How to Market to the Millennial Generation
Marketing to any generation is hard, but marketing to the millennial generation may be the most difficult generation to sell something to because, well, they’re picky and they think they know it all.
Millennials grew up with the internet and carry cell phones which became an extension of their hands. They communicate with everyone in their lives via social media or email, get their entertainment online from sites like Hulu and Netflix and read their news from automatic updates on their smartphones. They purchase nearly everything online; makeup, clothing, twitter shares, software, home décor, coffee and insurance. They even date and find their soul mates online. Millennials are constantly connected.
Here are a few things to keep in mind when you are selling products or services to this generation.
1. Their Lives Revolve Around Technology
The most important thing you can do is establish an online presence. Facebook, Twitter, Pinterest, e-newsletters, or an app, these are all wonderful resources to connect with this group. Forget handing out business cards. Your website is your business card to this group. Before they even think of doing business with someone or buying a product, they look you up online. Spiff up your website and your blog. If your site is not engaging they will overlook your wonderful service/product you are selling. Visual images and videos are a great way to grab their attention. Avoid too much text; these people are in a hurry to get to the next thing.
2. They’re Informed
You must engage them through technology. However, you may already have an online presence you don’t even know about in the form of reviews. Reviews are a huge factor to consider. Before they buy anything they have researched both you and the product you are selling, read tons of reviews on it and added and deleted it multiple times from their shopping cart. Looking up the experiences others have had with you is the best way they can judge whether they want what you are selling. Consider establishing a review/comment section on your website or with Yelp or Google+.
3. They Hate to be Sold To
By the time they decide to buy a product, the last thing they want is the salesperson’s advice. Millennials have already done their research long before they talk to you. They want you to tell them why your product or service is best for their particular needs and differentiate yourself from your competitors. They want you to get to know them individually. They are more likely to buy an inferior product if you took the time to get to know them and what products are right for their particular needs.
Bottom Line: If you want to be successful marketing to Generation Y, remember that – for the most part – they decide if they will do business with you based on what they see online; whether it’s on your website or what they have read in reviews. Engage them. Treat them as equals and don’t talk down to them. This group is loyal – they love their technology, but they adore the human connection. When Millennials are happy they tell all their friends and their parents, too.