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How to market to millennials

Often (wrongly) used as a catch-all term for anyone below the age of 30, there’s no escaping the M-word. Born between 1981 and 1996, the millennial generation is larger and more diverse than the media may have you believe.

Whatever industry you’re in, millennials are either doing business with you now or they will be in the not-too-distant future. So how do you market to such a large group without resorting to stereotypes? We share our top tips below!

Find out who your influencers are and use them!

Word of mouth has always been a powerful tool and social media has made it easy for everyone to share their opinions on everything they see, purchase and do. It doesn’t matter what you sell, someone on the internet is bound to be talking about it.

Who cares about what strangers have to say about your brand? Well, millennials do! Millennials hold more confidence in influencers promoting brands than the brands themselves and 84% do not like or trust traditional advertising.

Find out who’s talking about your brand and start engaging with them on social media and sharing their content. Not only will this show people that your brand is being talked about, it also helps to build a positive relationship with that influencer, so they are likely to keep posting about you.

Get to the point

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Multitasking and multiscreen behaviour is on the rise, particularly amongst millennials. Our attention spans are increasingly being pulled from device to device, and as a result, we don’t have time to read a lot of content. 92% of millennials claim they use a smartphone or tablet whilst watching TV; if you want to grab their attention, you need to keep it snappy.

Bullet points, videos and imagery can all help tell your brand’s story and sell your product(s) much better than long paragraphs of text, so keep that in mind when designing your website, posting to social media and creating any advertising.

Win their trust

Millennials grew up with the internet, so they’re no strangers to online scams and fake news. After all, there’s more risk involved when buying online, as you can’t see what you’re buying in person.

Eight out of ten millennials never buy anything without first reading a review. If you want to build trust with consumers, you need to make sure you’re collecting honest feedback and displaying those reviews on your website. That way, when customers come to buy from you, they don’t have to go anywhere else to do their research, as other, trustworthy opinions are already there for them to read!

Be active on social media

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Gone are the days when customers would ask a question via email and be happy to wait several days to receive a response. They want answers now, and they don’t want to have to pick up a phone. Fortunately (or unfortunately, depending on your point of view), social media has made it easy for consumers to get in touch with businesses. If you’re not present, or active, on social media, you could be missing out on sales.

Facebook’s reputation may not be as good as it used to be, but it’s still the most popular social channel amongst millennials – 33% name it as their favourite platform, with Instagram (22%) and Snapchat (16%) ranking second and third respectively. As long as it’s relevant to your brand, it pays to be active on the social channels your audience uses the most.

 

Marketing to millennials is like targeting any other audience – you need to understand their attitudes and behaviours. It’s not as simple as just using a bunch of slang words you’ve seen on Twitter – just ask our bae Microsoft!