Top 3 Marketing Strategies to Reach Young Parents
Top 3 Marketing Strategies to Reach Young Parents
Looking to sell to young parents?
These customers have their hands full managing their children while balancing their own lives. So catching their attention can be quite tricky.
However, once you can get their attention, you can be sure that young parents have many pain points for you to appeal to, hopefully resulting in a sale.
So, how exactly do you reach young parents and catch their attention?
Below, we’ll discuss the top three marketing strategies to help you do just that.
First, To Reach Young Parents, Get On The Phone.
Our first tip is to get on the phone and start a conversation with your target audience directly. Young parents are always on the move, taking kids to daycare, grocery shopping, commuting to work, and more all around the clock.
As such, stagnant ads on any form of media—digital or otherwise—are bound to pass them right by. It’s true, their minds and attention spans flit from one place to the next. But no matter where they go, the one thing that any young adult nowadays is bound to have on them at all times is their cell phone.
Though it takes an average of eight cold calls to connect with a prospect, once you do manage to make it through, you’ll have an immediate line of communication with the customer.
If you strategically call them while they’re waiting for their child to come out of school, you’ll have their undivided attention for a solid few minutes. In that time, you can quickly qualify them, build a rapport, and streamline them through the sales funnel.
However, indeed, most sales representatives nowadays shy away from the notion of cold calling. Instead, we can see it as invasive and stressful. If you’re stressed about calling your leads, here are some useful tips for overcoming sales call reluctance.
Second, To Reach Young Parents, Partner With An Influencer
Our next strategy is to partner with an influencer whose target audience matches up with your own.
By sponsoring an influencer, the influencer will promote your product or service to their target audience, improving your brand’s reputation and getting a ringing endorsement from someone that your target audience trusts.
According to a 2023 HubSpot report, 50% of Millennials trust product recommendations from influencers. And 33% of Gen Zers have bought a product based on an influencer’s recommendation in the past three months alone.
Sounds great, right?
What Type of Influencers?
But exactly which type of influencer should you partner with?
If you’re trying to sell to young parents, you might intuitively think that you should partner with online parenting experts or baby advice experts. And if you want to play it safe, that’s a perfectly valid strategy.
However, it’s also wise to consider partnering with influencers whose area of expertise doesn’t relate to parenting.
Find those whose audience still has considerable overlap with the young parent demographic – in other words, influencers who have sway with Millennials and Gen Zers. These might be fashionistas, financial experts for budding investors, home exercise trainers, or lifestyle bloggers.
Partnering with an influencer from such a disparate industry will certainly draw some heads and make you more memorable! In a similar vein, choose an influencer on a platform that matches your target audience.
Additionally, integrating a robust leaflet distribution campaign can complement these digital efforts, ensuring your message reaches young parents in tangible ways. An effective distribution can bridge the gap between online influence and offline presence, creating a comprehensive marketing strategy.
Again, Millennials and Gen Zers are most likely to be on social media platforms such as YouTube, Instagram, X (formerly Twitter), and TikTok.
Finally, to Reach Young Parents, Use the Right Appeal
Our final tip is to use the right sort of appeal to better resonate with young parents. When communicating with customers, there are three main types of appeals marketers can employ: logos, ethos, and pathos.
The first one, logos, appeals to logic and uses numbers, statistics, or facts to appeal to customers’ rational sides. For example, if you were marketing a new computer, you could say it ran “60% faster than the previous model” to appeal to logos.
The second one, ethos, appeals to a customer’s need to fit in with society. For example, you might appeal to social proof by saying, “Previous customers have praised our services as speedy and affordable,” or appeal to a sense of authority by claiming that “Nine out of ten pediatricians recommend us.”
The final appeal, pathos, appeals to emotions. For example, you might say that your product “Builds a happier future for your child” or “Gives young parents a break,” promising something intangible that can’t be directly measured.
As a marketer, you might use all three of these appeals at varying times for various marketing campaigns. However, it’s important to know which appeal to use at different stages in the marketing funnel for the best effect.
A Special Consideration:
Generally speaking, leads who have only just heard of your company will be more attracted to pathos-filled marketing materials as they create an immediate, visceral response on an emotional level.
However, as the lead delves further and further down your marketing funnel, it’s then more effective to appeal to them using ethos and logos instead, as they slow down and seriously consider the value of your brand and product.
Starting with logos or ethos first may bore your target customer, while leaving pathos for the end of the marketing funnel may come off as an empty promise. In other words, the best order of appeals is to start with pathos and then use ethos and logos.
By carefully using the right appeal at the right time, you can make a stronger and more pleasant customer journey for young parents considering your business and hopefully convert more of them into customers.
Closing Thoughts on the Top 3 Marketing Strategies to Reach Young Parents
Marketing to young parents isn’t easy, as their children mostly occupy their attention.
But by following these three top marketing strategies, you can successfully find and appeal to more leads than ever, filling your marketing and sales funnels with leads aplenty.
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