In recent years, the millennial generation has become one of the most important demographics for small businesses to cater to. Born between 1981 and 1996 – and currently aged between 26 and 42 years old – millennials represent a significant portion of the population and have distinct preferences when it comes to the products and services they consume.
As a small business owner looking to target this demographic, there are several cost-effective techniques you can use to market to millennials:
1. Embrace social media
Millennials are highly active on social media. In fact, one quarter of all social media users fall into the 25-to-34-year age group. This presents a unique opportunity for small businesses to connect with their target audience and build brand awareness. By creating engaging social media content and running targeted ads, you can reach a larger audience and increase your chances of attracting new customers.
Social media platforms such as Instagram, Facebook and TikTok are hugely popular with millennials. Consider creating a strong social media presence for your business by regularly posting engaging and shareable content that resonates with this demographic.
2. Focus on sustainability
Another key trend among millennials is a preference for sustainable and eco-friendly products and services. This is a generation that is highly aware of the impact of their actions on the environment and they are willing to pay more for products and services that align with their values.
By incorporating sustainable practices into your business model and highlighting these efforts in your marketing campaigns, you can appeal to this important demographic and build a loyal customer base.
3. Offer personalised experiences
Millennials also place a high value on personalised experiences, whether it’s in-person or online. This means that as a small business owner, you should focus on creating a unique and memorable experience for your customers, whether it’s through personalised recommendations, tailored promotions, or customised products and services.
4. Prioritise convenience
It’s important to recognise that millennials are a generation that values convenience. Focus on making it as easy as possible for your customers to do business with you, whether that means offering online ordering and delivery options or providing mobile-friendly websites and apps.
5. Leverage influencers
Partnering with social media influencers who have a significant millennial following can be a highly effective way to reach this demographic. Look for influencers who align with your brand values and have an engaged following, and consider offering them a free product or service in exchange for a review or social media post (ensure your collaborations are in line with consumer protection law).
6. Embrace content marketing
Create blog posts, videos, and other content that provides value to your millennial audience. For example, if you’re a clothing retailer, you could create a blog post about the latest fashion trends or a video tutorial on how to style a particular item of clothing.
7. Encourage referral marketing
Encourage your existing millennial customers to refer their friends and family to your business in exchange for a discount or other incentive.
8. Get involved in your community
Participate in local events and community initiatives that are of interest to millennials. This can help raise brand awareness and build positive relationships with this demographic.