There are currently 80 million millennials in the United States, and as a group they spend $200 billion a year.
And because their own health is a pretty big priority, there is a lot of opportunity for your integrative health practice to tap into that market, and keep them as loyal, lifetime clients.
But to do that, here are 6 things to keep in mind when marketing to millennials.
1. Be Authentic
The average millennial spends 25 hours a week devouring online content. They are as self-educationally minded as any demographic in the history of the world.
So, when your content is available for them to consume, you’re already ahead of the game.
The first thing your content needs to be, though, is authentic. It could be the highest possible level of quality, but none of that matters if the authenticity isn’t there.
Honestly, they don’t care if you’re an expert. Instead, they’re going to make up their own mind. So, creating personal, inspirational, honestly human content is going to go much farther in earning their loyalty than something that comes across as arrogant, stodgy, or simply out of touch.
2. Embrace Inbound
The old ways of marketing still work a little bit with people over 35.
But for millennials? Not so much.
Millennials, almost by definition, distrust brands. They’re not keen on experts. They’re far more likely to do something because a friend—or YouTube channel host—suggests it.
3. Made Just for Them
Millennials don’t like being a number. They don’t consider themselves as part of a “demographic” or “group” in the generic sense. For example, calling a Millennial a “Millennial” isn’t a great way to make friends.
So your content needs to be authentic in a way that makes them think they it was made for them. It represents the world in a way that aligns with their view. It shows that you understand them.
Those little boogers will eat that stuff up.
4. Part of the Creation Process
Millennials want to feel as if they had a say in the content you create.
Encouraging them to be creative is a great way to get them involved in the process.
Polls, quizzes, crowd-fed content… Make it as interactive as possible.
5. All For the Lulz
The driving force behind a Millennial is, far and away, a desire to have fun.
Fun, fun, and more funzies.
At the risk of broadly generalizing 80 million people in one fell swoop, saying that every single last thing a millennial does is for fun isn’t too far off the mark.
So your marketing material needs to reflect that.
6. Their Loyalty is Hard to Win, But…
But once you do, by being authentic and marketing with their wants, needs, and dreams top of mind, you’ll have them for as long as you continue to deserve that loyalty.
So keep these six things in mind as you tailor your integrative health marketing toward millennials, and this generation could very well be lifelong clients for you!