Marketing to Millennials: How do you Break into the Most Powerful Generation?

Millennials currently represent more than one quarter of the United States’ population. With a number totaling more than 83 million, they are an age group that companies need to target. However, the millennial name is being tarnished in news headlines across the nation with claims that the generation is killing the movie business, the diamond industry, and even the real estate market, all while reportedly spending $900,000 a month on avocado toast. So what can brands and companies do in order to sway the nation’s largest generational group? Read on to find out the best ways to stay top of mind with tech-savvy minded millennials.

Be Authentic

Millennials trust what they feel is authentic and they are great at telling if you are being real or not. As they digest ads, websites, blogs, and social media, they mostly connect with people and brands they believe in. Brands that have a meaningful purpose or solve a frustrating pain-point that leads to convenience and affordability, tend to resonate with millennials well. Millennials also love to feel empowered and constantly learn, so if your message speaks their language while educating them, you have won twice.

Make it “Instagrammable”

“Going viral” can make a business a sensation literally overnight. While having a kitschy item to get people in the door might not be everyone’s cup of tea, it is definitely a tactic that works. However, monstrous milk shakes and toddler-size slices of pizza are not the only things that will pique the interest of millennials. Having alluring aesthetics and covetable branding that will make for a perfect Instagram shot are virtually setting you up for free advertising. #doitforthegram

Create Loyalty

A loyal customer is one of the best things a business can have. Everyone enjoys when a business has a punch card that offers a free product to the loyal customers who stick around long enough to earn it. The same goes for digital loyalty rewards. Businesses are coming out with apps left and right that encourage people to buy a certain amount of something to earn free goods, which helps to keep the customer coming back for more.

In addition to apps that offer rewards, millennials often follow their favorite brands on social media. Offering flash sales or limited-time deals for your Instagram, Facebook, Snapchat or Twitter followers will keep customers following your channels and excited about the brand.

Stay Current, Stay Social

Social media is the new-age news source for millennials and most, really. Robust social media marketing efforts are indeed necessary in order to keep up with the times and stay current in the eyes of the millennial generation. Keeping your social channels on brand, on trend and always updated can deem to be a challenge if you don’t have the proper resources in place. However, if you stay true to your brand and mission statement by portraying visually appealing imagery and messages that match, you’ll find your flow. The combination of authenticity and alluring posts will attract engaging, long time followers to your accounts. Just be sure to keep feeding the channels with great content to retain them—nobody likes seeing a good brand go dormant.

Think: Mobile First

Almost everything that can be done on a desktop computer can be done on a mobile device – without the desk attached. Many millennials use their phones for just about everything. Booking doctors’ appointments, hotel stays and flights, grocery shopping—just to name a few. Thinking of how your content will be portrayed on a mobile screen is top priority. Make sure that your mobile site is easy to navigate, visually appealing, and that the design and all of your content transfers well from the desktop version (a.k.a. make sure it’s responsive). Keeping the mobile site consistent with your logo, branding, and theme is also important.

Don’t Be Afraid to Engage With Influencers

Dabbling in the field of sponsored posts and influencer events might seem like another world, but influencers are a very good marketing tool. WWD says that blogger Arielle Charnas of Something Navy, posted about her favorite face mask on her Snapchat story and within 24 hours 502 masks were sold, which so happened to be $17,565 in sales. According to an Influencer Marketing Study, the ROI for even just one Instagram post from a popular and authentic blogger could bring back more than six times what was paid for the ad. So don’t write off influencer marketing just yet. The return to your wallet and brand awareness could just pay for itself in merely one post.

All in all, millennials are a smart, driven group. Trying to advertise to them with dated, promotional tactics is not going to work. They grew up in the new digital age, which makes them more tech-savvy than most, so keeping your strategy focused on digital will be sure to catch their eye.

 


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