Millennium: Let what we know about this group go deeper into how you can improve your relationship with them and, ultimately, improve conversions and sales.
Whether they are pioneers, followers or Generation Y, people born after 1980 are a very important consumer group with huge purchasing power.
As Ritika Puri pointed out, this group, aged 18 to 35, is well educated, engaged in technology and happy to be constantly connected.
1. Value your values
Micah Solomon, consultant for customer experience, says millennials want to know your business values. If you are socially responsible, ethical or environmentally conscious, you have to tell them.
When you can’t trumpet it from every page of your website, indicating that you stand for something (say, about your page) can help you build a relationship with your millennial audience.
Take a look at the Quidasy Culture statement to find out how to do this. This example, from its guiding principles, is exactly what Millennials want to see:
This research-oriented generation is going to examine you, so that you have something better to show them. And they want to know if your values all matter or are reflected in the way you do business.
I cheat the CEO who took the pay cut so that his employees could earn more. It will be a big hit with the millennium.
Showing your values may not translate directly to clicking on your landing page, but it will attract people who will stick to you because you are a great company, and it will build trust, which is one of the conversions. Important aspect.
2. Communicate transparently
Relative to values, it is a culture of openness, availability and transparent communication for the company. This is another trust builder, says Marketing Pros:
To help millennials give a round picture of their business, get their attention and win their trust (again that is the word), share company news and activities and share your ideas to people at the highest level.
A great example here is the blog of Richard Branson, founder of Virgin. Every post shows some or the other aspect of his or her business and people respond, connect and share, creating a tremendous amount of goodwill.
Another good example is Buffer’s Open Blog, which highlights all aspects of a company’s work and life, from mistakes to successes – and people love them for it.
3. Get Social
We have talked about the value of social media in winning conversions. This is even more important with the millennium.
While you’re reading this, your typical hyper-connected millennial is probably checking social media over the phone and seeing what his friends say about the products and services.
According to an infographic on SocialTimes, not only 71% of millennials check social media daily, but social activity often leads to buying activity.
This means that after the end-to-end conversion experience, you have tweaked everything from referral pages, which are part of the funnel (such as your social media profiles) to the landing pages themselves.
And since social partnership is a major activity for millennials, you need to share it with everyone so that they can tell their friends about your offer, product or service.
4. Allow users to help
The SocialTimes infographic also shows that for millennials, user-generated content (UGC) is 35% more memorable and 50% more reliable than other media.
Engage users with your products and services in social media, reviews (more on that in a moment), and discussions with peers on forums and elsewhere, and your brand will see an advantage.
Many brands have already started doing so. For example, Dorito allows users to make their Superbowl commercial, and a case study on Unbounce shows how Urban Outfitters encourages users to submit photos of wearing fashion items. Then people browsing the site can purchase the outfits with one click.
Millennials know what their peers like, so it is a smart strategy.
Did you know that for millennials, peer reviews are slightly more reliable than professional reviews
(From ६ to ६४%)? This is another finding from the SocialTimes infographic, although the figure is conservative compared to the 2013 Socialchorus survey. This shows that by 95% of millennials their friends are the most reliable sources of product information.
So if you want to increase conversions, get users to review your products and services and show those reviews on your web pages.
How do you get those reviews? Just ask.
Perhaps I have also previously mentioned the publication of the imprint Sterling and Stone. They ask for reviews in their emails and at the end of every ebook, and sometimes they offer encouragement.