E-Commerce Seller Financing • January 27, 2020
In order to make the most sales, a business should know who your ideal audience is and answer their pain points with the products that you offer. If most of your e-commerce business’s customers are millennials, it’s essential to know a few nuances when marketing to millennials.
Who Are Millennials?
Millennials or Generation Y are the people born between the years 1981 to 1996. They have reached adulthood in the 21st century and are the largest generation in the US.
Many sources commonly describe millennials as lazy and likely to jump from job to job. They also have high expectations from their workplace. For example, they want work to be fun, be in charge of their own hours, and, preferably, be their own boss. Above all, millennials seek work-life balance. In fact, many prefer to be unemployed rather than be in a job that they dislike, or that’s boring.
They are often described as narcissistic and self-absorbed. Yet, millennials state that they are misunderstood. They expect regular feedback as well as recognition from their boss, indicating that they seem a deep connection with their work.
Why Is Marketing to Millennials Important?
Despite these negative trends, millennials make up the largest group of the US labor force. A research has concluded that millennials are disengaged civically and politically. They are also more focused on material values and possessions than previous generations.
That’s great news for e-commerce store owners because millennials are not only the group that has the will but also the money to purchase from you. Data backs that up. Millennials spend about $600 billion each year, with an average millennial spending approximately $47 thousand each year, and over 50% of online purchases are also made by millennials.
Now, let’s take a look at how to improve your marketing efforts to millennials so that you make sure that they see and trust your business.
Tips for Marketing to Millennials
1. Personalize Your Message and Ads
If millennials are your primary customers, make sure to personalize the message and ads. Millennials are individualistic and will appreciate it.
To accomplish that, identify the needs and pain points of the millennial audience and address those in your product descriptions, blog, and ads. If you collect e-mails, enable the name field. This will allow you to include your audience’s name in your marketing emails, making them more personalized.
2. Develop Lots of Quality Content
If you use pop-ups and ads, less than half of millennials may actually pay attention to them. Studies show that 63% of millennials are likely to ignore ads and close pop-ups.
Therefore, focus on developing a blog with quality content and post quality posts on your social media channels and include a relevant call-to-action in them. Millennials will be more likely to respond to that.
That does not mean that you should disable all pop-ups and stop using ads when marketing to millennials. Your marketing efforts should be diverse and you’ll get the best results if you use different avenues.
3. Speak to Your Customers
Word-of-mouth marketing is extremely powerful, especially when marketing to millennials. So, instead of simply pushing your ads and products, try having genuine conversations with your existing and potential customers.
You can do this by:
- Asking questions in your social media post captions and responding to comments you get.
- Utilizing influencer marketing and brand ambassadors who can speak in the name of your e-commerce store.
- Reposting and using buyer photos on social media and your website. With their permission, of course.
Always remain authentic. Millennials value authenticity, and it helps businesses build trust.
4. Have a Strong Online Presence
If you only sell on online marketplaces, consider setting up your own website. There are multiple benefits to having your own hub in addition to relying on marketplaces.
Moreover, set up your social media channels and be active on them. If that takes up too much of your time or is challenging to you, consider hiring a social media manager to handle that for you. There are plenty of experienced freelancers out there.
And, since millennials prefer to make their own hours and be their own boss, hire once that’s millennial. They will know exactly what your millennial customers’ pain points are and how to best address them.
5. Have a Flawless Reputation
When working with millennials, you should focus on establishing trust. Therefore, ensure that your online presence and your reputation are in line with your e-commerce brand’s values and that your reputation is good.
To accomplish that, establish a strong customer support policy and determine how you handle dissatisfied customers, negative reviews, and feedback.
6. Support a Cause
While millennial customers seem self-absorbed and narcissistic, what they care about is purpose and meaning. And humans are social animals, which means that they want to be a part of a collective even if they are individualistic.
The most optimal way to create a connection that matters is supporting a cause that your millennial customers care about. This could be supporting a charity, donating to organizations that help in a natural catastrophe, or taking a political stance. Be human and authentic with your brand. Not everyone will likely, buy those who will, will love you and be more willing to be loyal with your brand.
Is your e-commerce business marketing to millennials? Which of these tips do you find the most helpful, and why?