Have you started marketing your business to Millennials yet? If not, then you probably will in the near future. Millennials are people aged 18 to 37. In most countries, this group will soon be the majority of the workforce and the voting population. But, the challenge is that traditional marketing doesn’t work with Millennials. Instead, you need to do special branding to reach and acquire Millennials as customers.
The Role of Branding for Millennials
The term “Branding for Millennials” was created to label the existing generation of individuals who have grown up never knowing what life is like without the presence of Internet connections, gadgets and computers. As a result, most television commercials, billboards and online ads don’t work on them. Why? Millennials are highly skeptical of any company-generated branding. That’s why they simply don’t trust ads. In fact, only 1% of Millennials agree that they were attracted by a compelling ad. Branding for Millennials, therefore, requires a different approach.
Recommended Approach to Branding for Millennials
To successfully attract and acquire Millennials as clients, you need to build a brand that is engaging, authentic, and relevant.
Be Engaging On Social Media
The first thing to do in branding for Millennials is to engage them. To do that, you need to be on social media. As you would expect, Millennials are online. They have the highest percentage of Internet usage of any demographic. In fact, a whopping 93% of Millennials use social media to get information about a brand they are considering. As a result, Millennials are typically informed buyers. So, keep in mind that they are well aware of their options and alternatives for everything.
And Millennials don’t just rely on Facebook. They consult a wide variety of social media sites to compare and make decision. Therefore, the keys to success are to make sure your brand is on many social media platforms and that you are ACTIVELY engaging your followers on those platforms. As Millennials are the ones who prefer knowing your brand in detail, it is important to create a platform on which they can interact with you. Ideally, you can also engage them in shaping your marketing strategy; this will help you increase their satisfaction level.
Be Authentic and Transparent
As the roles of Millennials are increasing in the market, it is best to target them with authenticity. This is something that will capture their attention. Here are some ways in which you can make your brand authentic for Millennials.
Millennials are the ones who don’t trust easily. It is not enough to just explain the features and benefits of your product. Millennials do not trust company-generated product information. Instead, you need to promote customer testimonials and social proof. Also, you need to explain what is behind the scenes such as how you make your product so it is environmentally safe.
Be Relevant and Show You Care
If your company solves problems for customers of many age groups, that’s fine. You don’t need to exclusively focus on Millennials. But, you do need to make sure that your branding is relevant to the needs to Millennials. For example, you need to know that American Millennial college graduates typically have much larger debts from school loans than previous generations because the cost of education has gone up so much in the last decade. So, ensure your brand understands their needs and can provide a relevant solution.
Finally, the best way to increase the authenticity of your brand is to show that you care. You care about the betterment of your customer’s life. Your brand will make their life better.
Are You Currently Branding for Millennials?
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