If your business has yet to create a strategy that markets to millennial customers, then it’s neglecting a major component of its target audience. Millennials make up the second-largest generation in the U.S. after baby boomers. They’re expected to soon surpass the older generation as they continue to grow and make up a majority of the buyer’s market.
As their numbers increase, so does their buying power. The more you know this specific demographic of people, the easier it’ll be to market to them and give them what they want so your business succeeds.
Millennial consumers differ from the generations before them because they grew up with technology, go further in their education, and encourage diversity. Their buying practices more closely align with their connection to a brand and its reputation rather than choosing the first option.
Since there are so many cultural, economic and technological differences between millennials and the generations prior to them, it’s crucial for businesses to market with these differences in mind. If you plan on marketing to a millennial customer in the same way you’d sell to a baby boomer, for example, you’ll won’t have many of them shopping with you.
Since they make up a large portion of the buying market, your business must learn more about them if it’s going to generate sales, build brand awareness, collect leads, and much more.
There are five different ways your business can market to millennials more effectively, including:
Being active on social media
Connecting through email
Featuring user-generated content
Providing stellar customer support
Implementing higher values
Here is more detail on each tactic you should be using to attract more millennial customers.
1. Be active on social
If you’re going to reach millennial consumers, then you need to be active on social media. Wherever they hang out is where you want to be, and since 98% of millennials own a smartphone, it’s the perfect way to market to them effectively.
For your marketing efforts to end up successful, you first need to cultivate trust towards this demographic. Without it, you can’t convince them to engage with your brand, purchase your products, or join your email list. With so many options to choose from, millennials are picky about who they buy from. So, you need to persuade them to choose you.
It’s important not to spread your business too thin and try to manage every social media account out there. As long as you’re on the same channels where they’re active, you’re good to go. If you want to grab their attention, you must create marketing strategies that appeal to them.
Outbound marketing practices don’t work on this generation, as they prefer to build relationships with the brands they invest in. You can start relationship-building through social media. Respond to posts they tag you in. Follow relevant industry hashtags to keep up with the latest conversations surrounding your brand. Post consistently to increase brand recognition.
2. Connect via email
Most businesses already utilize email marketing to engage with subscribers and give them content. But for millennials especially, using this channel is an effective means of communicating. Around 73% of millennials prefer to communicate with businesses via email. Since it’s important to give consumers what they want, you need to use it.
You can use email marketing for multiple reasons, including to:
Build brand recognition
Cultivate strong customer relationships
Drive traffic to your website
Promote discounts and special offers
Regardless of what your end goal is, you can use email to reach your millennial subscribers. Personalize your content so they feel like more than a number to your business. Consumers are more likely to buy from a retailer that personalizes the experience, such as remembering their name.
Stay consistent in your branding so they know it’s you and recognize you in their inbox. Too often, branding goes amiss in emails, which causes subscribers to delete them or send them to spam. That’s the last thing you want if you’re trying to reach your audience through email.
3. Feature user-generated content
Millennial consumers want to know that their purchases are practical and loved by others like them. Without reassurance, they feel unsure about buying something they may not like or use. They’re more likely to trust the recommendations of friends, family, and even strangers above the brand itself. That’s why adding user-generated content to your marketing strategy works when marketing to millennials.
User-generated content is anything produced by customers themselves that shows them using or enjoying your products and services. When posted online, it helps to spread the word and convince others in your target audience to check out your business.
If you want your audience to produce and promote user-generated content for your brand, then bring the idea to life through different channels. Use social media, your website, and email to ask customers to create user-generated content and tag you when they post it. You can take it a step further and create a branded hashtag that makes it easy for users to see all the content under one specific keyword.
4. Provide impeccable customer support
When millennials face an issue with your business, they want speedy support that provides solutions. At the very least, they want to know you hear them out and care about them as more than just their customers. Millennial consumers proactively look to spend money on brands that treat them well. If you expect them to keep coming back, you must offer stellar, fast customer support.
Wherever they leave questions, concerns, or comments, it’s your duty to reply promptly. The average response time from companies is 12 hours, which is much longer than the one-hour timeframe that customers expect. If you don’t deliver according to their expectations, you won’t bring in as many conversions.
You can improve your customer support by:
Speeding up response times
Using email autoresponders
Implementing live chat and chatbots into your strategy
Outsourcing customer service
Collecting and analyzing customer feedback
Addressing customers by name
5. Implement higher values
With e-commerce marketing and the emergence of new businesses across the globe, millennials have more than enough options to choose from. In today’s marketing world, having a quality product isn’t enough to grab their attention and navigate them through the sales funnel. If you’re going to successfully convert them into customers, your business needs to have values.
Give millennial consumers a good enough reason why they should do business with you over your competitors. The additional incentive solidifies their decision and makes them more comfortable going through the checkout.
Around 50% of millennials would purchase from a brand to support a good cause. They want to build relationships with businesses that care about significant issues and use their resources for the greater good. With more focus on climate change, hunger, and reserving resources, millennials look to buy from brands who give back to their communities and promote positive change.
There are several things to consider when marketing to millennial consumers. They’re different from the generations before them, which makes it important to market to them the way they want to be marketed to. With so many options readily available for them to choose from, you need to provide them with reasons why they should choose you. If you express higher values, quality customer support and active engagement through social platforms, you’re sure to catch their attention and turn them into paying customers.