Challenges of Marketing to Millennials and How to Overcome Them

There’s no denying it: Millennials are taking over. By 2025, they’ll represent 75% of the workforce, says one research report. It also says that about 66% of millennials expect to work beyond 65, with 12% saying they’ll never retire.

Also, millennials work harder than other generations, putting in more than 45 hours a week, with 21% taking second jobs to make ends meet.

If you’re a dry cleaner (or any other retailer) looking to survive and thrive in the future, you need to learn to market to millennials. That’s a challenge. Millennials are a different breed than Baby Boomers.

They’re less concerned with owning houses and cars, for example, and they’re careful spenders, many of whom joined the job market during the Great Depression. They also have less money to spend, especially those paying off college loans.

Marketing Dry Cleaning to Millennials

So how do you market to Millennials? Well, you’ll still have to use the same timeless strategies, like delivering authentic, real value, positioning yourself correctly in their minds, and removing barriers that prevent them from using you, to get them to come into your store. And you still have the ultimate goal of building long-lasting relationships with them.

But you’ll have to “speak their language” to do it. That means using online media over print outlets. Millennials, for example, are more likely than previous generations to check out brands on social networks (57% versus 37%), and more likely to use technology to read reviews, research products, and compare prices while shopping (50% versus 21%), according to one report.

Below are some additional tips on marketing to this younger generation that can help you reach them:

Develop a social media strategy

Millennials love this way of communicating, so you’ll have to use it to do business with them. Facebook, LinkedIn, Instagram, Pinterest, and Twitter are especially popular with this generation. Identify which your target audience uses most and use it.

Optimize for mobile

Young people today love their smartphones. Walk past a table full of them and you’ll see most of them glued to one. That makes it critical to use mobile promotional efforts—including social—to reach this generation. Ensure that your content looks great on a smartphone or tablet, and it’s easy to share—something millennials also love to do.

Utilize app-based marketing

About 80% of this generation’s device time focuses on apps. So use this trend to your advantage. You can learn to build your own app using the tools available online. Or, you can use services like Google AdMob to create ads that appear on third-party apps. You can also use services like Kiip to create ads that engage with your target audience.

Zero in on non-traditional demographics

Traditional lifecycle marketing, like school graduations, house buying, and getting married, fails with millennials. That’s no surprise. They love breaking with tradition. Instead, use other demographics, like social causes, small business owners and entrepreneurs, and creative, freelance lifestyles. Also, check out the gig lifestyle.

Favor outbound marketing

Millennials hate advertising. Pure and simple. So, stay away from it if you want to reach this generation. In fact, stay away from outbound marketing, like commercials, direct mail, and magazine ads. Instead, use more inbound strategies, like podcasts with actionable dry-cleaning tips, blog posts, or even colorful infographics with helpful educational tidbits.

Make it easy to connect with you online

No other age group spends more money online than millennials. Or, spends more time researching services and executing online transactions. So, if you’re going to attract Millennials as customers, you need to make it easy for them to do things online. Enlite’s dry-cleaning mobile app, for example, helps customers stay connected where ever they go. It gives them unprecedented access to your services.

Execute an influencer strategy

Millennials are enamored with social causes. So, a good way to reach them is to implement an influencer strategy. Few things have more social clout with this generation. For example, partner with other business already on brand with millennials, developing shareable content and innovative initiatives, and use the influencer’s vast audience to create awareness and visibility for yourself.

Here’s a bonus tip for you:

Stay on top of digital trends that are emerging in the marketplace as much as you can so you can stay relevant. Update yourself on the latest cultural items and influencers your target audience is interested in.

Marketing to millennials is a challenge. No doubt about that. They’re a diverse group that loves breaking with tradition and loathes outbound marketing.

So, use the tips above to help you reach them and stay abreast of what’s happening with this generation. And don’t be afraid to try some non-traditional marketing tactics. They just might resonate with this highly diverse generation.


5 Facebook Marketing Ideas for Dry Cleaners

Despite some well-publicized changes to its algorithm, Facebook (FB) remains one of the most powerful marketing tool in business—one that can help you expand business significantly.

In fact, if you’re looking to drum up more customers for your dry-cleaning business, Facebook is just what the doctor ordered.

Your dry cleaning business relies on the right tools—like a solid POS computer system—to reach customers and keep them happy.

FB is a great tool to have in your arsenal to connect with existing customers but also lets you reach customers you never knew existed.

Facebook Marketing Meme

Facebook: A Marketing Powerhouse

One reason FB is such a marketing powerhouse is its extensive reach. With over 2 billion active users ( 1+ billion daily), Facebook is the Internet’s biggest social media platform.

In fact, it’s bigger than YouTube, bigger than Instagram, and bigger than Snapchat. It’s also bigger than Twitter and WeChat.

Another reason FB is such a marketing powerhouse is engagement. It’s among the top social media platform for driving engagement.

Over 90 percent of today’s marketers admit using Facebook advertising regularly. More importantly, 53% of FB’s users claim they’re “always on the site.”

These numbers make FB the most avid user-base of any social media platform—bar none. That’s a testament to just how good FB is at driving engagement.

If you’re a marketer, it doesn’t get much better than that.

Concern About Recent Algorithm Changes

Despite Facebook’s track record, some marketers worry about the impact of the recent changes FB made to its algorithm.

Facebook made these changes to protect its community and reduce the amount of misleading information on the platform.

More specifically, the changes target clickbait and spam, fake accounts, and false news items—targets driven by Russia’s attempt to interfere with the presidential election.

And while some marketers have reported ad impression decreases and cost increases as of January 2018, the changes shouldn’t impact FB’s marketing capabilities.

Necessary Moves You Need to Make

If you’re new to Facebook marketing, you’ll first need to take some baby steps to start you on your FB marketing journey. These include:

  • Creating a business page
  • Getting a vanity URL
  • Adding a great cover photo
  • Adding a good profile picture
  • Optimizing your “About” section
  • Choosing your CTA button
  • Adding milestones
  • Earning a “Very responsive to messages” badge
  • Customizing page tabs

Completing these necessary steps will establish your presence on Facebook. To attract and engage visitors to your page, drive them to your website, then convert them from prospects to customers, you’ll need to optimize your page’s marketing capabilities.

Here are five tips on how to do that:

  1. Follow the 70-20-10 rule for content — Try starting with some link-based or visual content, like business updates. Then go from there. Also, test out different formats to see what resonates with your audience. A good approach is to post original content 70% of the time, content relevant to your visitors’ interests 20% of the time, and self-promotional content 10% of the time.
  2. Make content stand out — The Facebook news feed is crowded with businesses all vying for visitor attention. Among the best way of doing that is to accompany a media post with a striking, high-quality photo. Posts with these kinds of graphics are ten times more likely to get engagement than plain text posts. Also, keep images sharp and easy to read.
  3. Have users share photos — Having users share photos of interactions with your brand or product also drives engagement. It also promotes brand loyalty and helps users feel included in your activities. Also, share posts on your community page whenever a user mentions you or your dry-cleaning business. This tactic also allows users to be part of your page and to bond with your brand.
  4. Post videos (especially live ones) — Video content makes an impact online. That’s as true for FB as it is for any other social media platform or media outlet. In fact, FB users watch over 100 million hours of video content daily. Plus, interest in video content keeps growing. So, take advantage of video’s power to attract and engage consumers.
  5. Promote your page beyond Facebook — One way is to drive traffic to your page with promoted posts and paid ads. They help you promote your page to users browsing the platform. To capture the interest of users that don’t know you have an FB page, add it to the bottom of your emails, include a link on your website, put it on your other market materials, and make blog posts shareable on FB.

These five tips can help you market your dry-cleaning business to today’s consumers and drive engagement with your target audience. That will help grow your business by adding new customers.

Don’t let recent changes to FB’s algorithm scare you. The platform is still the most powerful marketing tool of any of the social media site.

It might even be the most powerful marketing tools anywhere. With the right approach, FB can help you reach customers you didn’t even know existed.