As the baby boomers phase out from being the majority age group in the workforce, millennials like me are stepping up and will account for more than 50% over the next five years. Are you targeting us in your B2B marketing strategy?
Millennials started using computers and the Internet in elementary school. Our first reaction to most questions is: “Google it.” When a millennial is shopping for a product the first thing we do is run a search for reviews, pricing, and maybe even check out the company that makes it. This buying process spills over to the business world. Almost 90% of B2B researchers use the Internet in their research process.
Today millennials make up 46% of the B2B researcher demographic. As our presence increases in B2B companies your ability to be found on the web will only become more important.
Before engaging on your brand’s website B2B researchers average 12 searches and most begin with a generic product search. You need to be on their radar early on in order to have a chance of even being considered. This is why you need a comprehensive content marketing strategy that will fuel organic searches and boost your SEO. Paid search can also play a major role in your digital marketing strategy.
Millennials’ inclination to search everything only adds to the list of reasons to create relevant content. Creating blog posts describing your products/services and how it will benefit them will give millennials more of what they’re looking for. You will also be deflecting some of your sales costs by assisting them in the consideration stage of the buyers’ journey.
The other obvious benefit to creating content is building trust and establishing your brand as a thought leader. Millennials do not like salesy content, so humanize what you have to say. Infuse humor and include employees from all parts of the business as contributors. By incorporating employee blog contributions you are allowing them to portray their subject matter expertise and relatable personalities.
Accustomed to the “fast food” mentality of today, millennials want instant gratification and are often multi-tasking. Providing video content allows for easy consumption and it’s another opportunity to humanize your brand.
70% of B2B researchers and buyers are viewing videos during the research process; half of them watching 30 minutes or more. When creating videos in your B2B marketing plan tell people about your product and how it can be used.
Dozing off with a smartphone or tablet in hand, and then hardly opening our eyes in the morning reaching for the phone… this is a common reality for millennials. We are always plugged in and many are using their mobile devices in the B2B buyers’ journey. If your website isn’t optimized for mobile (to the detriment of a possible lead or sale) millennials will have a poor user experience.
A few items to consider when optimizing your website for mobile:
- Mobile redirects
- An overall responsive design
- Embrace white space
- No flash players (Apple products won’t play it)
- Simplification of content
- Option for full site
Image Source: Think with Google
It should come as no surprise that we millennials are looking to social media as part of the B2B buying process. The personal connection from a company’s social media account garners more trust from millennials than websites because we believe the information is more reliable.
Facebook is the most used platform for online adults ages 18-29, and is the preferred social network to connect with companies. With in depth targeting options for ads you should be connecting with millennials and remarketing to your site visitors on Facebook.
Post content that millennials are looking for when they visit Facebook: videos, pertinent news, and educational content about your industry. The ability to provide a timely response to questions on social media is another necessity for keeping this growing demographic happy on your B2B digital marketing journey.
Image Source: Pexels
Providing educational content that millennials can easily locate is key. When buyers contact a seller today they are over halfway through the buying process. If your company isn’t providing adequate information on your products, buyers are probably going to a competitor. Without a strong Internet presence B2B companies are practically invisible to millennials like myself.
Since social media plays such a huge role in the personal and professional lives of millennials, becoming a social business should be a no-brainer. If you need help becoming a social business but you’re unsure of your next step, take a look at our free eBook: How to Transition from Social Media to Social Business.