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4 Marketing Strategies to Attract and Retain Millennial Clients

If I asked you what the largest generation in terms of sheer numbers is, would you guess it’s Millennials? That’s right. Millennials now outnumber even baby boomers just in sheer numbers. Just take a look at this data from the US Census Bureau:

Attracting these younger policyholders doesn’t need to be as challenging as one would expect, though. A few adjustments to your marketing strategy can go a long way. Let’s look at a few actionable methods to attract millennial policyholders.

1. Understand What Millennials Value

The majority of millennial policyholders value two things: convenience and authenticity. In this case, convenience means communication and ease of use. Millennials want to be able to communicate in the method they prefer, whether that’s text, email, etc. Authenticity relies more on your brand presence, what makes you different from competitors, and how you treat your customers – millennials value a personalized experience. 

These two elements are important to understand because they inform the rest of the items on our list and should be used as a baseline for any marketing strategies you develop to target millennials. 

So, what are some steps you can take to improve these values in your marketing? First, we recommend ensuring your website is set up to attract millennial customers. Then, we recommend including communication and automation features to improve both authenticity and convenience. Here are some tips to do both. 

2. Implement Website Must-haves

Your website is the most important aspect of your digital presence. As a marketing tool, it should be designed to appeal to your target audience. Made to attract visitors and keep them interested. 

For millennials, this means providing an organized, modern, and engaging site – outdated websites will often be ignored. It becomes even more noticeably important when you realize that 83% of millennials find online content useful when making purchasing decisions. Meaning without an optimized website, you might be out of luck when it comes to reaching millennials. 

For that exact reason, here are some website must-haves to create an engaging and modern website:

  • An eye-catching homepage that grabs visitor’s attention 
  • A clear value proposition on your homepage that lets visitors know exactly what you do
  • Intuitive navigation to create a positive user experience
  • Provide engaging content that keeps users interested in your site
  • Helpful client service centers that make getting support easy and painless

These must-have features make it easier for your target audience to connect with you and your site. Along with optimizing the user experience, implementing important website features provides more context and content for millennials to explore. Helping them come decisions. 

3. Upgrade Your Communications

Millennials want immediate answers, and they don’t want to have to fill out a form and wait for a response. Being able to chat with somebody in real-time is a huge benefit when they just have a quick question but aren’t ready to become a policyholder.

For this reason, we recommend including additional options to contact your company. Most already include email, though a chatbot or texting service can also be beneficial. Best of all, these communication features can be automated to include responses to common questions, helping you and your team save time.

For example, the Agency Revolution website contains a chat feature, allowing visitors to engage our customer service team, while also providing quick-access to our FAQ in case their questions is a standard one.

4. Provide More DIY Resources

Millennials are used to using the Internet to solve problems. Making use of Google searches or YouTube to find solutions. They attempt to figure things out on their own first before looking for professional help.

So by having a blog post on how to do X or five ways to simplify Y, you’re appealing to millennials by giving that information away for free. 

Just be sure to add a CTA at the bottom of every one of those DIY resources. Include a callout that says something like β€œStruggling to implement them on your own?” or β€œHave more questions? Our team is here to help.” From there, have that CTA connect with your phone or email.

Get the Insurance Industry’s Leading Marketing Automation Tool

With Fuse, you can use the data in your management system to deliver personalized omnichannel communications throughout the customer journey. Click below to learn more and schedule a demo.

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Thanks for flipping over one last beach ball! We’ve loved sharing with you this month. Have a great 4th of July!