If You Want to (Effectively) Market to Millennials, Here’s What You Need to Know
Generation Y, more commonly called Millennials, are one of the largest generations around – it’s estimated that there are 72.26 million Millennials in the United States.
Born between 1981 and 1996, Millennials in 2021 range from 25-40 years old. And even though this generation has experienced some tough economic times, these young adults still have plenty of purchasing power.
If you’re a modern business owner, you would be wise to learn how to effectively market to the Millennial generation. But, it’s important to note that marketing to Millennials is different from marketing to other groups. That’s because they’ve grown up alongside the internet and other modern technologies.
They spend a lot of time online, and they’re incredibly marketing-savvy.
So, how can a forward-thinking business win these buyers over without seeming sleazy? There are a few key things to keep in mind when marketing to Millennials, and thankfully, they aren’t difficult to implement.
1. Use social media to form relationships with Millennials
Millennials spend an average of 2 hours and 44 minutes on social media every day (18 minutes higher than the global average).
The most popular social media platforms, from most to least popular are:
You shouldn’t post on social media for the sake of posting, though. Every business should approach social media with the goal of building relationships with its customers, especially if those customers are Millennials.
2. Be digital
Beyond social media, it’s vital to make sure that your business operates in the online world. Ask yourself the following questions to determine whether your business has a solid online presence:
- Have you claimed your company’s Google My Business listing?
- Is the website well-designed and user friendly?
- Does the website answer a potential customer’s most frequently asked questions? Is your website a reliable source of information that can help people make an informed purchase?
- Can customers make purchases or book services online?
Millennials have grown up with the extreme convenience of online buying. When a Millennial customer wants to do business with a company, they’ll turn to its website (and search engines) for more information.
3. Be authentic with your marketing to Millennials
You can’t just start a Facebook account and begin posting incessantly about your business. Marketing, especially to Millennials, is a conversation.
Instead of talking at this demographic, talk with them.
For example, share user-generated content on your website and social media (like case studies and testimonials). When a marketing message comes from a regular person that your audience can relate to, it feels much more authentic.
There’s nothing Millennials hate more than inauthenticity. This applies to social media marketing, email marketing, content marketing, and every other form of marketing you can think of.
Above all, provide value and show that your brand has a human side to it.
4. Don’t even try to disguise your marketing campaigns
Millennials know that you’re trying to market to them. As long as your tactics aren’t slimy, they’re okay with it. Really.
Everyone loves a heart-wrenching video designed to go viral, and Millennials will definitely share that type of content.
But, if you’re trying to sell something to them, just go ahead and do it by focusing on how your product or service will improve their lives. Oftentimes, it’s helpful to frame your offerings in terms of benefits, not features.
Again, being authentic will help win over this demographic.
What is the most important takeaway about marketing to Millennials?
To reach Gen Y, your business will need to be online and utilize social media, but none of that will matter if you aren’t building relationships.
More than any other generation, Millennials crave relationships with the companies they choose to do business with. If your company can market with this in mind, you can successfully tap into this massive cohort of consumers.