A quick search for Marketing to Millennials yields more than 38 million results on Google, so it’s safe to say that the topic is something a lot of businesses are paying attention to (when they’re not trying to market to Baby Boomers, that is). Millennials represent $2.45 trillion in spending power, so businesses want their attention, which makes complete sense.
The trick is reaching them and providing the information that they need and want. And, what they most want is authenticity.
Older generations continually find fault with millennials. But, millennials embody many positive characteristics that marketers should embrace. Millennials have a strong sense of social justice. They approach information with some skepticism and embrace facts. And, millennials are the most tech-savvy generation.
Here are five ways that you can embrace millennials’ best qualities and reach them with content marketing:
No one likes a sales pitch, but millennials especially hate it. In fact, 84% of millennials say they distrust traditional advertising: if you’re planning on marketing to millennials, you should keep this in mind.
Be Present on Social Media
Millennials are probably the most engaged age group on social media, and they make up the largest audience segment on Instagram and Snapchat. So, the best way to reach millennials with content is via social media channels. The priority for every campaign should be production and distribution using social media (and a hipster-friendly Instagram feed wouldn’t hurt)
Make Sure Messaging is Mobile Friendly
Most people are glued to their smartphones these days, but millennials are the most mobile-obsessed. Reaching millennials depends on having a mobile-friendly website with fast-loading content that is easy to read on mobile devices.
To engage millennials through content marketing, the content must have a clear, but non-sales-pitch, motive. It should inform, entertain, or offer some other value. Gaining a new customer or selling a product or service should not be the primary concern.
Offer Instant Gratification
Millennials often prefer mobile devices because they are usually on the go and need quick access to information. Marketing to Millennials (like marketing to any age group) should keep content concise that provides useful information that can immediately meet their needs.
Show Off Your Values
Social consciousness is a huge part of millennials’ value systems. Surveys show that 70% of millennials are more likely to spend more on products and services when the brand supports causes that they care about.
Brands and businesses that give back to the community or are involved with specific causes can make an impression on millennials. Incorporate themes of volunteerism, donating, or raising awareness into the content in an organic way. Just be sure to practice what you preach and be as authentic as possible.
At The Found Gen, we “get” millennials. We can create content and develop content marketing strategies that will reach this social-conscious, technology-focused generation.