I’m an enthusiastic, yet slightly technically awkward Generation X. I’m in my mid 40’s and can remember a time before video games, Spotify, DVD’s and CD’s. I can also remember the miners’ strike, Band Aid (the first-time round), my first Rubik’s cube and the exciting feeling when buying my first record, ‘Let’s Dance’ by David Bowie.
All these memories seem a lifetime away from the modern times of smartphones, the internet and social media. It can be daunting for Generation X and Baby boomers to grasp the importance and relevance of social media and why it should play such an important part of our businesses. We’ve all survived without it in the past, so what’s the big deal now?
For most businesses, our largest client base are the millennials. Their age ranges from approximately 22 to 37 years. Meaning, when they were first born, the Sinclair ZX Spectrum was already in people’s homes, it looked more like a brick, but mobile phones had made their first appearance and it wasn’t long after that, the internet was launched. Millennials have never experienced life without technology. It’s become an integral part of their everyday life and the internet and social media are here to stay.
Having an online presence is key to future proofing your business. Here are a few ideas to help your business engage with the millennial generation, get to know their likes and dislikes and most importantly – when they come to your website or social media posts – covert them from browsers to buyers!
Selling techniques
Millennials don’t like a ‘hard sell’ and instead prefer a more informative approach. They love to research their required products or services before making a purchase. You can take advantage of this by becoming the ‘go to’ person in your industry and share interesting facts, stats and content on your website and social media platforms. Use vibrant stand out professional pictures to grab the viewers’ attention. These informative posts can become regular blogs on your website or bite sized handy hints on social media. Wherever possible, always link your posts back to the website. Social media platforms may come and go but your website is here to stay.
Company Values
Most people have a charity or cause that’s close to their heart and your business probably already sponsors or supports this. Having professional images with the people involved shows millennials and all your clients what’s important to you and are probably shared values. It expresses what’s important to you and it’s another form of social proofing. Posting engaging pictures at a charity ball or holding up the big cheque could even encourage clients to dig deep into their pockets too.
Face to face Engagement
Millennials love to meet the faces behind the business and what better place to do this than at an exhibition or event. It gives you time away from the workplace to showcase your products and services and get to know your potential clients on more neutral grounds. You’ll probably have a free prize draw or special deal on the day. All these elements are fantastic photography opportunities. Fill your stand with people who look generally interested and excited about your product/service. Get pictures of everyone around the stand and capture those all-important speeches. These pictures make valuable posts and encourage people to come and meet you at your next exhibition.
Up to date reviews
We all know the benefits of adding reviews to our website but how can we authenticate them? Millennials and everyone for that matter like to know that they are genuine. Using pictures of your clients next to their review goes some way to ensuring people they are real. Having pictures of you with your client even better! A couple of filmed reviews are also a fantastic and inexpensive way to build the reputation and integrity of your business and put the minds of the millennials at ease.
Local knowledge
Bigger isn’t necessarily better. We often hear phrases ‘buy local’ ‘locally sourced’ and ‘what stays local grows local’. Millennials like supporting the business closest to them because they want great customer service. If you know the local area and have links with other businesses around, you are more likely to take a holistic approach and offer a complete service.
I have a great example of this:
I ordered ink cartridges for my printer online – the proper branded expensive ones. One of the colours leaked all over the printer – a fine blue powder filled my desk and covered my research books. I called customer services and they refused to exchange the cartridges and refused to clean the mess. It took me HOURS to sort everything out.
I met a local cartridge supplier at a network meeting. He seemed knowledgeable and friendly. When it was time to replace my inks, I decided to order from him and received them the next day. As I was printing my presentation – guess what? Yep, one of them leaked so I called him, and he came to my house, tested the printer, removed the cartridge and had a special hoover to clear all the mess. He replaced the cartridge for me and even shared some useful tips about using my printer. His cartridges were even cheaper than the ones online.
This detail to customers service is something larger companies aren’t able to offer. Using pictures of stories similar to mine above can be a very powerful marketing tool in attracting the millennial market.
