Millennials are known to be one of the most difficult groups to market to these days. Not because they’re uninterested in what businesses have to offer, they’re just picky about where they choose to spend their money. Which is a good thing, because it means they can be more invested and loyal to a particular company if you can attract them.
Depending on who you ask, the definition of a millennial varies, but they are generally categorized as those born between 1985 – 2000. Unlike previous generations, they grew up right in the middle of the tech and internet boom, where the world was becoming more connected than ever before in human history.
That reliance on connectivity is a key factor when considering how to market to millennials. They live in a connected world, and so it makes sense that they would look for businesses that cater to this desire. If you’re struggling with how to market to this generation of consumers, check out a few tips, written by a millennial.
Millennials look for businesses that exude authenticity. They don’t want to feel like they’re giving their hard earned money to someone who doesn’t actually care about anything besides making a profit. That’s why you always have to be aware of the way you’re presenting yourself to your customers. Authenticity can come across in a number of ways, such as reassuring customers you care about them, aren’t trying to pull the wool over their eyes, or giving them lots of opportunities to communicate with you. Trust me, millennials have a keen eye for spotting businesses that aren’t trustworthy. We’ll find you.
Most millennials aren’t looking at your website on a desktop or laptop computer; they’re looking at it on their phones. If your website isn’t optimized for mobile viewing and isn’t mobile-friendly, you’re going to lose a lot of business. Particularly, millennial business. You’ve got to make sure your website looks good on every device, including tablets and smartphones. If you aren’t sure if your website passes the mobile-friendly test, you can check it here.
We don’t like politicians to pander to us, so we definitely aren’t going to want a business to pander. What I mean by this is trying too hard to appeal to what millennials are into right now, and coming off as inauthentic. This goes back to the authenticity section, but it takes it a step further. Don’t overuse slang or trends in your marketing material. A “clutch” or “dope” every now and then is perfectly fine, just do your research on terms first before you include them in your content marketing. Whatever you do, just don’t make the same mistake as Microsoft.
Try Inbound Marketing
Is outbound marketing failing to appeal to the millennial crowd? There’s a reason for that; we’re not interested in traditional marketing. Outbound marketing includes things like billboard, magazine, and newspaper ads, and they don’t work on us. Neither do other traditional forms of selling, like commercials. We’re tired of seeing them, and mostly just ignore them. On the other hand, inbound marketing works astonishingly well. Examples of inbound marketing would be things like blogging, social media, search engine optimization, and other forms of content marketing. Why do these work? Because they aren’t pushing products into our faces and saying “Buy buy buy!!!” Inbound marketing focuses on bringing people to your product or service by giving people something attractive and engaging.
Make It Fun
Last, but definitely not least, make your marketing strategy fun! Millennials like to have a good time, and they expect their favorite businesses to give off that same fun and easy-going vibe. That doesn’t mean you need to take your business less seriously, of course. It just means to remember to not be so uptight and business-like all the time. For most millennials, they want to know that your business has a good sense of humor, and aren’t trying to shove products down their throats all the time. Try to show off your fun-loving side on places like social media and through your emails. These are the perfect outlets for creativity and fun.
Millennials shouldn’t be ignored in your marketing strategy. Embrace what they love, and learn to attract more millennial customers than ever before!