Millennials want to feel like you created remarkable content with their interest (not their wallet) in mind.
For example: When a consumer searches Google for “how to home brew beer,” they don’t necessarily want to buy a home brew kit right on the spot. They aren’t ready, they’re just curious. But if they come across a business’ blog telling them “The 10 Dos and Don’ts of Home Brewing,” now their interest is piqued and this company has capitalized on a potential customer. Without ever being “pushy,” content like this helps the business craft strong consumer brand preference, favorably reinforcing the relationship during the evaluation phase.
In other words, the more you feed your Millennials relevant content, the more sales opportunities you’ll cultivate. No cold calls, hard sell pushes, or excessive spending budgets are required. This is inbound lead generation that takes care of attracting and qualifying consumers on its own, so you can focus more on converting and closing when they come to you.
But the Internet has a history of being a fad-frenzied environment where everything eventually fades into darkness, right? Who’s to say inbound marketing will outlive any other tactic?
Inbound Isn’t Trendy, It’s Proven
The term “inbound marketing” was coined in 2006 as a response to the rapid growth in online business. But it’s not a buzzword, a trend, or even a recent development. Don’t be turned off by or run away from it. Inbound is not about reinventing the marketing wheel for Millennials, it’s just an updated title for the proven and profitable strategy of content marketing.
From John Deere to Nike, businesses have been serving up great content at no cost to “own” their customers for over 100 years – and it’s paid off big time!
So, let’s jump in our DeLoreans and take a look at few examples of tried and true content marketing, as provided by blogger Garrett Moon of todaymade.com:
- 1895: John Deere introduces The Furrow, a free publication chock-full o’ farming tips and techniques to help farmers become more profitable. Today, this gem is available in more than 40 countries and in 12 different languages.
- 1900: Michelin Tires released a 400-page auto maintenance guide with everyday drivers in mind, and also included travel tips. 35,000 copies were distributed free of charge before the company started selling the manual for a profit.
- 1904: Jell-O circulated free copies of its own cookbook, highlighting creative ways to use the unique product. In 2 years, the company saw sales increase to over $1 million annually.
- 1966: Nike released a 19-page booklet titled Jogging. It was filled with advice on enjoying running as a recreational activity, including posture and striking tips. This brought running, as a sport, to America, and it never once mentioned a Nike shoe.
Sears, Lego, Sherwin Williams, Hasbro, Proctor & Gamble, Coca-Cola, and many more have also leveraged content marketing stratagems and reaped some serious benefits.
So, Start Today
Great content is easier and more cost-effective to produce than ever thanks to the Internet’s global accessibility and flexibility – and it’s vital for your business’ future. Each day that your marketing department does not focus on a dedicated online and content-driven strategy, complete with social media, search engine optimization and conversion tactics, is a day you’re not connecting with younger audiences.
Do not allow the Millennials to march on, and your business to become a bygone. If you want to earn the monies of these whippersnappers, remember: Content is cash. Content is competitive. Content is creative. Content is cool. Content is core. Content is caring. And content is king.
Maybe you’re already creating great content, or you need some help getting a strategy in place. Tell us how or why in the comments section!