Last month, we covered how to appeal to millennials when looking for young workers. This month, let's look at some tips for how to market to them as clients.
According to the Brookings Institution, millennials—those born after 1982—will comprise one-third of the adult population by 2020 and three-quarters of the workforce by 2025. In the United States, there are currently approximately 79 million millennials, which is already 3 million more than the number of baby boomers.
Their larger population alone makes it easier for millennials to directly influence society as well as refocus the attention of corporations and companies. They are comparatively better educated than their predecessors, have a tendency toward a liberal political outlook, are as frugal as the GI generation and are environmentally focused. Millennials are changing the way the marketplace interacts with them with their increased purchasing power.
So, how does all this relate to electrical contractors (EC), and what can you do to get hired by and provide a better service for millennial customers? Let’s take a look at what millennials search for when hiring an EC and what you as an EC need to keep in mind when trying to appeal to or work with millennial clients.
Importantly, millennials are more socially conscious than past generations, and they tend to shop and buy products or services from companies that reflect their own moral code. They don’t trust large corporations or big companies that offer impersonal service. Finally, they are more connected on the internet, and word of mouth can make or break a company's reputation as it's shared through forums and rating sites, such as Yelp or Angie's List.
What does this mean for you?
Looking at the world of electrical construction, the above information means this generation would support clean energy, energy storage, and renewable energy, and they would lean toward companies that also support those things. They want a more personal, targeted experience. And they want to be able to connect with and learn more about the companies they hire online.
Ask yourself the following questions:
- As an electrical contractor, have you thought about moving toward LEED practices? We've learned millennials are more likely to hire companies with a social consciousness that mirrors their own, and frankly, awareness of environmental impact through adopting sustainability measures is the way forward in the future.
- How competitive are you compared with other ECs in the market? We know millennials want choice, and to get the edge over your competitors, you should be trying to personalize your service toward your customer. To target the right marketing at the right millennial, consider using any data analytics you have available with your digital marketing platforms (e.g., website, e-newsletter, social media, etc.) to personalize your approach. These are tools that offer insight for what your customer base is responding to and what works.
- Is your service convenient? How are you communicating with your customer? Do you have an well-designed, mobile-responsive website that details the tailored cost of your service, duration and time-frame? This strategy could be something to look into. Millennials like to be involved in all steps of the process, but on their terms. You could use your website, for example, to explain why you're using certain kinds of materials or products and if any are more environmentally friendly or less expensive.
- Are you shareable? Millennials love sharing, and they love cool. If you aren’t active on social media platforms like Instagram and Twitter, you should be. Think of interesting and millennial-focused posts and blogs to put out there that will encourage sharing and buying into your brand.
Millennials are changing the way companies interact with their customers and behave internally. Take heed of their particular desires and aspirations. Given their increased purchasing power, these are your future clients.