With Gen Z officially in the parenting ranks, marketing to millennial parents is more important than ever. But reaching this demographic can be tough — they’re notoriously difficult to reach and engage. So what’s the best way to market your business to millennial parents?
Here’s a marketer’s guide to understanding and targeting this generation of parents:
Who are Millennial Parents?
“Millennial parents” are defined as those who became parents between 2010 and 2020. This means that the oldest millennial parents are in their late 30s, while the youngest are in their late 20s. What sets millennial parents apart from other generations is that they’re the first to come of age in the digital era.
They’re digital natives who grew up with technology at their fingertips and are now raising their children in a connected world. Marketing to millennial parents requires a different approach than marketing to other generations.
Suppose you’re a pediatric dentist with a newly opened community clinic. In this case, since your target market is millennial parents with kids, you should avoid using traditional marketing methods like print ads or TV commercials. Instead, focus on digital tactics like social media advertising and local search engine optimization (SEO) to reach your target market where they’re already spending their time online.
What Motivates Millennial Parents?
When marketing to millennial parents, it’s essential to understand what motivates them: convenience and values. Convenience is vital for millennial parents. They’re always looking for ways to make their lives easier and more efficient. From on-demand services to streaming subscriptions, they want everything at their fingertips, and they want it now.
Millennial parents also value transparency. They want to know where their products come from, how they’re made, and what impact they have on the world. They’re also interested in products that align with their values, whether sustainability, social responsibility, or health and wellness.
And finally, millennial parents are very price-conscious. They want the most bang for their buck and are not afraid to compare shops to find the best deals. That’s why you have to be sure that your prices are competitive and that your products offer real value.
How to Market to Millennial Parents
Now that you understand what makes millennial parents tick, it’s time to start thinking about how to reach them. Their parenting styles are vastly different from those who came before them, so it’s essential to take the time to know your target market. Here are three tips for marketing to this critical demographic:
Tip #1 Go digital
As digital natives, millennial parents are far more likely to engage with digital marketing campaigns than traditional ones. That’s why it’s so important to have a robust online presence and to focus your marketing efforts on the channels that they’re most active on, like social media and email.
When it comes to social media, make sure you’re creating relevant and engaging content. Post about things that are important to millennial parents, like parenting hacks, product recommendations, and hot topics in the news. And be sure to use visuals since posts with images or videos tend to perform better.
Email is also a powerful marketing tool for reaching millennial parents. Use your email list to send them personalized content, like special offers, product recommendations, or helpful tips. You can also use email to stay top of mind by sending monthly or quarterly newsletters.
Tip #2 Use influencers
Influencer marketing is a great way to reach millennial parents. These parents are highly influenced by the people they follow online, so partnering with popular influencers in your niche is a great way to get your products and brand in front of them. But of course, not all influencers are created equal.
When choosing an influencer to partner with, be sure to pick someone who’s relevant to your niche and who has an engaged following of millennial parents. And take a look at their past posts to get a sense of their style and the content types they produce. You want to ensure their aesthetic and values align with your brand.
Tip #3 Get personal
Millennial parents appreciate brands that take a personal approach. They want to feel like they’re more than just a transaction, so building relationships with them are crucial. One way to do this is through content marketing. Create helpful blog posts, infographics, and videos that provide value and address the needs of your target audience.
And be sure to promote this content on your social media channels and email marketing campaigns. You can also build relationships with millennial parents by responding to their comments and questions online. Show them that you’re listening and that you care about what they have to say.
By following these tips, you can start effectively marketing to millennial parents and tap into this critical demographic. Remember to focus on convenience, values, and price when creating your campaigns; you’ll be sure to reach them where they’re at.
