If you’re reading this, you’re either currently selling baby or kid products or you’re looking to start an eCommerce business that sells these kinds of items. If so, your ideal customers are likely new parents or maybe even seasoned parents who have a few kids. While digital marketing for baby products (and kid products) does require a bit of strategy, at the end of the day, it isn’t rocket science.
In this post, I outline 17 marketing tactics that you should consider when planning your marketing strategy on how to reach, engage and convert these parents. Not only do I provide tips and ideas, but also resources to help you put your plan into action. Let’s dive in.
Marketing Tips for Baby & Kid Product Companies
- Create Instagram stories
- Link your store to a Pinterest account
- Make friends with popular moms
- Post appetizers on Amazon
- Attend a trade show…in real life
- Reach out to teachers
- Have an awesome-looking and optimized website
- Make sure your packaging is optimized
- Create contest-driven growth
- Send emails…lots of them
- Take advantage of Google’s market research
- Learn how to use Facebook Ads
- Get active in forums
- Create a narrative…not just bland product pics and copy
- Create awesome product catalogs
- Blog and blog some more
- Create niche products
#1: Create Instagram stories.
Instagram has over a billion active users and counting, and its focus on visual content is great for marketing products. One of the best ways to showcase your baby and children’s products is with Instagram Stories, which will appear at the top of the homepage—prime real estate. Though Instagram Stories disappear after 24 hours, you can choose to keep select stories up permanently on your profile page, which is a great way to showcase product categories to visitors. There are plenty of tools and filters right on Instagram to make your stories look awesome, including hashtag stickers that will give your products more visibility to parents searching for baby and children’s products.
Here is a huge resource from Later on how to get started with Instagram Stories.
#2: Link your store to a Pinterest account.
Pinterest is one online venue with a staggering number of users who are young moms (the exact demographic you want). Though Pinterest is officially a social media platform, it’s best to think of it as a gigantic bulletin board—one where favorite recipes, clothes, and home decor are pinned in curated collections. By synching your online store with your Pinterest account, you can add an “add to bag” pin, making it even easier to turn browsers into buyers. Moreover, 84% of Pinterest Users go onto Pinterest when they’re already looking to buy something. Users who like your baby and children’s products can also pin them to their boards, giving you some continued reach into their social circle of other parents.
Here is a great resource from Revive Social on how to setup Buyable Pins.
#3: Make friends with popular moms.
While it can be difficult to reach celebrities to help promote your products, finding influencers in the parenting sphere is far easier. Most parents love to get free baby and children’s products and would be happy to supply a post and/or picture in return. All you need to do is put a post on Facebook that you’re giving away your product. Alternatively, you can go onto Instagram and search parenting-related hashtags, locate active and popular Instagram parents, and reach out to them with a direct message. Influencer marketing is the main marketing tool that many start-up companies are using today, and you should take advantage of it as well for your baby and children’s products.
If influencer marketing is something that you’re interested in, we have an amazing partner to refer you to. Please contact us and we can make the introduction.
#4: Post appetizers on Amazon.
It’s no secret that the number one spot to sell anything is Amazon. Unfortunately, there is lots of competition, and even worse, intellectual theft. While the Fulfillment by Amazon program eliminates the need for managing inventory, the fees can add up. That said, you can still use Amazon as a way to direct users to your online store. Sell one or two products on Amazon, even if you’re selling them at a loss. The point is to get people intrigued by what you’re selling, then clicking over to your website to see more. Make sure your Amazon postings are optimized to look as professional as possible, with excellent photographs and sales copy.
#5: Attend a trade show…in real life
With all the hype around digital marketing, you may have forgotten about the good old fashioned way they used to do things in the retail business: networking at trade shows. Trade shows still happen all the time, and are the best place for meeting store owners, suppliers, and everyone else you need to know when it comes to marketing and distributing your baby and kid’s products. Have a great-looking booth with your products on display, printed catalogs, and business cards, to make a strong impression on the people you meet in person.
If you need help with tradeshow booths or other tradeshow material, we have an amazing partner to refer you to. Please contact us and we can make the introduction.
#6: Reach out to teachers
You may be surprised to learn that teachers are some of the most active social media users. They use it to communicate with other teachers and share educational ideas. Many of them like to post lesson plans, projects, and pictures of their classroom. Teachers can be a great marketing resource for marketing your baby and kid products. You can contact teachers you know (or know through a friend), or just direct message them on Facebook, Instagram and everywhere else they’re hanging out. While you may be tempted to hone in on millennial promoters, don’t ignore tenured, older teachers, because in some cases they are even more avid users of social media.
#7: Have an awesome-looking and optimized website
This one should go without saying, but it bears repeating. Many eCommerce business owners put loads of time and money in bringing in digital foot traffic, only to have them arrive at a less-than optimized website. If web design is not your strong suit, you should hire someone else to help you out with it—even if you’re using a drag-and-drop platform. Web designers know how to create an aesthetically pleasing arrangement, using the right colors, pictures, font, and layout. Additionally, you want your website to be optimized to collect emails (perhaps in return for a coupon or discount code) and upsell quicker shipping, gift wrap, and additional odds and ends.
If you are looking for a website development agency, we have an amazing Shopify and Magento partner that we can refer you to. Please contact us and we can make the introduction.
#8: Make sure your packaging is optimized
Your web presence is not the only thing that should be optimized. You’ll also want to optimize your packaging by facilitating user-generated content (UCG). Every item that ships from your store should have a card inside with a call to post pictures and comments on social media, along with following your store. Of course, the better your packaging looks, the better the product will seem. Packaging creates a certain feeling around a customer getting your item, which can, in turn, translate to continued sales and brand loyalty. To that end, the packaging around your baby and children’s products is also an important marketing tool. Even if it’s disposable, the memory of opening it can last a while…if not forever.
Here’s a good resource from Sticker Mule on how to create package inserts that work.
#9: Create contest-driven growth
Contests and giveaways are a great way to market your baby and kid’s products while also growing your fan base. Contests can be as simple as holding a monthly drawing for everyone who leaves behind a comment on your page or a post or provides a product review. Having customers pose with your product or use it in a creative way is also a great contest idea. Having entrants tag a friend and/or post a picture of your product can help your product get exposure and bring new potential customers into your orbit. Make sure the prize is one of your baby or children’s products to drum up excitement about your business, and not just the prize.
Here’s a great resource from Wishpond on how to run a contest.
#10: Send emails…lots of them
Email marketing has the highest ROI of any marketing type. Platforms like MailChimp and ConstantContact make it easy to create email templates and schedule them to go out regularly. They also give you stats about who is reading them and clicking links to your site, helping you finetune your email marketing efforts. Email content can include articles, parenting tips, and behind-the-scenes material about your business. With all the competition for attention on social media, email can be a great way to connect directly with clients. You can build an email list by collecting emails from visitors to your store or running ads to a landing page where emails are collected.
#11: Take advantage of Google’s market research
Google is the #1 behemoth when it comes to internet search, and no other search engine even comes close. To that end, Google has a lot of information about how people browse the web, and that translates into serious marketing power. The good news is that you don’t even have to worry about the best places and ways to place your ads—Google will take care of that for you, informed by mountain loads of research. You pay per click, and can set the daily budget you’d like to spend on your ad. Google will then put your ads in front of people who are browsing for the baby and children’s products you’re selling, or have browsed for them or similar items in the past. It’s important to make sure your ads have the right images and copy that gets people clicking.
#12: Learn how to use Facebook Ads
While Google Ads are certainly a must, Facebook Ads are an equally invaluable tool. Facebook has become a vast repository of personal information (for better or worse) and you can use that information to finetune your ad marketing. If you want your ad to be shown to parents in a specific area, you can do that—and then pick even more variables to make sure your ads are shown to the right people. Despite the awesome tools Facebook puts at the disposal of business owners, many retailers fail at properly executing an ad campaign, so it’s important to have someone competent at the helm.
#13: Get active in forums
Wouldn’t you know it, but there are tons of places online where parents are venting to one another, giving each other support, and sharing ideas…which includes ideas about products they love. While Facebook is a great starting point with many well-trafficked groups, there are several other active parent blogs and forums online, each of which could be a valuable place to leave some links to your site. Keep in mind that name-dropping with no previous involvement will not work to your advantage. You need to be actively involved in chats and forums before pushing products. To that end, you might consider finding an influential member of the forum, or getting active on as many forums as you can handle to build some rapport.
The Balance Small Business wrote a good post on how to use forums for marketing. You can read it here.
#14: Create a narrative…not just bland product pics and copy
There are enough product photos floating around the internet already, so getting good-quality shots of your product (while necessary) is not enough to make it stand out. The same thing goes for your product descriptions. Instead, take a cue from major brand-name retailers are doing and create narratives around your marketing efforts. While this can be challenging with certain products, baby and kid products lend themselves especially well to this type of marketing—and it can be fun on top of it. Take creative photos, write creative copy, and perhaps even create content that is purely meant to be entertaining—and also just happens to have your products in the story. This content can come in the form of blog posts, emails, or videos.
#15: Create awesome product catalogs
A well-designed product catalog is a great marketing tool, and the largest, most established retailers are still using them. Though your products are going to be listed on your website, a product catalog can be sent to print. When clients order products from your store, you can periodically send them a catalog in the regular mail, which is a great way to cut through the competition and noise of digital marketing and put your proverbial foot in the door.
#16: Blog and blog some more
Blogs are the best and easiest way to drive search engine traffic to your store. While posting on social media and building your brand will certainly yield clicks from customers who are familiar with your baby and kid products, doing a little SEO can bring new shoppers into the fold. Google regularly crawls the internet and reads every little bit of text out there. If your blog contains content-rich, quality writing that addresses questions people are asking on Google, your website will be bumped up the list of search results (which means more visitors to your site). Blog posting should be done regularly (at least on a weekly or bi-weekly basis) to be effective and focus on all stages of the customer journey.
#17: Create niche products
Our final tip is all about finding your target audience (or audiences). You might think niche products are harder to sell because fewer people like or need them. This may have been true in the past…then the internet was invented. Niche products are often easier to market because you can spend less money on advertising (with the targeted ads offered by Facebook, for instance). You’ll have less competition. You’ll also have a loyal, dedicated crowd that may even need the product you’re selling.
Marketing baby products and marketing children’s products require mixing and matching of different strategies; you can’t rely on just one method. Since there are many parts to running a business, stepping into the role of a full-time marketer may not be possible for you to do effectively. To that end, you want to hire a competent company to take the helm and drive customers to your business.
The good news is that you don’t have to worry about how to market to new parents. You don’t even have to look too far for a children’s and baby marketing agency. Stryde has helped hundreds of businesses sell to new parents, and they can help your business as well.