If you read our blog about millennials last month, you know that there are currently 80 million millennials in the U.S. with an annual buying power of over $600 billion. With a prediction of millennial spending power of $1.4 trillion in the next five years, it is not a stretch to say that women will hold at least half of this trillion-dollar bank.
With that being said, it would behoove your company or business to have a female-driven millennial marketing campaign in mind.
For some agencies, marketing to millennials can be intimidating. According to a NewsCred study, 30% of millennials flat-out refuse to read content that doesn’t either entertain or inform them, 60% will only share content that is thought-provoking and intelligent, and 70% share content that makes them laugh. That is a pretty tall order.
However, marketing to specifically millennial women might be a little easier. After all, since “70% of millennial women consider shopping to be entertainment,” you have ample opportunities to put your company in the line of fire.
Here are some tips on how to get to know female millennials to make the most out of your marketing campaigns:
Great Personal
If you take anything away from this blog post, this is it. Millennials want you to get SPECIFIC. Part of the reason your marketing campaign isn’t working is because it’s too broad. Millennial women want to feel like their brands “get” them. Know your audience well, and create smaller segments or niches to make them feel like they have your full attention.
According to NewsCred, “Sephora is doing an amazing job with this by using their “Beauty Insider” in-store buyer rewards along with their customized skin tone-matching technique to target products to specific shoppers based on their previous purchases and coloring.” If you don’t have the technology to personalize your product this way, you can start by personalizing your emails. “That will give you on average a 26% higher open rate.”
According to NewsCred, “Sephora is doing an amazing job with this by using their “Beauty Insider” in-store buyer rewards along with their customized skin tone-matching technique to target products to specific shoppers based on their previous purchases and coloring.” If you don’t have the technology to personalize your product this way, you can start by personalizing your emails. “That will give you on average a 26% higher open rate.”
Social Media
Millennial women make up the majority on social media platforms such as Pinterest and Instagram. Both of these as well as Facebook and Twitter are fertile grounds for brands to grow awareness as well as click-throughs. To get female millennials to engage with your brand, create lots of opportunities for open communication: Get them talking about your product, commenting on and sharing posts and reviewing your products online. Find ways to be part of their ongoing research and dialogue by responding to comments. Create hashtags and giveaways. Optimize all your content for multiple devices, and make sure your content is shareable. And finally, use attractive photos and aesthetically pleasing graphics to coincide with your brand’s theme. Millennial women are attracted to beauty, and we look to create beauty in our surroundings. Naturally, they want products, services, and offerings that look and feel professional.
Millennial women are attracted to beauty, and we look to create beauty in our surroundings. Naturally, they want products, services, and offerings that look and feel professional.
Be Inspirational
If you want your brand to succeed, make it inspirational. This generation of Millenials believes they can change the world or at least make it a better place. They’re thinking big, optimistic of the future, and are looking to be inspired.
According to YFS magazine,”think of your brand as a movement and work to build a platform for realizing your customers’ aspirations. The goal here is to align your product or service with a bigger idea that transcends any single transaction.”
Diversity
43% of millennial are not white, according to a 2014 Pew survey. Since authenticity and relevance are two of the most important factors for successful content marketing, marketers should be doing their best to reflect the diversity of this generation. This includes race, gender identity, sexual orientation, family makeup, body type, and cultural background.
A great example of a company utilizing this approach to marketing is Dove’s Real Beauty campaign. With a clear agenda in mind, Dove features women of all sizes, shapes, and races. They not only show the value of millennial women through this campaign, they also showcase the realistic variety of women’s bodies. Campaigns promoting self-love, diversity and embracing your natural body are embraced by millennial women because they have been void of them for so long. As I mentioned before, millennials want to be inspired.
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