When it comes to spending, millennials are a force to reckon with. They will soon outsize the baby boomer generation to become the largest living one. They spend up to 8 hours online daily and 91% have reported shopping via their mobile monthly. With such statistics, it is no surprise why brands spend so much to engage with the millennial demographic.
Enter content marketing, and marketers continue to push this strategy as the panacea for effective communications with a millennial target audience. While it may appear to be a bold claim, some brands have recorded tremendous success using it for their marketing campaigns.
Here are 5 techniques for successful engagement as listed by Daily Posts:
- Listen to Them
This may not seem like much of a technique, but listening does go a long way in bridging that complex divide that characterises most millennial audiences and the typical brand. Listening differentiates your brand from other noisy ones clamouring for attention in an already crowded space. By doing so, you will avoid making the mistake of forming stereotypes—not all millennials are the same.
The solution to this is social listening; it allows you to understand the distinctive needs of your specific millennial audience. Invest in networking tools that enable you to “hear” what they are saying and act accordingly.
- Personalise your Content
For content to be effective with millennials, it must have a personal vibe to it. Only few people will engage with immaterial business jargon. Instead, structure your content in such a way that it speaks clearly to two sets of people; your brand and your audience.
The best way to create personalised content is via the use of personal pronouns “you”, “I”, and “me”. When you create content, put yourself (your brand) as the narrator/writer. Tell personal stories; adopt brand storytelling practices using “me”, “I” or “my” for your brand and words like “you” and “your” for the audience.
- Grow your Personal Brand
Millennials have shown a tendency towards the personal brand. Personal branding is the practice of developing a public identity that accomplishes an intended marketing objective. Simply put, it means selling yourself.
A good example is the common trend of lifestyle marketing. Incorporating it into content marketing means communicating through a mix of personal branding centred on one’s own identity, achievements, belongings etc. with the objective of selling something.
- Keep an Excellent Visual Quality
Millennials, as digital natives, are quick to judge websites that lack visual flair. A poorly-done design job is an immediate turnoff. Using only content is not a strategy; your content must be backed and augmented by a full-orbed design, user experience and information structure. Ensure an efficient process ofdesign, wire-framing and iterating each phase of your web design development.
- Adopt a Multi-device, Multi-channel Presence
Many marketers love to use marketing lingos like “multi-device” and “multi-channel”. Unfortunately, to somemillennials, these are not compelling terms.
Marketing has grown to the level where it is not just enough to have a design that is responsive, or a mobile-friendly website. Your need an effective strategy that drives user engagement wherever they are. Engage them via there popular social media networks such as Twitter, Instagram or Snapchat. Listen for trends that you can seamlessly jack into your content marketing strategy.
Remember, not all millennials are the same, so developing a particular strategy for each target group is key.