How to market to new parents

Did you know that the baby care market is projected to be worth about 88.72 billion US dollars (about 67.26 British pounds) worldwide in 2026?

New parents make up a huge part of that market. Using the right marketing strategies and platforms is crucial to getting them to buy from you. 

Not sure where to start? Don’t worry, we’ve got you covered.

This guide will show you how to market yourself to new parents:

• Learn about their needs and concerns
• Give them clear information
• Offer support and assistance
• Get some great reviews
• Show them your protective side
• Join the new parent community
• The best platforms to use

Marketing to new parents might be tricky if you don’t know how to reach and connect with them. That’s why we’ve compiled some tips to help you along. 

The first thing you need to know is what new parents need from businesses like yours. To create an effective marketing strategy catered to these people, you need a deep understanding of their struggles and questions. 

Getting this kind of information requires market research to learn about the current market and determine how you fit into it. Once you understand your position in the market, you can find your unique selling point.

Knowing what new parents need and figuring out which of those needs you can meet will help you craft marketing campaigns that resonate with them.

See also: what is market research in business?

It’s important that your business sparks the right emotions in new parents. For example, the colours you use for your brand make a massive difference in how this audience perceives you. 

Your tone of voice also contributes to how new parents feel about your business. The goal is to make them feel understood and accepted, so using warm, friendly and informal language will help create that feeling. 

Want to learn more about how this works? See our guide: how to use psychology in marketing.

It’s important to remember that most new parents will be confused about what products to buy and which services to choose for their babies. So you want to be clear about what you offer and how it will help them or their child.

For example, if you run a babysitting business, make your qualifications and experience clearly visible on your website, social media and ads.

Or, say you run a small baby boutique shop. In that case, clearly explain how your products are better than others. In addition, include clear instructions for how and when to use the different products. 

The key is to leave no questions unanswered. This will give new parents peace of mind and establish trust in your business. 

Social media is an excellent way to reach and engage with new parents. Each platform has its own perks.

Facebook is an ideal platform to reach new parents on. You can join new parent support groups and interact with other members. Answer questions, share advice and do what you can to build rapport with these parents. 

You can also use your business page to post about your new products and demonstrate your knowledge by sharing tips and advice related to babies.

New parents love showing off their new babies on Instagram, meaning they probably spend a fair amount of time on there. This makes it the perfect platform for you to show off your products as well. 

Here are some quick tips to help you use Instagram effectively:

• Upload a mix of posts, stories and reels to help you reach more people and show off your brand from different angles. 
• Use hashtags wisely. Tools like All Hashtag or Hashtagify  can help you find popular ones to include in your caption. 
• Make sure your photos and videos are of good quality.
• Include your website in your bio.

Pinterest is like a bulletin board where people can pin their favourite things in different categories. 

You can grab new parents’ attention by creating Pinterest content that includes:

• Photos and information about your baby products
• How-to videos on parenting

You can also add a shop to your Pinterest profile so customers can buy your products directly from your page. 

For more information, see: how to market your business on Pinterest.

Did you know that 93% of consumers read online reviews before deciding whether to buy a product?

New parents especially will want to know that a product or service is good for their baby before making a purchase. So an excellent way to convince parents to buy from you is to get other happy customers to leave a good review.

Display these reviews on your website, social media, and even your ads. Knowing that other parents like and trust your brand will show other new parents that your business is reliable and good. 

See also: how to enhance consumer loyalty and finding the best loyalty programs for your business.

Now that you know how to market your business to new parents, you’re one step closer to creating campaigns that can boost your sales or increase your client base. 

The important thing is to:

• Make them feel seen and supported
• Use platforms where new parents are active
• Demonstrate your worth through social proof
• Make sure your brand appeals to them

If you want to learn more about best practices for baby-related businesses, check out these guides:

• How to advertise your babysitting business
• How to start a baby boutique business
• Best books for nursery class
• How to promote a small nursery

As your effective marketing campaigns contribute to growing your business, it’s essential to stay on top of your finances. 

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