Millennials are young adults between the ages 18 and 34 who are setting the trends and continuously creating a buzz in modern society. They are also branded as digital natives because they are born in an era where information and technology are at their fingertips. Moreover, they also boast of massive buying power, which is sure to stir up the attention of marketers. So what’s the catch?
Well, due to their preconceived notions regarding personality and interest, millennials are the most difficult group to connect with from a marketing point of view. In fact, millennials are usually resistant to traditional forms of marketing. As a result, choosing what type of marketing strategy to deploy for this generation can be challenging. Worried about making inroads with the millennials? Work with a social media agency to learn about online marketing strategies that will connect with this unique cohort of consumers.
Here is a list of practical, creative tips to help you win the hearts, minds and business of millennial customers.
Meaningful interactions on Social media
Social media channels are the primary sources of news, debate, and opinions these days. Logging on and liking or tweeting are vital parts of everyday exchanges. The number of friends and followers you have on social media has become vital to personal satisfaction and professional success.
Therefore, you should establish a social media presence on Twitter, Facebook, Snapchat, Instagram and the likes in order to appeal to the millennial generation. Then after, to capture the attention of millennials, the interaction should be meaningful and interactive.
A company can offer loyalty programs and special discounts to its social media followers or run creative contests to convey the impression that every consumer is special. You can be sure that such interactive communication will yield increased engagement rates as opposed to a company only tweeting thank you messages or liking fans’ comments.
Millennials don’t trust traditional marketing. Television commercials, billboards, and sales pamphlets have little effect on millennials on these days. They think it is all spin; thus they hardly pay attention. However, they tend to trust the opinions of experts or their peers on products and services, and that’s why influencer marketing has become a well-oiled marketing machine for the millennial generation. An influencer is a tech-savvy who tweets, posts, and snaps to their large number of online fans who then go out and purchase the advertised products. Companies can work with online influencers and bloggers to create a team of brand evangelists.
To begin with, you need to determine who would be the ideal influencers to use for your marketing campaign, and what type of followers they have. You don’t want a mismatch between your company and the influencer. Another point is to allow your chosen influencers to be creative. Allow them to choose how best to market the message because they know what their online followers like and dislike.
You cannot just create an account on Facebook and immediately connect to the millennials. You have to build a relationship based on authenticity between your brand and the millennial generation. One way of achieving authenticity is by establishing an authentic identity in everything a company does. Millennials also assert that they hate communication centred on buying or selling a product and instead love brands that build a relationship with them as individuals, not only as consumers.
Another way of building an authentic relationship is to find out what both the company and the target audience mutually value. For example, millennials like brands that give back to the society. Moreover, if the product is eco-friendly, millennials may be willing to pay for the product. When you identify a mutual connection point, the millennial generation is more likely to pay attention to your brand.
Desist from publishing ad campaigns that scream ‘buy.’ In contrast, promote your company’s unique values and show that you care about the same things as your customers.