Marketing to millennial parents isn’t easy. As a new mum (and a marketer), I’ve been surprised to see that a lot of brands miss the mark on communicating their product or service effectively to parents like me.
Putting in the effort of creating quality content, getting involved in the right Facebook groups, and finding social media influencers are three ways you can improve your marketing now to get results.
Why put in the time? Because brand loyalty among millennial parents is strong. When they find a product or service their baby loves, they will shout it from the rooftops (well, they’ll post about it on Instagram, which is more effective, and safer).
1. Create content that helps millennial parents
Now more than any generation, new parents are turning to the Internet for answers to their parenting questions. Millennial mums in particular are feeling the pressure to be the ‘perfect mum’ and to ‘do it all,’ according to a study by Crowdtap. Content resonates with this group when it reflects an understanding of their aim to be awesome parents in spite of juggling a million things on a daily basis.
Create content that will answer their questions, validate their choices and show them the value you bring to the market. Do you run a music class for babies? Stay on top of the research on why music is important for child development, and write a blog post about it on your website.
Take a look at sippy cup company Tommee Tippee’s Parent Room, a blog-style section on their website that features advice articles written by actual parents on everything from reflux to adoption. Although there is some product placement in these articles, a large portion of them are stories written by real parents sharing their parenting trials and triumphs. Tommee Tippee uses the hashtag #ParentOn alongside these stories on its social media channels.
Now, Tommee Tippee is a huge company with a whole marketing team devoted to this stuff, but take a look at Brisbane-based perinatal and infant massage therapist, Catherine Dore. Her blog is a great example of using content marketing to engage new parents with topics such as, ‘What’s the best age to start baby massage classes?‘ and ‘One thing NOT to worry about with infant massage classes‘.
Some of my favourite small businesses do ‘Ask me Anything’ videos on Instagram and Facebook, which is literally just a person videoing themselves answering an FAQ from their website. This is an easy way to win credibility and for people to see a face behind a brand they love. These posts tend to get lots of comments from people either saying thank you or asking a follow up question. In short, really good engagement!
2. Tap into the power of Facebook groups
As a new parent, I’ve found mum Facebook groups to be some of the most supportive, honest, and hilarious online communities. They are an awesome place to ask questions to a wide group of other mums, get advice on everything from colic to bedwetting, or even buy/sell/swap baby gear and toys.
By joining a Facebook group of new parents in your target market area (Not sure how to get started? Read this post first.), you’ll have a plethora of potential clients at your fingertips. However, be careful with how you engage in these groups, because you don’t want to come across as too salesy. In fact, some Facebook groups have rules about advertising so be sure to read the rules of each group you join before you jump in and post.
An even better way to use Facebook groups is through generating ideas for your online content. Quite often you’ll see the same questions pop up in groups that you can easily answer with a short blog post, or by adding information to your site. You can then refer people to that post or page each time the question comes up.
3. Gain social media influencers who are parents
Roughly 95% of millennial mums and dads find social media important to their parenting, according to a Crowdtap study. And not surprisingly, parents trust product reviews most when they are written by other parents. Harnessing the unique power of social media influencers can have a massive impact on persuading potential customers to give your product or service a try.
For example, say you want your baby clothing brand to gain exposure amongst new mums. A mum blogger or lifestyle photographer could be an ideal social media influencer for you. Be on the lookout for people who have a large social media following and pay attention to the way they communicate with their followers, what hashtags they use, and the types of posts they get comments and likes on. Check out what these mum bloggers are up to:
Approach potential influencers by engaging with them through their content first. Comment on their posts and mention them in content they may find interesting. Think about how they could derive value from a relationship with you, which doesn’t necessarily mean money. You could collaborate on an event, an Instagram competition or have them guest write a blog post.
Generating quality content, jumping into Facebook groups, and reaching out to social media influencers are three strategic steps that can take your marketing to millennial parents to the next level.