Multi-channel marketing is the best way to describe the dominant digital marketing climate of today. People are online shopping more than ever before. In fact, according to research done by Pew, this trend is expected to continue long into the future. One of the biggest spenders out there are the millennials – those people who were born in the 1980s to 2000s. Here’s how to capture more of that money.
Use Multi-Channel Marketing
Multi-channel marketing refers to the practice of pumping out more than just text-based content on one platform. It means using a variety of platforms and media to attract users. For example, you might want to continue to expand your website and blog content with ad banners, more remote content SEO (i.e. content marketing), mobile niche sites, Ecommerce, direct mail, traditional T.V. commercials, commercials on YouTube and other video sharing sites, affiliate marketing, email campaigns, social media campaigns, podcasts, video content, and webinars.
Make Researching Your Product Easy
Researching your product should be easy. If it’s not, make it easy. Users shouldn’t have to dig to figure out who you are. You should have a Wikipedia entry, a lot of independent research on your own website, and a third-party review. You should also have a Yelp page, Google Places page, and lots of reviews. A research paper on whatever it is you sell might also be helpful.
Give Users a Multimedia Experience
If you don’t have a dynamic host, get one. If you don’t know where to look, start by reading about hosts on Virtual Hosting.com. You want a cloud-based hosting provider that can scale up or down on bandwidth as needed.
Once your host platform is squared away, it’s time to get more media on your website. Videos. Lots of them. Give users more types of media like high-resolution and meaningful photos (not stock photos), tutorial videos, and podcast series.
Younger users expect this sort of thing and it gives them more ways to interact with your content and get to know you as a person and a company. It also eliminates, or dramatically reduces, the resistance to buying that this crowd might have. Remember, these users are highly sophisticated and won’t fall for hype.
Offer More Payments Options
Millennials love payment options. Unlike older generations, this generation was introduced to the Internet at an early age. Some people grew up with it in the house and grew up with companies like Google and Amazon. Some people have more familiarity with Paypal than with Visa. Use that to your advantage. Offer Google Checkout, Paypal, Amazon, and any other payment option you can think of. Don’t create any kind of barrier between you and your customer.
Coupons aren’t just for old people. Young folks use them too. It’s just that a younger generation expects a Groupon-like experience so you have to make the coupons interesting. You don’t necessarily have to offer 50 percent off of your products or services, but it should be interesting.
For example, instead of offering just free shipping, offer discounts for buying related items together. So, if a person buys a pen, offer a pencil at half-price. Then, offer a bundle: notebook, pen, and pencil for 50 percent off or something like that.
Do you see where this is going? If you price your products intelligently, you’ll make more money, sell more product, and everyone walks away happy.
Instead of doing a traditional loyalty program, try using one that rewards people for sharing important content, referring friends, and creating social buzz. That’s the kind of loyalty program that’s likely to strike a chord with a younger crowd because they’re so used to sharing content on Facebook and Twitter, the sharing part seems very natural to them. Enter the conversation in their head. Compliment already existing behaviors they have, and you’ll get a direct pipeline to their wallet.
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