Appealing to millennials is a mountain that marketers and brands everywhere are trying to conquer. As most are learning, this generation is unlike any other.
Millennials are currently the largest generation in the United States workforce and are expected to have a collective annual buying power of over $200 billion by 2017. With numbers like this, ramping up for efforts to catch the eyes and interest of this generation is a requirement. To do this properly, you will need to focus your efforts on creating a seamless UX for your website. Here are a few things to keep in mind.
Make mobile UX a priority
In 2017, this one should be obvious. 2014 marked the year that mobile took over as the dominate vehicle for browsing.
There are many elements that factor into a stellar mobile design. For starters, make sure the content is properly optimized so the user can easily tap and swipe their way through your interface. Buzzfeed is a great example of how to simplify a mobile platform for navigation.
You’ll see the content is extremely easy to browse and find while sharing options are clearly visible.
Next, keep the layers of navigation to the bare essentials while keeping the core content consistent on both the mobile and desktop site. This will help to keep users engaged.
Finally, and most importantly, be sure your site loads quickly. Millennials are not generally known for their patience. Try reducing as many plugins as you can and use tools like JPEGmini to optimize images. Mobile is the present and future. Be sure your website is properly equipped.
Simplify customer service
Perhaps one of the quickest ways to get on a customer’s bad side is making them talk to recordings and jump through a bunch of hoops to talk to a human being.
According to a study conducted by Microsoft, 68 percent 18-34 year old consumers have stopped doing business with brands due to a single poor customer service experience. As millennials were brought up in a world overrun with tech, they are all about instant gratification and expect customer service to be seamless with self-empowering options.
While implementing live chat directly on your website is a good place to start, you’ll want to add necessary resources that answer questions before there is even a need for customer interaction. A big factor that plays into this concept is the specialization of your industry. For instance, if you run a law firm or a medical practice, your resource library will need to be very in-depth and your website should be intuitive in fielding any preemptive questions.
Let’s take a look at the website of Brett McCandlis Brown PLLC, a law firm that specializes in wrongful death and personal injury. In this field, the sea of the unknown is incredibly vast and a potential client most likely has an endless amount of questions.
This particular firm understands this and goes above and beyond in providing as much information as possible with their blog content.
You’ll notice there is a list of specific categories and easy-navigation throughout the resource center. Additionally, there is a live chat function that connects to a customer service rep within seconds to field any further questions. This is a prime example of providing customer service where customers most expect you to be.
Millennials will appreciate your efforts to help them resolve issues and answer questions on their own without having to spend time waiting to connect with a specialist.
Millennials have grown up parallel to the development of social media. In turn, they have become immersed in a culture of sharing both online and offline.
To keep up with millennial demand, you need to provide an easy outlet to share content. Placing buttons on your website for social is a must. However, this is just the tip of the spear.
A lot of companies are finding an incredible amount of success by encouraging user-generated content (UGC). This type of material provides a powerful source of social proof from a third-party source. A study by Bazaarvoice found that 84 percent of millennials say that UGC on a company website plays a role in what they buy.
Belkin and Lego did a great collaboration with a line of customizable iPhone cases in 2013. Once the campaign was in full swing, they provided an outlet on social media and their website for consumers to share what they had created.
UGC is a very powerful form of content. Don’t be afraid to get creative!
Over to you
Marketing to millennials and beyond is going to be a constant challenge. Trends and preferences are changing by the hour. Always keep a keen eye out for these shifts and adjust your platform accordingly.
This post is part of our contributor series. It is written and published independently of TNW.
This post is part of our contributor series. The views expressed are the author's own and not necessarily shared by TNW.