If you’re like most small business owners, you’re looking for ways to attract that all-important Millennial generation, and for good reason. Gen Y, as it’s also called, is a large generation, and experts calculate that as a whole they spend $1.3 trillion annually, to make up 21% of total consumer spending. If your business fails to connect with this large generation, you’ll be looking at a shrinking pool of customers.
Because members of this generation have been exposed to screen-based advertising their entire lives, in the form and TV commercials, web ads, and a host of other media, they’ve become adept at tuning out what traditional marketers have to say. In order to engage them, you must think differently.
Meet Them Where They Are
Most Millennials hardly remember what life was like before the Internet, and that’s where they turn for almost everything. So it makes sense that most of your marketing resources be focused on local internet marketing. In other words, meet them where they already are.
However, for this age group which includes individuals ages 18-34, just being online, even if you have a flashy website, isn’t enough. Besides the products or services that your small business offers, Millennials are interested in the principles behind your company. Aim to be socially responsible both in your operations and messaging, and back it up with your actions by engaging in charitable activities. You can then show potential Millennial customers how your business works and how it improves the community through charts and infographics that you share both on your website and across social media.
Millennials have more money to spend than many businesses realize, but they are often careful with their money. Unless they find a company that they can trust and stand behind, they’ll hold on to it.
The Good News
The best benefit of marketing to Millennials is that your hard work will eventually pay off. Once they become loyal customers, they will use their social media networks to influence their peers to do the same.
For this reason, it’s important to keep up with your local social media marketing. Give them the opportunity to share interesting blog content, photos, or even infographics with their friends online.
Get Their Involvement
Millennials love to get involved in causes they believe in. Depending on the nature of your small business, you may be able to get your customers involved with charity events sponsored by your business, or you may even find ways to get them involved in some of your company’s decisions through surveys, feedback requests, and competitions. Although these tactics may not work well for every type of business, there’s a good chance you can brainstorm an approach in line with this strategy to rally Millennial support.