By Chris Christoff, co-founder of MonsterInsights
The holiday season is fast approaching, and marketers around the country are revving up to advertise their products. In the past few years, there's been a focus on how to target millennials with advertisements and promotions. But it's now time to focus on a new generation: Generation Z.
Generation Z consists of people born between 1995 and 2005, and they make up a fairly large sector of the market. Selling to this group is a little trickier than every generation before them. It's crucial that we understand what makes them different so that businesses can successfully market to this group of young people.
Let's look at some of the best ways you can reach Generation Z this shopping season.
Establish a social connection.
Generation Z is more connected to the digital world than any other previous generation. They've grown up in a digital bubble where communication with peers and information is shared instantly.
Due to how they connect, it's important that you target social media when marketing to this generation. They are not just looking for a brand that they can purchase from once and forget; they are looking for lifelong connections with companies. Be the one to step up and gain their trust.
In fact, Gen Zers are 59 percent more likely to connect to brands they like on social media. They do this because once they trust a brand, they want to continue shopping with them. If you don't have a thriving social media page, that's something that is going to have to change if you want to pull in more Gen Zers this holiday season.
Gen Zers are finding out about new products they plan on purchasing from social media. On that note, your advertisements should be featured on social networks. Get your advertisements featured on YouTube and streaming services. This generation is watching TV less often, but they love streaming services.
Open a line of communication.
If there's one thing we know about Generation Z, it's that they are a vocal bunch. They love expressing their opinions when they buy a product and asking questions.
Reaching out to Gen Z this holiday season involves opening a line of communication on every outlet possible. An Accenture report revealed that 40 percent of Gen Zers leave feedback on products if the option is available. A feedback page on your site could prove useful. If you sell your product on Amazon, make sure you're responding to reviews and work on making the negative reviews right.
On your business website, consider adding a form where people can ask questions. Put the form somewhere clearly visible so that if someone from Gen Z lands on your page and has a question, they know they can get a quick response. You could cut to the chase and include an FAQ page on the front page of your website. Cover all the important questions, especially as they pertain to the holidays. If you're shipping a physical product, for instance, include the average shipping time so they can be comfortable knowing what to expect.
Make it personal.
Everyone wants to feel special and unique. When marketing your products to Gen Z, make sure you show off products that have personalization options. The option to personalize is important to this group. Since the holiday season is coming up, look for ways to add a custom touch to your product with things like color options, name engravings, add-ons (a great up-selling opportunity!) and generally things that make the product stand out.
When you are advertising, either through social media or email, be sure to point out that there are options for personalization at checkout. If a Gen Zer sees this, it could be the very thing that makes them click your ad and nets you that additional sale.
There's no doubt that marketers need to start paying attention to Gen Z. They are young now, but if you can build a relationship while they are in their late teens and early 20s, you stand a good chance at turning them into customers for life.
The holidays are around the corner, so now is the perfect time to start showing them why your business is different. Use these three major tips to start reaching more people in Generation Z, and best of luck this holiday season!
Chris Christoff is the co-founder of MonsterInsights, the leading WordPress plugin for Google Analytics.