Best Practices in Marketing to Millennials In 2020
If you’ve got a product or service and your target audience was born between 1980-2000, then you’ve got some millennials you’ll need to market to. Effectively marketing to this generation can be tricky, as millennials represent a diverse age group. They have often grown up adopting new technology and rejecting traditional advertising and print. But don’t worry, developing a marketing plan for millennials doesn’t have to be difficult. Understanding how millennials are, as a new generation of consumers, is the first step.
Who Exactly are Millennials?
The exact years, according to Pew Research, is anyone that was born between 1981 and 1996 (ages 23 to 38 in 2019). They have also reported that millennials make up one-quarter of the US nation’s population. They are about to overtake the Baby Boomers and become America’s largest generation. Millennials may seem too diverse to target, but there are a number of attributes that are often associated with this group. One of their biggest attributes is that they’re extremely tech-savvy and always like to stay connected.
The internet has been relevant for most, if not all of their lives. Even as children, search engines could be right under your fingertips with endless research available to browse. This generation watched new social media channels emerge and put their trust in the growth of something completely new. They tend to value research, respond to inspiring content, and purchase many of their products online. Almost all millennials in the U.S, (nearly 100%) say they use the internet, and, 78% of millennials in the US also subscribe to home broadband. So with a generation that’s so accustomed to the web, which are the best practices in marketing to millennials in 2020.
Mobile-Friendly is No Longer Optional
Having a strong brand design and a snazzy website wasn’t enough to keep millennials happy in 2019. It’s important to capture their attention by creating a mobile app for your business, or, at the very least, a website that is mobile-friendly. Pew Research found that more than nine-in-ten (93% between the ages of 23 to 38) millennials own a smartphone. Millennials shop on their phones and also use their phones while they’re shopping in brick and mortar stores, too. With 84% of millennials using their phones for shopping assistance, it’s important to devise ways to enhance the millennial shopping experience. Especially if you have your brand in-store and on all interfaces.
Social Media Marketing to Millennials in 2020
The benefits of social media marketing to millennials are endless. Giving your business a social platform, will generate more business and also connects you with your customers. The vast majority of millennials enjoy spending their time on social platforms with 86% saying they use social media. Facebook is the most used social network among millennials in the US with 58.5 million users expected to use the platform this year. Instagram ranks in second place with 43.3 million. Yet, don’t be fooled into thinking that marketing on one platform is enough. Millennials engage in different ways from one to the next. The way a user engages with Instagram content on a smartphone will differ from a user on facebook using a desktop. So marketing on these platforms also must differ in ways.
User-Generated Content on Social Media
Your website and social platforms should feature plenty of user-generated content (UGC) to help millennials with their purchasing decisions. Consumers in general, trust content from other consumers and rely more on customer reviews. Bazaarvoice conducted a study and found that 84% of millennials said that user-generated content plays a role in their purchasing decision. Another benefit of UGC marketing is engaging and sharing your customer feedback and images to attract more millennials to your service or business. This trumps traditional advertising and should be considered a crucial strategy when trying to reach millennials online. There are many eCommerce sites that kill it on Instagram with help from content generated from their users.
Collaborations and Influencers
A successful influencer or collaboration can really set a brand or business apart for millennials. Yet don’t be fooled, an influencer isn’t always an individual. An influencer can be as large as publications or as small as an Instagram account within a niche.
Nielsen reports more than 40 percent of millennials use ad blockers. Yet, a business can gain an organic reach by putting its products or services in the hands of those millennials through influencer marketing. This is not a standalone marketing technique and should be coincided with social media marketing, and a digital marketing strategy. Collaborations are, on the other hand, on a larger scale. A company may acquire an authoritative voice, an entertainer, or an activist if they strongly align with its business image and morales. In a retail context, an athlete may become the face of a new Summer campaign for a sportswear shop. They’ll use their social media networks to announce the collaboration. This marketing approach helps a business reach an audience of a specific collaborator. If done successfully, a collaboration will help with building brand authority in the minds of your new consumers. It has already proven to be a better practice than traditional advertising for millennials in the US.
Invest in Facebook Initiatives
With the social platforms ever-expanding, Facebook still remains a strong leader in the competition for attention. When looking at the total amount of time spent on social media sites, millennials tend to spend 75% of their time on Facebook. The platform offers a range of initiatives that can help your business grow. Some initiatives to consider are Facebook ads, sponsored posts, and advertisements that are directly targeting millennials.
Be a Good Corporate Citizen
In the new age of consumerism within the millennial era, businesses need to focus on competing for more than good quality items at lower prices. Supporting a good cause or being environmentally friendly can serve as a business goal and it will have positive impacts on the environment, too; marketing can help form a strong connection with millennials as they are more likely to spend more on goods and services from companies who give back. Forbes reported that 75% of millennials said that it's either fairly or very important that a company gives back to society instead of just making a profit. Conveying a positive footprint to millennials can be done in a number of ways by:
- Finding a cause that’s relatable to your business: There are numerous nonprofits that could be very successful when “cause marketing.” But in general, cause marketing will come across as more genuine if it’s relatable to your business.
- Contributing money may not be enough to win millennials: 64% of millennials surveyed say that contributing money alone isn’t enough and businesses should raise awareness about these issues, too.
- Implement a give-back campaign: Campaigns of this nature typically brings businesses and causes together by giving the same good a consumer may buy to those in need within their cause. Toms Shoes released a campaign similar to this and the business found it extremely successful.
Millennials seem to be sick and tired of corporate greed and will support brands that have similar beliefs to their own, even if it means paying more for the product. Many businesses have adopted this practice and have seen higher consumers’ satisfaction rates of returning customers.
Engage Millennials in your Digital Marketing Strategy
Whether it’s products you wish to sell on Amazon or you’re running a 6 figure business through our own site, a structured and detailed digital marketing plan needs to be put in place to effectively market to millennials in 2020. This generation enters their peak earning and spending years so understanding how to digitally market to this unique demographic is vital to brands looking to the future. Some of the key steps you should consider when creating your digital marketing plan are:
Define Your Brand
Millennials often define a business on their values and missions. A successful digital marketing business plan should be clear on their business’s brand and figuring out what makes the company unique. A company’s brand design can determine how the brand appears to its customers, potential investors, and the world at large.
Create Your Buyer Personas
Even if a business knows they need to market to millennials, it’s recommended to narrow your audience within this generation as much as possible. By doing this, it will benefit your brands’ image and will help with collaborations or on finding the perfect influencers.
Businesses that create a different buyer’s personas will generally help you market to different types of buyers based on their interests and needs within the millennial generation. This can improve all areas in your marketing plan from effective email marketing to new campaigns with influencers.
Set Goals and Budgets
It’s important to set goals and objectives so a business can determine whether their marketing campaign is working effectively. When setting goals always be specific with each one, no matter how big or small. Your history will help you set goals that are more challenging but still achievable. Also, having a set marketing budget allows can better distribute the business’s money to the services the consumers need. You must find a balance between how much you’re willing to spend on each channel and how much you need to invest to drive valuable results.
If Millennials are your core target market and you want to connect with them. Then, use these strategies to elevate your digital marketing campaigns in a positive way. Put each practice into play for your next campaign in 2020.
As you continue through your e-commerce journey and adapt your models and strategies into the year 2020, we recommend that you keep this in mind: stay true to your concepts. Trends may change, and you should always be optimizing your approaches, but always be aiming to be the best at your particular company goal. Don’t compromise on your fundamentals to meet the whims of trend.