The millennial generation is something that we have all heard of – I, for one, am apart of this generation. It consists of those who were born between 1981 and 1997. While we are still people like the rest of the generations out there, we have some different characteristics than the others which may make it a bit of a challenge to successfully market to us. Don’t freak out though, there are still ways to do it. You just have to know how you can appeal to them, and using content writing services can help.
Many people along with various research studies target the millennial generation for a lot of different things. However, one of the biggest reasons why they are so interested in us is that we are taking over the workforce.
According to the Pew Research Center, the millennial generation makes up about 35% of the United States workforce, and it is estimated to reach more than 50% by the year 2020 – making us a huge target audience for businesses. So, now that you know more about your target audience – millennials – it’s time to segment it further.
#1. Segment Your Audience
In general, you don’t want to market the same way to your entire audience because they may vary in their interests – in most cases they do. When you segment your audience, you can better understand how you may appeal to specific types of people, thus making your strategy more effective.
When you understand the person you are trying to reach, you know what they watch as well as where they consume their information or media. After all, this generation is likely to have at least one of the following interests:
- Has children
- Active on social media
- Values education
- And more!
Not every millennial falls into these categories – some may have a combination of these plus more! Once you have properly segmented your millennial audience, you can leave the rest to the content writing services to develop your website or blog so that it can appeal to them.
#2. Use Data
Both in your content and as a reference to change your marketing techniques.
Yes, we millennials do have shorter attention spans than before. However, there are many ways to grasp our attention and keep us intrigued. Using data in your articles, websites, blogs, and other platforms can be that bit of “umph” that you need to engage the millennials.
Not only should you think about using data in your content, but you should also use it to discover any trends that may be present when targeting millennials. You will be able to alter your marketing strategy based on the data from your current advertisements or techniques. This can help your business succeed because you will be delivering content that is more relevant to your target consumer.
#3. Think Outside the Box
Millennials might get bored with your sales pitch, take a less-traditional route to marketing.
As I mentioned earlier, it can be hard to keep our attention. This means that the traditional sales pitch that may have worked on our parents or grandparents – may not be working for us. This is your chance to get creative, and content writing services are the way to go if you can’t get those juices flowing yourself.
One company that did a great job marketing to millennials with a creative idea was Chipotle. Millennials don’t always have time to make home cooked meals on a daily basis, which makes eating out a habit. Chipotle is one of the fast-food options out there and personally, I can’t get enough of it! They had a message that they wanted to deliver of having real and fresh ingredients at their “build-your-own taco, bowl, or burrito” joint.
In 2016, Chipotle developed a marketing technique or in this case, a game along with The For Real campaign. This was a game that was designed to have players test their memory skills and speed by matching the real ingredients that Chipotle offers while avoiding the “impostors” that they don’t offer – added flavors and/or colors. Each player won a BOGO (buy one, get one free) coupon. This was awesome and definitely got the message across and into their restaurants.
#4. Understand and Utilize the “WIIFM” Approach
“WIIFM” = “What’s in it for me?”
There is a lot of competition out there between brands, so you have to make your company stand out. These days, millennials have a different mindset – one with a “What’s In It For Me” (WIIFM) outlook. Once you figure out the value that you want to deliver to your audience, you can have your content writing services develop something that will transfer that message or value.
Millennials change their preferences more often than not, so it is important to keep up with them as they are (and will continue to be) a large chunk of the workforce. You can rapidly and easily grow your business, as well as your leads when you learn how to target this audience. Whether it is by tailoring your blog posts or turning to a different platform. Take these tips into consideration, and let me know in the comments if you have any other pointers for targeting millennials in your content.