By Syed Balkhi, founder of WPBeginner
Having grown up around technology and social media, the millennial market can pose a challenge to firms that seek to win them over. Millennials are tech-savvy and vocal, and businesses must learn to speak their language.
The key is to understand what matters to millennials and what influences their values. Millennials are tech-savvy, socially aware and research oriented. Businesses need to do more than just market to them; they need to connect with them in meaningful ways.
Let’s look at how businesses can develop marketing strategies that create an impression on their millennial audience. With these strategies, it’s possible to build a strong customer base and boost brand awareness.
1. Make use of user-generated content.
Marketing messages today need to stand up to the scrutiny of an audience that spends consciously and endorses ethical behavior. With so many people online sharing their experiences, what better source of content exists than the audience itself?
Your business can leverage user-generated content such as online reviews, blog posts and social media posts in its marketing communication. It’s a powerful way to highlight what real users are saying about your brand. Showcase how people use your product, and connect with your customers by featuring them on social media.
User-generated content is free, and it builds credibility fast. Businesses can use it strategically to appeal to the millennial market.
2. Create personalization.
Millennials are unimpressed by marketing messages that speak to them as if they were a faceless mass. In fact, according to SmarterHQ data, 70 percent of millennials prefer personalization over batch and blast communications.
Your business can use CRM software to personalize your interactions with the audience. CRM tools provide a centralized information hub that’s accessible to your entire team. It helps create a 360-degree view of your customer.
Relevant personnel ranging from salespersons to customer support can offer personalized services. They can add information to develop richer customer profiles.
Combine CRM with email marketing, and you can launch personalized emails to drive conversions. Personalization is a key strategy for making a positive impression on millennials.
3. Focus on values.
The millennial market is socially and environmentally conscious. Your product’s quality and price range aren’t the only important factors that play into a buying decision. Millennials also care about how you source and distribute your products.
Find different ways to feature your business’s ethical practices on your website and social media pages. According to the University of Southern California’s applied psychology research, millennials value businesses that practice corporate social responsibility and are conscious spenders.
Brands that embrace millennial values from within and make it part of marketing communication are more likely to win them over.
4. Leverage social media.
It’s a given that businesses need to be active on social media. But many businesses miss the point and use these platforms as another way to promote their brand.
Your social media strategy needs to focus on building relationships and interacting with the millennial market. There are ways to improve your social media marketing:
- Develop a brand personality: Adopt a friendly and casual tone that humanizes your brand on social media. Using humor is a great way to make your brand relatable.
- Work with influencers: Start a conversation with prominent bloggers, podcasters and social media influencers. Collaborating with them can win over audiences that are active in your domain.
- Create nonpromotional content: It’s vital to remember that promotional content can drive your audience away. Focus on engaging information that gives value and builds a relationship.
- Listen and interact: Make sure that you’re listening to your audience on social media. This means that you need to reply to comments and engage when users share posts. Do this by liking posts and leaving comments.
5. Build your mobile platform.
Mobile usage has grown, but businesses are still catching up when it comes to creating mobile-responsive sites. People use mobile to research information, visit sites and even buy products online.
By making sure that you create a mobile-friendly website, you’ll make it convenient for users to find what they’re looking for. Make sure that you prioritize your content for your mobile site so that visitors aren’t overwhelmed by too much information. Integrate mobile wallets for making purchases, and add security measures.
Making your site mobile-friendly is a must in today’s online business landscape.
Win the millennial market through relationship building.
Businesses need to adapt to the values and needs of the millennial market to thrive. It’s important to focus on authenticity and connecting with your audience in a meaningful way. The way to win in today’s world is to create loyalty, not just to get another customer you never hear from again.
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site that helps small businesses start their website.