Millennials. We’re obsessed with them. A blanket term used to describe all individuals of a certain age, and often used in a derogatory way, brandishing all young adults as self-absorbed, “tech-savvy” and ignorant.
But there’s another side to this coin, and it’s one that marketers are incredibly familiar with.
Ask any marketing professional about who businesses should be targeting for real, tangible growth, and they’ll be the first to tell you that millennials are the group to impress. Covering anyone born between 1981 and 1996 – millennials are out there in their millions, making them the most prominent demographic to target. They also happen to be the people who have the loudest voice, the most significant influence, and, in many cases, the power to make or break your business.
But how do you impress this group of strangers, and why would you want to?
We don’t suggest you disregard other consumers, alienating huge groups just to appease the younger crowd. This will lose you respect and will be unlikely to impress anyone – let’s face it, the younger generation can smell desperation a mile off. However, it is essential to expand your content to include millennials, inviting them to get involved and encouraging them to see your worth.
But why? Well:
- Diversifying your audience means more business for you.
- Younger consumers are more likely to share their experience with friends (great if it’s a positive one!)
- You are more likely to grow your social media following by targeting a younger audience.
- Millennials can set trends, which can be great for your business if you’re part of it.
- Adds long-term value to your brand
Are any of those enough of a reason to consider upping your marketing game? If so, heed these three simple ways to create content that your existing audience will appreciate, and a millennial audience will love.
Make it Personal
We’re not just talking about popping onto your Instagram account once a week to push your newest product line. This over-done method of marketing is an instant turn-off for millennials. No, in fact, it’s proven that younger audiences seek personalised experiences from their chosen brands, looking for something that speaks to them from start to finish, without the hard sell.
But what does this mean for you?
Well, it means you want your content to be geared towards the stage your audience is at. Your main goal shouldn’t be to sell a product but to engage your audience in discussion. It’s all well and good reeling someone in with a shiny ad that promises to solve a problem. Still, suppose that same helpful, problem-solving personal approach isn’t there when making the purchase. In that case, you may find yourself missing out, not only on a sale but on a returning customer too.
The trick is striking the balance between sales and discussion. Let your customers get to know you, not just what you sell, but the brand behind the product.
Be Socially Responsible
More than ever, people are seeking out socially responsible brands, and highlighting how you do your bit within your content can go far with a millennial audience. A few ways you can be more socially responsible as a business include:
- Improving labour policies
- Giving a percentage of profits to charity
- Giving back to the community through volunteering
- Reducing carbon footprint
- Using recyclable materials and packaging
Like we said earlier, your audience wants to see that you’re not all about the hard sell, but actually take active steps to do something good, and give something back.
Move Away From ‘Traditional’ Content
What do you think of when you hear the words ‘marketing content’? A bunch of tightly edited emails? A weekly Facebook post? Or even worse – a monthly newsletter!
Of course, all of the above do work as marketing methods, but content today is so much more than endless scrawl on a page. It’s images, podcasts, e-books, infographics, and – videos. Suppose you’re looking to surprise and capture the attention of a millennial audience. In that case, there is no faster way of doing just that than with a well-edited video. Whether it’s to sell a product or a short, snappy ad for your brand, video content is incredibly effective, and it’s different, helping you to stand out against the competition.
We get it though. Video creation isn’t in everyone’s skill set, but hiring a video production company either as a one-off or repeatedly can really help you grab a millennial audience’s attention. It will guarantee to keep it there for the long-term. We don’t know about you, but for us, that’s a good enough reason to seriously consider hiring one!
