Young consumers have long been one of marketers’ most coveted demographics. As millennials grow up and become young professionals, both B2B and B2C marketers are doing all they can to connect with millennials and convince them to buy.
This week, I’ve come across some expert insights for marketing to millennials.
5 Strategies to Optimize Email Marketing Targeting Millennials. Entrepreneur: “The Generation Y consumers of today tend to intertwine social media and email usage. According to a recent study by Pew Research, 90 percent of millennials use the web to send and receive emails. However, they also like to tweet, update their online profiles and send text messages multiple times throughout the day. It’s therefore important to incorporate social media into your email marketing by allowing subscribers to easily share information with their friends and followers via their social media accounts. If you can get just a few millennials to open and read your email, they are more likely than any other age group to share it on social networks and expand your brand’s outreach.”
How to Attract Millennials With Your B2B Marketing. Find and Convert: “Millennials’ inclination to search everything only adds to the list of reasons to create relevant content. Creating blog posts describing your products/services and how it will benefit them will give millennials more of what they’re looking for. You will also be deflecting some of your sales costs by assisting them in the consideration stage of the buyer’s journey. The other obvious benefit to creating content is building trust and establishing your brand as a thought leader. Millennials do not like salesy content, so humanize what you have to say. Infuse humor and include employees from all parts of the business as contributors. By incorporating employee blog contributions you are allowing them to portray their subject matter expertise and relatable personalities.”
Marketing to Millennials: Four Tips from a Real Life Millennial. Verdin: “Millennials are the first generation to grow up completely online, making us tech-savvy gadget lovers. According to AdWeek magazine, we check our smartphones an average of 43 times a day. This means that smartphones are a sure fire way for your company to get in touch with us – whether it be through social networking apps, text/push notifications or digital ads. With 85% of millennials having their own smartphone, it’s also crucial that your business website is optimized for mobile so that we can easily and clearly access the information you’re offering online.”
The Secret to Effectively Market to Millennials. Nebo Agency: “With about 75 million people fitting the label ‘millennial’ in the US alone, targeting millennials isn’t targeting. It’s like saying your target audience is France (population of about 65 million) or Germany (about 80 million). A target audience must have more in common than simply living in a country and needing food and water to survive. Second, and maybe more importantly, if a brand isn’t resonating with millennials it probably has a product problem, not a marketing problem. Many of the brands most desperate to solve the millennial problem are dated and have increasingly irrelevant products. Think sugary, unhealthy breakfast cereals or fast food chains that haven’t evolved their marketing or food quality.”
Millennials–Not So Misunderstood By Marketers, Anymore? Forbes: “It’s no coincidence that I’ve noticed both a divergence from the millennial-obsessed marketer and a reemergence of traditional ideals imbued within cutting-edge tech. Whether communicating in Snaps or hand-written letters, we all share common generational threads. Empathy, responsiveness, the courtesy of personal attention – these tenets are not the hallmarks of the millennial generation, they are hallmarks of the human race. While one might have worn pedal pushers and the other skinny selvage denim, we are ultimately cut from the same cloth.”
What are your best tips for marketing to millennials? I’d love to know — please share in the comments!
Lindsey Pollak is a New York Times best-selling author and a nationally recognized millennial expert who helps employers recruit, train, manage and market to the millennial generation. Her speeches and training sessions inspire multigenerational collaboration and foster lasting organizational success. Contact Lindsey to learn how she can help your organization understand and connect with millennials.