Marketing to Millennials
You will learn
- How to make and run an appealing website
- Ways you can get more millennial attention
- How to be different with your social media marketing
Marketing to millennials is easier than you might think, you just need to make a few tweaks to what you are already doing. The millennial market are media-literate and critical thinkers. They like to explore all of their options before making a buying decision, so much so that they have got their own marketing demographic: prosumers. Where do they find the information to help them make that decision? The Internet. If your business is not online, you will struggle when marketing to millennials.
Getting your Business Online
You will need to make sure you have a great business website that your millennial customer can visit to find out more information about your offer. Your website is the first connection customers have with your business, and you have a very short period of their attention to convince them to stay. So, your homepage needs to show off your most popular product or service straight away before your visitor needs to scroll or click.
We know creating and running a successful website is not easy, so we have got lots of support available to help you get going. Take a look at what your options are for creating your website, find out what questions you should be asking a web designer, and download your free guide to creating and running a website here.
Optimise for Mobile
If your website is not optimised for mobile use, you will be losing out a lot of millennial customers. They are never far from their smartphones, and if a website does not load quickly or display properly, they will hit the back button and you will have lost a potential sale.
What does being optimised for mobile actually mean? Well, in simplest terms, a website is mobile optimised if the text is easy to read from a small, non-desktop device, such as a mobile phone or tablet, and any links you have on the website are really easy to click on these devices. Your customer should not have to scroll horizontally to be able to see the full page; it should all be arranged to fit the smaller screen of a smartphone.
People browsing on mobile phones or tablets do not want to have to click through lots of different links. Make sure the key information appears straight away, and do not have lots of other distracting images or information.
Smartphone screens are much smaller than desktops, and your customers will likely be using their fingertips on touch screens to navigate your site. Ensure that you make it really easy for your customer to do what you want them to do. Have large, easy to click boxes for search boxes and forms, and keep the amount of text your customers have to input to a minimum.
Make Sure You Are Getting Reviews
Millennials like to do their research, and they also like to talk about the products and services that they have experienced online. To really appeal to the millennial market, you should make sure that your website has a forum or review section that your customers can comment in and potential new buyers can view. Any customer is much more likely to believe another customer’s review over your marketing.
Do not worry about the odd negative review creeping in. Millennials are great at sorting through the masses of information that bombards them online to find the information they need, so one bad review will not register as a problem, especially if you handle it well. Take a look at our top tips for handling negative reviews on Facebook and TripAdvisor to help you get started.
Social Media Marketing
You will need to pay to promote your adverts on social media to make sure your adverts are popping up as your millennial customers are scrolling. Come up with interesting images, infographics or videos to accompany your advert in order to grab their attention and get them engaged with what you are posting. Check out our free guide to social media advertising for lots of tips and tricks for running great social media adverts.
However, to make a longer lasting impression, you might want to focus on that more “organic” interaction with your customers – i.e., the people you do not have to pay to get engaged. Ask questions, and create quizzes and infographics that will encourage millennials to react to and share on their own profiles to spread the word about your business. Think of a share or a retweet on social media as a digital way of building your word of mouth. The more people you can get to click on your posts, the more recommendations you are getting for your business. This is especially important for a millennial market, as they are really good at ignoring advertising, but they are more likely to listen to a post shared by their friend or colleague.
Be a Bit Different
Posting the same images and old content will not cut it with a millennial audience. They just skip right over it when they are scrolling down their news-feeds. You need to stand out and grab their attention with something a bit different, and what that is will depend on what your business is doing – what makes you different from your competitors? Sell that in your advertising. Try videos, podcasts and blog posts that are connected to your business, but are not overtly pushing your product or service. If you can entertain them first, you will be able to sell to them second.