According to a Pew Research Center analysis of U.S. Census Bureau data, more than one in three American labor force participants (35%) are millennials, making them the largest generation in the U.S. labor force. They passed the Gen-Xers in 2017 and continue to make strides. Their enormous buying power cannot be ignored.
Your marketing messages must speak to Millennials, no questions asked. So what’s the best way to reach the largest living generation? Here are five tips:
- Appeal to their values. Millennials’ purchasing habits tend to prioritize memorable experiences and social identity. Brands that tap into this will rise to the top. More likely to embrace brands making a difference, Millennials want to align themselves with organizations doing good in the world and use their purchasing power to support companies that have similar values.
- Let your customers be your star. It’s no secret this group of consumers likes to see themselves in the media they consume. Embrace that desire by focusing on user-generated content to help tell your brand story. Invite them to post selfies on their social platforms when in your place of business using a brand hashtag and ask for testimonials to feature in all your marketing channels.
- Connect organically. Create content with millennials’ interests (not their wallets) in mind. When you do, these customers are more organically introduced to purchasing your products or services. Without being pushy, your educational content should help build strong brand-consumer relationships. People of every generation appreciate honesty, and brands with transparent campaigns win.
- Optimize content for social. Social can be considered the new SEO, especially when it comes to Millennials. Focus your marketing spend on reaching them via social platforms, as these drive the most significant traffic back to brands. Optimizing the content is also key.
- Establish sincere relationships with influencers. Millennials are quick to discern a brand story that doesn’t feel genuine. They want good value and appreciate the convenience of online shopping and discovery. They don’t get their current events from a newspaper–they’re reading their Instagram feed. Many Millennials place a large degree of trust in the recommendations of influencers, so establish sincere relationships with the personas behind these trending lifestyle accounts, who will become advocates for your brand.
Marketing to millennials doesn’t have to be hard. Remember the basics you learned about in this series: the importance of identifying and appealing to the values of this group, making them part of your marketing story, connecting organically through social media, optimizing your content for social, and the importance of developing authentic relationships with influencers.
If you are interested in creative, intelligent marketing designed to increase your Millennial population, we would be delighted to consult with you, design for you, create a campaign for you…however we can help!
At Miller Public Relations, we do a lot of things. From full-service marketing and advertising campaign creation and management to culture training and consulting, our well is deep with talent and passion. We’d love to connect with you about helping your team develop a winning strategy to reach Millennials that can take your business to the next level. Let’s talk.