2. Consumer Voices Carry Far for Millennials
“Sticks and stones may break my bones” but word-of-mouth may break your wallet. In an era of incredibly accessible and instantaneous communication through social media and mobile devices, Millennials constantly talk to each other. And, they’re often talking about the businesses that they love — and those that they hate.
This information is critical to the UX and in-person experience that Millennials have with companies, everywhere. Before they actually experience a brand or product, Millennials want to guarantee that it will be a positive interaction or beneficial purchase. An article in Adweek with data from the "Millennial Central Study (2014)" reports that 93 percent of participating females tend to read reviews of products or services before purchasing them. Additionally, an article in Forbes reports data from a collaborative study with Elite Daily: merely 1 percent of participating Millennials said that advertising would increase their trust in a brand.
Charismatic, entertaining or persuasive representations of brands do not seem to affect Millennials. Rather, this demographic is searching for honest, genuine interactions and experiences that are not benefitting from the positive message. In other words, Millennials want to hear what real people think. This means that your website and brand representatives must be present throughout the Internet — not just under your domain.
Through your SEO, perform local listings management in coordination with social media marketing to connect with surrounding communities and local businesses that Millennials are already discussing on Facebook and Twitter. Conduct link-building activities to get your brand’s name on various websites, profiles and accounts. These backlinks are gateways that Millennials can use to access your website and generate increased traffic.
Finally, be active on social media — especially Twitter. This particular social medium’s continuous, fluid structure may facilitate a virtual conversation between brands and attentive consumers. Manage your posts to be both regular and informative; lead readers and followers to blog posts, industry-related news and your most recent content. This kind of genuine interaction may very well be more significant to Millennials than ordinary advertising (Forbes & Elite Daily).
What Experience Do You Offer to Millennials?
It is actually not that hard to get Millennials to be your customers. In the end we, as Millennials, simply want a good user experience. This includes both on-site click-paths as well as traffic-sources that direct Millennials to your website. Always remember: UX is a true journey from social feedback or reviews of a brand to the ultimate purchase of that brand’s product.
Build a UX that creates an immersive story for Millennials in which they are the main characters. Because, let’s face it, we’re all characters at heart! Make your website fast and intuitive to use on both desktops and mobile devices, and be alert to social media and other websites that contain reviews to have an active role in Millennials’ conversations.
Trust us. We’re Millennials. 👌
Christian is the copywriter in DaBrian Marketing's Creative department that aids in the development of storytelling through all forms of digital communication. He conceptualizes and writes all of the advertising and marketing content for DaBrian Marketing Group and its clients - blog posts, on-site pages, emails, direct mail, display ads, as well as white papers and eBooks.
David is the SEO Consultant at DaBrian Marketing. He assists in creating and maintaining the digital marketing agency’s presence in a variety of manners including traditional advertising, organic search (SEO), paid search (CPC), digital media, direct marketing, and email marketing.