Marketing Millennial , proven tips for success
There are currently around 15.000 millennials in Colombia with a combined purchasing power of $ 80 billion . If you offer products or services that interest them, you will lose market share and a competitive advantage unless you specifically target millennials in your marketing campaigns. Think about it, They are your future customer base (or current)! You need to know how to reach them. further, the good news is that they tend to be very loyal to quality products and the companies that relate to them. So, if you hook one, they stay with you.
In this post, I reveal the research on millennial marketing and information from my experience reaching them through the client's marketing efforts. Get ready to learn a lot about millennial marketing strategy.
Old school advertising is off, for most of them
According to a study by Forbes Y Elite Daily (a website that is considered the voice of millennials), only the 1% of millennials are driven by advertising . In fact, a study shows that 84% of millennials “they don't like advertising”. They consider that traditional advertising is not sincere and see it exactly as it really is: just an attempt to sell them something.
They are also tech savvy when it comes to avoiding ads. They will record your favorite shows on DVR so you can watch the commercials. They will install software on their PCs that blocks pop-up ads. They will intentionally avoid even looking at advertisements.
Millennials expect you to be social on social media
According to the study Forbes / Elite Daily previously mentioned , the 62% of millennials say that if a brand interacts with them on social media, they are more likely to become customers. Light bulb!
The conclusion here is obvious: Your social media marketing efforts must be second to none if you want to reach a millennial crowd. Make sure you don't just post updates about your brand on social media, you are also engaging with your target audience. Millennials will reward you for that by opening their wallets.
By the way, if you are looking for an example of a brand that works well when engaging with customers on social media, check out the Taco Bell Twitter account .
- So, What do I mean by targeting them on social media? This is what I mean.
- Set up a community building ad strategy so you can get people to like your page
- Have a good-sized budget for promoted posts, on the contrary, Facebook is useless
- Spend a little money on a “royal designer” to create custom images they'll love
- Do something interactive once a week
- Run a quiz with Woobox. Every time someone enters, you can get your email address. We are generating hundreds of emails per week for clients with this strategy.
- Refresh your page 3 a 5 times per week
- Launch a product or service where it makes sense
- Don't be afraid to post real ads!!
- Show ads
- PPC Ads
- Ads retargeting
- Upload email lists and create lookalike audiences
Millennials need device cross-tracking
Millennials are citizens of cyberspace. According Advertising Age , pass 25 hours online every week. Eighty-seven percent of them have between two and three technological devices.
That makes it even more important to use Google Analytics cross-device reporting. . If you haven't heard of this report, you can basically track multiple interactions between different devices and attribute them to a single conversion. So, if a millennium comes to your site by phone from Facebook, then check your blog later on a tablet and finally make it your desktop, you can make sure there is proper attribution to each marketing channel.
The authenticity, not the content, He is the king
As a specialist in digital marketing, no doubt you have heard that the phrase “content is king” repeats so often it hurts. Nevertheless, with millennials, content is not king. Authenticity is king.
Forty-three percent of millennials rank authenticity higher than content when browsing their favorite news sites. That means the formula for winning a millennium is to first build a certain level of trust with your brand.. With that base in place, a marketing effort can begin.
Now, this really means content is still king, as long as it's authentic, truth? The other day I was watching Red Bull events. They do things like host a downhill mountain bike event or turn a lake into a wave pool!! It is so cool. But what are they doing? They are creating content! Now, not the same content type as this blog post, But nonetheless, content appeals to millennials and aligns them with the brand.
Millennials appreciate their advisors
A 84% of millennials trust user-generated content to influence their purchasing decisions . That breaks down into a 59% who says that the contributions of others influence them “to some” and a 25% what does he say influences them “a lot”.
Here's what that means to you as a digital marketer: Millennials are looking for social proof. They will travel cyberspace by typing their brand name into the Google search bar and see how other people enjoyed (or they did not enjoy) of your product or service. They will go to discussion forums and ask others if they have tried your brand. They will take the feedback they receive seriously.
If you've ever needed a reason to offer testimonials represented on your website, this is the place. Millennials will likely look for more evidence that you are a great brand, but it's definitely a good starting point.
Usually, reviews are critical now. Try to get reviews of your products and services that are actually from other millennials, they will want to see similar people enjoying your product.
Inbound Marketing Rocks
Millennials spend much of their time browsing online, looking for content that is informative and / or entertaining. That's why inbound marketing is a sure winner when it comes to reeling in millennials..
Forty-four percent of millennials say they are more likely to trust experts , even if those experts are strange. That's a winning hand aimed at content marketers who already know the importance of an authoritative voice on any topic..
Mac Cosmetics offers an excellent example of inbound marketing with its YouTube page . The company offers numerous videos showing viewers how to properly apply cosmetic products. There are videos on that channel with more than 100,000 views.
But also, think about this blog post I'm writing right now. If you are still reading it, have you found value in what i say. That makes you more likely to want to do business with me., truth? Our company gets hundreds of leads every month through our blog and YouTube videos.
Millennials want to feel like they are their only customer
This was very interesting to me.. Despite the way we're talking about them in this space, millennials don't want to feel like they are part of a collective. They want you to market them as if they were your only customer. Really annoying when you think about it …
To that end, consider customization options for your products or services that millennials can adjust so that they feel that what they buy is theirs and theirs alone. Appeal to their different interests, include a bit of relationship building and then go for a smooth close without being pushy. Organically grow your millennial customer base with a marketing message that says: “This was just for you”.
further, Consider the following: Forty-two percent of millennials said they are interested in helping companies develop future products or services . So, if you're not sure what millennials are looking for in your market, ask them . Offer a collaborative effort in your research and development efforts to help millennials feel like part of your team. That partnership will generate good buzz about how your company is interested in making a difference..
As an action item here, consider this. Reach out to your millennials and tell them you'd like them to be part of the Product Idea Committee for Elite Customers. Ask for feedback on your product. You can even give them an incentive.
Millennials like to rent
You may be surprised to learn that millennials are not great homeowners.. According to a report, the 35% of millennials would rather pay full price to access an item rather than own it . That's a statistic that might surprise members of an older generation., but it is relevant information for digital marketers. Consider sharing the services of a car or bicycle, millennials love them.
This is the moment of “shared economy”. Thanks to the advent of companies like AirBnB and Uber, millennials don't view property the way their parents do. They are more interested in wearing something when they need it rather than buying it.
Keep that mindset in mind as you market to millennials. Evaluate the marketing alternatives that allow you to capitalize on some type of marketing option. “rental” O “share” for your product or service and market that side to millennials.
Very interesting right? How does that relate to your product or service?
If you want to reach millennials, entertain them. They like to laugh as much as the previous generation, but they seem to see it as a requirement of the companies that are promoting them. That means putting lots of funny cat photos everywhere on your website. . It's a joke! That joke was just part of my fun millennial marketing strategy. 🙂
Use your various social media accounts to promote your brand with a sense of humor. You can deliver a funny phrase on Twitter. You can post a hilarious image on Instagram or Pinterest with a caption that links the image to your brand. You can post a Vine video of 6 seconds (Have you used vine ? Totally crazy social media site) who makes people laugh while announcing his latest promotion. You'll find that you don't just reach millennials with that kind of marketing, but also share your content with your followers and friends. It's a great way to put millennials to work for you.
The bottom line is that you can't be corporate. You need to be fun, youthful and fun. Oh how funny.
If your market includes millennials, you will have to break some of the rules you have been following to reach them. They are an independent group, tech savvy who isn't impressed with traditional marketing tactics. Instead, offer them some creative promotional efforts and smoothly bring them to your brand with solid content marketing, social media engagements and lots of social proof. Once you've hooked them, they can easily become your customers for life.
Good luck with your millennial marketing strategy.
As a final conclusion
- Be funny
- Be creative
- Don't make them own something
- Get feedback
- Ask for feedback and make it part of your product or service
- Be aggressive on social media (YouTube, Facebook, Instagram and SnapChat)
- Be interactive
- Point and track all devices
- Be an expert on your topic and project that with content marketing
- And go find them right now, remember, they are loyal. So, once they are with a competitor, it will be much more difficult.
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