How to Carry Out Digital Marketing for Parents of Young Children in Singapore

The young children products market in Singapore has continued to experience growth over the years. Researchers associate the growth to Singapore’s strong economy and an increase in birth rate. As of 2016, the child-specific product market stood at S$45 million and averaged a growth rate of 6%. Furthermore, it’s projected that young children and baby food and pediatric nutritional sales market will be worth 93.04 by the end of 2017. Johnson & Johnson Pte Ltd is the dominant player in Singapore’s baby-specific products market, accounting for almost 63% market share.

Given the market’s stiff competition, the demand for quality and safe kids and baby products, and that fact that most mothers feel comfortable learning about products online, new players can use several strategies to break into this market. In this article, we are going to discuss digital marketing strategies that can help you earn the trust of parents of young children and babies in Singapore.

Introduce Your Product

Even an excellent product will never get into the hands of your customers if they don’t know that it exists. One of the best ways to get the word out about your products is to attend parenting conferences and seminar, interacting with mothers and telling them about your product. You can then encourage them to visit your product site and learn more about your product. Mothers being the most influential advocates of toddler and baby products will be able to help you get an instant boost if they like it.

Free Internet Marketing From Parents

You stand to get free online marketing when mothers share your product in their social media groups. It’s therefore important to introduce your product only if you have perfected it, made it better than what the competition has to offer. At worst, make it as good as your competition, and then brand it in a better way. Furthermore, you must have an SEO optimized website with a product-landing page.

Search Engine Optimization

Search Engine Optimization helps to make it easy for your customers to find your product when they type product related words when searching for product related information online. It’s important to note that SEO is not about search engines alone, it’s also about making sure visitors have a great time on your website. That will keep them coming back for more information and news and updates about your product.

Moreover, you need to invest in content marketing. Give your readers information related to the health of their children and wellbeing. That will earn you the trust of your readers because they know you have their best interest at heart. Therefore, they will be ready to buy products you recommend to them.

Start Your Online Marketing Campaign

Do you have a large following on social media platforms? Well, if you do, you can use your social media influence to launch your products to millions of Singaporean mothers. These mothers disposable income and are willing to get their babies the best that they can afford. If you don’t have a huge social media following, you will need to team up with Influencers. They will help you to boost your internet marketing campaign quickly because their followers trust them, and hold their opinion in high regard.

Social Media Influencers

Because of their huge following, a single share from influencers has a “chain-reaction effect.” Each of their followers will instantly re-share what they get from their influencers and allow your product to reach millions in a few days. To succeed in your internet marketing campaign, engaging your potential buyers in the social media platforms, consumer review platforms, as well as informational platforms is necessary. Apart from social media platforms, digital marketing platforms such as email software (Aweber, Mailchimp etc) can also come in handy when launching your products.

Digital Marketing Campaigns and Email Lists

You can create email lists by requesting site visitors to provide their email address. Using your website to build your email list is important because you are dealing with users interested in kids and baby products. What you shouldn’t do is buy email lists for use in digital marketing campaigns. That’s because sending marketing emails to random email users can easily get you blacklisted. Users can easily blacklist your email and corresponding website domain if you keep sending them emails about products that don’t interest them.

We know it can be a challenge getting started and getting everything done the right way. Contact MediaOne at 6789 9852, and we will help you get started so that you can concentrate more on creating the best kids and baby products for your customers.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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