It’s 2018, and brands simply cannot afford to turn a blind eye toward Millennials. Millennials hold significant power in nearly every aspect of society today. From the influence they have on social media, to the buying power they hold in the market; it’s no secret that this group of digital natives is an extremely important audience businesses must attract and appeal to.
Unfortunately, even some of the most experienced marketers face troubles understanding what truly drives and satisfies this group. Along with a lot of the unfavorable stigma that surrounds Millennials, this generation is often seen as the most challenging group of consumers to market to.
They are, indeed, a unique audience that requires extra effort from brands to successfully catch their attention, and keep them. However, once you find the sweet spot where you’re able to genuinely connect with this group and discover what makes them tick, the possibilities are endless.
Here, we’ll discuss fairly uncomplicated, yet necessary, ways you can effectively approach Millennials and appeal to this audience.
Understand Millennials
Millennials are often put into a box. While some think of this generation as innovative and influential, others consider this generation lazy and entitled. Contrary to popular belief, these young adults are one of the most diverse and unique groups that exists today.
While Millennials do indeed have very similar traits, a one-size-fits-all marketing strategy aimed at this entire group simply won’t work. This is perhaps one of the biggest challenges that come with effectively targeting such a massive audience.
The main point here is that every Millennial is different, and this generation is as different and unique as any other generation that has come before them – if not more. Before you create a strategy or campaign that intends to target them, you must understand the different personas and subcultures that exist within this group. Or else, your marketing will lack in personalization, which is necessary for connecting with this audience.
Timing
Millennials are driven by instant gratification. The rise of technology and digital has made it possible to deliver everything in real-time, which further empowers them to expect instant value from brands. Millennials are stuck to their electronic devices, which is is something all brands should take advantage of.
Timing is everything. From your response time on social media, to sharing the latest industry trends, the timing of your messaging is crucial.
Most Millennials have limited attention spans, so you don’t much time to impress them. So, make sure every point of communication is valuable. They appreciate being acknowledged and heard.
Authenticity
Regardless of the quality of the product you’re selling, or how innovative your service is – if your brand isn’t authentic, your audience of Millennials surely won’t be interested.
If nothing else, one thing Millennials are inherently capable of is filtering through B.S. Marketing has strayed away from solely focusing on products because of this. Millennials don’t respond to traditional marketing or advertising tactics like the previous generations. Today, effective marketing is all about sharing your brand story and making genuine connections with your audience who won’t buy into forceful, self-serving advertising.
Millennials want content that was built with their interests in mind, that isn’t just aimed at taking their money. Understand that hard selling won’t work; focus on generating content that resonates with Millennials in the way they know best. Tactics like user-generated content and influencer marketing are great ways to organically reach them.
When they feel that your brand is transparent and has values that are closely aligned with theirs, they will undoubtedly be willing to support you. If Millennials can trust your brand, you’ve accomplished an incredibly meaningful milestone.
Stand Out
If you have a product or service that uniquely stands out, you’ve already established a foundation that sets you apart from anybody else.
Brands that disrupt society and our lifestyles are the ones that are the pioneers of innovation and cutting-edge transformation. Companies like Airbnb, Uber and Amazon are great examples of this.
If you have to rely on your marketing strategy to set you apart, make sure you do so carefully, and don’t be afraid to take risks! Use social media to create compelling, thumb-stopping content that resonates with your audience. Sharing visually-pleasing content or engaging with a social cause are a few easy ways to stand out.
As long as your efforts aren’t offensive or ingenuine, the right strategy will allow you to approach Millennials effectively and catch their attention in the right way.
