Millennials, born between 1981 and 1996, are involved in 73% of business-to-business purchasing decisions, and one-third of those millennials are the sole decision maker at their organization. That’s why it’s so crucial to understand their unique worldview, said Johnny Campbell, CEO of Promotional Products Profits, in an education session at the ASI Show Orlando on Jan. 4.

One of the key characteristics for these digital natives is their comfort with and reliance on the internet. Most millennial buyers prefer to research independently online before ever contacting a sales rep. That means you must have an easy-to-navigate website and a robust, but targeted social media presence to capture a millennial buyer’s interest.

Johnny Campbell, CEO of Promotional Products Profits, explains how to reach millennial buyers during a class at ASI Orlando on Jan. 4.

“If your website is complicated, younger people will probably bail out,” Campbell said. “This is a generation who has lived on the internet. They know what a good website looks like.”

Campbell also recommended building up a company profile on LinkedIn to spread awareness and information on your business. Relatedly, he said, always include a message explaining what you can do to help prospects when you reach out to make a connection on the social media site.

Instagram is another important tool for reaching millennials, but don’t cast a wide net on the photo-sharing app. Instead, cultivate a honed focus, drilling down to the niche markets you serve. Don’t just say you sell promotional products in your bio; instead, say that you sell promo items to bankers and insurance agents, for example.

“The more specific you can be on Instagram, the more the buyers will show up,” Campbell said.

One of the things millennials are looking for in their online research of a company is social proof. Be sure to set up a Google alert for your company name and monitor it closely to stay informed about what people are saying about you. “Your reputation is everything,” Campbell said. “Millennial decision makers look at reviews. They’re looking at all of that before they ever pick up the phone to call you.”

Millennial buyers also tend to be highly visual and love videos. Follow the lead of late-night infomercials and create product demos, Campbell said. But, don’t just pack your videos full of product specs. Give viewers new ideas and solutions they can use. “Show your consultative side,” Campbell said. “They’re watching your video to see how your product will help them.”

In general, millennial buyers are “looking for partners that are upfront, forthcoming and easy to work with,” Campbell said. If you can position yourself as a problem solver through your online presence, then follow through with that promise in person, you’ll be more likely to become a trusted resource for millennials.