How Do I Reach Millennials?
Over the past decade, you’ve probably experienced a shift in the way your marketing and advertising works. Perhaps you’ve already realized that U.S. Millennials will have the most spending power of any generation by 2018. And maybe you’re having a hard time reaching this younger audience. If this is true, ask yourself the following questions:
- Are you still heavily invested in traditional advertising?
- Are you using any mobile marketing tactics?
- Have you implemented any tactics on social media such as Facebook or Instagram? If so, are they driving engagement & giving you a significant ROI?
Face it – we live in a Millennial world! Although the marketing landscape to reach this audience is very much unique and different from previous generations, we must remember that Millennials are still people. Their lifestyles and spending habits have already been studied, making our jobs much easier than when they first started appearing in the market. In order to reach Millennials, you must immerse yourself in their world, and study them the same way you’ve probably studied other generations. Here’s how you can reach Millennials today:
1. Hang Out Where the Millennials Hang Out.
Millennials are generally indifferent to traditional forms of advertising, as they tend to feel impersonal and company-focused. It’s almost as if the majority of TV and radio spots, newspaper ads, direct mail, etc. are subconsciously filtered out in Millennials’ minds. In order to reach the crowd, you’ve got to think like the crowd. So where do Millennials hang out?
According to Leadscon Statistics, more than 85% of millennials in the U.S. own smartphones and they are touching them almost 45 times a day. It would be a mistake to assume that most of these potential customers will find your brand while using a laptop. With the accessibility of smartphones, it is essential for you to adapt and integrate your marketing efforts to a mobile screen. Make sure your website is optimized for mobile; pages need to load quickly, content should be clear and legible, and links MUST be large and thumb-friendly.
Millennials are already doing a lot of their shopping through mobile commerce. 41% of all U.S. Millennials have already made purchases with their smartphones and at least 11% make mobile purchases daily. Start integrating your advertising with mobile applications. Look into text messaging loyalty programs and step up your email game, as much as 68% of emails are now opened on a mobile device If you don’t have a mobile strategy, you might not be on Millennials’ map.
Leverage Social Media:
Today, 5 out of 6 U.S. Millennials connect with companies on social media networks. 63% of U.S. Millennials stay updated on brands through social networks and 48% say social media influences their product purchases more than TV ads. In order to capitalize on Millennial spending, a social media presence is a must.
Millennials are spending more time on social media than ever before, doing much of their research on these platforms, and solving their actual real life problems. As a result, Millennials feel empowered by the content they are able to discover through social media. They are engaging with content (sharing, liking, pinning, commenting, etc.) because they feel that it creates a sense of empowerment and connection to a community.
2. If you can’t beat them, join them.
To Millennials, traditional advertising has become somewhat of a satire. Over 80% of Millennials do not trust traditional advertising. The “Hard-Sell” days are numbered, as marketers are having to come up with authentic and transparent ways to convince the Millennial consumer to engage and purchase.
So who do customers trust?
According to a recent survey, more than half of Americans trust User Generated Content (UGC) more than company websites and advertisements. This means, consumers are looking at online reviews, turning to their favorite social media influencers, and looking at online videos to determine whether to buy into a brand, product, or service. Demanding customer-driven marketing, Millennials consider UGC a huge factor in a their decision-making process.
With millions of product reviews, Amazon can attribute the UGC to the percentage of all web shoppers that go directly to Amazon to research products, which was at 44% in 2015. Felix Kjellberg aka PewDiePie, is the creator of Youtube’s most popular channel, who has almost 50 million followers & currently makes $12 million promoting video games. Some of the top industries benefiting from UCG are as follows:
- Fashion & Beauty
- Health & Fitness
- Food & Beverage
- Business & Tech
Allow customers to make reviews on your site. Collaborate with influencers of the Millennial generation. Initiate conversations with Millennials via social media, instead of implementing the “Hard-Sell.” Encouraging and Promoting UGC creates an authentic, transparent and trustworthy relationship between a business and a potential customer.
3. Content still reigns supreme.
Millennials are interested in businesses that work to improve their customer’s lives with informative, and NOT disruptive–content. Inbound Marketing, such as blogs, e-books, videos, and social media posts are seen as valuable resources. Not only do they make your company look like an industry expert, but they also help you form a trusting relationship with your customers. Millennials need to believe that your content was made in their interest; and you need to be able to market to them without them knowing you are marketing to them. Looking at your business’ content plan, you should be able to describe your content with most, if not all of the following words:
- Potentially Viral
- Sometimes Provocative
Millennials, more often than not, can spot out when a company just wants to make a sale. They are not interested in outbound marketing such as magazine ads, website pop-ups, display ads, direct mail, radio spots, etc. because they simply do not feel an emotional connection to this kind of advertising. When it comes to content, you ultimately need to think about incorporating values that are important to your Millennial customer, more than how much you need the sale. If you’re creating the right content and focusing on building your Millennial community, sales will organically follow.