How well do you know Gen Z? Known as one of the most up-and-coming influential generations in purchasing power, Gen Z is often ignored when marketing a product. As your marketing changes with technology and trends, so will adapting to changing target audiences. In this blog, we will uncover more of what makes Gen Z so influential, key marketing mistakes you are currently making, and leave you with new strategies for making waves in your industry.
Why is Marketing to Gen Z so Important?
As a refresher, Gen Z is anyone born between 1996 and 2010, meaning that this generation is one of the first who grew up with smartphones, the internet, and social media. One of the key identifying characteristics of Gen Z is a passion for activism and sustainability. They have a hunger to call out injustice against others and strive to be informed on everything. When it comes to marketing to younger generations, you have to be prepared to ask yourself “Why?” Why is our product better? Why are we sticking with tried and true methods? Why are we not seeing ROI?
When you market to Gen Z, you are reaching the next generation of leaders of social change who are starting to influence business dynamics. More importantly, by understanding what makes them tick, you are engaging in social listening. Marketing that is designed with your target audiences will make your product and company stand out, but first, we need to address the elephant in the room: What mistakes are you making right now?
5 Marketing Mistakes You Are Currently Making
- No brand identity
If you don’t know who you are as a company and what values you hold near and dear, how are you going to communicate that to your customers? Your brand identity should be used to unite your team and be present in everything you do in your marketing. Without it, your products and services may be stellar, but there is nothing that sets you apart from your competitors.
- Poor social media presence
Infrequent posting or impersonal captions and content will not help you reach a new audience online. Gen Z looks for brands that are on social media as a way to understand if they can relate to you and what you stand for. If you can’t be found, they’ve lost interest.
- Non-responsive website
If you can’t remember the last time you updated your website, it’s time to rethink your marketing strategy. Over 50% of Gen Z make in-app purchases on their phone every week. A website that is not set up to be mobile-friendly could cost you potential business as more and more people tend to look up products and services on the go.
- No influencers or partnerships
Celebrity influencers are not as important to Gen Z, but rather, they want to see real-life people who are like them using your products. We are more likely to trust the word of a stranger than our friends when it comes to product reviews because they are more honest and relatable.
- Complicated user journey
If your customers cannot easily navigate your website or are connected to multiple pages just to fill out a form, the sale is lost. Gen Z cares deeply about the customer experience from the first impression to the final sale, and that starts with intuitive user journeys.
7 Ways to Help You Reach Gen Z Through Your Marketing
- Establish Clear Values and Mission
Gen Z values authenticity and purpose-driven brands. Make sure your company’s values and mission are clear and align with their ideals. Consider issues like diversity, social responsibility, and LGBTQ+ support in your branding if it is a value that your company holds. Do not jump on the bandwagon of support if you can’t stand behind your words.
- Practice Transparency and Accountability
Be open and accountable about your actions and decisions. Gen Z is keen on holding brands to a high standard of transparency, and they expect you to own up to your mistakes and learn from them. More importantly, stop missing requests for services or inquiries by including online calendar bookings.
- Build a Brand Personality
Your brand should have a unique and relatable personality. Gen Z prefers brands that have a voice, are bold, and can be entertaining. Consider using short-form content like reels and TikToks to engage and entertain them. For more information, check out our tips for social media strategies.
- Optimize for the Digital World
Recognize that Gen Z grew up with social media and is digitally savvy. Optimize your mobile website for a user-friendly experience, leverage platforms like Instagram, TikTok, and Snapchat, and prioritize data privacy policies. Engage them with interactive experiences like quizzes and surveys and offer loyalty programs to make them feel valued.
- Quality over Quantity
This generation is known for holding others accountable for their words, and marketing is no different. How will you show that your product is worth their time and money? They are more likely to pay for quality products and services when you can show how you will directly solve a problem with evidence or credibility.
- Be Real
Don’t forget that your brand is made up of people with unique stories to tell! Showcase more of the people behind the name as a way to encourage a positive working environment and show that you care about your employees and customers.
- Try out new forms of social media
If you can’t beat them, join them! Short-form and engaging content is the wave of the future, and so is the rise of social media apps like TikTok. Commit to creating content on the apps where they are present, not where you want them to be. This will help you to engage more and hear what they are looking for in a product or service firsthand.
Why Choose BubbleUP Marketing?
At BubbleUP Marketing, we want you to get the most out of marketing for your business to help you connect with the right audience and make an impact. Our talented team of experts is here to help you navigate new marketing strategies and set you up for success as trends change. From social media to branding and PPC, we can help find the right tools for you. Interested in learning more about how you can take your brand to the next level? Book a free consultation with us today!