It occurs to me that there is an element that some businesses haven’t quite grasped about participating in social media. And that is…that their future customers are so familiar with communication and sharing on social networks – they expect that that is where they can communicate for anything. Have you thought about how you are marketing to millennials?

While I think we are in a better position now than for example 5 years ago – in really taking on board the prevalence of social media, we are a far cry from where we should be (in the UK at least).

I’m astounded to still see some hotels, restaurants and other leisure industry businesses blatantly ignoring the social space.

In light of this – I thought I would give some crucial tips and facts which may highlight to those “nay saying” business owners who are burying their heads in the sand.

FACT 1: 75 % of British TV Viewers are on other devices

This is according to a 2012 survey (I know…its a bit old now…but indicative) of 4465 people, carried out by BSkyB and YouGov. Also interesting in this survey was that 48% of these people were on social networks. This means that our attention is split and more focussed on what we want to talk about and how we want to do that. TV is not exclusively holding the viewer’s attention…which opens up a whole world of opportunity for you as a (clever) business.

TIP:

Make sure you research documentaries and shows that are (even if vaguely) related to what you do – and make sure you leverage the “air time” they are getting on Twitter and/or Facebook.

FACT 2: Millennials will drop you like a hot potato

Millennials operate in almost the opposite way to baby boomers – they will not think twice to move brands if they “feel like it”. If you as a business are not constantly keeping your message out there and interacting – you are at a risk of losing the attention of anyone born from late 1970’s to 1995. While you would think that brand loyalty means something – it does…but this generation is looking for more and they are not always only sold on your “story” or your history as the best in the business.

Here’s an interesting blog article called: Meet The Millennials: The Consumers to Change the Marketing Landscape by Jamie Gailewicz for NextWeb. Although quite US based, there is not much distance between what he is saying and our UK audiences.

TIP:

Keep your content consistent and always review what you are posting. Keep your messages meaningful for your audience; minimize the “sell” and keep a basis of authenticity and added value.

FACT 3: Technology drives conversation

We live in the information age and with the onset of tablets and even smarter Smartphones – conversation is on demand and by choice. Millennials like sharing information and having a robust experience with you. If you only give them the opportunity to “check out” your website, drop you an email or call you – you may have already lost their attention to converse with you.

The technology has also made social purchasing chains instantaneous – which is highly satisfying for the millennial consumer.

TIP:

Ensure that you have a responsive online strategy (i.e. your website is easy to navigate through mobile devices; and you make it easy for your prospective consumer to join, connect or converse with you in any manner they see fit).

FACT 4: A competitor is taking a customer away from you right now

Even MacDonalds (and many other brands) are finding it hard to work out how to capture the attention of this hugely influential demographic of future customer. Heck – if they are having problems – with all of their marketing budgets and specialists…then what hope do you have? I’m kidding – I think you have a better chance than them to work it out – because you have the power to choose NOW…to really listen to how to reach this market segment and future proof your business

TIP:

This age group of prospective customers really values choice; personalisation; simple processes (one or two click) and “straight talking”. Use all your might to ensure that you stay on message that you are ticking these boxes.

In summary:

Make sure your online strategies (website, blog, social networks, ecommerce) are all reviewed in line with the amazing service you think you are giving your existing customers and “dress them up” so that you can gain the future customer and keep your business in business.

Are you struggling to give your business strategy a millennial facelift and future proof your business? Drop a comment below and share with your experience with me – I’m interested to hear them. Please do tweet this post and get some feedback from your network on what they think. I’m available for a Skype call or phone call too – so just drop me a line on shelley@harbour32.co.uk to get in touch.