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Experts believe that millennials currently possess greater buying power than any other generation. Unfortunately, young consumers are often the most skeptical. Read on to discover how your field service business can gain millennials’ trust.
1. Encourage Reviews
Millennials increasingly rely on Google My Business, Home Advisor, Yelp, Angie’s List and other field and home service business review sites to find a service business to work with. A GO Digital Marketing study, for example, reveals that 80 percent of millennial respondents are more likely to make purchases from small businesses that boast positive online reviews.
The thing with reviews is you just want to make sure to solicit for them in the right way. Millennials can easily see through fake reviews and will quickly abandon a business that appears inauthentic. A good strategy is to simply let customers know that you welcome feedback on top review sites. Also remember that the occasional less-than-stellar review is better than inauthentic reviews (or no reviews at all).
2. Demonstrate Your Authority
Blog and social media content are about more than keywords, links, and hashtags. Modern content should demonstrate why you are a leader in your field. Build trust by crafting written content or videos that provide new insights into your industry. For example, millennials homeowners value content that offers actionable suggestions on maintenance or repair needs, particularly if such advice is unavailable elsewhere.
3. Incorporate Video
Business leaders increasingly regard video as a top tool for improving brand awareness, as evidenced by a Cisco studying suggesting that videos will occupy 80 percent of internet traffic by 2021. But while videos can clearly drive traffic and conversions, they serve a greater purpose: developing trust. By accurately conveying your brand’s story, videos can foster a stronger connection with dedicated consumers.
Live video streams are particularly valuable for building trust. These streams give your audience an immediate, unfiltered glimpse into the geniuses behind your business. Live videos may feel more authentic and could thereby cultivate a greater sense of trust among millennial consumers.
Investing resources in video? Read 3 Ways to Use Video as a Sales Tool for Your Business >>
4. Promote Charitable Causes
Demonstrate your company’s status as purpose-driven by regularly getting involved in charitable efforts. Documentation is important, of course, but charitable causes should not be merely undertaken for the purpose of a photo op; you and your employees should genuinely care about using your talent and resources to make a difference. Rather than patting yourself on the back via social media, show how millennials can also contribute to the cause.
5. Strive for Authenticity
Arguably the most skeptical generation, millennials often doubt grand claims from contractors, technicians, or other service providers. This, perhaps, explains why so many struggle to identify with traditional celebrities and, instead, flock to ‘relatable’ influencers. Rather than strive to imitate another successful brand or message, remain true to what makes your service unique.
How do you build trust with prospects? Check out our Step-by-Guide for Field Service Pros >>
6. Personalize Your Message
The stereotype of ‘needing a trophy’ may ring true in terms of millennials and social media use. Sometimes, young consumers just want to feel special. This can be accomplished by warmly responding to their social media comments, recognizing top field service customers online, or simply sharing the type of content users crave. In many cases, millennials prize personalization more than privacy; a Salesforce report highlighted by MarTech Today suggests that transparency can bridge the gap for those concerned about both priorities.
Final Thoughts
Millennial loyalty is an increasingly valuable commodity, but this generation can be surprisingly stingy with their trust. A few small tweaks, however, can completely transform how millennials perceive your brand and whether they respond to your field service marketing efforts.
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Last modified: November 30, 2018
