There’s no denying it: millennials are a major demographic with high buying power. They’re also challenging to market products toward, unless you’re a millennial yourself, know a few or utilize millennial marketing.
The word “millennial” is tossed around a lot these days — on the news, all over the Internet, in casual conversation over coffee. While there’s often debate about what, exactly, defines a generation and who, precisely, these millennials are, a millennial is usually defined as anyone who came of age early on during the 21st century. These are men and women in their twenties and early thirties whose lives are defined by a time in which technology became ubiquitous and the Internet was commonplace.
So: how do you market to them? It isn’t as challenging as it might seem. If you keep these ideas in mind, you’re sure to reach the millennials who are a large source of your customer base.
- They’re on social media.
Millennials grew up around the same time smartphones were invented and became commonplace. That means they’re savvy with a phone simply because they grew up knowing how these devices work. It also means they’re on social media. So, if you want to reach millennials, you need to be on social media. That doesn’t mean just one platform, but keeping up with Facebook, Instagram, Twitter, Snapchat, and whatever newfangled media platform comes to life. It means creating creative posts frequently. It means replying to tweets and liking comments. It’s hard work, but it’s the best way to develop millennial customers.
- Authenticity matters to them.
Millennials see right through inauthenticity. They prefer brands that are smart and honest, brands that say upfront who they are and what they stand for. That means taking the time to consider what kind of company you really are. If you try to fake it just to make sales, millennials won’t buy it.
- They care about causes.
Millennials are more likely to make a purchase if it’s linked to a social or environmental cause than if it’s simply purchasing something for themselves. That’s the thing about millennials: they care about causes. They want to make the world a better place and they’re suspicious of large, greedy corporations. So, take the time to consider what cause matches your brand’s identity (but do it authentically, not just because you want to add a few zeros to your profit line; millennials will see right through that).
- They’re loyal customers.
The great thing about millennials: once you gain their support, you’re likely to keep it. Millennials tend to be loyal shoppers, so if you can convince them that you’re an authentic brand that produces great products, they’re likely to come back again and again — and recommend you to their friends!
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