The market has shifted. The new generation of buyers is an educated, tech savvy bunch of self-serving marketers. They navigate the digital world with an ease that comes from being brought up around technology … and selling to them is a whole different ball game.
What Used to Work No Longer Does
If you’ve been in the publishing business for a long time, odds are you’re used to working with Baby Boomers. Boomer business owners:
- Value ongoing relationships with people they work with.
- Prefer facetime with sales reps and in-person meetings.
- Put a lot of stock in reputation, history, and the perceived quality of the product.
Nothing is wrong with any of this. If your company thrives off a rich reputation and excels at Boomer-approved sales tactics, that’s fantastic. As long as you understand one thing: Boomers are retiring.
Knowing Your New Buyers
In 2024, buyers aged 25 to 44 (Millennials and Gen Z) make up 75% of business buying teams. When making a business purchase decision, buyers in this age range:
- Do 80% of their research before they even talk to you.
- Value digital sources and peer input more than advice from a sales professional.
- Prioritizes inclusivity and innovation in marketing strategies, as well as a blend of backgrounds and viewpoints.
The point is, if you’re trying to sell to Millennials and Gen Z using the same tactics you did with Boomers, you’re going to lose business.
Key Values of Millennial and Gen Z Advertisers
In order to sell to the new generation of advertisers, you need to do some research. What are they looking for in a new business deal? At a glance, most younger buyers tend to value:
- A Digital Savvy Team Embracing Innovation: Like we mentioned, Millennials and Gen Z are digital natives, having grown up with the internet, social media, and smartphones. They value innovation and are often more willing to experiment with new digital marketing strategies, such as social media campaigns, influencer partnerships, and content marketing. They tend to prefer publishers who are proven digital experts and can offer cutting-edge solutions.
- Data-Driven Decision-Making: Younger business owners place an incredibly high value on data and analytics. They’re likely to seek out publishers who can provide detailed metrics, insights, and performance data to inform their marketing strategies. Transparency in reporting and the ability to measure ROI are critical for this group.
- Diversity: New buyers value diversity in the teams they work with because it brings a balance of fresh ideas from younger team members, along with the seasoned wisdom and experience of older members. They look for diversity in race, gender, and sexual orientation as well, as it introduces a wide range of perspectives, fosters creativity and helps campaigns resonate with diverse audiences.
- Speed and Flexibility: Younger generations expect quick turnarounds and the flexibility to adapt campaigns on the fly. They value publishers who can offer agile solutions, respond to changes in market conditions, and quickly implement new ideas.
- Personalization and Customer Experience: Personalization is key for Millennials and Gen Z. They value publishers who can help them create highly targeted and personalized content that resonates with specific audiences. They also prioritize a seamless customer experience and are likely to favor publishers who excel in this area.
Another thing you might notice younger buyers prioritizing more than older buyers is social responsibility and brand alignment. Millennials and Gen Z often look for publishers who align with their own ethical standards and can help promote their brand’s values, such as sustainability, diversity, and inclusion. This means you could offer them cutting edge-tech and a fantastic marketing plan, but they may still not feel you’re the right fit. It’s important that you understand their brand before you try to pitch.
Appealing to Millennial and Gen Z Advertisers
Selling to Millennial and Gen Z business owners and advertisers requires a different approach than selling to Baby Boomers. We’ve said it before and we’ll say it again – you’ve got to be willing to evolve. That means it’s time to adapt your strategies to resonate with younger generations, keeping in mind their aforementioned values and tendencies. First off, do the obvious:
- Showcase your ability to deliver cutting-edge digital solutions.
- Give them non-traditional marketing ideas like influencer partnerships, interactive content, or immersive experiences.
- Show them you understand their values and emphasize social responsibility.
Next, demonstrate your expertise in the digital arena:
1. Show them the DATA
- Present Data-Driven Results: Show Millennials and Gen Z buyers clear, actionable insights and measurable results from previous campaigns. Use case studies and statistics to show how your services can drive ROI.
- Provide Transparent Reporting: Offer detailed reports and real-time analytics that show how your clients are able to track the performance of their campaigns. Transparency in metrics is incredibly important – especially to younger buyers.
2. Focus on Personalization and Targeting
- Offer Tailored Solutions: Millennials and Gen Z know the value in personalization, so be ready to offer solutions that effectively target niche markets. Create customized advertising packages that cater to specific audiences.
- Use Audience Insights: Leverage your understanding of your audience to help clients reach their desired demographics. This is the major advantage local publishers have over big companies. You know your community. Show buyers how you can help them connect with specific age groups, interests, or geographic areas.
3. Emphasize Speed and Agility
- Be Responsive and Flexible: Younger business owners expect quick responses and the ability to adapt campaigns quickly. Demonstrate your agility in making changes, optimizing performance, and responding to market trends.
- Make Onboarding Easy: Make it easy for clients to start campaigns, monitor performance, and make adjustments.
- Meet Them Where They’re At: Use the communication channels they prefer, such as social media, messaging apps, and video calls. Engage with Millennials and Gen Z in a way that feels natural and comfortable for them.
Finally, really win your new buyers over by getting into the nitty-gritty:
1. Promote Case Studies and Success Stories
- Share Success Stories: Showcase examples of how your services have helped other clients achieve their goals, particularly those in similar industries or with similar target audiences.
- Use Testimonials: Remember, younger buyers especially value input from their peers. Share testimonials from other Millennial or Gen Z clients who have had positive experiences working with you.
2. Understand Their Business Models And Build a Personalized Plan
- Be Knowledgeable About Their Industry: Take the time to understand the unique challenges and opportunities within their specific industry. Tailor your pitch to show how your services can address their particular needs.
- Build Them a Personalized Marketing Plan: Craft a personalized marketing plan that aligns with the potential client’s goals. This involves using data to understand their target audience, selecting the right mix of digital channels, and creating tailored messaging that resonates with their customers. A personalized plan should also include clear metrics for success, allowing them to track and optimize performance over time. By offering a plan that’s specifically designed for their needs, you’re proving you’re invested in their success.
3. Highlight Long-Term Partnership Potential
- Focus on Growth: Explain that you want to be a long-term partner who can evolve with your potential client. Start small if necessary, but highlight how you can scale campaigns as their needs expand.
Be Authentic
Millennials and Gen Z need time and information before sealing deals. They don’t rush. Just keep it simple. Know their business and their values. Be prepared to offer them digital solutions and show them data to prove to them exactly how you can help.
One last thing you need to know about younger buyers? They value authenticity. You don’t need to put on a big song-and-dance for them. Be straightforward, be sincere. Avoid hard sells – just lay out the facts and show them exactly why they need you.
