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Targeting Moms With Toddlers For A Bath Product
11/3/2017 at 10:55 AM ET
What's the best social media strategy for reaching toddler moms? I have limited funds and have an educational bath product for toddlers. I've been researching online search but am hesitant as funds may vanish quickly. Would investment in a video be a better use of funds?
The product and company are both unknowns therefore we are introducing a new market entry item as well as new company with no brand recognition as of yet - so I'm trying to accomplish both objectives.
Any feedback is appreciated!
Peter (henna gaijin)
11/3/2017 at 11:56 AM
You are talking about 2 different things - content and distribution. And you need both.
Making a video is content. Only if you get that rare beast of a viral video (which the vast majority of video producers have never been able to do) will the video distribute itself. All the rest of us need to do things (easiest is to pay) to distribute it.
First step is to make sure you have good content. You want to make sure you have the right product information available for them to see (the features). And also why they would want to buy it (the benefits - presumably that it is educational for their kids, so give them a head start in life). You need this in a form (or forms) that provide enough info and also make them comfortable that you are a real company selling what you say you are selling (web site, video, printed literature, etc. that all look professional; include information on any approvals/certification you have, provide testimonials, etc.). And of course, you need to have this all pointing to places where they can actually buy the product relatively easily. This will all take time and money to set up.
Once you have all that in place, you can then start distributing the message. Lots of people think that social media is the way to go because it is free, but find that the social media platforms are pretty good at monetizing what you want to do, so there is limited benefit to social media (especially up front, before people have started to like or follow your product) to any free social media activities you can do. More likely you would be using social media with (paid) promoted content, pay per click ads, etc.
11/3/2017 at 12:21 PM
One of the main reasons new products (or companies) fail is that they are unable to fund the strategies and plans that will deliver their objectives. This isn't specific to your issue. It's true across a very broad range of entrepreneurial ideas and geographic locations.
There are hundreds of good ideas -- really good ideas -- out there that will never earn their owners a dollar. That's not because they are not good ideas. It's because the entrepreneurs who came up with them don't have adequate funding, so they try to get by with minimal investment ... and end up poorer in the end than if they'd done nothing at all.
BTW, it's probably a mistake to presume social media will be a solution to your problem. Done right, social media can be an effective marketing channel, but doing it right isn't necessarily free ... and may not be the best approach.
Rather than be totally discouraging, let me suggest you read "The 3 Pitfalls That Kill Most New Businesses ... and How to Avoid Them." It's based on years of business and consulting experience.
The report itself is 30+ pages of detailed and careful explanation that every new entrepreneur needs to read.
Note: There is a version of the report referenced above available in seminar format here on the MarketingProfs website:
. If you prefer the audio-visual approach, this may be more useful. It also has some Q&A at the end.
11/3/2017 at 2:19 PM
Start locally to develop an active fan base and encourage them to use social media to "share the love." Doing so will help you fine-tune your product/pricing and help you compute the cost of client acquisition.
11/4/2017 at 4:57 PM
Set up a killer website.
Then, find the many Mommy websites and bloggers. Try approaching the principles of those types of sites to see if you can interest them in writing about your product. Start with the least important ones first until you figure out the best approach.
If you can drive traffic to your website, a professional looking video showing kids and moms raving about your product would be more effective than written content.
Best of luck.
11/28/2017 at 4:58 PM
I am closing this question since there hasn't been much recent activity.
Thanks for participating!
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