Millennials are considered the tech generation and creating marketing strategies that capture their attention is a challenge for marketers. If your target market is among this demographic, it pays to focus on digital marketing tactics that help your brand engage these buyers. Kimberly Rosales, an entrepreneur with years of experience, provides some tips on how to properly reach this community through marketing.
It is generally understood that this generation was born between 1980 and 2000, more or less. However, others will tell you that from 1990 to 2005 or even from 1970 onwards. If you go by the first definition, this means that consumers of this generation are between the ages of 18 and 38. If your target audience falls within this age range, then there’s a good chance they have something in common with the typical millennial.
“There are several characteristics that are routinely tied to the millennial generation,” Rosales explains. “Although not everyone will match these traits, it’s important to keep these generalizations in mind if you want to reach these customers. Since this generation has, for the most part, had access to the Internet throughout their lives, they tend to be well-informed and experienced online. So, when they have a question, they tend to look for their answer online.”
They do extensive research about the product and read reviews through search engines before making a purchase. Multitaskers, millennials value flexibility and mobility. Many people work remotely, or have flexible work schedules that allow them access to the Internet from any location. Mobile devices are used by millennials to connect to their colleagues and work from anywhere.
Millennials’ preferences for experiences also extend to their tastes in marketing, as these consumers tend to be more appreciative of marketing campaigns that invite them to be part of the experience through user-generated content. The reason there is so much buzz around this particular generation is that they have considerable purchasing power.
“If you want to invest in a digital marketing strategy that will allow you to effectively engage millennials, you’ll need to understand what motivates them,” Rosales suggests. “I’ve tried to put together the most important key things you need to know about marketing to millennials and how they relate to your digital marketing strategy:”
Millennials connect with brands through content. Millennials do not respond well to traditional advertising messages. This makes inbound marketing a necessity for any brand that is trying to reach and engage millennial consumers.
Content marketing plays a huge and vital role here as it will help you build trust with your consumers. Quality content is essential to reach this demographic. Millennials want to see original brand messages and stories that help them better understand who is behind the company and what it stands for.
Your blog content is vital to reaching millennials. Millennials use the blog to get the information they need before making a purchase. By publishing content that adds value to consumers, you can build relationships with your buyers and turn customers into brand advocates.
Make sure the content you are creating adds value for your target audience. Use your customers to understand what they value most about your business and what kind of information they need to make a buying decision.
Another important aspect of marketing to millennials is to get positive online reviews. For this generation, reviews have become the new word of mouth. In fact, most consumers research online before making a purchase and read reviews of a product before buying it.
“You’ll need to find new methods to stimulate your satisfied customers to leave a review,” Rosales points out. “One easy way to get more reviews is to ask directly. Contact your best customers and provide them with some kind of incentive. For example, you can send an email to your regular shoppers and reward them with 10% off their next purchase.”
Marketing to millennials is not complete without mobile-friendly design. The website content must be optimized for mobile devices if millennials are your target audience. This is the largest generation of mobile device users who are regularly active. They use them to search for products and services and make purchases. So if a consumer stumbles upon a website that is not optimized for their device, they are likely to visit a competitor’s site that is.