In our last post, we walked through some revealing statistics about Gen Z consumers, why they matter for your marketing efforts, and how to use that information to generate demand and revenue for your business.
Today, we want to build upon that and offer three opportunities to attract Gen Z buyers. Including these elements in your marketing mix can help you capitalize on the $150 billion in spending power of this powerhouse generation:
- Free product trial or demo
- Testimonials
- How-to videos
Let’s dive in!
1: Free product trial or demo
Gen Z is the ultimate embodiment of the “show, not tell” rule of marketing. They’re not interested in being “sold to” – they want to experience your product for themselves and form their own opinions about whether or not it’s worth their money (they’re frugal, after all). The digital natives pick up new tech quickly, so give them an opportunity to tinker around in your product and get proof that it can solve their problems.
2: Testimonials
Testimonials should be part of your marketing efforts for all B2B buyers, since 91% say they turn to expert recommendations to make purchasing decisions. But testimonials hold even more power when they catch the eyes of Gen Z. This generation is all about authenticity, so they respond to marketing that features real people sharing real stories about how products and services have impacted their lives.
Feature testimonials on your home page, on your social media, at the end of your product videos, and anywhere else they can help tell your story authentically.
3: How-to videos
When Gen Zers are searching for information, they look to the internet for guidance. While other generations turn to books or other resources, Gen Z knows a simple “how to” search is likely to reveal the answers they need. Educational content can also position your brand as a trusted expert and establish your website, blog, or social channel as a valuable resource that Gen Zers will visit time and time again.
Half of Gen Zers surveyed by YouTube said they didn’t know “how they’d get through life” without video (oh, the drama). Combine this love of video content with their search behavior, and you’ve got yourself a winning strategy for attracting Gen Z.
These videos could involve demos on how to use your product, but of course, they can also answer higher level questions that are relevant in your industry. For example, we could make videos on “How to create a winning email campaign” or “How to work with freelancers” or even “How to leverage testimonials to generate demand.” All of these would answer popular questions being posed by our audience in search engines.
Hone your content
Even if you already have these elements included in your marketing mix, you can further refine them to more effectively target Gen Z. If you’re thinking that’s easier said than done, reach out to us to help you make it happen! We do it all, from assessing your current content, identifying opportunities to add (or subtract!) to your offerings, strategizing new ways to reach buyers, and developing fresh material that’ll generate demand for your product or service.