Monthly Archives :

April 2019

MARKETING TO MILLENNIALS

MARKETING TO MILLENNIALS 900 600 WildFigAdmin

To ignore the millennial in your marketing efforts is to ignore 25-35% of the consumer population. However, many marketers find the diversity of this population segment daunting and continue to pursue basic marketing tactics, just hoping their brand catches the lucrative eye of the millennial population. Millennials are unique in many respects and marketing that appeals to baby boomers and Gen X’ers isn’t going to appeal to their generation. In order to maximize brand awareness and company profit, businesses must have at least a basic understanding of who millennials are, where they go and what they value.

WHO ARE MILLENNIALS?

Although sources debate which years bookend the millennial generation, it is widely accepted to refer to millennials as anyone born in the 80’s and 90’s. This means that today, the millennial generation is approximately 20-40 years old. 25% of millennials are parents, 33% of older millennials boast a 4-year degree and by the year 2025, it’s predicted that they will comprise 75% of the national workforce. This generation is also highly motivated. 54% of millennials are business owners or plan to start a business and they see themselves as influencers, brand creators and world changers. And they are incredibly tech- savvy. They connect digitally within 5 minutes of waking up and every 6 minutes throughout the day. Also of note: Millennials have lots (and lots!) of buying power.

WHAT ARE MILLENNIALS LOOKING FOR AS CONSUMERS?

Where the baby boomers are apt to respond to traditional advertising and read the Consumer Reports when making their purchasing decisions, millennials seek out social proof and talk to their friends. Consider channeling a big portion of your marketing efforts into compiling and displaying social proof from real people. Include photos when possible. This adds the authentic voice millennials are looking for.

WHEN MILLENNIALS WANT REVIEWS, WHERE DO THEY GO?

Because millennials are tech-savvy, they seek online reviews for everything from purchasing a new dishwasher to deciding where to go to dinner. They frequent the likes of Facebook, Google and Yelp. If you want their business, your brand must be there. This means spending time soliciting past customers for their reviews of your products or services. If asked, 71% of consumers will leave a business review. And reviews must be recent. 73% of consumers will consider a review outdated if it’s more than 3 months old. Posting and refreshing reviews on these sites is not difficult but it requires intentionality. Consider  automating this process to solicit appropriately timed reviews from every single customer. For example, automating after-purchase communications can help ensure you get relevant and timely reviews after every purchase!

WHERE DO MILLENNIALS HANG OUT?

When it comes to building your brand, you need to be where the millennials are. And where are they? Social media. 34% of millennials say social media helps them make purchasing decisions. That’s over one-third of the largest consumer group in our economy! Social media branding also helps build consumer trust. If you’re not marketing your brand across the most popular social media channels you’re shutting the door on an enormous amount of potential business. Today’s successful brands maintain a strong presence on at least a few if not all the major social media channels: Instagram, YouTube, Facebook, LinkedIn, Pinterest, Snapchat and Twitter.

Additionally, when marketing to millennials it’s helpful to maintain a strong online presence and a way for prospects to engage with you digitally before ever reaching out. You can do this through pop-ups on your website that link to helpful guides and resources. For example, each year at Wild Fig Marketing, Kari offers her Top 10 Book List for a Successful Year.

You can get yours here! http://top10booklist.wildfigmarketing.com/

WHAT DO MILLENNIALS VALUE?

A differentiator with the millennial generation is their willingness to spend a little extra money on a product or service if it means supporting a good cause or giving back to society. This altruism explains at least in part why companies like TOMS and Love Your Melon experience raging success when it comes to product sales. How does your brand give back? Be loud and proud about it! Make sure that anyone who discovers your brand knows what causes you support and how, when they support your brand, they help make the world a better place.

Also, millennials love a good real-life story and every brand has one! Share yours. For inspiration, see how Burt’s Bees does this and does it well: https://www.burtsbees.com/content/our-history/bees-Keeper-asset.html

Your story is one of many factors you can leverage to differentiate your business from your competitors, making you that much more memorable and helping keep your brand top of mind.

MILLENNIALS WANT TO INTERACT WITH YOUR BRAND SO…PRODUCE ENGAGING CONTENT!

Millennials are seeking an experience with your brand. They want to interact with you and enter into a relationship with you. Surveys and polls are great platforms for forging that valuable connection and give millennials the voice and influence they desire.

Also, consider soliciting and sharing user-generated audio, video and text content to foster that personal connection your millennial subscribers are looking for. When brand-building is a collaborative experience you will attract a loyal millennial customer base.

Automation. We already touched on it and here it is again! Automating your marketing in a way that follows the customer journey is yet another great way for millennials to experience that personal connection. Consider sending out birthday coupons or a special 1-year-email-list anniversary download as a special thanks for their affiliation. This will increase brand loyalty and drive millennial conversions.

Could your business use some help with targeting the millennial generation or would you like to get started on implementing a marketing strategy for your business? Contact us to schedule your free 15 minute consultation. We’d love to help you reach your goals.

6 TYPES OF EMAILS YOUR BUSINESS SHOULD BE SENDING

6 TYPES OF EMAILS YOUR BUSINESS SHOULD BE SENDING 900 600 WildFigAdmin

When it comes to marketing your business, there are numerous emails you can send out that coincide with different points along the customer journey. Email marketing is a tried-and-true way to connect with your customers and increase those leads and sales. If your current emails are not seeing the engagement or conversions you would like, these six types of emails pack a big punch!

1. THE WELCOME EMAIL

Typically part of a larger series of emails, this is your opportunity to introduce your brand to your new subscriber. The best part? You have their full attention. They just opted-in to your emails because they think your brand has something of value to offer them. Capitalize on their interest. According to Salesforce, welcome emails have a conversion rate 9x that of a typical email! Send the first welcome email immediately, letting them know how happy you are that they signed up and prompting the most high-value action (read your blog, follow you on your social media channels, download your latest PDF etc.). Then give them a sneak preview of the good things you have in store for them as they continue their journey with your brand.

2. THE OFFER EMAIL

This email is notorious for eliciting a high open rate. After all, who doesn’t want an exciting offer from a brand you love? Use the offer email as an opportunity to thank your subscriber for choosing to be a part of your email community. Then offer a discount on their next purchase, free shipping, a special download…something you know your subscriber will love. The offer email effectively increases brand loyalty and drives sales.

3. THE POST-PURCHASE EMAIL

This email is ripe with potential. Instead of just using it to deliver a receipt or communicate shipping information, invite your customer to engage with you on a deeper level by asking them to review their recent purchase, suggest similar products you think they would enjoy or educate them on how to get the best use out of their new item. All of these components provide value and help foster a personal connection with your customer.

4. THE VALUE EMAIL

A successful marketing campaign largely hinges on your ability to build a relationship with your subscribers and just like any human relationship, a foundation of trust is key. This can be accomplished by providing value with no strings attached. Educating your subscribers through blog posts or whitepapers or sharing weekly recipes or podcasts are just a few of the many ways you can do this. What the subscribers of one brand might value, subscribers of another brand might not. Evaluate your audience and determine what they love about your brand so your offering is on-point.

5. THE REQUEST EMAIL

By the time you send out this email, you’ve delivered something of value to your customer. Now it’s time to ask for something in return. The request email typically solicits feedback in the form of a rating or review. BrightLocal finds that 91% of people at least occasionally read online reviews and 84% trust online reviews as much as a personal recommendation. Ratings and reviews are powerful little tools that drive future sales!

6. THE ANNIVERSARY EMAIL

An anniversary email typically either commemorates your subscriber’s 1-year affiliation with your brand  or a milestone for your email list such as reaching “x” number of subscribers. This could be as simple as  sending a Happy Anniversary” shout-out or similar to the offer email, a freebie or discount. Either way, the anniversary email nurtures the subscriber/brand relationship and keeps your brand top-of-mind.

If your email marketing could use some help, or if you’d like to get started on implementing an email marketing campaign for your business, contact us to schedule your free 15 minute consultation. We’d love to help you reach your goals.

EMAIL MARKETING TRENDS TO KEEP AN EYE ON IN 2019

EMAIL MARKETING TRENDS TO KEEP AN EYE ON IN 2019 900 600 WildFigAdmin

You spend a tremendous amount of time creating content for your subscribers. Paying heed to current email marketing trends ensures that you’re making that powerful connection. This year’s trends are particularly subscriber-centric yet foster a positive experience for both sender and receiver.

IN 2019, EMAIL MARKETING IS:

TIMELY PERSONALIZTION

2018 trends saw an emphasis on a hyper-personalized approach to email marketing and 2019 is following suit. Active Trail reports that personalized emails reap a transactional rate 6X that of generic emails. Through the power of automation and with the ability to collect data on subscribers at various points in their journeys, email marketers have the opportunity to capitalize on that data to speak directly to their unique interests. This hyper-personalized approach goes far beyond inserting your subscriber’s name in the “name” field and addresses their purchasing habits, abandoned shopping cart etc. Send your subscribers content they want to see and make them feel like you really know them. This is the stuff brand loyalty is made of.

SOCIAL MEDIA-RESPONSIVE

This year, pay attention to what type of social media content is grabbing the public’s attention. What are the characteristics of the content people are interacting with? In general, social media content is highly-visual, relevant and focuses on a few simple actions. When you market in response to social media trends, your subscribers will engage with you in a similar fashion.

DATA PRIVACY-ORIENTED

2018 ushered in the General Data Protection Regulation and changed the game for subscribers and marketers alike. Now subscribers must “opt-in” to your emails which guarantees an on-point audience is on the receiving end of your marketing efforts. Handling customer data with respect should continue to be a top priority.

LONG-FORM

While it’s not the answer for every brand, long-form content is reemerging as a preferred way to ingest valuable information. If your subscribers are information-hungry, don’t be shy about satisfying their appetites (and showing off your expertise!) with long-form, value-laden content.

Are you curious about how you can integrate current email marketing trends into your marketing efforts or would you like to get started on implementing an email marketing campaign for your business? Wild Fig can help!  Contact us to schedule your free 15 minute consultation. We’d love to help you reach your goals.