Millenial Marketing: 7 Ways to Use Content Marketing
Millenial Marketing: 7 Ways to Use Content Marketing
Millennials have overtaken Baby Boomers as America’s largest generation. The 2015 census shows that there were 75.4 million millennials, defined by those between the ages of 18-34, while Baby Boomers totaled 74.9 million. Between their numbers and their buying power, which is estimated at $1.3 billion per year, many companies have started to focus their marketing efforts on this generation.
Millennial marketing is not like traditional advertising, and not just because it concentrates on content marketing. There are certain aspects of a campaign that determine whether or not it will speak to millennials and thereby be successful.
Target Your Audience
Millennials may consistently be lumped into one large group, but it is important to remember that this generation is actually quite diverse. In addition to the age differences between those born in the early 80s and those born in the 90s, there exists diverse interests, backgrounds, income levels and more. Thus, it is important to find your target audience and create content that really speaks to them.
Many of the factors involved in marketing to millennials work across the board, but it is important to also combine them with personalized, targeted content marketing. Focus on engaging with a niche rather than trying to generally grab as many customers as possible. Finding ways to connect on a personal level with your customers strengthens the impact.
Demonstrate Engagement with Your Community
As a whole, millennials tend to care deeply about social issues. This also impacts their decision of what businesses to patron, with 70 percent spending more money at companies that support a social issue about which they care. Furthermore, 9 out of 10 will actually switch brands in order to buy from one that is associated with a cause. To gain the benefits from this, you must demonstrate that your company is authentic in its support. Here are a few examples of companies that support a social cause:
This means your company must do more than simply provide donations once a year to a random charity. Some ways to give back in a more meaningful way that speaks to millennials include:
- Have your staff members volunteer at a local soup kitchen or your chosen charity.
- Organize a clothing, food or toy drive and make it easy for customers to join in.
- Instead of a company BBQ, have a company-wide day of service.
- Go “green” and make all the changes you can to attain a LEED certification.
- Only use recyclable materials and/or organic products.
- Reward your staff members who volunteer outside of the company.
Show Love to the Mobile Devices
Over 85 percent of millennials own smartphones, making them the largest group to do so. It is common for them to use these devices to access the internet, shop, check email, access social media accounts, compare products and search for businesses while on the go. Therefore, it is vital that your company has mobile-friendly web pages and advertisements. If a page takes too long to load or otherwise is not compatible on a mobile device, the consumers are five times more likely to quickly bounce and go somewhere else. Develop your digital properties with responsive design to mitigate this problem.
Show, Don’t Sell
Millennials were raised on advertisements, so they are very savvy of being sold to, and they are very tired of it. In fact, 84 percent of millennials do not like advertisements and many are much more likely to trust sources that provide information rather than simply selling. Anything that appears inauthentic and simply trying to find more customers will quickly backfire. Instead, create millennial marketing material that provides something of value to a particular group. Consider who your customers are and the needs that your products or service fulfills. Then, develop content marketing that demonstrates how your product provides something your customers need.
Quick and Fast Solutions
In addition to demonstrating what your products or services offer to millennials, it is also important to provide quick and fast solutions. As a whole, this generation is not patient and expects to find quick answers to their problems. The millennial brain is used to taking in a large amount of information from different sources and then acting quickly. They reach for the nearest internet access to find answers to their questions. Provide these answers in your content marketing and demonstrate how your products or services also help, and you will be a long way towards bringing in more customers.
Be On Social Media
This generation is more heavily involved with social media and expects to connect with brands there. Therefore, be active on as many sites as makes sense for your company, including Facebook, Twitter, Instagram, Pinterest, Snapchat and LinkedIn. Do not simply post on these sites; actively engage with the consumers. Ask for feedback, reply to comments, follow some of your customers back, and actually interact with your followers. Rather than use posting on these sites for advertisement, use them to tell the story of your brand and continue to create your brand identity.
Showcase Real Relationships
Use your social media and content marketing to showcase relationships that you have with customers in real life. This helps build trust with millennials since they tend to trust real people rather than companies. Include testimonials and have customers create content from time to time as guest spots. Feature industry authorities on your blog or social media account. Find a way to have user-submitted content as a feature on your website and/or social media accounts.
The defining theme underlying the ways to target millennials is to illustrate authenticity and facilitate engagement. Use your content marketing campaigns to develop relationships with your potential customers and create a brand identity that actually speaks to, and with, them.
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