The irony about selling products and services is to parents is that while they’re a potentially profitable group (they have a lot of needs for themselves and their children, and they have the money), they’re among the hardest to sell to. Their schedules are tight, and they have no time to waste for crappy marketing stuff.
So here are a few tips to keep in mind when developing a sound marketing strategy to reach out to parents:
Consider their needs and offer sensible solutions
What problem does your product or service solve for a parent? Are you going to help save their time or money, make their life as parents easier, or keep their children safe and healthy? Ask yourself these questions so that you can come up with a marketing message that resonates well with parents. When you define the solutions you can provide to them, it’s easier to earn and sustain their attention to your brand.
Make their online shopping a hassle-free experience
Do you know what many parents appreciate besides the usual discounts and rebates? It’s the quality and speed of doing business with your company. Ensure smooth transactions, quick page loading times, fast delivery, and a well-trained customer support staff—and you’ll easily be trusted by your customers.
Harness the power of word-of-mouth marketing
Providing the best shopping experience for your customers can have a domino effect—you’ll have happy, satisfied customers who will keep coming back to you, and your offerings may even be recommended to other parents as well. This builds your credibility. You can also work with mom and parent bloggers to write reviews about your brand so that you can reach out better to your target audience.
Connecting to parents can be challenging, but once you’re able to do so, you’ll reap the benefits of getting their loyalty and business.