Millennials are that group that just became the biggest part of the workforce. They are set to make up more than half of the population in just a few years. That means you can no longer afford to ignore their needs. You need to start marketing to them if your brand is going to survive.
Here are five ways you can market to millennials.
1. Go Mobile Now
If you want to find out where millennials are hanging out, you only have to take one look at the average mobile usage study. At least 85% of the millennial generation owns a smartphone. They use them to stay in contact at all times. More and more people access the Internet exclusively through their phones.
Marketers have to make sure that their materials are optimized for mobile. Not only will Google crush your website if you fail to optimize for mobile, your target audience will look elsewhere. Investing in responsive design is easier than ever before, so there’s no excuse not to optimize for mobile.
2. Support Immersion
Millennials respond best when they can become completely immersed in something. It’s why they don’t respond to traditional forms of marketing, such as billboards.
That’s why you need to invest in a customer experience that’s both rich and engaging. And these experiences have to be shared with others. More than any other generation, millennials want to share good vibes with others. It’s the definition of engagement for them.
The best campaigns are about creating a community. They ask for input from their target audience. Sharing stories is what makes a great campaign. It’s why social media remains such a hit with millennials.
3. Be Transparent
Millennials care about what your company does. Unlike Baby Boomers, they are out for more than the best deal. If your company isn’t doing any good for society, you are not going to be popular among millennials. This generation is naturally distrustful of the usual ‘way of things’. They mistrust any form of authority, and that includes CEOs of companies.
The successful organizations of today are successful because they pull back the curtain and welcome people inside. They show their target market what they stand for and how they are making their ambitions a reality.
Transparency is not just about providing a few Instagram videos of the company offices, though. It’s about trust. When you say you are going to do something, you do it. When someone asks a question, you answer it without any corporate language. It is why company blogs tend to be more casual than in previous years.
4. Discover Your Niche
Millennials believe that experiences are more important than the product itself. They are focused on the experience a product can give them, rather than the deal they can get from that product. But to assume that millennials are targetable is to not understand millennials.
The reality is that millennials are a diverse group. There are literally hundreds of niches within the millennial generation, and you need to find that niche. Marketers have to find their niche. Their content has to be more targeted than ever before if they are going to get through to millennials.
5. Make Brand Ambassadors
Millennials care about experiences, but they still wear the products they use. They are defined by the brands they associate themselves with. And if they love a brand they are going to shout about it. It can be looked at in the same light as going viral.
Overnight, your company could become a success simply because millennials are telling their friends about your product. And those friends are telling their friends. It’s a profitable cycle that continues on and on and on.
So how do you create a brand ambassador?
It really is as simple as making a great product. Start by finding out what your target audience actually wants to see. Discover what makes them tick and then cater to them. Your product should be updated to reflect the changing needs of your target audience.
All it takes is fulfilling their needs and you are going to have a brand ambassador on your hands. Focus on taking into account their feedback and do your best to enhance their experience.
Marketing to millennials is easier than you think, but you have to understand how they like to shop and what they expect from the brands they work with.
Through understanding all this, you can begin to have some success with marketing to millennials.
About the Author
I am a regular writer for Forbes, Inc., Huffington Post, Entrepreneur Media (among others), as well as CEO and Chairman of Alumnify Inc. Proud alum from 500 Startups and The University of San Diego. Follow me on Twitter @ajalumnify