What Do Millennials Want from Brands
Marketing to millennials presents its own unique blend of both challenges and advantages explicitly. While millennials, on the whole, tend to be more fickle and less prone to make an effort to purchase the same brand repeatedly, they’re also more inclined to leave valuable feedback about brands and products via social media pages.
If your goal is to improve your marketing to this generation, you need to put some research into what the buying habits are of the typical millennial. The following are five common tendencies that can be seen when a millennial makes a purchase that helps indicate what buyers from this demographic want in a brand:
They are most insistent on a strong social media presence.
One of the first things you need to do to make your brand more attractive to millennial customers is to create and optimize numerous social media pages. A millennial customer is less likely to trust a brand that is not very active on social media. What’s more, a millennial might not even know that a brand exists if it is not present on social media.
Don’t just focus on the leading social media networks like Facebook and Twitter. Today’s millennial is just as likely to use Instagram or Pinterest, and a millennial might focus on using only one or a few of the major social media networks while staying away from others.
Not only do you need to have social media accounts, but you need to keep them regularly updated with all the latest news in your industry. Because they have grown up with the Internet, the millennial generation tends to be well informed and is going to notice right away if your social media pages don’t seem up-to-date.
They have shorter attention spans and like to receive instant responses.
Since the millennial generation is the first to grow up with the Internet, they are accustomed to getting fast responses and are using the Internet for communicating and making purchases.
If you’re working on improving millennial marketing, it’s a good idea to have instant responders working to reply to email and social media messages that you receive. Without an immediate response, a typical millennial might quickly forget about your brand or even assume that your company website or social media accounts are unattended or are not working correctly.
They like to share the spotlight and enjoy interactive marketing possibilities.
Good practice for millennial marketing is giving customers plenty of opportunities to interact, share their viewpoint, and send in their own news and photos.
It’s good to look at millennial marketing as creating a whole relationship with the customer. Posting customer contributions on your website and social media pages is an excellent way to give a millennial customer the opportunity to interact with your brand.
You can also create a forum on your website where millennial customers can interact with others who have similar interests and learn more about product and service developments in your industry.
Make sure that you don’t just give the millennial an opportunity to communicate with your company and brand, but that you also respond quickly to all interactions so that customers know that they’re being listened to by your company.
They like to go to events and meet you in-person.
Even though the millennial customer is accustomed to making purchases over the Internet through e-commerce sites, they’re also very likely to come to events like trade shows to meet you and experience your brand in-person.
This means that you need to attend trade shows and be present in your community in addition to being present in social media. Go to trade shows and community events and make sure you have outgoing and engaging staff members to represent your company.
A millennial customer is likely to have lots of questions, so have well-informed representatives at trade shows who can answer all these questions in detail. A millennial customer is good at detecting BS or a lack of valuable information. Therefore, make sure your brand comes across as remarkable for its expertise and willingness to share valuable information.
They like to enjoy a whole buying experience rather than just a quick purchase.
It is essential that a more hands-on approach is taken to selling when it comes to marketing to a millennial customer. A millennial customer is likely to want to try out the product in question and learn as much as possible about it before making a purchase.
If you’re selling online, you need to include detailed imagery of your product and add any interactive features that can get the customer as close to the experience of sampling the product as possible – despite the fact that they are experiencing it online. If you are interacting with the customer in-person, make sure that you offer the customer a chance to try out the product themselves if possible.
Make the experience as memorable as possible. Create a sales area that stands out and grabs the customer’s attention. Also, facilitate conversations between customers and staff as well as between the customers themselves to create a social and informative experience.