Generation Y, now the largest generation on Earth, is unlike any other in human history.  The introduction of the internet and social media platforms has made this tech-savvy group more connected, informed, and skeptical than ever before, meaning that companies need to develop smart business practices and build the trust of their audience in order to be successful in marketing to millennials. 

Who Are Millennials?

No one can seem to agree on the exact age group that this generation falls into, but the United States Census Bureau has set the range as anyone born between 1982 and 2000 (currently in their twenties or thirties).  Some believe that this is the most difficult generation to market to, when, in reality, successfully marketing to millennials involves a new approach of understanding their values, keeping them engaged, and staying relevant in an ever-changing world.

Understanding Millennial Values

First, it’s important to recognize that each individual is completely unique and overgeneralizing can be dangerous; millennials are very segmented and can differ significantly. The Internet has allowed for a global awareness like never before, so many millennials are passionate about having a positive impact on the world through social responsibility, environmental stewardship, and ethical consumption.  This is why millennials value experiences over material possessions; they’d rather spend money connecting with friends, family, and their community than buying items they don’t need.  Protecting the future health of our planet is in the forefront of many millennials’ minds as social media has made environmental and social injustice more visible now than ever.  Many feel a responsibility to help through the companies they choose to support.

Cultivate Relationships Through Honesty

Since people are so open in expressing their opinions online, any dishonesty that can be found when marketing to millennials will be noticed, written about, and shared.  This is why it’s essential to be authentic in aligning your company’s values with those of millennials in order to build trusting relationships and respect.  Millennials may be skeptical, but if you can prove that you’re genuinely trying to help rather than just selling them on a product or service, you’ll gain their support.

Consistently Release Engaging Content

Marketing to millennials is usually ineffective through traditional one-way outbound marketing; inbound marketing involves creating valuable and engaging content that’s relevant to your target market.  Rather than interrupting people with advertisements, you’re connecting with your audience by answering their questions, providing them with information they’re interested in, and solving problems they’re actively looking to resolve.  More relevant content means more engaged and loyal customers, so try to release as much content that’s useful to your client base as possible. 

My Content Co Creates Engaging Content

My Content Co knows how to create relevant, engaging and timely digital content, just like you know how to grow your small business. We specialize in creating websites, blogs, social media posts and newsletters that are consistent with your brand. Visit us online or contact us today at 410-324-3934 to get started.