According to a 2016 study, 73% of B2B sales transactions involved millennial decision-makers. Another study from 2018 also revealed that more than 45% of B2B technology buyers are 24- to 34-year-olds.
Now that it’s 2022, one can only assume that this number has increased as more and more millennials reach senior positions in companies. Millennials are currently the largest generation in the workforce.
So, when writing for your company’s social media page, this Miami SEO company would like to remind you that you’re no longer appealing to people like your dad, but readers from the millennial generation.
Here’s what you need to consider when marketing your B2B brand or product to a millennial decision-maker on social media.
What You Need to Know About Millennial B2B Decision-Makers
Nowadays, many entrepreneurs and businesses post images of their exotic cars and mansions alongside a cringe-worthy captions to create envy and sell the dream to their audience.
But what they don't realize is that these kinds of posts create a gap between them and their audience. It makes them lose out on the opportunity to create a real connection with their audience.
Instead of making it all about the material things you have, make your post about the story of what it took to get you where you are today.
Story is the most powerful way to inspire, engage, and influence your audience. It’s how your audience will resonate with you and build a real and lasting emotional connection.
What this Miami SEO company is trying to say here is that authenticity is the key to building trust among millennial decision-makers.
By keeping it real, the relationship between your business and your audience becomes stronger. It also attracts potential customers, boosts engagement, and helps keep your existing clients loyal.
Millennial B2B decision-makers seek authentic experiences and hold businesses accountable for their content. This is why you want to be true to your values and brand voice on social media and communicate openly and honestly.
Aside from sharing your business’ origin story, how exactly can you be more open and honest on social media?
Here are some tips:
Studies show that millennials are more likely to spend money on experiences compared to older generations. 78% of millennials would rather pay for a fun event than buy something new.
The buying experience is very important for B2B millennial decision-makers. This means that they don’t want to do business with just anyone. They need to feel trust and a sense of connection first before they will buy from a company.
This is why millennial B2B buyers look for information about the beliefs and goals of their potential partners before deciding.
By clearly defining and discussing your business’ purpose on social, you can propel your company forward. Your social media posts should illustrate your values and culture better than any generic statement could.
Your purpose also helps set long-term business strategy, create a bigger competitive advantage, and differentiate you from your competitors.
You must communicate your purpose broadly and regularly. Remind people about why your business exists and what you seek to achieve.
Sharing this with millennial decision-makers will give them an insight into who you are. It also shows that you're reliable. As a result, trust and loyalty increase which allows you to stand the test of time.
Millennial decision-makers want to have a dynamic engagement on social media. This means that they want to be able to interact with the things you post on social and be able to access you.
When posting about your company and the products or services you offer, include elements that prompt your audience to respond, such as questions, quizzes, and surveys.
Millennials also expect you to respond quickly to their inquiries, questions, and comments online.
Make sure to monitor your social media profiles so you can reply to all interactions as fast as possible, and use Quick Replies to help you impress B2B buyers.
Here are some ideas of what types of engaging content you should be posting on social media to attract the right millennial decision-makers:
If you want to attract B2B millennial decision-makers, you need to stay on top of social media trends too.
Staying on top of trends means you can create posts that appeal to your target readers.
Here are the top 5 social media trends you need to be aware of:
Take a look at these trends and assess which of them suits best your industry and business type. Use it to your advantage to attract the right B2B millennial decision-makers.
According to Forbes, 91% of customers are more likely to shop from brands that offer tailored experiences such as relevant offers and recommendations.
The same is true for millennial B2B buyers. They only engage with personalized messaging.
Through personalization, you can create messaging that resonates with your intended audience which enables you to connect and build better relationships with them.
It also ensures higher retention rates and better engagement rates.
To be able to personalize your approach toward social media marketing, it's important to figure out your target B2B decision-makers views and experiences so you can segment them effectively.
Find out what resonates with them and incorporate this in your social media messaging and campaigns.
To appeal to millennial B2B decision-makers, you need to be active on social.
Millennial B2B decision-makers connect with businesses that they feel are authentic and align with their values. They also value positive experiences and interactivity more than low pricing.
So, make sure the content you put out shows your authenticity, highlights your purpose, uses interactive elements, up to date with the latest trends, and is tailored to your target audience's preferences.
Digital Resource is a Miami SEO company that aims to help both B2B and B2C businesses gain traction online. If you need help getting your business in front of the right audience, we can help!
Our SEO specialists and social media marketing experts will work with you to create a custom plan that will put you ahead of your competitors and help you achieve your business goals.
Contact us today to know how we can make it possible for your business!