3 Ways to Connect With Your New B2B Buyer: The Millennial

Businesses are constantly changing to keep up with the onset of new products, new technologies and new practices. But now there’s a new B2B buyer to add to the mix, Millennials, and they’re forcing companies to transform the way they do business in order to attract and retain these rising decision makers.

The largest generation since the Baby Boomers, Millennials have surpassed Gen Xers as the largest generation in the U.S. labor force, and the Department of Labor predicts 74 million Millennials will be a part of the workforce by 2025. According to a 2016 report by the B2B marketing agency Sacunas, 73% of Millennials are currently involved in the decision-making of a product or service purchase at their company.

While these statistics are compelling, so is the Millennial makeup. Considered the most tech-savvy and socially conscious generation, Millennials think differently, act differently and, most importantly, work differently. They are all about efficiency and simplicity in the workplace, and expect flexibility wherever possible. They are an entirely digital generation where everything is done on a mobile device – from streaming videos and social networking, to shopping and getting information with a simple voice search.

So what can you do to keep these multi-tasking Millennials engaged and interested in doing business with your company? Consider these three tactics to help attract and connect with these new B2B customers:

1. Develop a strong digital and social presence

To have an e-commerce site is just the tip of the iceberg; you need a multichannel digital presence that Millennials will notice and want to interact with on the job. They prefer using a mobile device over a computer or tablet, so your website must have a responsive design that’s built for smartphone use. Large images, a clean design and easy search and transaction capabilities are a must.

In addition to having a responsive site, you need to be present in other digital channels, such as search engines and social networks. These channels are considered the most important to Millennials for researching B2B products and services. In addition to product information, they’re also looking for insight and reviews about your company, your customer service and your corporate footprint. They care if you have a social conscience, so they want to know what you do for your employees, the community and the environment. Get your story out there; promote your business successes, but don’t forget to celebrate your human successes as well.

Studies show that Millennials are more likely to support a company that is socially engaged and present. According to Sacunas, 85% of Millennials use social media for researching and networking purposes, so be sure to regularly engage on channels like Facebook, LinkedIn, You Tube and Twitter. Post relevant news such as new products and promotions, showcase products with video demos, and interact with people by creating a forum for questions or concerns. Likewise, invite customers to review your company, products and services so they can share their feedback and, hopefully, promote your business and brand.

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