Marketing to Gen Z: Part 2

For some brands, marketing to Gen Z is simple and can be done without much thought. We discussed five different ways to optimize your Gen Z marketing in a previous article, and today we have five more tips for you. 

Respond in a timely manner 

Giving Gen Z your undivided attention goes hand in hand with boosting brand loyalty, and considering 47 percent of consumers define a best-in-class brand as one that offers strong customer service, timely responses should be an essential part of any brand’s marketing strategy.

Your responsiveness doesn’t just nurture customer loyalty; it also supports financial goals. A recent study showed that 41 percent of Gen Z consumers say they would buy from a brand that delivers timely, responsive customer service over a competitor. With methods such as active listening, brands can ensure they never miss a keyword mention or meaningful customer interaction online.

Amplify your brand’s beliefs and values

Gen Z cares. Data from a recent report shows consumers have high expectations when it comes to brands taking stances on social issues, and this rang particularly true among Gen Z consumers who were three times as likely as other generations to say a brand’s purpose is to serve communities and society. 

From celebrating diversity to raising awareness for social issues and beyond, brands are increasingly wearing their beliefs and values on their (digital) sleeves. Brands that take bold stances are becoming more of an expectation rather than an exception to the rule. The boldness seems to correlate with Gen Z’s desire to be heard and express their beliefs. Of course, brands should always be mindful of how they present those social issue stances and do so in an appropriate manner. 

Embrace customer feedback and reviews

Sometimes the best thing a brand can do to encourage purchasing behaviors is to say nothing at all. Reviews and online feedback have more clout than talking about your brand for most generations these days. 

Incorporating customer testimonials into your social strategy can help build your brand’s online reputation, educate potential new customers and strengthen credibility through social proof. 

Ninety-three percent of customers read online reviews before buying a product, so make sure to encourage customers to share these online. To do this, consider reaching out to customers you already know enjoy your products or services. Make it as easy as possible for customers to leave feedback and don’t be afraid to respond to a review, whether it’s positive or negative. 

Meet your audience where they live

In the past year alone, 78 percent of Gen Z consumers have increased their social media usage. This may have something to do with COVID, but regardless, that is certainly growth. With a social commerce strategy, brands can capitalize on impulse buyers and meet young consumers directly on the platforms and apps they already use. 

Something equally impactful is lifestream shopping, or the buying and selling of products during a broadcast. Think QVC or The Shopping Network, circa 1985. While ecommerce strategy is fairly new to social media, the same concept as TV shopping applies. 

Give consumers what they really want

You’ve now gone through nine different tips to help with Gen Z marketing, but the most important, as always, is last. Gen Z shoppers want brands to demonstrate they really understand consumers’ wants and needs. Over half of Gen Z consumers are more likely to buy from brands that communicate whis understanding over a competitor. 

For brands, this could be as small as letting consumers know their voices are heard, or as significant as releasing a new product, experience or piece of content based on consumer feedback. Using a social listening tool can help brands more easily discover the trends that captivate Gen Z consumers, eliminating any guesswork and ensuring every post is bound to resonate. With the data and insights gleaned from social platforms, marketers are well-positioned to create content that’s guaranteed to keep followers engaged and strengthen customer relationships.

Gen Z marketing might require a bit of finessing, but doing so isn’t reserved only for the “hip” brands. Create more visual content? Done. Be more authentic? Can do. Have more back-and-forth conversations with customers? Sounds good.

By taking the time to learn about Gen Z marketing preferences and what makes them unique, your brand stands to build valuable relationships that benefit all parties involved. Ready to take your Gen Z marketing to the next level? Rooted Web is here for you!