Marketing to Millennials
Let's just get this out in the open, even though I don't identify as one, I'm technically a millennial. That means I know a bit about how my generation thinks. Let's talk about how you can better connect with your most "connected" group of potential customers ever.
Even though millennials are well-known for wanting to take life at their own pace (aka the "Peter Pan" generation putting off adult decisions as long as possible), that doesn't mean they move like a 3-toed sloth.
Millennials, in a very general way of speaking, want things fast. Like, lightning fast. They grew up in a world of credit cards, drive-thru windows, pop-tarts, and instant gratification. They HATE waiting with a fiery passion. They have the shortest attention spans of any generation (thank you twinkies), and "know everything" - or, at least, they know someone who does (Google). They're all "busy", whether with jobs, friends, or keeping up on "OITNB."
If you're going to land one of these customers, and it's worthwhile to do so (I'll explain later), you're going to have to be ready to respond at their pace. That means:
- A quick, mobile-responsive website
- Text messaging (for those that don't like actually *talking* on their phones)
- Prompt e-mail responses
- Being at the TOP of the list on Google searches so they don't have to look very far
Sound like a lot? It's not, really. Finding the right digital marketing vendor can help immensely.
Millennials and their devices are virtually inseparable. 94% of college students in 2007 (I know, 10 years ago) owned a personal computer and 94% of them owned a mobile phone. They're so well-connected, it's ridiculous. But all that connectivity means good things for your business - if you play your cards right.
With the overwhelming presence of opinions online, it's important for you to leverage the opinions that paint you in a good light. With social media giving everyone a voice, A shockingly high percentage of them have a Facebook account and at least one Google account (I actually have FOUR).
Here's what you should do with your millennial customers to make sure you get more than just your money's worth:
- REVIEWS, REVIEWS, REVIEWS - If you satisfy your customer, you won't get a review without solicitation. Blow them away, and you might get one. Let them down, and you will certainly get one.
- Connect with them to find more like them. "Lookalike" audiences are a new trend allowing platforms like Facebook to find more potential customers for you based on the characteristics they know about your current customers.
- Give them a coupon code to TEXT to their friends. Reward their referrals.
Make Them Feel Special
They'll never admit it, but millennials are narcissists. They're very egocentric, which means everything comes down to how it affects them. Even when it comes to their "causes", they care about those things because it makes them look or feel better.
Take a little extra effort to pander their ego and make them feel special. They're accustomed to it - they've been told they're special since kindergarten. While you can market en masse, find ways to make your marketing personalized - as if you took the time to reach out only to them and their needs.
- Custom e-mail/mailing campaigns that dynamically inject their name.
- Throw in a "bonus" just for them on that job. Even if it's just standard procedure.
- Get a text-enabled tracking number and hand it out as a personal contact number you only give to "your favorite customers".
Millennials aren't as complicated as they sound. Frustrating? Sure. Quirky? Absolutely. But they're going to be your best customers if you treat them right. Remember these things:
- They move quickly. You'll have to keep up.
- They're well connected. Use their connections to grow your business.
- Make them feel special because, in their minds, they're the only customers that matter to you.