Let's face it. It's the digital age. Over 70% of the global population research before purchase. With Gen Y slowly taking the reins on purchasing power, businesses need to make a matching transition. It's obvious but surprisingly few are actually doing it. Let's start off with learning a little about Generation Y.
Businesses are under Gen Y's scrutiny.
The largest cohort since the Baby Boomers, their high numbers reflect their births as that of their parent generation. The last of the Boomer Is and most of the Boomer II s. Gen Y kids are known as incredibly sophisticated, technology wise, immune to most traditional marketing and sales pitches…as they not only grew up with it all, they’ve seen it all and been exposed to it all since early childhood.
Gen Y members are much more racially and ethnically diverse and they are much more segmented as an audience aided by the rapid expansion in Cable TV channels, satellite radio, the Internet, e-zines, etc.
Gen Y are less brand loyal and the speed of the Internet has led the cohort to be similarly flexible and changing in its fashion, style consciousness and where and how it is communicated with.
Gen Y kids often raised in dual income or single parent families have been more involved in family purchases…everything from groceries to new cars. One in nine Gen Yers has a credit card co-signed by a parent.
What does it all mean?
Apply Kirchoff's law. (Hats off to those who got that)
Well, it means that Gen Y even subconsciously, weighs out the pros and cons almost completely objectively before making a purchase decision. To weigh out the pros and cons, they do research.
A lot of the time, this means that they sit in front of a PC or pull out a mobile phone and call... on the power of Google.
What does that mean?
It means if you're not in the first five search results on a google search, there's a good chance, people won't know you. This is why Search Engine Optimization (SEO) is of paramount importance.
Marketing is no longer about blatant promotion. It's about having all the right information in the right places. - PA Digital
And the right place is online. Consider this, given the option, would you physically go out and search for information, going through the process of talking to people who've bought similar products to what you're looking for or would you rather have that information presented to you from the comfort of your couch... you know... the one you never want to leave?
The answer is obvious. Gen Y will google what they want whether you like it or not: It's just more convenient. Why not put yourself out there so that they see what you have to say?
First impressions matter
Following the narrative so far? Good. Let's ask a few questions and try to answer them for clarity's sake.
1. So what do I need to do in this strange, new environment?
A Social Media page and a Website would be a good place to start. If you know which social platform will work best for you, then go with that. If you're unsure, go for facebook - it's a general platform where most types of media are accepted.
2. I get why I need to have a webpage, but why social media?
Simple. People are already on it. It's the physical equivalent of going to a public place with a megaphone and yelling into it. Everyone will stop and listen for the first few minutes, then the ones who aren't interested will leave while the ones who are will stay, leaving you with an audience who cares about what you have to say. Each one is, in theory, a potential client or a brand ambassador and more often than not, both.
Studies show that, on average, people spend 40 minutes on social media. When you consider the younger crowd, this figure can go up to 8 hours! Couple that with the megaphone analogy and factor in the concept of sharing and it creates a neat little ecosystem of passing information and content around.
Furthermore, a good social media page shows a certain consistency to someone who's viewing it. If your niche is men's beard and hair products or women's accessories, a few posts a week, every week, show someone who's browsing exactly whether or not they fall into your niche or not. If they do, the contact details are available on the same page and if they don't, they'll move on to other prospects. That's a pre-sale done with no personnel used.
3. How much is it going to cost me?
A website can cost you anywhere from LKR 30,000.00 upwards - but be careful. Something like a website needs to be reliable and have as little downtime as possible. The cheaper services usually host you on cheap servers that can experience quite a lot of downtime (up to 25% in some cases) . That's a quarter of the time that no one will be able to access your website and it kinda defeats the purpose of being convenient. Kinda. (Sarcasm)
Generally, putting yourself on a social platform is completely free. You can refer our previous article,
for tips on creating a social media strategy. If you're okay with a graphics manipulation software like photoshop or illustrator (licensed and a little expensive) or GIMP or Inkscape (Open source and completely free!) you can make your own posts. If you already have a graphic designer, perhaps you can ask them to design the posts.
OR you can work with a company like ours that does the work for you! It'll save quite a bit of time and money. For more information on what we do
How much will it cost you? Well to be honest, it's really hard to say without knowing what you do and for how long you want us to work with you so drop us a message or give us a call and we'd be happy to draw up a quote.
Think of us like an extension of your office. :)
Your friendly neighbourhood Digital Marketers