Why Millennials Love Inbound
Many of today’s brands are struggling with the task of marketing to people and are concerned that their messages aren’t reaching or resonating with their target audience. The recent attention on adblocking technology and increased concern with its implications on digital advertising revenue are also starting to create an atmosphere of uncertainty in the industry. The problem is that people, particularly millennials, dislike being interrupted and traditionally interruptive advertising has been the de facto option for those looking to generate business online. You can see why millennials love inbound when you see what information they’re looking for online and how their browsing habits have changed the way that companies are seeking to interact with them.
Interruptive advertising doesn’t help them
If you have a problem or are looking for information on something, then Google is the first port of call. If your message can easily be found be someone that’s actively looking for one, the hard part of starting a conversation is done. They found your company online because you have something helpful to offer them.
In the case of interruptive advertising, the more times that an uninterested party is confronted by your message, the less receptive they will be, and whilst you may be in their mind, they probably won’t have anything favourable to say.
Tip: Marketing should be an invitation, not an interruption.
Millennials love to be approached with relevant information
We are all bombarded by messages constantly, be it through our mobile devices, emails, pop up ads, television, billboards…the list just goes on. Some blame the proliferation of technology for decreased receptiveness and more switched off consumers but others like Matthew B. Crawford argue that “we are living through a crisis of attention, and that it is only superficially due to technology.” People are just growing tired of irrelevant messages being presented to them, and just like millennials expect more from the companies they buy from, millennials expect companies to offer them things that actually interest them.
Whilst many of us like complain about the constant stream of information we’re presented with each day, we still love it when something we’re interested in is presented to us at the right moment, and as we all know, an affinity with a brand is something people love.
Millennials follow brand advocates and influencers
The inbound model focuses on leading leads through your sales funnel, converting them into customers, and turning those customers into promoters of your company. Millennials are usually are keen to discuss and share their opinions about products and brands they love, or hate, and key influencers with massive social followings have the power to create immensely positive buzz. The amount of influence that a vlogger with a large following on YouTube cannot be underestimated.
Sites like Twitter, Pinterest and Instagram offer millennials a platform to sing your praises and tell your story, and inbound rely on the encouragement of social sharing and the close monitoring of social media to capitalise on influencers promotion of your content or products.
They love the experience of browsing and shopping
More so now than ever before, the experience of researching a purchase, trawling through reviews and finding the best prices are equally valued to the purchase itself. Known as “Fauxsumerism” Millennials tend to crave the experience of buying more than buying. In order to capitalise on this phenomenon, businesses need to be aware that making an interesting experience for millennial consumers is paramount to increasing sales in this demographic. Pinterest is a prime example of a business that’s managed to capitalise on millennial window shoppers and allow them to create virtual scrapbooks and visual wish lists.
A key part of inbound relies on lead tracking and lead scoring, to allow you to see warm leads among casual browsers. If your sales team can see a lead that’s looking at bottom of the funnel content (meaning they’re considering making a purchase) then the lead may be more receptive to a sales call that answers their queries. Inbound marketing caters towards the shopping habits of millennials and is especially applicable to products or services that are heavily researched prior to any purchases being made.
Tip: Online researching and browsing is now a form of entertainment rather than just a precursor to a purchase.
So if you’re looking to engage with millennials and keep up to date with the buying habits of today’s consumer, inbound is a great way to deliver content that seeks to educate and entertain, rather than interrupt or annoy. It allows your business to stay up to date with social media and track what people have to say about you. Using social media, influencers can promote your product to like-minded individuals and overall, the process keeps the individual at the heart of the conversation.
It’s about tapping into modern consumer behaviour and engaging consumers at moments that they actually want to pay attention to you. Fortunately, it just so happens that inbound provides a much better ROI than traditional outbound marketing which is a good bonus.