Millennials are now in the B2B world, and they are changing the rules of the game for marketers. Here’s how to market your products or services to Millennial B2B customers.
Call them whatever, digital natives, echo boomers, Gen Y, truth is that Millennials are changing the world works. “Millennials” is a buzzword in pretty much every area, from politics to public relations or marketing. Better yet, especially in marketing.
Millennials are rightfully so entitled to influence how brands sell to them because they are one of the world’s largest generations, represented by nearly 1.8 billion people around the world.
Over the past few years, Millennials have also started to have an increasing impact on B2B buying decisions. Don’t believe us? Data shows that 13% of Millennials are now the final decision-makers when it comes to B2B buying decisions. What’s more, 28% of them influence those decisions. That’s what a survey from SnapApp and Heinz Marketing found.
So, with this in mind, it is essential for marketers to reshape their strategies to this new generation of decision-makers. Here are five tips for doing that and reaching Millennial B2B buyers.
Ensure your business is omnichannel
It’s no doubt that Millennials are tech-savvies. They grew up with technology, which is why they spend most of their professional lives on several devices, from computers to tablets and smartphones. Besides that, they are also constantly online, using technology on the move to stay productive and informed.
So, there’s no such thing as a single channel or device to reach Millennials. Your brand should have a mix of channels and platforms it uses for a strong online presence. Also, your content should be seamlessly omnichannel.
What’s more, it’s vital to optimize your website for desktop and mobile devices. Keep in mind that Millennials are mobile searchers. So, you should ensure that if they search for your website using their devices, your design displays correctly on their screens.
Use video marketing
Another well-known thing about Millennials is that they are avid consumers of video content. Thus, the best way to convey your brand’s message is through video.
A survey from Animoto found that 29% of Millennial B2B buyers agree that they prefer video content. What’s more, 80% of them watch videos to learn more about a product before buying it. Plus, 60% of Millennials say they prefer to watch a company video rather than reading its newsletter.
So, it’s official: video content is the most preferred form of content among Millennials.
There are endless ways to use videos in your marketing strategy. You can create product videos, which are really popular among Millennial buyers, company culture videos, which are a better fit for B2B buyers, customer testimonial videos, explainer videos, or spots.
When creating video content for four B2B Millennial buyers, keep in mind that they:
- Like to be informed on how a product works
- Like insights about the companies they do business with
Create Personalized and Relevant Content
“Personalization is king in marketing,” you’ve likely heard this one several times before. Well, it really is, particularly when it comes to Millennial buyers who want brands to show their appreciation and to make them feel important.
The good news is that personalized content is so easy to create these days, thanks to the amounts of data customers and businesses have. Using a data-driven approach, meaning that you need to gather as much customer data as possible, you can create relevant and personalized content that can truly reach and engage Millennial B2B buyers. You can use b2b marketing consulting services from experts who know how to interpret consumer data and turn them into effective content strategies.
The thing with Millennials is that they no longer make their purchasing decisions based on sales conversations and content. So, forget about the “buy now” and “best offer”-type of content. Instead, create relevant content that actually explains to these buyers what your product or service does and why it is the best they can find on the market but with real and relevant arguments.
When it comes to selling to Millennials, word-of-mouth is perhaps the most powerful tool brands have to attract new buyers.
Millennials trust their peers’ recommendations and opinions more than the information posted on various digital channels such as websites, product review forums, or emails.
B2B Millennial customers trust other industry colleagues and their family and friends’ recommendations more than any other source telling them a product or service is worth buying. So, you need to ensure that the word-of-mouth will work in your favor.
Encourage word-of-mouth with your existing customers. Ask them to leave you online reviews and to share their positive experiences with their peers.
These buyers also trust industry experts when it comes to making informed purchasing decisions. So, it is crucial to ensure that your brand is seen as an expert in your area. You can do so by using your online channels to pose as an industry leader. For example, you can have a blog section on your website where you write about your industry, trends, and innovations. Or, you can use your social media to share useful and educational materials such as research, guides, and even how-tos.
Provide Excellent Customer Service and CX
Another important aspect that Millennial buyers consider is the customer service and overall CX experience. How your company helps them when they have some questions or problems and how the overall buying process goes has a huge influence on whether or not they remain loyal to your brand.
When it comes to customer service, make sure that you are fast to answer. Data shows that 22% of Millennials expect a brand to provide them with a response within 10 minutes after reaching out to their customer service. What’s more, 22% of them also agreed that they would stop buying with a brand after having just one poor customer service experience.
So, start by hiring skilled and knowledgeable customer service agents. Practice proactive customer service by gathering feedback and fixing the issues so that they don’t repeat. Provide your B2B Millennial customers with several channels of communication such as phone, email, AI-powered chatbots, and keep social media communication open.