Generation Z is the demographic group born in the mid-1990s to mid-2000s. This places some Gen Z’s around 25 years old. The next group of consumers for your business.
Generation Z’s have grown up on the internet and are extremely comfortable with technology and Social Media. (Wikipedia) If your business does not have a strong Social Media Marketing strategy they will swipe their way past your information to a competitor that has a strong strategy.
Generation Z has a very high expectation from brands and businesses. They also make quick decisions when deciding on web sites, Social updates, blog posts, emails, etc.
You need to have a strong Social and Digital Strategy to capture their attention, gain their trust, and convert them into your customers.
Here are four fast and furious rules to follow when formulating your marketing strategy for Generation Z.
1. Skip Following the “Best Time to Post” Guides
It’s fine to use the best times to post guides as a starting point for when to post Social updates, but don’t rely too heavily on these studies. There are pages and pages of search results explaining the best times to post and why. However, the truly best times to post rely on your audience and the demographics of your followers.
Most of the Social Platforms offer insights that break down the analytics of account followers. These insights can detail the age, gender, and locations of your followers. Additionally, the insights will show you specifically when your followers are using the platform.
Using this information will help you formulate the type of content to post and when to post it. Using information that defines the “Best Time to Post” for your account.
2. Stop with the Constant Self-Promotion
Millennials and Gen Z have a low tolerance for brands that constantly self-promote. Look at the last 10 to 20 updates you have posted to your Social accounts. If they all contain links to your website or specifics on products for sale or special offers, then your Social Media strategy is outdated.
Your content should be of value to your audience. Generation Z (and even Millennials) want to feel like your business cares about more than just making a sale. They want to be entertained, informed, educated, and they want to see that your business supports their beliefs.
Generation Z finds the following factors important to their purchasing decisions:
- User-Generated Content (actual customer testimonials/demonstrations)
- Personalized Offers
- Personalized Communications
- Personalized Ads
Create content that is specific to your audience and they will be interested in doing business with you.
3. Go Beyond Just Facebook
Marketing on Facebook gives most businesses the best bang for their buck. Statistics show the majority of all demographics are using Facebook. It is safe to assume marketing here will generate a return. However, Generation Z’s favorite Social Platform is YouTube.
Additionally, there are other Social Platforms that have a higher Gen Z usage and even more platforms are set to launch. It is important to research the various Social Sites to determine where your business will be found most, beyond Facebook. Then monitor the results to determine where you can get even more bang for your buck.
4. Don’t Rely on Organic Reach Only
Organic reach is the number of people who have seen your post through unpaid distribution. The benefits of organic reach is that you can publish posts for free. (Digital Marketing Institute)
The greatest thing about marketing on the free Social Media sites is that it doesn’t cost anything to create a business account and post updates to an audience.
However, while organic posts are important to build relationships there are algorithms that have begun to require paid promotions in order to get those posts seen.
Paid Social advertising is now a necessary adjunct to the free updates, the paid promotions will also help with getting your organic updates seen.
Paid advertising on the Social Platforms is relatively inexpensive, in comparison to traditional advertising, and is worth the investment.
It’s Time to Update Your Strategy
As Generation Z grows up to become the next batch of consumers, it is important that your Social Marketing Strategy grows with the changes. Your business is going to need to adjust to the new audience in order to continue to grow.