Unless you’re a business that is specifically marketed to older adults, chances are that you want and crave the attention of Millennials.
The reason is simple: Millennials are among the most active and motivated buyers of products and services in the U.S.
But it’s no easy task to target this group, because Millennials also tend to shift their allegiances rather quickly, seeking new and exciting experiences.
So how do you aim your marketing darts to hit this moving target? Here are some strategies you can use to capture your share of this young and sought-after demographic.
1. Embrace Human-Centered Marketing
Millennials are a generation that is much more socially active and socially conscious, which means that if you target this group, you better be ready to speak their language.
And more and more, that language is all about how your products and services will make their lives better or more convenient, or how using your products and services is good for the community at large.
So how do you tap into that language?
You can personalize emails based on prior customer preferences, so that you’re not just offering general products, but rather products tailored to match previous customer interest.
You can also offer insight into your brand by posting videos of your team members’ expressing your company’s culture and ‘fun’ in easy to understand sound bites that humanize your business and make it relatable.
Millennials are a ‘touch-feely’ generation that respond to emotion and honesty; so the more peeks you give them into why your company exists, the more likely you are to draw their interest.
2. Use Social Media To Find Millennial Influencers
Millennials are driven more by how a product or service makes them feel than the actual function of the product or service.
And when they find something that is cool and interesting, they tell others about it.
Therefore, you must engage Millennial influencers on social media and make them feel like a valued part of your company.
Because when they feel connected to your company, they will become powerful brand ambassadors.
But turning admirers into ambassadors takes work.
This means sending out personal tweets, interacting with them on Snapchat, Facebook and Instagram, and soliciting their opinions on upcoming products and services.
If you don’t have a social media manager, you should think about finding someone on your team who will consistently engage with your biggest fans on social media.
Millennials love social media precisely because it offers them a powerful platform of instant communication, where they can share experiences.
Go where they gather and reward them for liking what you’re offering by cultivating their interest and making them feel like an integral part of your company’s present and future success.
3. Go Mobile
Studies have found that a majority of people now accesses the Internet via mobile devices rather than desktop computers.
And a large percentage of mobile users are Millennials who have forever transformed where people consume content and make purchases.
Mobile is the new frontier, so here’s the big question: Is your business mobile ready?
Have you optimized your website for mobile use so that navigation is easy, CTA buttons are large and distinct, and your checkout process is quick and easy?
Have you created content that has a strong visual component? By and large, Millennials will not respond to white papers and long blog articles.
They respond to short, concise content that is visual, easy to understand and entertaining.
That means your mobile content should rely heavily on videos, vlogs and live streaming events that will attract young users.
Millennials Are An Ongoing Puzzle
Implementing these three strategies can help you grab your share of that all-important Millennial audience, boost your marketing returns, and improve brand awareness.
Just don’t forget that Millennial trends are ever-changing, so you may have to adjust your strategy in the future based on the vagaries of this fickle market.