Sales and Marketing - Jen Jordan

Marketing to Generations X, Y, and Z Made Easy

While there are decades between Generations X, Y, and Z, there is some common ground in their consumer habits. Each generation favors companies that exhibit corporate social responsibility. Establishing a brand that embodies values will help develop loyalty among these generations.

Another similarity is that these generations shop online and value reviews in the buying process. Ensuring that your online store is easy to navigate, mobile friendly, and quickly moves through the sale process will benefit your small business with all three generations.

While each generation enjoys and utilizes social media, they vary in their preferred platforms. This is one of the differences in marketing to these three generations.

Generation X (Gen X) spends a lot of time online and on Facebook. Accurate Facebook business information and an active homepage can go a long way with this generation.

Make your website easy to navigate, mobile-friendly, and easy to search. Feature actions your business takes in the community and contributions toward social good. Offer an opportunity for feedback to demonstrate that you value their input.

Spanning almost two decades, this generation appreciates nostalgia. 85% of this generation watch TV but still enjoy newspapers and radio. They often feel forgotten and are adept at shopping online and in person. Mixing in traditional marketing can catch their attention. Focusing on customer service will go a long way toward winning over this group of customers.

It is important to remember that most Gen Xers have invested time and effort into researching and choosing your business. Follow up with cards in the mail as well as emails. Discounts, loyalty programs, and strong customer service can create positive feelings (and reviews) with Gen X. That sense of loyalty and familiarity will keep them coming back.

Generation Y, or Millennials, comprise the largest generation in the United States. They are thrifty and coupon savvy. They are not easily won over, but 60% of them stay loyal to brands they love.

Marketing needs to be relevant to their experiences and needs. Keep your advertising understated and targeted, as they prefer content over blatant advertising. 83% of them will use content in their decision-making. They will readily block pop-up ads and avoid obvious advertising that is not relevant to their immediate needs.

This generation deeply values online reviews. 54% shop online and often consult reviews in the decision-making process. Ensuring that you offer an opportunity for them to leave reviews is a must. Make sure your business is familiar with online review sites. Gen Y values interaction, so a retweet or response from your business will create or solidify a relationship.

Gen Z does not have a set buyer persona. They are racially and ethnically diverse, progressive, and becoming the most educated generation.

Gen Z is a fast-paced generation where the here and now is everything. They appreciate interactions like polls and opportunities to provide quick feedback.

Ensure your posts and interactions are timely and accessible. Short content is usually more effective with Gen Z since they often consume on the go.

They are often on social media, with 81% preferring Instagram and YouTube. One effective strategy is to integrate marketing into live feeds that establish brand recognition, celebrate diversity, and demonstrate that you understand their needs and wants. They enjoy seeing the human side of a business, and they appreciate a good sense of humor.

Establishing an online presence, a good website, and demonstrating social responsibility will impress Generations X, Y, and Z. Use these actions as a foundation for your marketing. From there, you can vary your marketing techniques to fit your generational buyer needs and establish brand recognition and loyalty where you want it most.