Branding
Millennial Sandwich: 4 Tips for Connecting with Millennials Online
By Ryan Parlee
Ever have to make a meal for a picky eater? Trying to please them can be exhausting. Imagine you’ve made a delicious sandwich, and have to watch the picky eater scrape the mayo off because they “just don’t like the texture.” Or maybe you’re the picky eater and you don’t want to eat food you think is gross, so you avoid it. Picky eaters usually have a specific set of requirements that must be met before they decide if a certain food is something they want to sink their teeth into. If their particular preferences are not met they start looking for other things to eat.
When building your website you should try to cater your content and experience to a specific crowd. You can’t build your site according to the taste of one person, but you can build your site with the preferences of a whole generation in mind. Today, one of the largest and most influential crowds that you need to please is Millennials. And yes, they are known for being picky consumers!
This generation has some big buying power. With a population of roughly 80 million, millennials make up about one-fourth of the US population. This digital native generation is constantly online, and they expect you to be there too.
Keep these tips in mind when building a website sandwich for picky millennials
The Meat (Mobile)
Just like meat is the main component in your sandwich, mobile has to be a main component for your site. Millennials cannot keep their hands off their phones. One study found that the average millennial touches their phone 45 times a day. And with more than 85 percent of millennials in the US owning smartphones, you have to have a quick and responsive mobile site.
The Bread (Brand)
Just like a bun, the great-tasting contents of your sandwich must be held together by your brand. Your website is an extension of your brand and you need to make sure it stays consistent with your style and voice. When you give the brand a fun vibe, the website has to be the same. Millennials value brands that have high levels of transparency and are honest. If your business has any philanthropic aspect, make sure you flaunt it. Three in four millennials think more highly of a company that supports a social cause.
The Spread (Social)
Spice up your site with a dab of social media. Of course you must be aware of and monitor what’s happening on social media, but don’t overdo it when embedding social components within your site. Social media overkill will make it look like you’re trying too hard. But do provide social sharing buttons on your site so that you are findable by your fans. Five out of six millennials in the US connect with companies on social media networks.
The Side (Creative)
Every good meal needs a delicious side to provide some different flavor and complement the sandwich. If you’re worried your site is too creative or fun, that might be a good thing. When you’re trying to appeal to millennials, remember that they are open to learning new site layout and navigation. A site that is creative and functional will bolster your credibility and could earn you some extra attention. Check out some of our favorite site layouts here.
The best way to create a website that hits the spot with millennials is to research and have reasoning for methods- don’t operate off of stereotypes or what you think they will like. Just like making that meal for a picky eater, you have to consider their likes and dislikes.
But please, hold the tomatoes.
