In this digital age, marketing continues to evolve as entrepreneurs are finding ways on how to approach different types of people. The target audience is diversified from culture, age, generation, and other factors. For business owners, this is the chance to expand their reach and direct their marketing efforts to the wide audience.
Marketing to millennials involves specific methods to make sure that the marketing campaign would work effectively. It was observed that the purchasing power of these millennial people increased to a skyrocketing rate. Different businesses and brands are focusing their goals on winning the millennial parents to drive more business growth.
We know you are excited to learn how to target them so we have gathered these useful tips and tricks to get on top of the game.
1. Show Diverse Families
Understand that this generation is different from the prior one. It’s no more a traditional family setting. Nowadays, the number of single parents is increasing. Don’t forget that a lot of marriages include interracial too. Don’t stay with the norm that you will post or advertise a typical family with a mom and dad carrying two kids, (just like what you see in commercials) but try to blend in other situations and showcase diverse families.
2. Avoid Parental Stereotypes
Nowadays, parenting is not done in an old-fashioned way where a mom typically washes the dishes and her partner is doing the heavy work. Advertising in this way can lessen the relevance of your content. Don’t adhere to the things in the past. Millennial parents don’t stick to gender roles. You may see them switching tasks – dad preparing a meal for the kids and mom doing a window cleaning.
Your advertising material should be flexible because the millennial generation changes in culture and roles and gender is not an issue anymore.
3. Build a Solid Online Presence
We are now living in the age of technology and for sure, millennial parents have their own cell phone, tablet, or computer. In the past, the primary reading material was the newspaper, but now, it’s the internet. A large percentage of these parents are spending time on the web when searching for products and services.
If you have a business, it should be accessible online. Otherwise, people will not know that it exists. Set up a user-friendly website with informative content. Once you build trust and relationship, they can help you expand your efforts by giving their good reviews and recommendations. This will boost your online reputation and elevate your business higher!
4. Adopt Beauty and Health Practices
Millennials are more health-conscious than the old generation. They love to research about a healthy diet and engage themselves in fitness activities. They are more concerned about eating foods that are rich in vitamins and minerals such as fruit and vegetables. Healthy recipes and diet meal plans interest them as well as beauty-related items. If you are selling products, it’s nice to explore this opportunity.
5. Be Charitable
Another characteristic of millennial parents is their heart to give back. These parents are willing to extend their support to the brand that helps a Charity. This does not only help the brand succeed but help the community and the specific groups of people that are in special need. For instance, a donation is given to autistic kids for every purchase of tee shirts or school supplies. A company should try to involve itself in charitable campaigns because it will increase awareness and drive more people.
6. Don’t just talk to Moms
A common mistake in advertising content is it tends to target moms only and the roles of the fathers are often overlooked. It’s quite unfair if you focus all your marketing efforts to moms, thinking that they are the only ones who play a major role in parenting. Millennial dads are looking for helpful videos on YouTube and now, more of them are taking active roles on parenting. What the wife can do, the husband can! So if you are building your content, don’t assume that you will be talking only for moms, but on the mighty dads too.
7. Don’t focus on parenting alone
Not because you already have children to take care of, you cannot be attached to your hobbies. There are things that parents love to do in their spare time. Another point is, they can teach this hobby to the kids during their “me time”. For example, parents would love their kids to learn baking, biking, and painting too. Parents don’t want to get stuck with child-rearing but they desire to preserve their sense of self as well.
8. Be communicative
Continue to post relevant contents on your website and social media pages. Reach out to them and be social. If they have questions, take time to answer them and don’t leave them unattended. Being responsive is important. Make them feel that you care. It will add more value to your brand and will make it easier to market your products and services and not in a salesy way.
9. Don’t forget their distinct qualities
Millennial parents are born with unique personalities and so you are. They inherited it from their parents and they are proud to show it to people within their community. Your marketing strategies must not only focus on the products and services that you sell but also target their interests. A good way to maximize your efforts is to produce contents where they would benefit such as parenting tips, advice, guides, and birthday ideas. This will keep them more engaged and find more value to your business.
10. Kids contribute to decision-making
Parents in this generation love to hear the insights of their children about a certain product. In fact, research tells that over 70% of parents allow their kids to participate and make decisions in the household. Of course, as a parent, you will be happy if your kids are happy! Kids can influence their mom’s online shopping and parents can appreciate the conversation and be more curious to connect with the things that their kids love.
To learn more about digital marketing and how it can help your business, you can check Search Media, the leading digital marketing agency in Singapore who has been helping businesses grow and thrive in the online world.