Marketing trends are constantly evolving. 

Change is the one “trend” you can count on in digital marketing. As technology continues to evolve at lightning speed, so do the preferences and behaviors of consumers. 

Enter Gen Z, the digital natives born between the mid-1990s and early 2010s, who are reshaping the landscape of digital marketing and tech in general. In this blog post, we'll explore why SaaS companies need to start marketing to Gen Z and how they can do it most effectively. We reached out for a little help from our friends over at Lucent Creative Co., a woman-owned marketing agency.

Who Exactly Is Gen Z, And Why Should Saas Companies Care? 

Well, let's start with the basics. 

Gen Z is the first generation to grow up entirely in the digital age. 

They've never known a world without smartphones, social media, or on-demand streaming services. 

Fun Fact: Remember the whole thing where you mailed DVDs back and forth to Netflix? Yeah, you just blew the mind of a Gen Z.

One of the key reasons SaaS companies should start marketing to Gen Z is their sheer purchasing power. Gen Z represents a lucrative market opportunity that cannot be ignored. But it's not just about their wallets; it's also about their influence.

Cue the term influencer.

Gen Z wields significant influence over household spending decisions, often playing a pivotal role in shaping the purchasing behaviors of their parents and peers. They are trendsetters, early adopters, and champions of brands that align with their values and resonate with their digital-centric lifestyles. For SaaS companies looking to gain a competitive edge, winning over Gen Z could be the key to long-term success.

Gen Z marketing trends
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How Can Saas Companies Tailor Their Marketing Strategies To Effectively Engage This Audience? 

Let's delve into some key insights with Kendall Walker, CEO of Lucent Creative Co. 

We asked Kendall for her insight on what makes Gen Z tick, and she shared the five attributes SaaS companies should present to make a splash in the Gen Z marketing pool.

  1. Authentic
  2. Mobile-First Mindset
  3. Visual Storyteller
  4. Social Conscious 
  5. Engagement

Authenticity is Non-Negotiable

Gen Z craves authenticity above all else. 

“The Gen Z demographic has little patience for brands that try to be something they're not. Honesty and authenticity are the keys to engaging Gen Z.”, Kendall shares. 

SaaS companies must prioritize transparency, honesty, and genuine connection in their marketing efforts. Whether it's through user-generated content, influencer partnerships, or behind-the-scenes glimpses into company culture, authenticity should permeate every aspect of the brand's messaging. 

Pro Tip: Give your email campaign a makeover for further reach. Learn more.

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Mobile-First Mindset

For Gen Z, the smartphone is their lifeline to the world—communicating, researching, shopping, and even social activism. They spend an average of over four hours per day on their mobile devices, consuming content, communicating with friends, and making purchasing decisions on the go. 

“SaaS companies need to optimize their websites, apps, and marketing materials for mobile-friendly use. Failing to do that is a huge waste of time and money for SaaS companies—any business, really.”, says Lucent Creative’s CEO.

saas companies Connect with Gen Z
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Embrace Visual Storytelling: 

“I see a lot of resistance to keeping up with trends in marketing. The truth is, that resistance is costing businesses sales potential. You don’t have to fully align with a trend, but effort is a major way forward with Gen Z.”, Kendall shares.

Gen Z is a visual generation, raised on a steady diet of Instagram stories, TikTok videos, and Snapchat snaps. 

They prefer bite-sized, visually appealing content that grabs their attention and communicates a message quickly and succinctly. SaaS companies can leverage visual storytelling techniques such as videos, infographics, and interactive multimedia to convey their value proposition compellingly and memorably. By prioritizing visual content that is both informative and entertaining, brands can effectively cut through the digital clutter and capture Gen Z's interest.

Social Consciousness Matters: 

“A company aligned with a social cause is a step ahead of the competition when it comes to Gen Z. There has to be authenticity in supporting the cause. So, don’t just tie your company to a cause for the sake of clicks (remember, Gen Z can pick up on that!). Something I love most about Gen Z is their desire to make the world handed down to them a better place.”

Kendall Walker, CEO of Lucent Creative 

Gen Z is acutely aware of social and environmental issues and expects the brands they support to share their values. SaaS companies should take a stand on issues that matter to Gen Z, whether it's sustainability, diversity and inclusion, or ethical business practices. 

By aligning their brand with causes that resonate with Gen Z, SaaS companies can foster deeper connections and inspire loyalty among this socially conscious demographic.

Engage, Don't Sell: 

Traditional sales tactics fall flat with Gen Z. They don't want to be sold to; they want to be engaged and empowered. SaaS companies should focus on building meaningful relationships with Gen Z through personalized, interactive experiences. 

Whether it's hosting live Q&A sessions, facilitating user-generated content campaigns, or gamifying the customer journey, the key is to involve Gen Z in the conversation and make them feel like valued participants rather than passive consumers.

“One of my favorite aspects of marketing is helping my clients to find fun, authentic ways to engage with their audiences. It doesn’t have to be trending or even a “cookie-cutter” strategy to work. Remember, your voice as a company matters—tapping into it is just as important as your product/service.”, says Kendall.

Embrace the digital revolution with Gen Z marketing
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Before You Go

Now is the time for SaaS companies to start marketing to Gen Z. With their unprecedented purchasing power, influence, and digital savvy, Gen Z represents a formidable force in the marketplace. By understanding their unique preferences, behaviors, and values, SaaS companies can tailor their marketing strategies to engage this dynamic demographic effectively and secure a competitive advantage in the ever-evolving digital landscape.

So, if you’re a  SaaS company looking to future-proof your business and unlock new growth opportunities, it's time to shift your focus to Gen Z. Embrace authenticity, prioritize mobile experiences, leverage visual storytelling, champion social causes, and above all, engage with Gen Z on their terms. 

The future of your brand depends on it. 

You know we don’t leave things on such an ominous tone! Reach out to Kendall at Lucent Creative to get a hand with your marketing efforts!

Our friends at Lucent Creative, a woman-owned digital marketing agency, have a few tips for navigating marketing in 2024.

New year, new approach–it’s time to sharpen our content planning game. The days of throwing spaghetti at the wall and hoping it sticks are long gone. In this era of information overload, strategic content planning is the secret sauce for cutting through the noise and capturing your audience's attention. 

So, grab your coffee, and let's embark on a journey into the future of content planning.

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Understanding Your Audience: It's Personal

In 2024, it's all about understanding your audience on a personal level. Consumers are craving content that speaks directly to their needs, preferences, and pain points. Start by diving deep into your audience personas – who are they, what keeps them up at night, and how does your content make their lives better?

Leverage data analytics and social listening tools to gain insights into your audience's behavior. What are they clicking on? What are they sharing? Understanding your audience's digital footprint is key to creating content that resonates. Personalization is the name of the game, and the more you know about your audience, the better you can tailor your content to meet their expectations.

Bonus! Master your social media campaign with this blog post.

The Rise of Interactive Content: Engage 

Static content is no longer enough; your audience wants to be a part of the experience. From quizzes and polls to interactive infographics and 360-degree videos, the possibilities are endless. Interactive content keeps your audience engaged and invested in your brand.

Make interactive elements a priority in your 2024 content calendar. Host live Q&A sessions, create polls on social media to gather opinions, etc. The more you can involve your audience in the content creation process, the more connected they'll feel to your brand.

Marketing Data Analytics
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Content Planning: Quality Over Quantity

In the age of information overload, quality trumps quantity. In 2024, it's not about bombarding your audience with a constant stream of content. It’s about creating meaningful, high-quality pieces that add value. Invest time in researching and producing well-crafted content that solves problems, educates, or entertains. Whether it's a blog post, video, or podcast episode, make it worth your audience's time. Consumers are looking for substance and authenticity.

Video Content is Essential in 2024

If video content wasn't at the top of your content planning list before, it should be now. Video content is no longer optional; it's essential for capturing and retaining audience attention. Whether it's short-form content for social media or long-form storytelling on YouTube, video is the medium of choice for many consumers.

Incorporate a variety of video formats into your content strategy. Think about how-to videos, behind-the-scenes glimpses, customer testimonials, and even interactive live streams. Video not only allows you to convey information more dynamically but also helps humanize your brand and establish a deeper connection with your audience.

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Bonus! Read about optimizing your blog with video in 2024 here.

SEO Still Matters

Search Engine Optimization (SEO) is still a crucial element of content planning in 2024. The way people search may evolve, but the importance of being discoverable on search engines remains. Keep a keen eye on emerging SEO trends, such as the rise of voice search and the continued emphasis on user experience.

Craft content with relevant keywords, but prioritize natural language and readability. Google's algorithms are getting smarter, and they're favoring content that provides a good user experience. Focus on creating content that answers questions, solves problems, and keeps users engaged – this will naturally boost your SEO rankings.

Leveraging AI for Content Insights

Artificial Intelligence (AI) isn't just for sci-fi movies; it's a game-changer in the world of content planning. AI can analyze data, predict trends, and even suggest optimizations for your content strategy.

Explore AI-powered tools for content creation, such as automated writing assistance or image recognition for visual content. AI can help you understand what content is resonating with your audience, predict future trends, and optimize your content strategy for maximum impact. It's like having a digital ally that guides you through the ever-evolving landscape of content creation.

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Before You Go

From understanding your audience on a personal level to embracing interactive and high-quality content, the rules of the game are evolving. Video is king, SEO is still relevant, and the power of AI and UGC is undeniable. So, roll up your sleeves, stay agile, and embark on your content odyssey armed with the trends that will shape the narrative in 2024. 

Need a hand with content in 2024? Get in touch with Lucent Creative’s team of marketing professionals.

Blog posts aren’t obsolete. If so, then we’d be wasting our time writing this and you would be wasting your time reading it, right? Writing blog posts are a great way to increase website traffic, generate leads, and showcase your expertise. Readers also get a closer look at your brand and learn to trust your validity as a service provider or eCommerce store. Of course, not all blog posts are well-written and won’t perform well in a search engine. We teamed up with our partners over at Lucent Creative, a woman-owned digital marketing agency, to bring you the best tips on writing blog posts that convert. 

We asked Lucent Creative’s copywriter and content writer Nikki for more insight on the five mistakes to avoid when writing blog posts.

Driving Targeted Website Traffic
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Don’t Write for the Masses

Just because your blog post covers a wide subject doesn’t mean it will pique the interests of a wider audience. Know your ideal reader, or target audience, and create content exclusively for them. 

Nikki shared, “It’s tempting to take a trending topic and write broadly about it. If anything, you imagine it would rank well in search engines since it’s a popular subject. The truth is, that you always want to optimize your writing for your ideal customer. There are a lot of books out there, but authors choose a genre, then a sub-genre, and then continue to specify down to the demographic they’re writing for. The same is true for writing blog posts.

Know your audience and know them incredibly well. It affects the language you use when writing, how you speak to their needs, and of course, how successfully your blog performs once it’s out in the world.”

Here are some quick tips on staying focused when writing blog posts for your specific audience:

Don’t Neglect Alt Text

Utilize Alt text on photos and other visuals in your post. It’s not only helpful for SEO optimization but is also considerate of your readers who may be visually impaired. 

“The trick with alt text is to keep it concise. Bring out the most vital aspects of the photo with as few words as possible. Thankfully, many stock photo sites have already provided alt text for you.”, Nikki says.

The example below shows that Pexels, a stock photo and video site, provides alt text in the URL. Nikki adds, “Make sure you look at the URL or texts provided by these sites so you can optimize them for your blog. Some photos may have alt text that is too general.”

Effective SEO Optimization Strategies
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Don’t Forget to Format

“Formatting is one of the biggest mistakes people make in their blog posts. Attention spans are short and you want your audience to get the most from your writing at a glance.”

Nikki gave us formatting tips to make the most of our blog reach:

The ideal blog post will be easy to read. Formatting is one of the most important aspects of a blog that performs well.

Don’t Miss Out on Multiple CTAs

A call to action is crucial in creating a blog that generates leads. A confused audience won’t take the intended next steps unless you show them how. 

Here are a few examples of commonly used CTAs:

“Make sure your CTA matches your blog topic. When writing blog posts, it’s also important to link your CTA to the appropriate page. If your blog is educating the audience on your newest app feature and your CTA is “Download Now”, but the CTA button is linked to the “About Us” page then that complicates the reader’s journey. Your audience will bail if the CTA isn’t seamless.”, Nikki instructs.

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Don’t Forget to Backlink

This one is huge. Include backlinks in your posts to relative information you have created in the past. Woggle does this often to optimize our posts.

Effective Backlink Strategy
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Internal backlinks have multiple perks, including:

Take a moment to think through your current blog content. Are the posts optimized with internal backlinks? It’s an easy fix and we recommend taking time to implement links in your content.

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Before You Go

If your team needs a hand optimizing current content or writing blog posts that convert, get in touch with Lucent Creative’s team.

Nikki wraps up our interview with one last gem:

“Helping business owners connect with their audiences is one of my favorite aspects of my job. They have worked hard to build something their passionate about and they deserve to foster the leads they deserve. I get it–writing blog posts is one of those business tasks people don’t necessarily look forward to or enjoy. Thankfully, I love what I do and Kendall’s team is always happy to help.”

Emails still rank at the top of the charts in marketing and are crazy-successful  if you execute them correctly. 

Even with new social media platforms bursting onto the scene at what seems to be daily, a good old-fashioned email campaign still performs the best. Here are a few stats from HubSpot showing just how big of a punch emails throw at the competing platforms.

These stats are proof that you have a willingly captive audience that your organization only needs to tap into.

So, how do you create an email marketing campaign that engages your audience, generates new leads, and increases revenue? Don’t worry. We reached out to our partners at Lucent Creative, a female-owned digital marketing agency, and they agreed to give you the exact formula for a wildly successful email marketing campaign!

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Set Your Goal

“Casting a wide net with your email campaign isn’t the key to success. You want to be specific by setting an overall goal for each campaign.”,  Lucent Creative’s Founder and CEO, Kendall Walker shares. 

Here are a few examples of goals you can associate with your email campaigns:

Lucent Creative’s copywriter, Nikki Newbauer, spoke to the value of setting specific goals. “Knowing your overarching goal for the email campaign will create synchronicity for your creative team. Everyone from your copywriter to graphic designer will be on the same page which creates a clear and concise path for your readers to follow.”

Below are the general categories most email campaigns fall under.

The more specific you are with the intention of your email campaign, the more success you will have in reaching your intended audience and reaching your goal. 

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Create Enticing Subject Lines

“Readers will either opt-in by opening your email or deleting based on the subject line. Of course, you always hope your content will be enticing enough that email subscribers will open every email from your brand, but that isn’t the case.”, Nikki added.

Pro Tip: Spruce up your email subject lines with emojis and by using the subscriber’s first name.

Here are great subject lines to stir some engagement with your emails.

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Write for Humans

Of course, you want your writing to reflect the underlying goal of the email, but nothing gets people to unsubscribe from your email list faster than impersonal content. Write for humans, not sales (or whatever your email campaign endgame is). “If you choose to use AI platforms like ChatGPT to generate your email copy, please edit with a heavy hand. AI platforms may be able to churn out copy on a whim, but the writing is typically riddled with impersonal verbiage that isn’t relatable to readers.”, Nikki stresses.

Deep-Dive: To see more of our take on ChatGPT in marketing, read this post.

Nikki gave us a few tips to follow to make your email campaign a success. 

Watch Your Analytics

Test your emails to see what your subscribers are engaging with. Knowing how your emails are performing is vital to your email campaign’s longevity. Use an email campaign platform that allows deep-dive analytics through A/B testing. Testing your emails is an entire science in and of itself so research how to set your platform to do the hardest work for your team.

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Before You Go

Remember, your email campaign won’t be perfect. Use analytics to learn and adjust accordingly. Emails are a great way to build rapport with leads and build brand awareness. Follow these tips and let us know how your future email campaign goes!

Please do us a favor. Reach out and let us know if you’re finding these marketing posts useful in your business. Have a suggestion? Let us know!

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