you be doing to target millennials with your marketing output?
1) Social Media
This probably goes without saying, but millennials love their social media. Spreading your marketing efforts across various social media channels is, therefore, a no-brainer.
Millennials are the dominant users of SnapChat and respond well to transparency and a non-salesy approach. They also respond well to ‘behind the scenes’ videos and photos on Facebook, Twitter, Snapchat and Instagram. Millennials don’t like being sold to so prioritise honesty over pushiness in all your content.
Kylie Jenner pretty much used Instagram and Snapchat to market her lip-kits and generated over $420million in sales in just 18 months. So whether you want to admit it or not, social media is an undeniable force when it comes to marketing to the millennial generation.
Surrounded by technology and various entertainment options at every waking moment, millennials have short attention spans. Keep them engaged with video content.
Sharing video content on social media is a great way to reach new audiences. Video content is also a fantastic way to communicate a lot of information in a short amount of time. It also allows users to retain more information than if they’d just read it on your site.
3) Mobile Marketing
Millennials may have enjoyed a relatively tech-free childhood, but they’ve been surrounded by the internet, social media and mobile technology for their entire adult lives. And since Google announced their Mobile First Indexing back in March 2018, sites that function and display well on mobile devices are ranked higher on search engines than the desktop version. Embracing mobile marketing is, therefore, key to reaching the millennial market.
Creating your own App should be a key part of your marketing strategy. Millennials love interacting and getting involved with their product and service providers so offering an engaging app is a great way of gaining their commitment. Apps are also a fantastic way of gaining invaluable data on your customers which will allow you to monitor your success and adapt your services to suit their needs.
4) Environmental and Social Sustainability
This generation cares about the people around them and their impact on the planet. Not only do they expect companies to do the same but they also actively seek out companies who support their values. For example, a millennial consumer is more likely to buy a beauty product that is ethically made from sustainable sources than its cheaper counterpart which is tested on animals.
When it comes to environmental and social sustainability, don’t just practice it - make sure you preach it too! If you’ve cut your office waste in half, highlight that on your website, your email signatures and your social media content. Make sure millennials know that you’re doing your part to support and protect the planet. It’s fantastic and positive publicity for your brand.
5) Competitive Pricing
Millennials love a good bargain. Having pretty much grown up with the internet, they know how to shop around online and are not afraid to do it. Making sure that you’re informed about your competitors’ pricing is, therefore, a key to remaining competitive in the market. If you’re overcharging for a certain product or are being beaten at price by another company, you will most likely lose your customers. Stay competitive and retain your audience and customer base.
6) Forget Traditional Advertising
Traditional outbound marketing strategies like TV, radio and magazine adverts don’t impress millennials. They prefer a personalised, more authentic marketing approach.
Rather than pushy product listings, millennials want informative blogs, articles, ebooks, videos and podcasts that inform them. These don’t necessarily have to be directly selling a certain product or service either.
Look at this website selling a Health Administration course for example. Some of their articles are about medical accreditations but others are educational blogs pieces about workplace behaviour or increase your productivity. Although they are not directly selling academic courses, they provide valuable information that is most likely relevant to the reader which portrays them as a value-adding and knowledgeable source in their mind.
7) Stop, Collaborate and Listen
Millennials love to feel involved and to have their say. They respond extremely well to collaborating with brands and companies to design the products of the future. Don’t be afraid to open the door to your website visitors and potential customers for their opinions and input, it will most certainly be well received.
8) Keep it Snappy
This generation won’t hesitate to click away from a website if it’s too slow at loading or is too difficult to navigate. Make sure your website content is succinct and engaging and don’t lose customers over silly things like website loading time or a check-out process that is too long-winded or complex. Keep everything short, simple and easy to use or your customers will go elsewhere.