Want to attract millennial customers to your business? Don’t even think about making these mistakes! Millennials are now basically any adults aged between 18 and early forties – so don’t underestimate their spending power, or worse, infantilize them by writing them off as kids.
Millennials are savvy, though, in ways that customers have never had the chance to be before. They can access information instantly, so it’s important not to cut corners. Here are four big issues to keep in mind:
1. Don’t Underestimate the Value of Social Media
Come on – it’s 2018 now. Social media is not just some “new thing.” It’s imperative, and if you haven’t already fully integrated it into your marketing strategy, where on earth have you been? It’s important to cover all bases, depending on your customer base.
Facebook, Instagram and Twitter are the basics, but would your business benefit from a SnapChat or YouTube channel, as well? With 92% of millennials watching online videos, in many cases – the answer is yes.
2. Don’t Neglect That All-Important App
According to Statista (see link above), millennials spend 57% of their online time using smartphone apps. That means it’s important that you have an app, with a good reason to for people to download it. Some companies offer incentives or rewards for switching to the app.
It’s also imperative to ensure that the app is fully mobile optimised, especially if you’re going to be doing things within that app that require full functionality.
Finally, it’s important to advertise the app on your website. For example, the Lottoland app has a dedicated page on their site.
3. Don’t Neglect Other Parts of the Business Either
How’s your customer service looking over there? Bad news – if it’s bad, people will talk. They’ll take to social media in droves, and in the worst cases, they may even start negative campaigns. Good customer service = good PR. Never forget that.
With so many options available to millennials these days, if they’re not happy, they’ll just go somewhere else. It’s your job to keep them happy. Take them seriously. Reward loyalty. Update the website with information they actually need. Don’t forget to think about them as individuals with offline lives, as well. Make your physical stores inviting and attractive, and always treat them fairly.
Millennials are actually the most brand-loyal generation ever, so it pays to get things right.
4. Ditch the Lazy, Inauthentic Marketing
Fake adverts, virtue signaling, and overuse of Photoshop – millennials are tired of these boring approaches, and they can tell when they’re being lied to in the name of profit, too.
Marketing these days needs to be inclusive – not just because you want brownie points, but because you want customers from a broad cross-section of society, as well.
Consider using influencers across the board. For example, popular Instagram stars or bloggers can really help spread your message far and wide. Be careful, though, and be sure to do your research. Many influencers will accept any opportunity for the right price, so be sure to select carefully. When millennials see that their peers truly believe in something, they’re more likely to get into it.
Above all? Treat your millennial customers like people. Adult people, with spending power that your business needs.