Create Strategies That Unite Multiple Media

By Corey Padveen

Part of Marketing to Millennials For Dummies Cheat Sheet

When it comes to the buying journey, your prospects are no longer confined to one particular medium. Millennials aren’t looking through a newspaper, watching television, or listening to the radio. Millennials may encounter potentially dozens of touchpoints (points in the buying journey where the consumer can connect with a brand or engage with a brand’s message) before making the decision to buy.

You need to strategize about how best to keep your brand top of mind and engage your prospects at each of those touchpoints. To accomplish this level of ongoing, valuable engagement with your prospects, keep in mind the following key points:

  • Tailor your communications for each audience segment. Every Millennial will possess a series of identities and personalities determined by the medium on which he’s communicating. You’ll want to familiarize yourself with the best practices to communicate in each medium. Then analyze the personalities of these prospects before developing an engagement strategy.
  • Maintain consistency in your messaging, tone, and branding. To create an omnichannel marketing strategy that unites all your communications platforms together, you need consistency among your marketing assets. While the structure or medium of the message may change, your brand’s tone and stylized elements, such as your logo or color scheme, should remain constant. Consistency will help your prospects identify your message and easily follow it across all channels.
  • Guide your prospects through the journey. In a campaign or program that leverages several media, you need to provide instructions or links or that guide your prospects through one step of the process to another. Eventually, you’ll want to steer them to an owned asset like a landing page or signup form. From there, you can push them toward the next critical step in the buying process. Using calls-to-action that explicitly tell a user what to do, such as “Click here to find out more,” are an excellent way to accomplish this objective.
  • Establish separate communications strategies for prospects, customers, and advocates. The relationship you possess with your audience will vary based on the kinds of interactions your audience members have with your brand. For example, prospects will be looking for educational information, customers want to see an effort that enhances a relationship, and advocates (those that help promote your brand due to their affinity for it) will want to see that you value them. It is important to create communications strategies unique to each of these three categories and to provide each cluster with an omnichannel experience that is unique to their relationship stage with your brand.