8 tips for marketing to millennials online

Marketing and social media experts discuss the best ways to target and engage with consumers in their 20s and 30s.

“Millennials are the first ‘digital-first’ generation, so when they are looking for opinions and information about products to buy, they are three times more likely than boomers to turn to social channels like Facebook and Twitter,” adds Spivey.

And while it’s important to not turn your social pages into static ads for your products or services, using them more as interactive ways to engage with followers, don’t discount social media advertising.

“With one of our clients, we've seen great success by marketing to millennials through Facebook and Instagram advertising,” says Brian Stumbaugh, digital marketing manager, The Startup Garage. “These are particularly successful [channels] because we can segment different target groups by age and interests, which allows us to create ads specifically for them on the platforms they use most frequently.”

Also, when crafting your social media campaigns, “take the time to design lifestyle photos specifically for your social channels,” says McGuire. “Millennials won’t relate to static product pictures or repurposed website photos. They want something that is more creative and engaging.

“Incorporate popular, trendy products into your images,” she suggests. “For example, mason jars are really hot right now. At Paper Mart, we frequently incorporate them into [our] photography, creating a modern look for each theme or season,” she explains. “Focusing on lifestyle, seasonal and event based themes has really brought out more engagement from our millennial followers.”

5. Utilize influencers. “Tapping influencers – or social media users with a large following and expertise on a certain topic – is a great way for brands to market to millennials,” says Brendan Lattrell, founder & CEO, Grapevine. “This is especially effective considering that 70 percent of this demographic values endorsements from influencers that they consider peers vs. celebrities, according to a recent Collective Bias report. Fortunately for brands, there are plenty of social influencer marketing platforms and social listening tools available to help hone in on the right influencer for a particular campaign.”

6. Embrace text messaging. “Got text? Some of the top retail brands (Express, for example) do, and it’s driving revenue through the roof,” says Danica Jones, marketing manager at ConsumerAffairs.com. “Texting is the highest rated contact method for CSAT [customer satisfaction], scoring 90 out of 100 points (Phone 77, Facebook 66). [And] a loyalty program delivering offers with a strong CTA [call to action] in a format millennials love gives your business a better chance of being heard and having customers act on your outreach, all with a lower cost point.”

7. Don’t forget about email. “Despite conflicting reports that email is dying, especially among younger generations, the truth is that millennials aren’t ditching email,” says Marie Homne, senior marketing strategist at Yesmail. “Email is a simple and effective technique to reach millennials because they can easily view it on their smartphones.”

“Despite the rise of social media, email is still the best way to connect with millennials,” says Dan Buckstaff, vice president of Marketing, Jetlore. However, “with 68 percent of email opens now done on a mobile device, it’s critical to provide fresh and relevant emails that capitalize on mobile’s limited real estate.”

8. Finally, be sure to reward millennial customers for their loyalty. Everyone likes a reward, especially millennials. And, “according to a recent survey conducted online by Harris Poll on behalf of Ambassador, 95 percent of 18-to-34-year-olds say they would like some sort of incentive for sharing a product via social media or email,” says Jeff Epstein, founder & CEO, Ambassador, a developer of referral software. So “get creative and reward repeat purchases or referrals with cash, credit, loyalty points, early access or swag.”

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in