It’s no secret that the leaders of the internet and the key to viral success largely lies with the millennials of the world. But, what can you do to maximise your chances of connecting with them? Let’s explore.
There’s been a mass amount of research attempting to find out as much as possible about ‘millennials’ in an attempt to boost marketing effectiveness. From the big move away from organised religion, moving instead toward spirituality, we can make assumptions that having a focus on wellness will, on some level, be attractive to them.
54% of millennials have recently said that they’re looking to connect with brands that enhance their spirit and soul, whilst 77% are looking to buy from brands that align with their values. This is something we’re increasingly seeing happen with boycotts of brands that test on animals and most recently, for example, the increase in popularity for vegan brands.
What we’ve also learnt is that millennials are largely not loyal to brands; only 7% consider themselves to be brand loyalists. This, of course, is largely down to the internet and smartphones.
It’s easier than ever to compare and contrast prices of the same product from different brands in seconds, constantly searching for a bargain, 75% of millennials consider themselves as ‘bargain hunters’, the price being the most significant part of their purchase decision rather than the brand.
Personalise, personalise, personalise. Make them feel special, make them feel like you understand what they want and when they want it. Make everything as easy as possible for them. These millennials that prefer personalised messages are said to have a 28% stronger brand loyalty, but not only that, if millennials think that your brand communicates with them using relevant messages based on their interests, their loyalty can increase up to 7%!
To do this successfully, you have to study and analyse your customer’s behavioural data. From this, you can integrate features such as real-time triggered emails. 70% of millennials have actually stated that they’re comfortable with brands tracking their browsing and purchasing behaviours if it results in the communications they receive is more personalised.
Other ways you can utilise such personalisation is through notifying consumers on sales for previously viewed items, recommend the products that are right for them based on their own personal interests, all of these things show how much effort you’re willing to put in for your consumers and if you’re willing to do that, then they’re much more likely to be loyal to you.
Personalising your communication is all well and good, but don’t start bombarding your consumers with emails and alerts. To put it frankly, it’s annoying. 74% of millennials are frustrated by receiving too much in a short space of time. Quality over quantity – always!
Social media has the potential to reach millions, the only problem is, millennials want to feel like you’re talking directly to them. They care about people, not brands.
Therefore, humanising your brand should be right at the top of your list of priorities. Form a real, human connection with your consumers. You could do this through more behind-the-scenes content, using names during online interactions and having a quick response time to direct messages.
The quest to be authentic on social media is one that’s been heavily discussed for many years now. There’s so much being posted simultaneously across platforms – and a lot of these are sales-related – that you need to stand out from the crowd.
What a lot of people don’t realize is that the best way to prove your authenticity is to admit your faults, own up to any mistakes publically and say how you aim to move forward.
Other authentic, humanising methods could come through the use of humour; memes, memes, memes.
Piggyback off the trust that others have already formed with millennials. Let influencers tell them about your brand in their own way, with their own voice, the results can be phenomenal. 90% of marketers agree too, saying that they’re effective in driving both engagement and awareness.
A lot of millennials are on their phones quite a lot of the time, this means they’re seeing a whole lot of content throughout any given day. So, you can imagine how similar a lot of this content is, naturally after a while, they won’t even really take these kinds of content in, they’ll just glaze over it exactly the same way that you zone out on your drive home.
Time your content right too, keep quick bite-sized things for the day time, and things that require a little bit more time to the evening or at lunchtime.
Provide variations of the same content too, if you’ve created a video ‘how-to’ guide, give them the option of a written version too. Everyone is different in how they like to consume information and you don’t want to unnecessarily limit yourself.
Need some help or advice on how to up your branding game? We can help. Just get in touch and we’ll be happy to talk you through all things branding.