Marketing to younger consumers—millennials and Gen Z—can feel like trying to catch lightning in a bottle. They're tech-savvy, mobile-first, and hyper-aware of the brands they interact with. But here's the kicker: they’re also fiercely loyal to the brands that "get" them. So, how do you get on their radar and stay there?
If you're not adapting your marketing strategies for this group, you're missing out. Let’s dive into three must-do tactics to ensure your local business resonates with the next generation of consumers.
1. Get a Mobile-Optimized, Pro Website—Yesterday
It’s 2024, folks. If your business still doesn’t have a clean, mobile-optimized website, you're already behind. Nearly 68% of young consumers search for businesses on their smartphones, and guess what? A slow, clunky site equals a fast bounce.
"The first step taken after checking out a company’s reviews is visiting their website," says a 2023 study by BrightLocal. That means your site is your digital storefront, and if it’s slow or hard to navigate, customers won’t stick around.
Here’s what young consumers expect from your site:
Lightning-fast load times.
Easy-to-find contact info (Name, Address, Phone, a.k.a. NAP).
Visually clean design with high-quality images.
Information that’s clear and concise.
Make sure your NAP is not just on the contact page, but plastered in the footer of every page. And don't forget—compress your images for faster loading times. Tools like Imagify can save you here.
Speed, clarity, and design: those are your winning tickets.
2. Level Up Your Local SEO Game
Great, you’ve got a website. Now what? If your site isn't showing up in local search results, you’re practically invisible. Younger generations are search engine warriors. They trust Google more than social media to find what they need. Your local SEO strategy needs to reflect that.
Start by optimizing your website with relevant local keywords. Let’s say you're a taco joint in Austin. You should be optimizing for search phrases like "best tacos in Austin" or "taco restaurant near me."
Also, don’t overlook your Google My Business (GMB) profile. It’s basically a mini-website that shows up on Google’s search results and maps. Want to impress? Keep your GMB profile active with updated photos, videos, and posts about upcoming sales or events. Consider this your digital handshake with potential customers.
"The search engine is the first place a millennial will look for a shop or service," says research from Search Engine Land. So if you're not ranking in those top spots, you're missing out.
3. Get Those Authentic Online Reviews
Look, younger generations are review junkies. BrightLocal’s data shows that more than 81% of people aged 18-34 trust online reviews just as much as personal recommendations. Think about that for a second: your online reviews are as good as word-of-mouth.
How do you get more reviews? Ask. Seriously. Train your staff to ask customers to leave a review while they're still in your store. Bonus points if you offer an easy way to do it via a QR code or SMS link. Make it frictionless, and they'll come through for you.
Want to go the extra mile? Create review handouts with clear instructions on how to leave feedback later. Stick them in the shopping bag, hand them out with the receipt, or even print the details on loyalty cards.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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