Everything You Should Know About Millennial Marketing
Tech-savvy and social media obsessed, millennials respond favorably to content marketing that’s mobile-friendly and highly shareable. Despite this, only 15 percent of small businesses actively pursue millennial marketing. Break into this untapped market with these 5 marketing solutions:
1. Avoid the Hard Sell
When it comes to the buying experience, content marketing, and aggressive selling are on opposite spectrums. Instead of directly selling to millennials, focus on creating high-quality, relatable content that leads to making a purchase as a solution. To do this, think about the following questions:
- What is the buyer’s problem? Focus on a clear dilemma that your audience can relate to.
- Why is your solution unique? This is where your company can establish credibility, educating the reader about your product or industry.
- What should the buyer do next? Use call-to-actions that lead the reader to your solution.
2. Be Mobile-Friendly
The majority of Americans own a smartphone, and millennials are particularly devoted to their devices. In fact, millennials typically spend more than five hours per day on their smartphones. This is why creating mobile-optimized content is key when it comes to implementing millennial marketing solutions.
When creating mobile-friendly content, make sure your pages look great and load quickly when viewed on a smartphone. Here are some ways you can tailor your content to mobile devices:
- Utilize video: Product how-to guides, interviews with industry experts, and behind-the-scenes views of your company are all popular with millennials.
- Tell a story with visuals: Beautiful Instagram photos and data-rich infographics are captivating to millennials.
- Experiment with different formatting: Try incorporating bullet points, short sentences, and visual aids that load quickly.
3. Don’t Generalize Your Customers’ Needs
When discovering how to target millennials, it’s important not to make sweeping generalizations about millennials’ interests and views. While it’s acceptable to make assumptions about tech or cultural trends, it’s important to ensure you’re addressing the millennial consumer as an individual instead of a hypothetical person.
Listening tools play a key role in millennial marketing. Social listening, talking to your customers face-to-face, or conducting market research all are excellent ways to understand millennials’ needs. Think about what differentiates them from other markets, and consider which types of stories and content appeal to them.
Creating customized marketing content that speaks to millennials’ interests is the best way to generate interest. This is where storytelling comes in – the more personal each message is, the more likely it is to resonate with millennials.
4. Use Social Media & Social Proof to Your Advantage
As previously mentioned, millennials are obsessed with social media. They spend several hours per day reading posts from friends, celebrities, and influencers and often use this information to make buying decisions. There are a few ways to use social media to enhance your millennial marketing strategy:
- Utilize live streaming from Facebook Live and other services to introduce your brand and foster authentic interactions with customers.
- Run a contest on social media that encourages them to share photos of themselves using your product.
- Get in touch with influencers, who can provide a unique take on your brand’s story and increase your exposure.
5. Create a Real-Time Hook
Content that makes an impact is key when it comes to reaching as many people as possible. While evergreen content is valuable to a long-term strategy, timely content that “hooks” the reader is essential to attracting busy millennials. This involves finding relevant, interesting content that creates a sense of urgency, inspiring millennials to take a look.
If it relates to your industry, explore current events that your business might be able to take a position on. You can also post profiles of people in your brand’s network, including employees and customers. Creating posts about holidays is another good way to generate timely content.
Content marketing is a great way to reach millennials because it allows them to engage organically with your business. When developing your millennial marketing plan, curate stories that apply to your audience’s problems and needs, and create a seamless mobile experience. Most of all, focus on a message that is about talking, not selling. This is the best approach for turning millennials into dedicated brand advocates.