The better way to sell online

Four ways to market to millennials

There are a lot of damaging stereotypes surrounding millennials. They’re called lazy, entitled and the killers of industry. But studies have shown that millennials (the generation born between 1981-1996) are highly motivated and educated. Almost 50% have attended higher-education institutions. They’re tech savvy, they’re sceptical, and they’re looking to change the world.

If you want your products to stand out to millennials; 57% of whom will price check and compare your products to competitors at every turn, you need to think smart and connect.

Out with the old, in with the new

Millennials have grown up in a digital world and they’re already sick of advertising.

If you want to promote your products you can’t simply place them in front of millennial customers. Studies have shown that they’ve learnt to filter out advertising and they’ll only take note of what you’re selling if they’re searching for it. Pressuring millennials to buy simply doesn’t work: if you annoy them, they’ll switch off and walk away.

With the huge range of products available they’re sceptical of false promises, low quality and being misled. So if you want to market to them, you need to reach them through people they trust.

Research has shown that word of mouth is the single most effective method of millennial marketing. So if you want them to notice your products, make them worth talking about and motivate customers to share posts about them online.

Be charitable

Millennials grew up with the promise of a big house and a picket fence and then -largely- watched that dream crumble as the cost of living rose exponentially. They’re careful with how they spend their money, and they’re socially aware. Sceptical of large organizations, they want to support people they feel are making a difference in the world.

If you want to give them a reason to purchase from you consider supporting a good cause. Being charitable will give your employees motivation to stay loyal and your customers motivation to buy. It’ll also help make the world a better place.

Show your face

80% of millennials use videos to research a product before they buy it. So good quality video isn’t just a tactic anymore, it’s essential. You don’t need to create endless videos, but you do need to take the steps to create a few high-quality videos showcasing the personality of your business, your products, and you.

Millennials like to know who they’re buying from, and they often seek emotional attachments to businesses. Video can help build trust, a feeling of familiarity and instant recognition. If you utilize video correctly it can help you grow a base of loyal fans.

Research has shown that word of mouth is the single most effective method of millennial marketing. If you want them to notice your products, make them worth talking about and motivate customers to share posts about them online.

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Respect the person

It’s important to remember that not all millennials are the same. While there are common trends that connect them, every person will be responsive to different tactics and have different interests.

Marketing to people based on the year they were born in is much too broad a bracket; it’s important to segment your marketing campaigns based on customer attributes.

Learning about your customers interests will prove far more successful than simply targeting them based on birthdates.

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In the coming years millennials are set to become the largest living generation; now is the time to think about how you’ll get their attention.

- Lena Klein

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