No matter what business you’re in, one thing that you cannot escape is the need to build a younger customer base – one that will sustain itself (and your business) for years to come. In order to do that, you need to recognize the needs of younger demographic markets.
We use the term “younger” in a relative way here. After all, the oldest millennials are in their thirties already, but their younger siblings aren’t that much different from them. In many ways, they are more shrewd, more self-assured, and more aware of what they want in nearly every aspect of life.
With that in mind, it is important to understand a few things when trying to sell to millenials:
- How they consume content
- What types of content resonate with them
- What content delivery method(s) work best with them
Let’s have a look at each of these things in turn and see what we can learn about marketing to this unique – and very scrutinous – age group.
Most millennials don’t remember a world without the Internet, and they have been using smartphones for nearly a decade. At a minimum, they grew up texting. Even more have used a smartphone almost exclusively to consume online content from day one.
This information tells us several things: these people embrace online content delivery. They are less hands-on than their parents (they don’t need to touch a physical product to be able to decide to buy it), and they are used to instant gratification.
Visual content is most important here. You want to employ visuals that will get the potential customer to stop scrolling and pay attention, but you’d better be quick. If your site pages load too slowly (more than just three seconds average) you’ll lose them. Oh, and your site had better be responsive and easy to navigate on small screens, too.
Video, music, and messaging that evokes emotional responses are where the money is. Forget about features and benefits. The average millennial wants to know how it feels to interact with a product.
Delivering Content Effectively
In today’s market, social media is the first and most important stop for most people on the Buyer’s Journey. This is where you are going to meet and interact with the most millennials. Test your marketing moves on various platforms.
Older millennials will respond well to ones like Facebook and Twitter. For younger millennials (in their early to mid 20s), Instagram, and Snapchat are more likely home bases. Twitter does, however do a good job of bridging the gap between the older and younger subsets of this age category.
This is a tough age group to crack. They scrutinize everything and will drop your brand like a bad habit if you violate their trust. In closing, here are a few things you can do to avoid that:
- Post on social media regularly and consistently.
- Post content that is relevant to this particular audience (do your homework and analyze your metrics)
- Encourage likes, shares, and comments, always.
- Engage personally with your audience
- Steer away from sales and toward emotionally evocative content that makes people visualize themselves using your product before you have to suggest it.
Keeping these guidelines in mind as you create content will help keep you more relatable to this very challenging, but very lucrative, demographic.