Great info from B2C on how to market your business to millennials (who will account for more than 50% of the workforce over the next five years).

Read below for highlights including the importance of searchability (e.g. before getting to your website, most buyers have done 12 searches), videos (70% watch a video during the buying process), mobile optimization and social media. Link to full article here.

Searchability

Before engaging on a brand’s website, buyers average 12 searches and most begin with a generic product search. You need to be on their radar early on to even be considered. This is why you need a comprehensive content marketing strategy that will fuel organic searches and boost your SEO. Paid search can also play a major role in your digital marketing strategy.

Content

Millennials’ inclination to search everything adds to the list of reasons to create relevant content e.g. blog posts describing your products/services and how they will benefit them.

Another benefit to creating content is building trust and establishing your brand as a thought leader. Millennials do not like salesy content, so humanize what you have to say. Infuse humor and include employees from all parts of the business as contributors. By incorporating employee blog contributions you are allowing them to portray their subject matter expertise and relatable personalities.

Videos

Providing video content allows for easy consumption and another opportunity to humanize your brand.

70% of buyers are viewing videos during the research process; half of them watch 30 minutes or more.

Mobile Optimization

If your website isn’t optimized for mobile, millennials will have a poor user experience.

A few items to consider when optimizing your website for mobile:

• Mobile redirects
• An overall responsive design
• Embrace white space
• No flash players (Apple products won’t play it)
• Simplification of content
• Option for full site

Social Media

The personal connection from a company’s social media account garners more trust from millennials than websites because the information is perceived to be more reliable.

Facebook is the most used platform for online adults ages 18-29, and is the preferred social network to connect with companies.

Post content that millennials are looking for when they visit Facebook: videos, pertinent news, and educational content about your industry.

The ability to provide a timely response to questions on social media is another necessity for keeping this growing demographic happy.

Providing educational content that millennials can easily locate is key. When buyers contact a seller today they are over halfway through the buying process. If your company isn’t providing adequate information on your products, buyers are probably going to a competitor. Without a strong Internet presence, companies are practically invisible to millennials.

Since social media plays such a huge role in the personal and professional lives of millennials, becoming a social business should be a no-brainer.