The digital age has made parenting much different than it used to be. Now there are ads on kids’ games, ads targeting Millennial parents, ads targeting Gen X parents and so much more.
Marketing to parents has never been easier, and there are so many brands that are doing it right.
If you’re creating kids’ products, or even products or services that just make parenting easier, your brand needs to know how to properly create a strategy for social media marketing to parents.
Let’s start with the basics.
What are parents looking for on social media
First and foremost, if you’re going to market to parents, you need to understand what they’re looking for from the brands they want to buy from.
When talking about marketing to parents, it’s important to keep in mind the age ranges and generations that you’re going to be focusing on. While there’s still a stereotype of Millennials being young and entitled, that generation encompasses people born from 1981 to 1996, meaning a large percentage of the generation are already or are becoming parents.
So for starters, you need to know how to market to Millennial parents. Millennial moms and dads are some of the most socially savvy parents out there, so it’s not hard to find them online.
This also means they’re well acquainted with digital marketing tactics and content, so to understand how to market to them, you need to understand what kinds of things parents actually want to see while they’re on social media.
Support from other parents
One thing that parents love to do on social media is join parenting groups and forums to get help, insight and support from other parents. This helps when parents have questions, aren’t sure how to handle something their kids are doing and more.
Helping to provide tutorials, guides, how to’s and overall support to the parents buying your products is a great way to fuel customer loyalty and help parents realize you’re a brand they can trust.
Zulily intersperses the product images in their feed with infographics and relatable, humorous content that helps get the conversation going with parents sharing their experiences.
Finding expert advice
Another reason that parents tend to flock to social media and the internet is to find expert advice when it comes to raising their kids. Helping kids grow is hard and it’s impossible to know if you’re doing the right thing every time, so following experts in the industry is a good idea.
Consider adding an expert advice column to your website’s blog, social media posts and more to help parents find exactly what they’re looking for from your brand.
Making connections with other parents.
There are many neighborhood mom and dad groups available on social networks because parents want to help their kids be more social as well as be more social themselves.
Generating conversations between parents on your social media posts can be a great way to help parents find social connections, whether it’s in person or online.
How top brands are successfully marketing to parents
To understand how best to market to parents, it’s a good idea to draw inspiration from brands that are doing it right. They’re creating communities for their customers, providing expert advice and more.
Here are a few top brands that are successfully marketing to parents and how you can emulate their strategies for your own business.
Melissa & Doug
Melissa & Doug is a popular toy brand that provides wooden, sensory and other interactive toys for young children. And while most of their social media marketing consists of promotion of their products – for obvious reasons – their Pinterest is a great place for parents to hang out.
The featured board on their profile is all about seeing their toys in action.
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