Millennials are the next big demographic that brands, companies, and marketers want to target. And it makes perfect sense why. Millennials are more tech savvy and digitally connected than any generation before them. They also have a spending power that is estimated to surpass $1 trillion by 2020.They are becoming the driving force behind our economy. Millennials are currently in exciting life milestones such as graduating college, entering the workforce, and buying cars, paying rent, or in other words #adulting. But in order to win over this demographic brands must change their typical marketing strategies.
Millennials have their own set of values and what they look for in a brand, but once they find something they like they will be lifelong loyal customers and serve your practice becoming advocates. Here are some tips and things to consider when trying to target millennials.
Before I go any further, I do want to disclose that I myself am a part of the millennial generation. Being a part of this generation has fueled my interest with this demographic.
Understand the "Millennial Mindset."
Millennials have received a bad rep over the years as being lazy and entitled, but studies have shown that they are a generation that does care. There has been a debate between if they are self-entitled or open-minded, and I think there is a balance between.
- Millennials are fluent in all things technology. It has become a way of life, they are constantly on mobile devices and they are constantly looking for innovative ways to help them streamline their goals. They are always online, craving content from sites such as BuzzFeed, youtube, and music streaming sites.
- Millennials care about their values and most likely are looking for products and services that align with their own values.
- Millennials are content creators. They post images on social platforms, blog about topics that are important to them, make music, or record videos.
- Millennials want to be connected, and they care about building and fostering relationships. These relationships must be real and not come off as fake.
- They are skeptical when it comes to purchasing. Millennials do their research and they care about reviews and what others are saying about your practice.
Improve your Millennial Marketing Strategy
Now that you have a better understanding on what fuels millennials to buy into your practice, brand, and ultimately services.
- Promote brand and practice awareness instead of “selling” services. Millennials want to be entertained and engaged by a business. They do not want to feel like they are being talked at, rather they would like engaging content that is personable and share worthy. It is important to note here that means responding to comments, calls, questions, concerns, reviews, etc online.
- Authenticity and Ownership. Be authentic with your brand, if something that is trending doesn’t make sense, don’t try to make it a part of your marketing plan. Be real with your consumers, take ownership of your flaws as well as successes.
- Mobile first. People have been saying it for quite some time now but millennials are on mobile so use mobile in your marketing strategies. Make sure your website in mobile responsive and easy to navigate.
- Content is important. The content you are sharing should be educational, personal, and show an inside look at who you are and what your practice does. Stay relevant and engaging, videos are wildly popular as well as pictures. Do a video series based on questions or testimonials. User Generated content allows and encourages your clients to create content for you. Learn more about user-generated content here. Include visuals in all of your content, it makes it more shareable on social sites.
- Tap into social. This one is important, millennials are on social platforms. They share, comment, retweet, subtweet, hashtag, and post pictures. They are sharing their everyday life moments online. Be willing to try out some platforms if it makes sense. For example, plastic surgeons may want to give Snapchat a try. Show behind the scenes content on Snapchat, tips for preparing for your surgery, and tours of the office.Host a Reddit Ask me Anything to help educate any new potential clients.
- Attach your practice to a cause. Get out of the office and volunteer in your community, sponsor a scholarship, run a special where a percent of what they pay will be donated to a cause your practice cares about. Whatever it may become a business that cares about the community and wants to do good in their community.
It is important when trying to market to millennials that your practice tries to make an authentic real connection. Be personable and show them who your practice is, not just what you do. Go where they are (mobile and social). Create an experience in which millennials feel like they can engage and participate in. Millennial marketing is a great opportunity for your practices, it is the up and coming generation that will be looking for the services that ophthalmologists, lawyers, plastic surgeons and dentists provide.
Written by Jessie Simms. Jessie is a Junior Social Media Specialist at Page 1 Solutions.