4 Methods for Online Marketing to Millennials
Considering that millennials have been mainly brought-up within a digital era, it may come as a surprise to learn that many business’ marketing strategies aren’t being executed effectively to this demographic.
The exact age range of a ‘millennial’ varies but generally, they’re classed as people who were born between the early 80’s and 2000. It’s the biggest generation in history (even bigger than the baby boom!), so it’s important to assess your business’ analytics and buyer personas to calculate whether or not you should be marketing to them.
However, unlike older generations, millennials think differently – especially when it comes to being online. They’re usually the first to learn about new technology and try new things on the internet. Plus, considering that 67% of the group prefer to shop online as opposed to traditional in-store methods, failing to hit this group within your online marketing strategy can lead to you missing out on key long-term customers.
In this ultimate guide for online marketing to millennials, we’ve shared how you can recognise whether the demographic should be included in your marketing strategy, along with the tips you can use to attract – and convert – the audience:
1. Get comfortable with mobile
It’s often said that millennials are obsessed with their smart phones, but you’d be fooled by thinking that traditional marketing methods are the only way that you can exploit it.
Millennials use their mobile phones for many things; not just connecting with their friends or sharing photos of where they’ve been. Almost two thirds of millennials use their smartphone for online shopping every day, but it’s essential for your website to be responsive before thinking about connecting with the audience on their mobile device.
A mobile-friendly website design is one that automatically adjusts depending on the size of the screen. Gone are the days of zooming in on a webpage to find your way around the site. Instead, consumers – especially millennials – are expecting responsive websites and will go elsewhere if you’re not catering to their needs.
Now, here’s where it gets a bit tricky. There are various ways to ensure that your website is mobile-friendly, with one option being to create a dedicated mobile version of the site. In this case, a different version is served to users on mobile or tablet devices than those on a desktop.
On the other hand, you could take this a step further and design your entire website to be mobile-friendly first. You can do this by making a mobile-friendly version your priority and then spruce it up for desktop users, instead of the other way round.
Whichever approach you decide to use, ensuring that your website is mobile-friendly will be able to limit the chances of a millennial landing on your site and clicking away. It can also have an impact on your mobile conversion rates because you’re doing everything you can to make sure that the user has a good experience with your site across any device.
Plus, having a responsive website offers SEO benefits for your brand. Offering a good user experience is recognised as being a ranking factor for search engines.
Google has also announced a mobile-first indexing, which places high importance on displaying responsive websites higher in a list mobile search results – regardless of how the site performs for desktop users.
2. Be active on social media
When it comes to social media, there’s a high chance that you’re already using a number of platforms to build your presence online. Four out of five millennials are on social media daily, so you’re spot on with using it in your marketing strategy!
However, you should put some thought into the social platforms you’re using in order to make it effective. Each platform has a different audience, with some being preferred by millennials to others.
Let’s take Twitter, for example. Almost half of the people who are most-active on the platform are aged 15 to 17. In comparison, just 13% of people aged 50 to 64 use it at all.
Analysing the demographics of each social platform is crucial. Not only does it prevent you from spending time promoting your business when your target audience isn’t there, but it’ll also help you to find the best platform to reach your millennial customers.
That being said, millennials need a different approach to social media marketing. Simply publishing an overly-promotional tweet about your products just won’t cut it. Instead, you’ll need to be creative and find innovative ways to get them engaged.
In order to get the most out of your social strategy and involve millennials, make engagement your main priority. Instead of rinsing your profile with links to your products, start conversations with your customers and provide feedback on some hurdles that they may be facing, relating to your industry.
Approaching your social media strategy in this way will help attract customer service-loving millennials, boost your engagement and convert stagnant followers into high-converting customers.
3. Write a blog
Millennials aren’t influenced by online advertising any more. Or, at least not the traditional forms. Just 1% of the demographic said that compelling ads would make them trust a brand more, so it’s time to get thinking about a way to connect with them – on their terms.
Instead of boring Facebook ads and TV commercials, millennials want to be entertained and are more likely to respond to ads that offer experiences. What better way to do that than by reaching out to them online and offering an answer to their question? The best way to do this is by incorporating blog posts into your content marketing strategy.
In order to attract and convert millennials through your blog, write content that caters to their needs. Think about what they’re searching for online and craft an article, optimised for SEO, to answer their query. This can be something like:
• A ‘how-to’ guide, answering one of your audience’s biggest problems
• Tips around the service you offer
• Reviews of your products
Once you’ve attracted these millennials to your site, you’ve got the chance to complete two of your blog’s main goals: to make them trust your brand and answer their question.
By answering somebody’s question, they will remember you, be aware of your business and may even follow you on social media. They may not need your service at present but once they’ve built a rapport and trust your brand, they’ll think of you when they do need it.
Blogging is an indirect form of marketing, but one that works.
4. Use influencer marketing
We mentioned before that millennials aren’t trusting advertisers anymore. In fact, 92% of people trust an influencer more than an advertisement, so you may need to consider influencer marketing when exploring new ways to market to millennials.
There are many different types of influencer marketing, all of which vary from industry to industry. However, all types have one thing in common: the method of reaching out to a well-established brand, person or publication and asking them if they’d be interested in sharing your content with their audience.
Online influencers can be anyone from bloggers and YouTubers to online personalities. But, you need to think about the most suitable influencers before asking any old brand to partner with you!
In order to find the best influencers to reach out to, you should think about the engagement rates and their audience. The key to influencer marketing success is to find a brand that has a high social media or blog engagement rates, as well as one with an audience who will be interested in what you’ve got to offer.
Once you’ve cracked down on your influencer marketing strategy, your brand will have the opportunity to tap into an already-engaged audience. Positioning your business in front of them and having their trusted influencer recommend it means they’re more likely to purchase from you without being previously aware of your brand.
As you can see, there are many methods to include millennials in your approach to online marketing. With the right approach and time to dedicate to reach this technologically-advanced audience online, you should be seeing an improvement in the way in which they connect with (and purchase from) your brand.