While you are researching new markets to approach with your products and services, one demographic you might be overlooking is Generation Z. These consumers are in their teens to recent college graduates. Let’s discuss how you market to Generation Z, those born between 1995 and 2010.
Although they are young, they make up at least a quarter of the population in the United States. They are estimated to become the largest U.S. consumer population. They have made almost half of the recent purchases. In addition, Gen Z can influence the buying decisions of their parents.
How to market to Generation Z
There are a seven important ways to market to Generation Z, a generation that follows the Millennials.
1. Make a difference in the world
This generation is involved in programs that work to make the world a better place. When reaching out to them, you should market less what you have to sell. You should market more of what you are doing to assist others and the environment. Review the processes your products and services take through the development cycle. Look into changes in the event you find something that harms nature. Invest a portion of your sales into organizations that feed the homeless or help those who are in need. Encourage your employees to volunteer for these groups. The effort will improve your image in the long run and attract this age group to your company.
2. Take advantage of digital media
Generation Z gets nearly all their information from the internet or social media. They will look up product information, such as le-vel thrive reviews, online before they purchase. They want to see what others thought about them. To reach this demographic, you will need to customize your advertising for the digital market instead of using print, television, or radio. Also, when you produce your digital ad, you will want to design it to work best on a mobile device. Gen Z does nearly everything on their mobile devices, including shopping so your website should responsive to mobile, highly functional, and simple to navigate.
3. Use the correct platform
When you are researching which digital platform to use, zone in on the social media platforms that this generation uses. Consider advertising on Snapchat, Instagram, or YouTube before investing in Facebook. Study these applications to determine which works best with what your company sells. Then, create a marketing program that is engaging to the age group.
Research what companies are successfully working with Gen Z and document who they are. See where they are advertising and make note of what they are saying or doing. If you feel that you need help, interview your staff to see if they have social media skills or consider hiring an agency or freelancer to help you.
4. Interact with them
Teenagers are less likely to utilize loyalty programs and coupons. They enjoy trying multiple brands to determine what works best for them. You can attract them to your company by talking directly to them. Showing an interest in their thoughts and beliefs makes them feel valued. It helps you stay on their radar for their next purchase. You can schedule a game or competition to draw the demographic to you or partner with another organization to bring the exposure you are looking for.
5. Show them how your business works
Many consumers in this generation have the aspiration to start their own business. To build a relationship with them, let them see how yours operates. You can invite them to visit your company in person. Or you can film a virtual tour of your facility. You can post this video on your website and send links out through your social media platforms to encourage others to view it.
Writing a blog about the rewards of being a business owner might also catch their attention. If you choose to do so, make your message brief and impactful. Contact your local high schools or colleges. Offer to mentor students interested in business. You might also volunteer to be a guest instructor. Whichever route that you choose, remember to give your contact information to anyone who might have questions or want to learn more about what you do and what your corporation offers. Once they know more about your company, they will be more inclined to buy from you.
6. Express your message quickly
Consumers who are young are usually shuffling between multiple devices and various applications almost constantly. This means that their attention is very limited before they move on to something else. You must customize your message to them in a rapid burst that will catch their attention quickly so they are curious to learn more. Adding a brief video or colorful graphics might accomplish this for you instead of basic text. Come up with a brief tag line to explain your company or product in an exciting way. If you need assistance with this, consult with a marketing organization that specializes in this type of advertising.
7. Work with an influencer
If you need help reaching out to this demographic, you can hire a social media influencer to promote your products. An influencer uses their platforms to talk about items and a vast number of Generation Z follow what they advise. Investigate those online to see which will fit the best with what you sell and how many followers they have. YouTube is an ideal place to find these influencers. Inquire what the cost per post or video will be for them to feature your items. It will also be with the agreement that they keep what you give them for free. You will also want to provide your website and links to other platforms so they can add it to the description of the video. Once they have talked about your company, you can link the post to your own social media and websites to attract even more customers to your company.
Marketing to Generation Z
When evaluating your marketing needs, creating advertising that targets Generation Z will open up a new demographic of shoppers that can increase your revenue. Research which platforms will reach them. Find out what they pay attention to. By doing this, you will ensure you have Gen Z customers that will be faithful to your products and services for decades.
This guest blog article was written by Kevin Gardner, a freelance writer and business consultant. Follow him on Twitter @kevgardner83.