Attracting new customers is not an easy job, especially if you are trying to reach out to people from different generations. After all, just a few years of difference can create significant barriers that make connecting with others a challenge, which is precisely why many businesses struggle to attract a younger clientele.
Marketing to millennials is a tricky affair as it requires a deeper understanding of who they are, what they want, what it is that they need, or what values speak to them the most. That is why, in this article, we will focus on millennial marketing and methods that can lead them to your metaphorical doorstep.
Show that you care
Of all the things you can say about younger generations, the most obvious one is that they care. Deeply.
Both Gen Z and Millennials are known to support people and businesses who believe in similar values as them and fight against the same issues that are close to their hearts. That is why CSR (Corporate Social Responsibility) is such an important part of what makes a business attractive to Millenials.
That is why your marketing campaigns should prioritize showing customers that you’re invested in certain social issues just like them. It will close the gap between you as a businessman and the customer, and they’ll see a human side of a company they previously treated like just another cog in the economic system.
Good examples of CSR that will boost your millennials marketing include:
- Efforts to improve inclusivity and diversity in the workplace;
- Becoming a more environmentally conscious business;
- Supporting local communities.
If you make an effort in any of the aforementioned areas, you will no doubt see more young consumers drawn to your products and services.
Generation Y values expertise
Even though many Millenials will surely recall how their parents used to say they don’t read much, it’s far from the truth. Millennials appreciate helpful and insightful content and are known to consume a great amount of knowledge through e-books, newsletters, or instructive, how-to blog posts.
If you’re an authority on your market niche and are willing to talk about it, the younger target audience will be ready to listen.
If you provide valuable content as a bonus to all the services you offer, you will get their attention. This kind of inbound marketing appeals to them the most.
Give influencer marketing a try
Generation Y was raised in the era of the dawn of the internet, and no one understands how it works better than them. Millennials saw the rise of social media platforms, they know how it works, and it is their generation that gave rise to influencer marketing as a whole.
If you wish to get closer to them, marketing to Millennials must be done through social media and, more specifically, through influencers.
After all, influencer marketing is famous for being highly promising if done correctly. It can produce amazing results when a company knows what it’s doing and has good intuition when choosing the right person to partner with.
What you need to do is conduct thorough research and figure out who you would want to be your ambassador on social media. It means you have a good grasp of several things:
- The influencer’s reputation and potential for controversies;
- What is their MO (modus operandi) & if they use fair and legal tactics;
- Are their audience our target audience;
- The ROI (return on investment) potential of the partnership.
Influencer marketing is by far one of the easiest ways to connect with both Millennials and Gen Z, but you must also be wary when looking for a partner. There is no shortage of influencers, both big and small, who use underhanded tactics such as buying followers or other tricks that don’t go hand in hand with the rule of fair competition.
If you’re not familiar with the term, gamification means introducing game-like elements in non-game scenarios, and the first thing you need to know about it is that it works on Millennials like a charm.
Gamification in marketing can take many forms, such as rewarding purchases with redeemable points or holding contests for special offers. Such lighthearted fun is likely to receive positive feedback in any millennial marketing campaign.
They will see you going out of your way to engage with them, and the more creative you can be, the better. You just need to remember that every good game has good rewards, and if the amount of effort you expect customers to make is disproportionate to the reward, it will hurt both them and you, respectively.
Upgrade your website
Another thing you should know about Millennials is that they’re a very tech-savvy bunch. They depend on technology and are used to being able to solve their problems using just their phones.
That is precisely why you not only need to set up an aesthetically pleasing and easy-to-navigate website but also optimize it for mobile users.
If you give your website an upgrade, and your clientele can find everything they need online, Millennial customers will take notice, and who knows, maybe they’ll even recommend your business just for that.
The characteristics of a well-optimized, modern website include:
- short loading times;
- neat & uncomplicated design;
- easy navigation;
- alternate interface for mobile users.
Combining all of those will no doubt increase your chances of reaching your target audience.
To sum up
Every generation reacts differently to marketing efforts, and every generation has different ideas of what makes a marketing strategy effective. In Millennials’ case, a company needs to connect with customers through similar values, quality inbound marketing, or partnering with influencers on social media, for instance.
If you take into consideration every point made in this article, you will be ready to add Generation Y to your list of customers.