The effect millennials have on your firm’s marketing
Every generation is different, and this is readily apparent in the world of business. It doesn’t matter which industry you’re in; the standard talk is that millennials have brought a different kind of thinking than the generation of their predecessors. And that can only mean one thing – change. We can ignore it or embrace it.
Let’s embrace it.
The millennial effect
Millennials have a much bigger impact on business than many give them credit for. In the world of professionals services, millennial employees tend to value strong client relationships, and they will work their hardest to provide excellent service, just like the generations of the past.
Millennials tend to value equality, transparency, and authenticity. They want to be involved, and they tend to live the values they have in their business life too.
How does all of this affect marketing?
The new marketing of and for millennials
The changing world of business is one where the millennial generation is becoming more dominant and one where every firm needs to adjust. That means that you need to plan your marketing efforts around key points:
- The identity of your firm and its story
The narrative matters greatly in the world of millennials, and that means that your firm needs to have a compelling narrative if it wants to attract, engage and retain them. Plus, you need to know how to communicate your identity to the market.
To do this effectively, you need to frame the narrative around the client and not around the firm, as was the case in the past few decades. Clients are the most important thing today because they know they can get their needs met by many of your competitors, which means that you have to be the best of the bunch.
- The target market
Framing the narrative around the client also means that you need to know your audience. This is especially important for the design of your website and marketing efforts. Your website is the primary location where your audience meets your firm, which is why it needs to be focused around what they want to see.
In the end, you need to be consistent with your messaging. You want to attract millennial clients, but you also want to attract millennial employees. And that means that your messaging needs to be consistent both internally and externally.
The bottom line
All of this is the basis of how marketing should work in the world of millennials. You need to work a lot more to turn your firm into one that’s both for and made of millennials. To learn more, you can always reach out to us, and we’ll be happy to help!