By population, millennials make up the largest percentage of the US population. As a result, their buying power significantly eclipses that of other generations, especially since they are poised to enter their prime earning years. Unfortunately, marketing to millennials has been a challenge for most businesses and brands globally. This might be due to their constantly changing mindset, finicky nature, or other reasons.
If you’ve been struggling to market your brand to millennials, the following strategies might come in handy.
1. Prioritize mobile-first marketing.
Creating a mobile-centric marketing campaign is a surefire way of reaching millennials. Several brands, including the canned cocktail trend, have seen the benefits of using mobile-friendly marketing strategies. While millennials own laptops and desktops, they spend more than 211 minutes on their smartphones daily and 31 minutes on desktops.
However, you should learn how millennials specifically use their smartphones. This includes identifying their preferred sites and apps. Unlike other generations, millennials can listen to ads only if they come across them in the right space. Millennials are also more likely to watch video content on smartphones than on TVs.
2. Make your online presence felt.
Businesses and brands can also reach millennials better through social media platforms. Millennials have come of age and have witnessed the inception of Facebook, Instant Messenger, Twitter, and other social media platforms. These channels have made it easy for people and businesses to interact.
Millennials have adopted express connectivity and instantaneous communication in their homes and work. However, it has brought along convenience, which is vital for them. Brands should use these platforms to provide timely and consistent information. Like other age groups, millennials have their preferred communication platforms for interacting with brands.
Besides identifying favorite platforms, brands should learn millennials’ preferred correspondence mediums. This includes text messages, social media, emails, calls, and in-person meetings. The following tips can help your brand connect with millennials better:
- Create a mobile-friendly website – Optimizing your website for mobile devices makes it easier for visitors.
- Install chatbots and live chat – Live chats and chatbots provide around-the-clock customer service.
- Respond to customer comments and inquiries promptly
- Educate your followers online – Share informative articles and videos about your products and services.
3. Be authentic.
Millennials easily gravitate toward brands that seem authentic. While authenticity cuts across all age groups, millennials prioritize its importance over Gen X and baby boomers. Like other customers, millennials like making their decisions. They will happily click a Facebook ad if they resonate with your brand’s values. However, they can quickly disassociate from your brand if there’s suspicion of inauthenticity. The following tips can help brands build authenticity:
- User-generated content – More than 60% of online customers consider user-generated content to be authentic. Online reviews and word of mouth can boost your brand’s authenticity.
- Social media posts – Most millennials like sharing their triumphs and frustrations online. Similarly, brands should maintain an active social media presence and respond to customer feedback. Your followers might suspect something sketchy if you don’t reply to their comments and queries.
- Customer segmentation – Brands should invest in customer segmentation to avoid the common clash between the target market and marketing messages. You shouldn’t blanket your audience with general marketing messages. Instead, create tailored marketing messages that target a smaller group.
4. Use CRMs to reach your target audience.
Marketing campaigns are as effective as the data used to build them. This is why brands should invest in a reliable customer relationship management platform. CRM tools help marketers and businesses collect and organize their audience’s demographic data. Having the right data increases the accuracy and success of your targeting and customer retention marketing strategies. Below are a few things you should know about the importance of having reliable CRM software:
- More than 62% of social media users look for product information and news on social platforms. 60% of this population communicates with brands on these platforms. As such, social media platforms are the best place for brands to collect customer data and tailor marketing messages to target already motivated buyers.
- CRM software can help brands triangulate user data, behavior, and lifestyle. For instance, you can use CRM data to identify smartphone devices being used by your target audience. These insights can help you improve your communication technology, responsiveness, and other marketing features.
- CRMs and social channels can help brands improve their customer service and conversions. Customers prefer seeing their preferred brands online.
Marketing to millennials is a problem faced by many brands. However, they respond to authentic and content-focused marketing strategies. They also listen to influencers and known personalities. Knowing how to market to millennials future-proofs your business because they share a lot with Gen Z.