How to Market to Millennials (without Making them Cringe)

(Some of the concepts discussed here require a face to face meeting to make sense, so feel free to reach us on www.seosouq.com for a detailed discussion)

Many marketers believe that millennials are cheap, fickle customers who only make purchases online.

But the reality is that they are an extremely tech-savvy generation, and the largest working population in the world, so if you can't market to millenials your brand might not be around for long.

While most businesses have a tough time reaching millennials, some smart brands are fast becoming millennial favourites.

So how do they do it?

Instead of pitching their products and services, these smart brands are educating and adding value. Instead of hard-core advertising, they are using soft sell to warm-up the market.

They know that millennials do not fall for straightforward sales messages, so they have evolved their marketing messages to attract this new breed of smart customers in a more convincing manner.

If it sounds confusing, let’s look at some examples that will throw light on the concept.

 How a Sleep Apnea Treatment Clinic Doubled its Clientele

A Sleep Apnea Treatment Clinic was spending a lot on digital advertising but had little success in attracting patients who had trouble falling asleep.

Research had shown that millennials were the primary target audience, so the clinic advertised profusely on Google and Facebook.

Their ads showed images of people who were awake at night and the ad promised to solve the apnea problem. The ads were pitching the sales message directly and did not resonate with the patients.

When Seo Souq took on this project, we knew that giving a sales pitch to millennials would not work, so we incorporated educational marketing into the fold.

We created articles that explained why some people have trouble falling asleep at night and why it’s a medical condition that can be solved only through proper medical attention.

Only, after educating the patient through a detailed article did we invite them to the clinic to experience a free session for ‘Sleep Apnea’ assessment.

The ads that advertised these articles were run only at night time and asked the patient a simple question: Are You Still Awake?

Since, only a person with Sleep Apnea would be awake in the dead of the night, the ads were extremely successful and the clinic was flooded with calls from patients.

 Why Education Based Marketing Works so Well for Millennials

Sales is all about building rapport, not breaking it. When you sell or pitch, you’re often breaking rapport because the prospect becomes skeptical. On the other hand, when you educate, you build rapport. This rapport leads to trust and, ultimately the sale.

This is easy to do in a face-to-face selling situation, but it’s difficult to incorporate in your advertising and this is why you need to work with an experienced agency like Seo Souq when you roll out your marketing.

If you embrace education-based marketing, you’ll out-market your competitors every time. Education-based marketing attracts buyers before they think about buying.

It casts a wider net, attracts more buyers, and closes a higher percentage of prospects if the lessons you offer are truly valuable. This is the least expensive, most effective marketing concept you’ll ever use to market to millennials.

For a detailed discussion on how to market to millennials, reach out to us on www.seosouq.com or speak to one of our employees below.