Everyone, it seems, is talking about millennials. What they think, what they do, what they buy, and how they are either saving the world or destroying it. The truth is that every generation changes the world in its own way, and if businesses and brands want to survive, they need to stop lamenting millennials and start embracing them instead.
The term “millennial” can include anyone born after 1980 and up to 2004—definitions vary, and will depend on the individual’s experiences. This block of time, however, is a safe bet. Most millennials are tech-savvy, constantly connected, and great at multitasking. They’re passionate individuals who value transparency, collaboration, and their personal time.
So what does this mean if you’re a business or brand? Simply put: you need to adapt your message and marketing for this increasingly powerful demographic. Below we’re rounded up three ways to market to millennials effectively. Start incorporating them now and get ready to reap the rewards.
- Establish meaningful connections on social media.
Millennials live at least half their lives online, which means you need to be there too. The tricky part is blending in. You don’t want to sound like a robot that’s just trying to convince people to buy your products. Instead, you need to develop a voice that is consistent with your brand, fits the platform, and engages with the community in a natural and fun way. It may be helpful to look at social media as a way to get to know your customers better, rather than as a place to sell them more stuff. This will gain their trust and encourage them to see you as an expert in your field. After a while, the sales will follow.
- Go mobile.
Check the analytics of anything—emails, Facebook posts, tweets—and you’ll see a very obvious trend. Many people and most millennials are engaging with these communities—and thus your content—via their smartphones. In fact, a recent study found that 50% of millennials even do their holiday shopping on their phones. What does this mean for you? That your website and ecommerce options must be up-to-date, responsive, and accessible from all devices. Make sure your website design is simple and translates seamlessly on all devices, your landing pages are optimized for mobile, and take advantage of advertising that targets users based on their location.
- Forget life stages and focus on social groups.
Millennials aren’t following what you probably think of as the traditional milestones, such as getting married, buying a house, and starting a family by the age of 30. Thanks to many factors, including the recent recession and unprecedented student loan debt, they’re putting off many of the markers of adulthood. Instead, think about millennials as part of social groups, such as their politics or their hobbies. This strategy has the added bonus of feeling more personalized, which millennials of any social group will appreciate.
We hope these tips help you connect with millennials and improve your marketing strategies! For more tips on building a better board sports business, be sure to like BRA on Facebook and follow us on Twitter.