Millennial shoppers currently spend around $600 billion a year in the US, and they’re not planning on slowing down—millennials are expected to increase their annual spend by an additional $800 billion in just four years. For many businesses, millennial marketing has proven to be a key component of consistent revenue growth.
Millennials are excited shoppers, early tech adopters, and loyal customers. When they find something they like, they aren’t afraid to stick to it and share it with their friends. Successfully appealing to millennials is largely an exercise in good branding for a sticky product.
If you want to get millennials on your side, start at the product level and build a brand they can identify with. Engaging content and a strong social media strategy are the building blocks to significantly expanding your customer base.
It’s time to forget about ads. When it comes to millennials, they just don’t work anymore.
Use Social Media to Tell a Story
Social media is the backbone of any successful millennial advertising campaign. If you want to reach millennials and target engaged customers, you need to know where to find them.
Figure out what your key value proposition is and use customer profiles to narrow down your target audience.
If you want to convert customers, remember, you aren’t selling a product—you’re selling people a way to improve their life. Use your content to tell a story and engage users based on the unique benefits of your product. Without the proper context, features and specs are meaningless.
As a rule of thumb, Millennials hate ads. If you want to sell them on a product, try to get them interested in the story behind your product and encourage them to identify with your brand.
Allow customers to submit their photos to your page and try to incorporate user generated content into your regular social media posting schedule. Inspiring others to tell their own story helps people develop a better understanding of your brand. As a bonus, people are much more likely to jump in on the conversation if they see other customers posting content about your products.
Optimize Your Website for Mobile Shoppers
While millennials are always on their smartphones, this type of mobile should be taken a little more literally. Millennials have a reputation for shopping right from their phone, but the fact is, most are still making their purchases offline while simultaneously using their phones to interact with brands and conduct product research.
The takeaway? Make sure your website is quick and simple—usability and design are both huge contributing factors to a millennial’s perception of your brand. If you’re selling products in stores, make sure people can easily access your products online and find out more.
Respond to Customer Inquiries ASAP
As it turns out, 34% of millennials would rather have their teeth cleaned than call up customer service. Four in five millennials prefer to get help from brands by reaching out over social media and 25% of them expect to see a response within 10 minutes.
Facebook and Twitter are number one and two when it comes to customer service on social media. Both make it extremely easy to respond to customer service inquiries, but Facebook boasts more reach (nearly 1.2 billion more users) and adds the ability to build out automated responses.
Identify Communities and Tap Into Micro-Influencers
Instagram’s business profiles allow you to gain a ton of audience insights and identify who’s engaging with your posts. While celebrities and influencers with massive follower accounts get most of the attention, they’re likely not going to get you that many conversions.
If you’re trying to engage millennials, you’ll have a lot more luck raising brand awareness using micro-influencers. Don’t go for reach, target community leaders that communicate well with their audience and promote a positive image for your brand.
Use Posts to Showcase Your Brand Values
Your social media posts shouldn’t all be dedicated to generating sales. If you want to create a strong presence with your customers, use content and user stories that help your products sell themselves. Use your posts to reinforce your brand’s values and engage your followers outside of the realm of your product.
Millennials want to identify with brands that aren’t afraid to take a stand on key social issues. Social media is the perfect opportunity for businesses to share their thoughts on topics outside of their industry and strengthen customer relationships.
While it’s not necessarily important to post 10 times a day, it is important to make sure your content successfully engages users. Don’t always think about the immediate return on your posts, focus on creating valuable content for people exposed to your brand.
Provide Open Channels of Communication and Listen Closely to Your Audience
Create multiple contact points between your customers and your brand. In addition to having a solid customer service system in place, focus on creating engagement by encouraging users to comment on your posts and interact directly with your page.
Platforms like Instagram and Twitter make it easy to create your own hashtags and feature customer content directly on your page.
If you’re using a platform that allows you to track engagement metrics, always keep an eye on how various posts are resonating with your audience. Check the comments frequently for feedback on your content and don’t be afraid to try new posting styles if you’re not getting optimal engagement.
Be the Brand People Want to Identify With
While it sounds cliche, appealing to millennials is easy as long as they think you’re cool. The noise you create within your online community is vital.
Millennials have bold opinions and they want to back brands that aren’t afraid to take a stand on current global issues.
Research your audience’s behavior on social media and use their interests to influence your posting habits. Stay up to date with current events to increase the sharability and virality of your content.
Millennials want to identify with the daring. If you wish to capture their attention, keep your posts interesting and create content that people want to share with their friends.