Did you know there are almost 17 million Millennials in the UK? This makes up over a quarter of the country’s total population, second only to the baby boomer generation. It’s a demographic that simply cannot and should not be ignored when it comes to your digital marketing efforts.

Millennials are generally described as those born between 1980 and the mid-1990s and at present are the biggest online spenders, despite having less income and disposable cash than the baby bomber generation that came before them.

According to Bauer Media, Millennials can be segmented into five different groups:

  • Influencers (11%) have high media usage and are more likely to be male. They have a unique voice and like it to be heard – especially online.
  • Adopters (28%) have high media usage and are more likely to be ABC1*. Peer respect is key; they use knowledge and appearance to stand out.
  • Apprentices, (12%) are younger and more likely to live in London. They are focused on self-progression rather than keeping up with trends.
  • Entertained (32%) are older, more likely to have children and more likely to be ABC1*. Personal relationships are key, they look to media brands primarily to entertain.
  • Contented (17%) are older, more likely to have children, and are more rural living. They are satisfied with life and don’t chase the latest trends.

*ABC1 refers to a UK specific demographic classification. A consumer from one of the three higher social and economic groups, which consist of people who have more education and better-paid jobs than those in other groups.

The NRS social grades are a system of demographic classification used in the UK

Having grown up surrounded by rapidly-advancing digital technology, Millennials are incredibly tech-savvy and thus marketing to this group of individuals can have its challenges. So here are our top tips:

  • Millennials are much more ethically-minded than their parent generation and therefore tend to make green buying choices. If you can appeal to this side then you’ll be well on the way to getting them on side.
  • Don’t alienate with language. Millennials don’t want to be baffled with corporate jargon so speak to them using language, tone and medium that they can relate to. Video is a particularly effective way of communicating with them.
  • Pushy advertising is a no go. Savvy Millennials aren’t fond of the hard sell but value word-of-mouth recommendations and reviews – it’s one of the reasons they respond to influencer content so well. So, create a customer journey that enables them to draw their own conclusions.
  • Show value. Despite their love of the finer things in life, due to the world of economic uncertainty in which they have grown up, Millennials are much more likely to be speculative over their purchase choices than other generations. Make sure they understand the value of what you are offering them.
  • Build trust. Millennials respond to honesty and integrity so make sure your marketing content portrays these attributes. Millennials are also a loyal generation so, if you are able to get them on board with your brand, not only are they more likely to return but recommend your brand to others, enabling you to grow your customer base organically.
  • Personalisation. A key way to grab the attention of a Millennial is to personalise your marketing efforts. Millennials value individuality so offering something unique to them is a good way of getting them onside.

Need help marketing your brand to the Millennial generation? The experts at Air Social Digital Marketing Agency are here to help. Contact us to find out how we can work together to help your brand grow.

In the old days, paper mail clogged up our letterboxes but in this digital age, it’s our electronic mailboxes that are bursting at the seams. So, if you’re trying to get your message out there, how do you ensure your email doesn’t get deleted among the hundreds – sometimes thousands – of automated emails people receive each day? Here are Air Social Digital Marketing Agency’s top five tips for a successful email marketing campaign.

Personalise

First impressions count in the digital world just as much as they do in real life and so your subject line – the first thing the recipient sees – is of utmost importance. Personalisation is also an excellent method of getting your audience attention. The more personal you can get, the easier it is to build trust. You'll also have a better chance of your emails being opened – research suggests that emails with a personalised subject line are 26% more likely to get opened. You can pique the interest of the customer simply by including their name or their favourite products in the subject line. You don’t just have to stick to subject lines however, you could personalise the imagery, product offering or call to action depending on the customer.

Target

Sending out blanket emails to thousands of email addresses in the hope someone will open it isn’t enough these days. Most unsuccessful email marketing campaigns fail because the sender treated every email recipient the same. Gather as much data as you can, from geographic location to customer buying habits and then study that data and compile lists that you can target specific emails to accordingly. Since GDPR has come into force, many companies have seen a reduction in subscriber numbers, so don’t forget to reward those who have remained loyal – perhaps an incentive to treat themselves or others.

Simplify

Keep your layout clean and simple; it should look professional and be easy to navigate, or the recipient is likely to lose interest. Don't overload your design with flashy graphics, huge fonts and other in-your-face items. Equally, don't overload on copy either; economy of language is vital to get your message across quickly. Remember that people are time-poor and you need to grab their attention before they hit the delete button. Lastly, and especially if you're targeting Millennials or Gen Z, don’t forget to make sure your email-marketing material is mobile friendly.

Include a call to action

There’s no point in sending out emails publicising your products or services if you don't ask your customers to do something beyond window shop. Remember the point of your email – to get customers to click through to your website and hopefully buy a product or service. It doesn’t matter what the call to action is – from asking customers to fill out a survey to making a purchase or watching a video – make sure you include one in every email.

Measurable objectives

Before you do anything, it’s essential to establish why you are sending out the email in the first place, as well as what you are hoping to achieve.

What is the objective of the email marketing campaign, and how will it help you achieve your business goals? How will you measure the success of the marketing campaign? Set clear KPIs and work to those goals.

Are you struggling to get results from your email marketing campaigns? Contact us to find out how the experts at Air Social digital marketing agency can help.

Not happy with the conversion rates you’re receiving from your digital marketing efforts?

In the second of our series on Conversion Rate Optimisation (CRO), Air Social Marketing Agency managing director Alex Vinall has these tips on taking a more strategic approach to your digital marketing to boost your CRO and in turn better your business.

Quality not quantity

Let’s admit it; there are times when we all get fed up with posts that aren’t relevant to us continually popping up across our social media channels? If you’re significantly close to pressing the ‘hide’ button, so you never have to hear from that personal trainer or hair product company again then remember your customers are no different.

Some companies really can overdo it when promoting their content, sharing it everywhere and sending notifications about every new piece of content to every subscriber. While this may seem like a good idea, it’s not necessarily the best way to boost conversions and could even end up turning people off if the content isn’t relevant to them. There’s a good reason for the adage: ‘less is more’ so it’s a good idea to evaluate what content you are sending out, where it’s going and to whom.

Plan ahead

A content marketing strategy is essential to ensure you are delivering quality digital output relevant to your audience or in some cases, multiple audiences. By taking a more strategic approach to the distribution of your content, you are much more likely to boost conversion rates. Planning how to promote this content to specific leads and customers may well take a bit of time, but it will generate better quality content and sales leads.

Target

Delivering relevant content to specific customers is much more likely to guide them through the sales funnel. You need to consider different content for each stage of the sales funnel and for factors like what industry or job role they might be in. Sort recipients into different segments based on the above and then curate some of your best content to suit each group, rather than sending the same content to everyone.

Lookalike Audiences

Once you have identified the characteristic qualities of the people in your audience and targeted them with relevant content, you can create a Lookalike Audience. This is a way to reach new people who are likely to be interested in your business because they're similar to your best existing customers.

Retarget

Once you have curated and targeted your content to your various audiences, it’s a good idea to retarget those who have shown an interest in your business before as they provide a stronger chance of converting. Retarget them with ads promoting content relevant to what they have previously viewed. Tools like Facebook Pixel can help you to do this.

To see more on how we at Air Social digital marketing agency have helped clients increase their conversion rates visit our projects page or if you’d like to speak to us about how we can help you put together a digital content marketing strategy to help you boost your business, contact us.

Last week, Facebook held its annual Facebook F8 conference in California, during which it showcased upcoming additions and updates for its various social platforms. Here’s the lowdown on the main new features announced for Facebook, Messenger and Instagram.

Facebook Redesign

The next version of Facebook, codenamed 'FB5', is the platform’s fifth redesign and will be the most significant change the social network has experienced in years. Groups will be the core focus with a new Groups tab making it easier for users to find and participate in them.

Facebook dating

In its bid to be the next go-to dating app, Facebook Dating is already active in five countries – Colombia, Thailand, Canada, Argentina, and Mexico – and will now be rolled out to 14 more; the Philippines, Vietnam, Singapore, Malaysia, Laos, Brazil, Peru, Chile, Bolivia, Ecuador, Paraguay, Uruguay, Guyana, and Suriname. But Facebook is also launching a new feature called 'Secret Crush', which will enable users to select up to nine of their Facebook friends who they would like to express romantic interest in.

New Events Tab

Facebook will be adding a new Events tab, which will show users more of what’s happening locally to them. It will include refined recommendations, local business listings and new tools to help organise outings with friends.

Messenger changes

Facebook is also making several changes to its Messenger app. Not only will there be a new option to limit your Messenger interactions to selected groups of close friends only but Facebook will be adding a new option enabling users to view Facebook video content within chat groups in Messenger. Meanwhile, for businesses, there will be new Messenger lead generation templates added to Ads Manager, making it even easier for companies to connect with potential customers.

Instagram ‘Shop from Creators’

The big F8 announcement for Instagram was 'Shop from Creators', a new option which will facilitate direct buying from specific users and their posts. This means users will be able

to shop inspiring looks without leaving Instagram; instead of taking a screenshot or asking for product details in comments or by direct message, you can simply tap to see exactly what your favourite creators are wearing and buy it on the spot.

Fundraising Options

Instagram's also adding an option for users to raise money and awareness for non-profit organisations via new donation stickers in Stories. This will enable people to mobilise their community around a cause they care about, with 100% of the money raised on Instagram going to the non-profit they’re supporting. The option will be made available to US users only for now, but more countries will follow.

Instagram Camera Improvements

Instagram is currently the fastest growing social media platform, so it makes sense for its owners to make the tools it offers as user-friendly as possible. At this year’s F8 conference, the company announced a new camera design, which will include 'Create Mode', giving users an easier way to share without a photo or video.

 To keep up to date with the latest news from the world of digital and social media marketing, keep an eye on the Air Social Digital Marketing Agency news page or check out our social media channels.

Did you know

Dissatisfied with the conversion rates you’re receiving from your digital marketing efforts?

Air Social Digital Marketing agency managing director Alex Vinall has these tips on how to keep things simple when it comes to Conversion Rate Optimisation (CRO):

Ensure your website is crisp

Site design is a crucial factor in influencing a visitor to complete your desired action to become a conversion. While a fancy website might look great, it can be distracting.

If your website is overly fussy, then it might be worth looking at a redesign, but if that’s not possible, then it’s well worth making a few tweaks to your homepage to enforce your key selling points.

Don’t overcomplicate the process

One of the most common mistakes in digital marketing is to overcomplicate sales funnels and customer experiences. The fewer steps there are for a customer to have to go through, the more likely they will stick around and go through the entire checkout journey.

Simplify your checkout forms

There’s no point making the customer journey simple if you’ve got a long and complicated sign-up form. You may need to remove some fields or switch to a multi-step form to reduce choice overload and help capture information without losing customer interest.

Carry out regular A/B testing

The saying goes, ‘if it ain't broke, don’t fix it’, but how do you know if something is working if you don’t test it? There’s no point overhauling your whole website if changing one thing is all you need to do to boost conversion rates. A/B testing your CTA buttons, for example, could be all that’s required.

To see more on how we at Air Social Digital Marketing agency have helped clients increase their conversion rates, visit our projects page or if you’d like to speak to us about how we can boost your business, contact us.

News

What’s new and relevant in the world of Air Social and beyond - check out our most recent posts.

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