When starting out in business or adding digital to the marketing mix we often have…
Attention Please: How to Market to Millennials
Snapchat this, Instastories that.
When it comes to connecting with Millennials, it can feel hard to keep up with the rapid pace of the information highway. Social media is the new marketing norm for Millennials and attention is the most valuable asset.
Millennials aren’t watching TV in the same way Gen X’s do. They’re watching Facebook Live and YouTube. Which makes traditional media forms more and more redundant. This predicament for Gen X businesses that aren’t native to these platforms is that it can often make it difficult to know where to focus their marketing resources to get the best return.
The truth is, if you’re looking to get the attention of Millennials, it’s no longer enough to have a static digital presence.
The shift in viewing patterns.
Scrolling through social media and flicking between different tabs on a laptop screen is to Millennials what channel surfing is to Gen X’ers. To reach Millennials, it’s important to meet them where they’re at.
This means dividing your marketing budget across multiple platforms that they’re likely to be engaged with. That way you can increase your brand’s reach across multiple channels.
Accept that traditional media is fading fast.
Hard selling is no longer an effective way to engage Millennials. Instead, they expect a focused experience that centres around storytelling and entertainment. Millennials are still more likely to engage with ads as long as the brand doing the marketing understands their values.
So by doing your research on what your customer’s interests are, you’re more likely to get their attention and make a sale.
Build a community.
Millennials want to feel part of a movement and seek a sense of identity online. This is why User Generated Content (UGC) is becoming the new marketing norm as people search for products and services reviewed and recommended to them by their peers.
A mistake many brands make is to treat their social media like a POS. When the truth is, Millennials see straight through that, and they don’t like it. Instead, focus on adding value to their lives and give them a space that makes them want to stop scrolling. An effective way to do this is by starting a conversation with your tribe:
Use the three E’s:
Remember the less you come across as salesy, the more likely they are to engage with you and want to be a part of your community.
Video! Video! Video!
I can’t stress this enough. Investing your resources into native videos will be time and money well spent. By 2020 on Facebook alone, videos will account for 80% of content.
Start off by creating Facebook live videos that take your users behind the scene or use video as an FAQ platform. Either way, the key here is consistency.
Videos don’t need to be fancy; they need to be authentic. Millennials want to be able to connect with the face behind the brand, so video should definitely be a part of your marketing action plan for 2018.
All in all, Millennials have a lot to offer the market, but they do have needs that are very specific and often quite different from those that haven’t grown up with apps and hashtags. And gaining a deeper understanding into what solves their problems will unlock countless opportunities for you and your brand.
Now over to you, how do you adapt your marketing to connect with millennials?
Let’s start a conversation in the comments below!
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