According to the Pew Research Center, there are over 75 million millennials running around in the United States. These 18-34-year-olds drive the market to the point where they become a primary marketing focus, just as previous generations in that age range have.
Of course, there tends to be a communication gap that envelopes this group; an aura that those outside the bubble may struggle with penetrating. Don’t fret – here’s how to talk to them.
The word “authentic” may have been somewhat co-opted by the millennials’ hipster faction, but it’s an accurate term to consider when the topic of communication is approached. The reason being is that authenticity is associated greatly with normalcy. That is, voices that aren’t dipped in marketing slang and “buzzword bingo” worthy jargon.
These are voices that are met on a genuine level through means that are considered genuine to millennials, such as bloggers, Instagrammers, or other similar influencers.
In the realm of digital or online marketing agencies, working through these types of influencers is a considerably more effective way to get your message across because it won’t look as if your endorsement isn’t coming from a talking head. It’s coming from a trusted voice that’s just like them.
Let’s be blunt: Millennials reputation for being a bit self-absorbed is one that’s been well-earned, if not finely curated. While this may look like a bug to us cantankerous folk outside of the demographic, we can still be savvy enough to turn this collective personality quirk into a feature.
Don’t be afraid to reach out to their level to communicate with them from a marketing level, as opposed to sitting back and expecting them to reach up to you. They won’t make that reach. The best way to achieve this is to take advantage of user-generated content so the voice can be heard.
Millennials have a fifth appendage – their phones. Since it’s important to meet these important consumers at their level, it’s rather logical to make a concerted effort to get your website and its content fitted for the smaller screen. Bottom line: if your website is easy to read on a desktop yet difficult to read on the phone, you’re doing it wrong. If they can’t make heads or tails of your site while mobile, they’ll simply move on. Make sure they can understand your site. If your brand has an engaging app, even better.
You must spend money to make money. As such, you should never underestimate the power of the freebie. If you dangle the carrot that is free swag in front of a millennial’s face in exchange for a sign-up or even some public endorsement love, they may bite.
If you do it right, you can make this type of campaign social if not somewhat viral, as millennials may end up dropping knowledge about the free stuff they got with their friends. In this sense, you’ll have a small army of millennials doing your marketing for you. All you have to do is sit back and be thankful you connected with them on their terms.