5 Ways Marketing to Millennials Needs to Change
With people paying for Ad-Free experiences, how can companies stand out enough to engage?
by Ariana Rizzato
Ads have become the bane of modern existence. Remember the days of watching TV, when every 3 minutes you were BEING SCREAMED AT to come on down to buy a brand new Toyota? Or listening to the radio and after one song you got to hear all about how to sign up for Geico? All of us have experienced hastily changing the channel almost knocking over scalding hot coffee just to avoid ads.
Finally, the industry has caught on. This pain point has been solved by Netflix, Spotify, and Youtube. For a price, of course. But what is the real problem here? Is it that we Millennials simply don’t want to be told what to do or buy? Or is it simply that we would rather pay than hear another crappy ad?
So, that warrants the question, how can companies still advertise without being turned off, scrolled by or clicked out of?
1. Stop Interruption Marketing
Also in the biz as known as “Outbound Marketing.” No one wants to be interrupted by something they don’t care about. Let’s stop trying to shove our product down the throats of our audience. As the old saying goes, “you catch more flies with honey.” That is why it is very important to draw your customers in, let them come to you. Which leads to number two…
2. Concentrate on Creating Captivating Content
Opposite to number one, “inbound marketing” gives your audience something they want. Whether it’s a blog, video, or great photo, interesting content is paramount. It doesn’t have to advertise your product, it just has to be interesting. The call to action shouldn’t be focused on what you are trying to sell. It should be focused on drawing people toward what you are giving them. Millennials are going to appreciate a company who isn’t trying to sell but make life better for them.
3. Know your Platform
When scrolling through your Instagram feed, full of iPhone selfies of friends, what catches your eye? A high resolution photo. Or better yet a high res video. When working with various platforms, its important to know how to subvert expectation and stand out. Same goes with Facebook. Rather than creating a video and posting it to Youtube, try Facebook. Among the family updates and pictures, a clear video with easy to read subtitles is an immediate eye catcher.
4. Stop Stock Images
Who wants to see another florescent lit image of people laughing in an office environment? No one. Creating your own images or using (and crediting) other people’s photos is ideal. If time and budget is an issue, check out resources such as unsplash.com or use google images as a resource to search “keywords” within your article or ad. This not only creates relevant imagery but it will help your SEO as well.
5. Personalize a Follow Up
So you got someone to sign up for your newsletter or use your product? The fastest way to get someone to unsubscribe or delete your email is to have a basic thank you where it is obvious it is a template. “Dear [insert name here], thank you for using our service.” The best customer follow up is a personal one, written by a person, not a computer. Create a personalized image, create a witty repartee, use something genuine.
At the end of the day, authenticity is key. Create a voice for your brand, find pain points, and address them in your own way. Stand out with your unique voice and add value to your audience’s experience.