4 Ways to Market to Millennials
1. Use the word “we” in your ad slogans and campaigns.
Millennials’ have a “Live and Let Live” mentality that is refreshing and defining. You’ll hear them say, “It’s All Good.” Or “No problem,” and mean it. They respect each other, and honor each other’s choices. They have an inclusive mind-set.
2. Create your own “mash-up.”
Take a lesson from the Glee song-book; combine two old songs to create a new one. Ie. Rolling Stone’s Start Me Up with Bon Jovi’s Living On A Prayer. In your campaigns take an old product or service and combine it with something new.
3. Get information into the hands of Mom and Dad—Grandma and Grandpa, too!
We often see Baby Boomer companies market to Millennial children, think retirement villages—they target children of Boomers. Same thing in reverse, target Boomers to reach their kids. 86% of Mills take advice from their parents.
4. Fill their need to balance work and family life.
If you have a product or service that allows Millennials to spend less time at work, or be more efficient with the time they have at work, most likely they will be looking for a downloadable version.
Marketing in 2014 is all about sharing your story: in words, pictures, videos, testimonials, social media…whatever it takes. But who has time to create all that content?!
Look no farther than your own office!
Here is a list of 33 places in your office where your unique story is already written--and hiding!
1. Your Website
2. Your Company brochure or intro letter/email
3. Your Forms you use to execute a job tell the story of “how”
4. Your Customer service manuals or HR policy manual
5. Your Bios/resumes of principle players in company/organization
Let’s break down the top 5, or skip to the entire list below:
1: Your website. What information do visitors seek out first? A community calendar? A list of events? Vital information from a blog? Specifics about a product? Begin by sharing the content people request most. Proactively post that information on the social media platforms. Google Analytics will tell you which page is the most visited.
2: Your company brochure or intro letter/email. What #1 tool, other than the internet have you relied on to get your message out? Was it a company brochure, a sales flyer? An email campaign? Time to serve up that message on social media.
3: Forms you use to execute, track, or manage a job. Walk your people through the purchase and production process, help them see how easy it is to do business with you, or donate to you, or volunteer with you.
4: Customer service or human resources policy manuals. You’ve already got a written code of ethics on how you treat your employees and customers. Share that with your social media audience.
5: Biographies and resumes of your team. Include all levels of your organization; feature employees working directly with customers, feature management team responsible for direction of company. Share, share, share your story through people.
13. Articles on other websites
14. Email campaigns
17. Case Studies
18. Annual reports
19. White papers
20. Research reports
23. Print magazines
24. Digital magazines
29. Virtual conferences
30. Mobile content
31. Licensed/syndicated content
32. In-person events
33. Press Releases
Selecting from these 33 information sources—that have most likely already been written (a few of them anyway), use what you learned about the 3 R’s to Repurpose, Repackage, and Redeliver this content for a new reader.
Next time, we’ll talk specifically on how-to share your story using the social media platforms: Facebook and Twitter.
Repurpose, Repackage, and Redeliver to Create Social Media Content.
Simplify the process for creating new social media content using information already written. Begin with your website copy.
You’ve been writing and rewriting content for your website for a decade now. It contains vital company info your social media audience will want to know.
Use the 3 R’s to:
2) Repackage and
3) Redeliver your website content to the appropriate social media platforms.
Take the page from my personal website shown above, for example, www.lindeebrauer.com:
On arriving at the site, you quickly and easily see a tab entitled Grab Bag Wisdom. Being naturally curious, you click through to that page, and see a book cover with brief description.
At this point you choose to:
a) click-thru and get the book
b) select a copy paragraph and photo to repurpose
c) both a and b
(It’s just an example, but feel free to get the book.)
Your job now is to repackage the information and serve it up in bite-sized pieces. To repackage information you’ll want to add a sentence or two stating why this information is relevant to the reader. For example, “Discover tips to help enjoy life’s biggest challenges. Get Grab Bag Wisdom.”
Now redeliver that message on a site other than your website. Try Facebook, Google+, LinkedIn, and Twitter. Remember Pinterest and Instagram as well.
This 3-step process of Repurposing, Repackaging, and Redelivering content you’ve already created will go a long way towards telling your story, increasing brand awareness, and ultimately increasing your bottom line.
Coming next, 30 places in your office social media content is hiding. Stay tuned!
Craft and Draft Blog