Appealing to millennials is a primary goal of many businesses. Millennials are usually characterized as being born between 1981 and 1996, so they typically have some disposable income. If you can turn consumers from this generation into buyers, you can potentially build a sustainable customer base for the future. Reaching millennials has proven tricky, though, with many marketing tactics failing to hit the mark. So, what strategies should you use to reach this valuable audience?
Build Something Worth Sharing
Much of modern marketing involves sharing across social media. A business might create a concept but then rely on consumers to want to share and discuss it across the various social platforms. There are multiple ways a product will be worthy of sharing. The design might be attractive, leading to Instagram, Pinterest, and Facebook posts. Alternatively, the concept might stand out, encouraging discussion on Twitter. Each product will be different, but there needs to be a marketing idea that is not predictable to consumers.
Focus on Authenticity
Millennials will consume content and make purchases online. A deciding factor in choosing a company is often the feeling of authenticity. Consumers may not have the chance to visit a store and get a feel for the staff and the environment. If there are physical premises, such as a restaurant or hotel, millennials will usually research it beforehand. Telling the story of the brand is an excellent way of drawing people into the enterprise, showing a personality that is often missing in marketing. Also, aligning yourself with values allows audiences to feel comfortable buying from you.
Align with Influencers
Influencer marketing is one of the best ways to reach millennials. Influencers on Instagram, YouTube, Twitter, and other sites have built up a following built on trust and relatability. When your brand aligns with their values, you can create a partnership that works for all parties. Younger audiences frequently ignore traditional ads but will respect the opinion of a trusted source. The key is to find the most targeted influencers for your brand, crafting campaigns that are authentic to their usual content.
While millennials are used to shopping online, it doesn’t mean you shouldn’t create experiences and interactivity. Some online clothing retailers, for example, operate showrooms so that consumers can see the clothes and the brand experience in person. Live events encourage interactivity, with attendees posting content to their social media accounts. You can also create events online, using live streams and user-generated content to bring the brand and customers closer together. You don’t always need to create the events yourself, though, with many shows, conferences, and festivals, letting you become partners in broader industry experiences.
Be Open and Transparent
While millennials are hungry to purchase new items, many businesses find it difficult to build brand loyalty. There is a tendency to seek out new products and experiences, making it trickier to develop strong bonds. Openness and transparency are crucial elements in the process, discussing your operations and plans with consumers. You could show behind the scenes in your office, introduce your team members, publish reviews and feedback, and showcase your customers and how they use your products.
Millennials account for approximately one-quarter of the US population. This audience is so broad and influential that you cannot afford to lose their business. While it is impossible to create marketing campaigns that speak to everyone, some crucial factors are commonly found within this generation. Getting your marketing right won’t just result in individual sales, though, with millennials likely to share your content and promote you to their network. With the right approach, you can tap into a market that will stick with you long into the future.