Millennials are now officially the largest working generation in US history. They’ve managed to outnumber the Baby Boomers, so it’s only right that marketers and brands strive to gain their loyalty.
The millennial group has an enticing nature, but they function on completely different principles. In comparison to their predecessors, they aren’t accustomed to brand loyalty. While some view this as their own doing, this lack of brand loyalty is more of a symptom than anything else.
By not adhering to traditional marketing strategies and tricks, millennials have proven to drive a much harder bargain than anyone else. To be able to take your brand to the next level, you have to focus on the population between 20 and 35.
Implementation of some simple, but effective marketing strategies can help you achieve this with ease. Track the responses, as well as the reception, and a change will be highly evident.
1. Create a product that is worthy of Instagram
Out of all the aspects of marketing, there is one that reigns supreme in this day and age – social media presence. Making a splash on social media is the ultimate sign of acceptance.
How does this method of thinking even function? Unlike before, social media is now more orientated towards creating a personal gallery. More and more people are using Instagram as their main social media instead of Facebook. People will want to share what they think is interesting and that one share is but a component of an entire Instagram profile.
How does your product fit in? Even though the holy trinity of a successful product consists of usefulness, cheapness, and attractiveness, only the latter possesses the potential for a takeover. If your product is attractive, people will want to post it.
The people will deem it share-worthy and will want to tell other people about their findings. Stimulate this trend by reposting other people’s posts, Instagram stories and responding to comments.
The key to creating an Instagram-worthy product doesn’t consist of just manufacturing it. The marketer must captain the process and steer the creation of his own network. Establishing hashtags, promoting your content and doing research is of the utmost importance. So is letting people know that there are like minded individuals out there.
2. Focus on user-generated content
Sending out a brand message often involves balancing on the fine line between spamming and being an established brand on social media. When appealing to millennials, that fine line gets blurred, and it gets easy to overdo your own marketing.
Wendy Gilchrist from Essay writers UK, has a solution to this. She says ‘’To avoid such outcome, you should strive to motivate your users into creating their own content. We’ve already mentioned Instagram-worthy posts, but it can expand so much further than mere images being posted on the network.’’
Usually, both your core customer group and new customers will need some incentive to create content. To accomplish this, you can start by sending gifts to random people who post images of your product or their own photos at your facility.
Without a defined system, people will begin to feel curious about these awards and will want a part of it. Subsequently, you can establish rules for your content and even if someone doesn’t win – they can still get a share or a repost by you.
While it has been implemented by many, user-generated content must function on a “we all win” basis, but with a distinct echelon of awards for the luckiest or the most creative. Millennials are the most active and most creative generation, so motivating them isn’t difficult. Allow them to grow with your brand.
3. Keep it brief and precise
SEO does indeed have an important place in the marketing industry, but it’s more of a general aspect nowadays. If you want to target the millennial market and establish a new core of customers, you should disregard SEO for a second.
Why all of a sudden? The reason why is brand education, which we haven’t seen flourish as much as it did with millennials. Instead of looking up something on Google, millennials get their information from social media and friends. By believing the judgment of their friends or acquaintances, they would want to use the product.
If you want to provide them with an enticing brand education platform, be swift. Think about the message you want to send to people reading your ads on Instagram and Facebook. After you’ve thought of that, organise a test group and have them rate different ad ideas. The crux of your campaign should be a short video, memorable image, or even a GIF.
Millennials often struggle with finances and have to work multiple jobs, along with studies and other obligations. Even though they don’t have time, you can still get through to them with a swift message.
4. Talk to them
Many of us are aware that we live in a consumerist society. While that thought is lodged in the back of our heads, not many of us are willing to be victims of it. Nobody wants to feel like they’re only being targeted by companies for their money.
What worked with Baby Boomers and Gen. X-ers stopped being a viable marketing plan when millennials came along. Mass marketing is one of the worst choices nowadays. Instead, marketers such as yourself should focus a more personal, more direct approach.
Help your customers view your relationship not as a typical customer-provider one, but more as a collaboration. While you provide them with the services they need, they are a vital part of your brand’s growth.
Never hesitate to remind them how much they mean to you. When meeting them in person, discuss matters meaningful to them. Every customer wants to be understood and gives loyalty in return if such a connection is made.
5. Value time
Even though we’ve already mentioned the lack of time in millennials’ lives, it doesn’t only relate to actual ads you post. Customer service is also a form of marketing, as it gives a certain impression of your company.
A brand that provides untimely, inefficient and useless support to their customers will be seen as just that. Millennials can feel irresponsible brands from a mile away, so you can’t afford to lose any customers. Word gets around fast, and soon you’ll see your brand’s influence shrink.
Customer support and service are instrumental in every campaign. As you roll out your plans, people will ask questions. To respond, you should always have a dedicated team that is ready to respond on every social media platform.
A response to a tweet in 5 minutes instead of 2 hours can mean the difference between a customer and an almost-customer. Millennials view time as their most precious resource and so should you.
6. Don’t sell a product, sell a service
Every campaign of yours should be centred not around how great your product is, but how can it be of service. Before rolling out a campaign for a new product, ask yourself – how can it help my customers?
Thinking about marketing in this unorthodox way will help you be seen as a brand that’s close to the people. Involving millennials in the development of your brand is important, but portraying yourself as “one of them” is equally important.
By signifying you understand their problems, you will attract more people and see your brand grow. Base your campaigns around presenting a problem and coming up with a solution. This modus operandi gives you enough room to present what you want to provide. Millennials will appreciate that and will establish loyalty to such a brand.
7. Use videos
More than any other generation, millennials respond to visual stimulation. Written testimonials haven’t died out yet, and neither have other forms of textual marketing. However, they present a much a smaller margin of error for marketers. Not only because of length but because there are so many components that can drive readers away. Instead, opt for a more memorable and more efficient form of presentation – videos.
By combining minimal amounts of text, animation, and soothing sounds, you won’t provide information. Instead, you will be presenting an experience.
When creating videos, never break the 30-second limit.
Additionally, you can offer videos without sound. Many millennials use public transport and don’t have earphones. Implementing videos without sound will engage everyone, without exceptions.
8. Capitalise on their fear of missing out (FOMO)
The truth is that millennial-orientated marketing is orientated towards uniqueness. Everyone wants to be included and wants to be a part of a large group. Sharing the same experience with more people helps millennials find their identity. You should employ gradual rollouts of marketing campaigns because of this distinct trait.
What does this mean? You should never have the ultimate availability of your products or make them available to everyone. Such an action won’t make anyone feel special or exclusive. FOMO comes in here. People want to feel that, and you can use it to your advantage.
Organise sporadic sales. Even if you have more items in stock or if you can provide your services for a lower price, don’t. Wait for your first group to spread the word and expect the hype to build up.
At the apex of the created hype, you can roll out both your campaign and sale at the same time. Not only will you generate more income, but you will also become a more sought-after brand.
9. Be socially engaged
Too many companies have feared to take a stance in the midst of important social and political issues. Being neutral is only beneficial in theory, but when carried out, in reality, it can be a disaster for your brand.
The problem of being neutral exists and to tackle it you should implement a political stance or a socially-related exclamation into your marketing campaigns.
Social media channels can be of great use to accomplish this. However, you should draw a line between being engaged and politically active.
To accomplish this, you have to be informed and up-to-date with current news. If racial unrest and problems arise, spread a message of positivity on your social media accounts. Make people feel appreciated and a part of humanity as a whole.
Forward-thinking companies generally have more loyal customers than those who are neutral. Owning a brand isn’t just selling something, it means standing for something and having an attitude. Millennials appreciate such a stance.
10. Don’t be afraid to ask questions
The significance of questions when approaching millennials can’t be stressed enough. Yes, we’ve already mentioned the significance of an interactive collaboration between your brand and millennials, but you can always take it a step further.
On social media, you can ask your followers important questions sporadically. Be direct and don’t make them leave long reviews. Many millennials don’t have time for this, so they will love the opportunity to leave a short comment.
What did you like about our last product? What do you hope to see? What colours do you want us to sell our products in? What didn’t you like about our product?
The questions here are just some of the questions you can pose to your followers. Every now and then, you can pose negatively-oriented questions, ones that involve criticising your brand and service.
Doing this gives your brand a whole dimension, a dimension of transparency and self-awareness. Millennials will love to see that you’re not afraid to listen to constructive criticism. Insight from so many of your followers is a clear sign that you want to get better for them, not because of increased profits.
Millennials are special in many ways. While they operate on social media, they still don’t want to waste time. Understanding the importance of efficiency and transparency will take your brand to the next level. Before everything, be human and be willing to listen. Older generations might have responded well to mass-marketing, millennials don’t want to feel like a target. Instead, they appreciate being a part of something bigger and, with these ten strategies, you can accomplish just that.
Brandon is interested in marketing, writing, and editing. He writes on different topics related to digital marketing, SEO and human resources. He really loves playing the piano and collecting unique books. He is also a contributor to Rush My Essay. You can find him on Twitter and Facebook.
Looking forward to hearing back from you!