8 tips for marketing a tech product to parents
Kids want the latest devices with the latest features, and the price might interest them less. Parents are the ones who care about things like practicality, safety, and of course their budget.
How can social media marketers walk this tightrope? These eight tips can help you appeal to children while meeting their parents' wishes:
1. Rely on testimonials
When parents see a product on social media, they want to know: What do their friends with children think about it? Would you buy it again?
Word of mouth is especially powerful when it comes to technology because not all parents are tech savvy. You worry about being misled by marketing spin, but a positive recommendation from another parent passes the sniff test.
Don't let parents search for product reviews. In addition to posting them on their social media channels, kids phone operator Gabb Wireless also posts them on their website to ensure parents see them before buying. Build confidence by including the good and bad testimonials.
2. Highlight Security Features
For obvious reasons, parents worry about the safety of their children online. When posting about your product on social media, cite security features.
Social media companies know this strategy works because they do it themselves. Whenever Facebook introduces a new security feature, the tool is announced in an advertising banner or a user notification.
If your kids technology product includes internet access, post it on your social media profiles. Point out specific features that keep children safe, such as: B. Website blockers or timers that prevent overuse.
3. Build a community
Brand communities play a big role in social media. The problem is, a lot of marketers misunderstand what social media users want from them.
Marketers prefer to post content that has a lesson or story related to the brand. However, many users welcome more promotional content. One study found that users want content that showcased new products and services more than anything but posts on discounts and sales.
Contrary to what many marketers have been taught, parents want new products. Don't be afraid to be direct: what makes your kids' technology a better choice than their competitors?
4. Demonstrate diversity
Every family is unique, but almost all of them use technology. Add social proof to your technical product by indicating that parents and children from all walks of life can enjoy it.
To get this right, think back to your target audience: Are millennial parents part of your mix? What about families from countries other than the United States? How about multiracial households?
Here's another piece of advice that goes against audience-centered wisdom: Be comprehensive in how you demonstrate diversity. With any technical product, there are almost always user demographics that you don't think about. And when someone isn't used to being in marketing content, just seeing people like her in it can make all the difference.
Speaking of breadth, make sure your diversity spans all types of content. Not every social media user watches your videos. Are your pictures and written testimonials just as comprehensive?
5. Be short
Today's parents don't have much time. Researchers estimate that a mother who stays home is the equivalent of 2.5 full-time jobs. And remember, most modern mothers have traditional jobs in addition to their home responsibilities.
If you want to get their attention, you need to do it quickly. Entry and exit tactics include:
- Put your core message at the beginning of a video or text post.
- Use light colors in your pictures and videos.
- Start content in surprising ways, such as shocking statistics.
- Pin particularly important posts so they stay on your feed.
- Write precisely and use action verbs generously.
Every social media marketer's dream is to have their content go viral. Especially when trying to reach out to parents, the best marketing campaigns aren't always the ones that go viral. They are the ones who show consistency.
Parents do not want to entrust the well-being of their children to fly-by-night companies. Data breaches, online predators, and phishing scams are legitimate concerns. Consistent, buttoned campaigns show competence.
Aside from safety, parents have practical questions: if they have to file a warranty claim, will the company be there in six months? And if so, will the customer service staff sing a different tune than the marketers?
Parents don't buy technology for their children on a whim. For every post you make, assume that the parents you are trying to reach have been watching from the start.
6. Focus on the positive
Blame their protective nature: some parents automatically see the worst in technology. Many have taken to heart horror stories of child robbers taking advantage of software insecurities. Others are just fed up with their electronics stop working after a month.
Whatever the reason, you find that many parents are skeptical. Make sure your social media content strategy highlights the positives. Use them to counter common objections you receive.
For example, it is true that children can become addicted to technology. However, it is also true that many children use digital devices responsibly; B. to study or to connect with friends. Encourage parents to see the benefits and they will.
7. Don't forget the children
At the end of the day, children will use your product. Parents can control their wallet, but they don't buy anything their children don't want.
Take a minute to add some layers to your marketing that will keep kids interested. Children are often drawn to flashy, emotional appeals: How do they feel about your product? Does it look cool What will your friends think?
Can you blame kids for wanting the latest and greatest equipment? No, but neither can you blame parents for being careful about what they buy for their children.
Your marketing strategy needs to cover both bases. Prove that your tech product is safe, fun, helpful, and you've made a home run.