A Simple Guide for Startups Marketing to Millenials

Millenials are the customer group between the ages of 20-34 years old and while those on the younger end of the spectrum may not now have access to a significant disposable income, they are the future consumers who are influencing the biggest change in how businesses communicate with their customers.

In a few short years from now, studies indicate that millenials will number a whopping 20 million in the United States alone.  This is clear indication that this group will indeed be a major market with changing needs and startups businesses must consider what methods they will use to reach this powerful audience.

Particularly for startups, it is critical that your business is tech-ready to reach this audience.  This group communicates via mobile, apps and smart technology.  For a significant number of their, their language of choice is social media.  Platforms such as Instagram, Facebook and Snapchat are the premier spaces in which they hangout.  Ensure that your website is mobile and user friendly as this group loves craves instant gratification.  Their use of the internet prior to make a purchase is unprecedented.  They research their product of choice online prior to a purchase.  They make comparison with like products and purchases are based on a combination of price, how the product makes them feel and how they are perceived as the owner/user of such a product.

This customer group is also induced by Opinion Leaders, Celebrities and Influencers.  Millenials are very concerned about how a particular celebrity or influencer feels about your product.  As a startup, focus on identifying the celebrities and influencers that they consider influential and have them deliver your company’s message or represent your brand.  In addition to selling your product, the celebrity/influencer will also co-opt their followers into your business.  Your business’s job is to convert this new audience into customers.

Millenials are also concerned about how your business or product is perceived.  In other words, image is everything.  Focus on incorporating attractive colours and design into the delivery of your message.  It’s not just about the message you are sending, it is also the method used to send the message and if the method used is modern and appealing enough for the audience.

Causes are great for millenials.  Millenials are more likely to purchase a product at a higher price if they know that someone else is benefitting from the purchase.  They are also more likely to be health-conscious and so will support a run/walk event benefitting children or the elderly.  As a startup, you are encouraged to involve your company in social causes especially since you are unable to do one for your company.  Your involvement is a testament to your social conscience and will endear your business to this critical customer group.