Marketing for Millennials: The New B2B Buyers
Millennials. They’re everywhere. A Millennial wrote this very blog. A Millennial might be sitting next to you right now. You might be one yourself.
They’re also slowly becoming the dominant force in business—Google research discovered that they make up almost half of B2B buyers. In the future, that proportion will only increase as older stakeholders retire and the fresh blood moves in to replace them. Businesses need to adapt their marketing for Millennials or risk fading into irrelevance.
Unlike Gen X’ers and Baby Boomers, this generation grew up in a digital age. Their minds, and habits have been shaped by the ubiquity of the internet and social media.
Most marketing strategies were developed to cater to previous generations. Today, those strategies have to adapt.
The saturation problem
The average person sees over 11,000 ads online a month (and ignores about 10,999). To cut through, you need to meet buyers where they want to interact with you, including via email, social media , search engine, or all of the above.
When you do meet them on their turf, you need to offer content that coaxes them down the sales funnel by educating, entertaining and enriching. You need to explain what makes you uniquely able to help.
A sales pitch won’t cut it in 2019.
Branding today is much more broad. It’s about distinguishing yourself in an ocean of companies trying to do the same. It’s also about providing a smooth, enjoyable client experience – how you do things is just as important as what you do. Everything from what you post on social media to the way your team talks on the phone is now within the purview of ‘branding.’
Convenience is key
Everybody is busy, and the internet provides endless options. You need to be as convenient as possible, which means having a presence on the right digital platforms.
So where and how can you engage with Millennials? Social media and blogs. 93 per cent of millennial B2B buyers read reviews online before buying. Reviews and testimonials from happy customers will help you, as will case studies that demonstrate how you helped clients. Make sure they’re easy to find on your website and socials.
Millennial buyers are also time poor. Once they’ve found you, your website has to be quick and easy to navigate. If it doesn’t load within 3 seconds, they’re gone. If you don’t engage and clearly communicate how you can help them within the first 30 seconds, they’ll leave and never come back.
That’s why you need to engage instantly, and always aim to assist rather than sell. Attract with solid content that truly helps your prospective customers. Make it easy, fast and convenient for them to see the value you’re offering.
Tell don’t sell
Millennials are informed decision makers and do extensive online research to better understand their problem and potential solutions. Providing helpful content to help them through this stage shows them you understand the problem, and proves you can solve it.
For a group so stereotypically buried in their phones, Millennials place a surprisingly high priority on speaking to a vendor representative face-to-face. That means your content marketing needs to convince millennials buyers it’s worth taking the extra step to get in touch directly. At this point, your reps need to approach buyers as consultants and problems solvers—not salespeople.
Need a hand adapting your marketing strategies for the new gen? Pounce can help.