Running a business successfully these days is all about connecting to your customers in the right way. By getting their attention, and making your advertising efforts all about what they need, you’ll make the sales you need to keep your business going. But recently, you’ve realized that there’s a demographic that’s quite challenging to advertise to–Gen Zers. If you thought millennials were a challenge, they’re easy compared to this young demographic that seems to resist any kind of traditional advertising technique. And they’re careful with their money. And they seem to spend hours on your website before buying anything–if they end up buying anything at all.
But this generation is an important one to market to, especially as they get older and start having their own income. Fortunately, there are some strategies that are guaranteed to work–and here’s how to do it.
Provide them with as much information as possible
Gen Zers have grown up with media around them 24/7, which is part of why they don’t trust traditional advertising. They’ve seen it all, and they know what it feels like when someone’s using persuasive language to sell something to them. They don’t trust it. That’s why it’s more important for you to present them with as much information as possible about your service or product. For example, if you sell suitcases, don’t make a flashy, fun advertisement. Instead, provide information on your website about what makes your materials the best ones, what your aesthetic values are, and what the features are that make these bags better than your competitors’.
Providing customers with detailed, beautiful photographs is important, too. And don’t forget about the value of good reviews. Make it possible for customers to leave detailed reviews, and to rate your bags based on details such as quality, portability, and how much time they take to ship. Gen Zers are thorough buyers: 46 percent of them research a product on their phone buying it in a store, even though it’s right there in front of them!
Make your website mobile-friendly
According to Forbes, “companies looking to earn Generation Z’s business need to invest in great mobile-shopping platforms…mobile shopping can be clunky and Gen Zers will quickly move on to the next website or app if the purchasing process is not smooth enough…If it takes more than a few seconds to make a purchase, they’ll just leave!” So you need to invest in smart site design and optimize it for mobile. Additionally, it’s not a bad idea to create an app for your company (for example, if you run a restaurant, creating an app where customers can customize a burrito, then have it delivered at their table).
This is especially true if you’re an online company, such as one that spends lots of time locating drop shipping wholesalers. Your website is your chance to show that you know what you’re doing; it’s tantamount to someone walking into your store and being impressed by the displays. 96 percent of Gen Zers own a smartphone, so it’s worth hiring a UX or app designer to make sure you’re doing all you can.
Get on social media
Chances are that as a business leader, you’ve already created a Facebook page and Instagram account for your business. But are you doing all you can to master social media? In 2016, 85 percent of Gen Zers learned about new products on social media, which goes to show how powerful this marketing strategy can be. So don’t just get social media accounts. Research your customers to find out where they spend the most time and focus your strategies there. Create a social media calendar. Don’t forget to have an Instagram for Business account, which will get you more views and free analytics about your customers. Connect with influencers, and when your customers reach out to you, connect with them, too. And get creative with Snapchat and Instagram stories.
Additionally, remember the importance of staying connected at all times. Because Gen Zers have grown up with media constantly available to them on phones and smartphones, they expect you to be available at all times if they have a question about a product or service. If you can’t employ a team full-time to work with them, get creative and use AI bots when you’re off the clock. After all, almost half of Gen Z shoppers say they give feedback often or very often.
These are some of the best strategies you can use to market your business to Gen Zers. What other strategies do you think would be effective?