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Millenials

Every few weeks I hear an influential figure in marketing talk about some new, creative strategy for reaching millennials. “You need apps!” “You need to be on this social platform!” “Cat Pictures!” “Video!”

Sure, these can all work when done right, but it raises a question: Are millennials really that hard to market to?

As Thomas Sychterz, CEO of LaunchLeap, puts it, “[Millennials] get treated like some sort of hyperactive group of wild gorillas: powerful, unpredictable and difficult to pin down. The reality is quite different and simple.”

To show this, LaunchLeap, a Montreal-based consumer research startup, surveyed 18 – 35-year-olds about their internet and advertising preferences. The results definitely differ from what many would expect. Millennials aren’t as averse to more traditional forms of marketing as you’d think.

“Millennials are open to connecting with brands, drawn to bite-size content (paid or not) and intrigued by new information, product-wise. However, the main caveat is that it all needs to get done in an ergonomic, digestible and fluid manner.”

See the results of LaunchLeap’s survey in an infographic published on AdWeek below:

Millennial Marketing

Anytime you have an industry where creativity meets business, you face the conundrum of who to target with your work. Do you want to make something exciting and fun that other people interested in design will like, or do you want to make something consumers will enjoy?

The good news is that web designers can do both. If you have just a bit of marketing knowledge and some strategy, you can make a solid design that was as fun for you to make as it is for consumers to explore.  Any good designer should already be attracting their potential audience while making interesting designs. But what do you do if you aren’t?

The first step is to identify your target audience. If you can spot who your demographic is, everything else will fall into place.

Thankfully, identifying your audience has never been easier since you have tools like Google Analytics at your disposal. This isn’t to say this is a walk in the park, but pinpointing your customer base is much more simple and precise than it used to be.

By doing a keyword search in your analytics dashboard, you can also see what people are searching for, and what kind of people they are.

Another way to identify what your visitors like is by simply asking them questions. Blogs are a great platform for this, because you should already be trying to interact with your audience, and you can leverage to ask them what they think about different topics and to offer their opinions. It is also important to note, if you are struggling to interact with commenters because of spam overload, adding a simple Captcha is easy and rids you of most spam.

Social media also offers a huge opportunity to interact with your audience. It is easier to connect with readers on Facebook than it is to interact in the comments sections of articles. Taking advantage of social media also means your content is easier to share, which will attract more readers.

Once you know who you are designing for, you can find ways to make a great site they will enjoy, and you won’t hate making. Christian Vasile has great design tips if you’re having trouble getting started.

You don’t have to sell out and make boring websites because you are designing for a company. In fact, if you do, you are just making bad websites and your clients won’t be happy anyways.

 

Most SEOs look at the keywords for their research – but what about focus on the demographics?  By looking at the actual PEOPLE that visit your pages, it can make a big difference beyond the search positions.

Sure, doing solid SEO will get you into position.  But will that always be the best way to bring your best traffic?  Doing full research on your market and the people searching for your material can often bring to light details that, if focused on properly, can help convert visitors to business.

So many SEOs I see don’t ever think of their visitors past the search engine results page.  By looking at who is doing the searches and making the whole experience a better one for them, you’ll get better results (and Google will likely like you more for it).

Carrie Hill at Search Engine Land has a great article detailing how to do this, and more suggestions on how to make it work.