Successfully communicating with Millennials can sound like a daunting task if you aren’t familiar with their heavy reliance on mobile devices. After all, Millennials are the “mobile generation”: everything they do or want to do can be done on-the-go. They have around the clock access to email, news, social media – you name it, they can do it! So how do you possibly get their attention in a time when there are literally thousands of modes of interaction? The key is to understand three of the most popular (and efficient) ways Millennials are interacting with the world around them: texting, email, and social media.
To give you an idea of just how “mobile” this generation is, consider this: Millennials spend an average of four hours and 22 minutes on smartphones each day, and 87% of millennials have their smartphones on them at all times. According to the same data, 80% of Millennials said that the first thing they do when they wake up is check their smartphone, and 60% said that they believe everything will be done on mobile devices in the next five years. Looking at your audience specifically, engaged couples spend 30% of their time planning their weddings on mobile devices each week. The world is shifting to become much more mobile-based, and it’s essential to adapt your business’s marketing strategy accordingly. Is your business catering to these individuals?
If your answer is no, don’t worry. By following a few simple mobile etiquette tips and adjusting your current marketing strategy to account for this mobile generation, you’ll be equipped to successfully communicate with Millennials via email, social media, and even text messaging.
- Make your emails mobile-friendly. According to the 2016 WeddingWire Newlywed Report, about 70% of WeddingWire consumer emails are opened on mobile devices, which demonstrates how important it is that all of your business’ emails can be opened from a mobile device. WeddingWire Education Guru Alan Berg refers to this practice as “mobile end-to-end,” which means that the Millennials who are constantly on-the-go can access your content on a desktop or mobile device and enjoy the same experience.
- Don’t get lost in the (inbox) crowd. Once you reach your client’s email inbox, it’s important to direct them to your email amidst the hundreds of others they’re probably receiving. To do this, use a short, descriptive subject line that grabs their attention and provides all of the important information. This strategy is crucial for a generation that often weeds out emails based merely on the subject lines.
- KISS. This acronym – Keep It Short and Simple – is the golden rule for your email content. Millennials’ time is precious; they’re a busy generation with very little time to read through lengthy boring content. So once you’ve grabbed their attention with a catchy subject line, make your emails concise and exciting. Use images and large font to engage your clients, and be sure to keep the message short enough so you don’t lose their interest.
- Respond ASAP. Remember to respond as quickly as you can, because besides being courteous, doing so lets your clients know they are important. Our data suggests that most couples expect to hear back from a vendor within 24 hours, so aim for that at a minimum.
- Give it whimsy. Millennials spend about five and a half hours on social media daily, most of the time via mobile devices, so it’s important for your business to have an active presence online and to post interesting, relevant content that will grab their attention. Industry thought leaders suggest that you include a little playfulness in your posts, as the social media that Millennials find the most engaging and shareable is a often combination of goofy and earnest content. Don’t be afraid to show some personality – after all, they’ll need to be working with you personally on a very important day in their lives!
- Be creative. Despite their reliance on mobile, Millennials switch their attention between electronic devices several times an hour, so it’s important to post engaging, creative content across all platforms that will keep users’ attention no matter what medium they are viewing it on. The key, however, is to post the right content for the platform; don’t just post the same content across your social networks. Consider your audience for each network to post the appropriate content with the right tone. Think about it: You wouldn’t post the same thing to LinkedIn that you would post to Facebook, would you? Use all types of platforms to showcase your expertise and let your product sell itself.
- Start a conversation. Millennials are more likely to engage with a social media post if they care about the content. Our research shows that 40% of couples say they comment, tag their partner or friend, and/or post on a vendor’s page if they like the content. They are also more likely to share your content with their own followers if they feel a strong connection to it, so encourage this behavior by posting content that they can respond to or share. If they share your content, it not only indicates loyalty, but it also extends your reach to even wider group of prospects.
- Follow trends. We get it; you’re busy! With countless social networks and apps available today, it can be hard to stay up to date with them all. You don’t need to have a presence on them all, but you do need to understand which are the most popular among Millennials. For instance, many engaged Millennials are using Instagram to look for inspiration and to post engagement and wedding photos for guests to see. They often use personal wedding hashtags and location tags that make it easy for friends to find, so mirror these trends by using your own hashtags or geo-tags in your media posts to direct more people to your content.
- Proceed texting…with caution. According to a 2014 Gallup poll, text messages are the dominant form of communication among Millennials, well above phone calls. However, while texting is an easy way communicate a quick message, there are still important rules that apply to the business world and are important to remember even when communicating via text. WeddingWire Education Guru Alan Berg recommends that wedding professionals (and all professionals for that matter) never text prospective clients first. Texting is the last personal communication method we have today, so boundaries could be necessary for it to remain that way. Once you’ve had meaningful contact with someone via email or by phone, you can ask for it they would prefer texting. If you prefer not to text with clients, you can explain that they should only be texting you for wedding “emergencies,”or if they’re running late to an appointment.
- Keep it professional. Avoid falling into the laziness trap of abbreviations and emoticons. While it is easy to simply write, “c u @ 3 today,” you want to keep your texting “voice” professional when communicating with a client – even Millennials who are all too familiar with the vernacular. Adhere to basic grammar rules, don’t type in all caps (to Millennials, that translates into screaming), consider your tone, and always include your name in the text so as to not confuse your client.
Millennials may seem like a complicated generation with their smartphones, tablets, desktops, and other devices. However, following their trends on social media and using professional email and texting behavior will allow you to communicate with these individuals in the most efficient way possible, no matter what device they’re using!