The parent and baby market is incredibly competitive. And that’s not a surprise considering just how much people spend on their kids. In the United States, for example, parents will spend over $12,000 in that first year alone. Yikes!
If you want to operate in this market, you need more than just the standard box of marketing tricks. To stand out, you’re going to need to push boundaries and do something a little different. Try employing these marketing tips to reach more parents and expand your presence in the baby market.
Take the TikTok Plunge
TikTok used to be the place for teenagers, but that’s changed in recent years (to their great chagrin!). In the United States alone, the platform has 80 million active users. And that number is growing year on year, with little sign of slowing down.
Usage statistics also show that almost 60% of users are female, and with moms often driving spending decisions for their kids, TikTok is a fantastic place to connect with your ideal customer.
Focus on SEO
Focusing on search is something many entrepreneurs fail to do. Plainly speaking, it’s a mistake. Organic traffic can help generate most of your company’s revenue, with parents often using search to find relevant products.
The best way to leverage SEO is to try and focus on ranking for so-called ‘buying keywords’. These are those that show that the parent has intent to purchase, rather than looking for information.
Of course, make sure you always stay white hat in everything you do. Don’t go for quick solutions from third-party sellers, as it can often lead to a Google Penalty. And you definitely don’t want to be in their doghouse.
Don’t Forget Traditional Methods
The first couple of tips have had heavy focus on the new and shiny. And there’s nothing wrong with that. It pays to know the most recent marketing avenues you can take, leveraging new platforms like TikTok.
But that doesn’t mean you should set those traditional methods aside. They still work surprisingly well, even in 2022. The fact that competitors are generally ignoring these also means you’ll get even better bang for your buck.
For example, consider using budget postcards to reach more parents and boost your sales. They’re inexpensive, people will read them, and old school snail mail is now far more effective than email campaigns.
Make Genuine Connections
Marketing can also happen organically. Everything you do has to have a strategy behind it, but that doesn’t mean you have to think ‘sales’ with every move you do. Try and connect with your customers, as well as parents with an influencer presence.
If you’re selling baby products, for example, reach out to moms (or dads!) who are active on platforms like Instagram. Instead of giving them free products or paying for an advertising slot, help with their cause or provide some actual value. Think in an altruistic way: giving a donation to the charity they’re pushing, sending free products to parents in need, for example.
Build Value through Content Marketing
Companies are usually far too obvious with their marketing methods. Consumers, particularly those online, are tired of constant ads and in-your-face pushy companies. Of course, ads have their place, but don’t overdo it.
Instead, put some focus on adding some actual value to parents through content marketing. Hire experts to create a blog that gives genuine tips and advice that parents will love. Avoid what everyone does: the cheap 500-word blog post will not do anything for your rankings or your reach.
Focus on creating high-quality content that deserves to be ranked at the top of Google. The type of content people would be happy to share, stuff your mom would be proud to read. If you create true value and couple it with a solid outreach approach, you will soon build connections and add customers in an organic way.
Broaden Your Horizons
All of the tips we’ve mentioned are useful, no question. But there are many more tactics you can employ to reach more parents. The main takeaway from this set of marketing tips is to push yourself.
Try something different. Be creative. Look to broaden your marketing horizons. Some campaigns may not quite work the way you want them to, but that’s knowledge you can build on. Over time, you will learn what works best for your specific target market.