Marketing to New Parents in the Digital Age
Between cookie tracking and targeted ads for online and offline shopping, it’s not uncommon for businesses to know about a new bundle of joy before the official pregnancy announcement. Unfortunately, just showing someone an ad isn’t enough to turn them into a customer. Marketing to new parents can be complex. In addition to being exhausted, they’re often strapped for both time and cash. As a result, you have to make sure you’re putting your best foot forward so that they take a chance on you. Here’s what you should know:
Modern parenting doesn’t mean that moms are the only ones shopping for baby. While it’s important to keep in mind that women usually control household spending, don’t leave out the dads when planning your marketing strategy. Excited fathers and same-sex male couples don’t want to feel left out of the process. By marketing to parents of all stripes, you can expand your customer base and attract socially conscious millennials.
There are a lot of ways that you can be inclusive when it comes to advertising your products. Edit your copy to ensure that you’re not just mentioning moms. If you’re planning a visual campaign, hire male models in addition to women to ensure you’re covering all bases.
Meet Them Where They Are
As a new parent myself, I have no idea what families used to do before the Internet. It’s not uncommon for an evening to be spent with one hand feeding baby while the other is furiously Googling the best gas drops. As stated, parents are strapped for time, so they need fast answers to their problems.
The solution? Ensure your website is optimized for mobile, making it easy to access on those busy days when moms and dads may not have more than one free hand. In addition, a lot of parents use social media to update distant family on those adorable baby milestones. Advertising on social media sites like Facebook means you have an increased chance of catching the eye of your target audience while they’re uploading photos of baby’s first smile.
Invite Parents to Test Your Product
New parents often seek out advice from veterans in the field or voices that they can trust online. A great way to get your name out there is to harness the power of influencers on Instagram and YouTube by sending them your product. They’ll give an honest review and it won’t be long before other parents start to catch on to the buzz.
Need more ideas on how to market to your target audience? Check out the other blogs available on the EnVeritas Group website.
Trina Dunn – Content Creator