Marketing to Millennials: selling to the generation that doesn’t speak.

Millennials are becoming increasingly tech-savvy, and increasingly important. Those now entering and leaving university need to communicate verbally far less frequently than older generations. The use of social media has taken the world by storm, with Millennials at the forefront of the whirlwind, and businesses have been left with no choice but to keep up with their demands. So, how can we master marketing through digital means? These simple but effective tips will bring you up to speed.

  1. Understand your audience.

How can you effectively market to a generation that you don’t understand? Millennials are often misconstrued as being unsociable, unambitious, and unreliable. However, 67% of Millennials said they felt “extreme” pressure to succeed. Whilst shocking, this is unsurprising. They are faced with a culture that expects ‘perfection’, whether it be in career goals, appearance or grades. In addition, Millennials are faced with inspirations such as the likes of Mark Zuckerberg – they aren’t stupid, but ambitious. Therefore, it seems logical that marketing should directly appeal to their ambitions. If a business can use social media to show how Millennials can progress towards their goals, they stand a much higher chance of successful communication.

  1. Be distinguishable – stop the scroll!

Millennials touch their smartphones an average of 45 times per day, and scroll through several platforms of social media very quickly. Capturing their attention mid-scroll is essential if you stand a chance marketing to Millennials. You are probably already aware of the power of visual content, but are perhaps less aware why it is so effective. Simply, images reach the brain much faster and in an easier format than verbal information. This makes platforms such as Instagram an effective marketing tool because it is all about the image and video. Millennials are far more likely to pay attention to your content if it is an engaging, authentic image as opposed to a block of text.

  1. The power of the share

Millennials are interactive. They have grown up surrounded by the digital world, and they are generally much more naturally inclined to speak their minds than older generations. They will share and talk about things that they feel strongly about, so if you create content which they can be passionate about, it could spread like wildfire. You need to design your marketing campaigns to be something Millennials want to share with their peers. Millennials will be more likely to listen if your content could have come from the mouths of their peers, so learn how to speak their language!

  1. The importance of inbound marketing

To draw Millennials in, and keep them hooked, it is key to begin using more inbound marketing as opposed to outbound. Podcasts, blogs and videos are far more appealing than email campaigns and flyers to the new generation. They value and support businesses who are dedicated to providing relevant content which is presented in an attractive format.

A prime example of effective inbound marketing is the makeup brand Urban Decay’s YouTube channel. The main thing they offer is tutorials from experts, which results in respect and loyalty from Millennials with an interest in makeup due to the dedication and effort of the brand to give their audience what they want. The success of Urban Decay’s marketing strategy speaks for itself, with an impressive 112k subscribers.

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  1. Make your content fun!

Millennials enjoy the experience of engaging with social media, so a large part of marketing to them successfully lies in the understanding that they crave an enjoyable browsing experience. If your content is entertaining, they will be much more likely to engage with it. 83% of Millennials will connect with companies on social media. If your content stands out, you stand a higher chance of succeeding at selling to them.

Whilst Millennials may be less likely to interact in traditional ways, they are far from silent. Their use of social media indicates the need for businesses to start creating authentic content to cater to who Millennials are, and what they want to be. Marketing to this demographic isn’t a phase, it is a fundamental progression for businesses who don’t want to be drowned out as the voice- or more likely text, of the Millennials inevitably rises.

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