Millennials are such a key target for digital marketing campaigns. They’re the generation that’s tech-savvy, well-informed, and have grown up in the social media world. It means that if you’ve been sleeping on millennials while running a digital marketing campaign, you’ve been leaving money on the table.
Millennials are not only the digital natives of our society, but this generation also has a larger population (87.5M) compared to Generation X (83.7M) and Baby Boomers (66.4M) in the U.S. alone. With a massive community, they’re the generation that has the most purchasing power of any other ages, making them a potent option for brands wishing to boost online visibility and revenue.
As millennials continue to dominate the digital marketplace, brands must understand how this generation differs, what they are interested in, and value most, what factors contribute to their purchasing behavior. To help you with that, we’ve put together a quick guide to reach and engage with Millennials.
#1. Leverage Social Media Efforts
Millennials aren’t dubbed as the “digital generation” for no reason. They’re incredibly staying in touch with the latest trends in the digital landscape– especially when it comes to social media platforms. In this matter, social media is one of the best ways to reach your millennial audience as they have started using social platforms as their one-stop-shop for daily needs.
According to the statistics, millennials are a generation with the highest use of social media (90.4 percent), outnumbering Generation X (77.5 percent) and Baby Boomers (48.2 percent). It’s obvious now that embracing social media can be an effective way to increase your reach and bring more millennials into your marketing funnel.
# 2. Optimize for Mobile
Let’s start with the fact that more than 90 percent of millennials have a smartphone. You can see the comparison below:
Also, two out of three (65 percent) of them prefer making online purchases with their phones. And what’s more interesting is that 69 percent of them agree they couldn’t live without their smartphone.
It’s safe to say that smartphones have now become an integral part of millennials’ daily lives. That’s to say, optimizing your digital marketing campaign for hand-held devices is a necessity to engage the tech-savvy generation. The landing pages, forms, product video marketing, and your website and its content at least should be optimized for mobile devices. Hands down.
#3. Build Brand Culture and Community
With a community-oriented mindset, millennials tend to value cultures. So, they’re most likely interested in a brand that has established a stable society and community because it gives them a sense of belonging and makes them feel engaged.
So, how to build a brand’s culture and community? The easiest way is to create a marketing campaign message that they can relate to and want to be a part of. Create messages can vary based on other factors such as community values, culture, or socio-economic background. By doing so, it’ll be much easier for you to build a long-term relationship with them.
#4. Humanize Your Brand
As you might already be aware, millennials are wary of hard sells – instead, they value deep personalization and engagement. In such cases, humanizing your brand is one excellent way to catch their attention. Instead of being too pushy selling your brand to them, you can show a compelling and concrete story that youngsters’ minds can quickly grasp.
In other words, sell your story, not your products. Use that casual, friendly human tone to deliver your brand’s message so you can not only grab millennials’ attention but also make it easier for them to connect with your brand on a deeper level.
#5. Incorporate Social Proof
It’s hard for millennials to trust traditional advertising. They’re most likely turning a blind eye and deaf ears towards regular ads like television, banners, or door-to-door flyers. Since they’re modern and smart buyers, they rely on sources they can trust. A report shows that more than 60 percent of potential young customers look for online feedback and review before they purchase a product.
A brand or product with excellent online reviews entices millennials more to purchase it. So, instead of spending a hundred bucks on ineffective advertising, you should focus on generating more social proof. This can be in the form of online reviews or influencers and celebrity endorsements.
Since the generation has different ways to purchase and engage with a brand, you need to agilely design your marketing campaign to fit their preferences and behaviors. They’re not challenging to reach. As long as you show that your brand cares about what matters to them, you’ll gain their trust. By all means, engaging millennials for your digital marketing campaigns can be a challenge, but given the growing purchase power of the generation, it is a worthy investment.