When it comes to marketing your children’s brand, there’s no cutting corners. After all, there are few things more difficult than simultaneously trying to appeal to two entirely separate audiences. Children have specific interests and preferences, while parents hold the purchasing power. Kids are drawn to colourful designs and interactive experiences, while parents value safety and trustworthiness. A well-executed marketing strategy that caters to both demographics is essential for building a successful children’s brand.
Working with a specialist children’s marketing agency like VerriBerri can alleviate much of the stress that comes with this. With our vast experience and expertise, we can successfully navigate the challenges of reaching this unique target audience. But what is the best way of going about this? To kick things off, the VerriBerri team have shared some of the most crucial strategies you need to be using.
Social Media
Marketing your children’s brand using social media can be a great way of reaching your target audience. It is important, however, to go about this in a responsible and ethical manner. These days, more children than ever are on social media. In fact, Ofcom’s 2022 report highlighted that 62% of 8–17-year-olds had at least one social media profile. Shockingly, 33% of 5-7-year-olds also had a profile. This can make navigating social media rather tricky if you’re relatively new to it.
For a start, growing a following will be a challenge in the early days. After all, half your audience is children, and they’ll have little incentive to engage with you unlike their parents. On top of this, you have the extensive list of rules and regulations you must follow to a tee. For those new to social media marketing, this can be a challenging, not to mention time-consuming prospect. With an agency like VerriBerri managing your social platforms, however, this is something you’ll never have to worry about!
Website SEO
Creating a beautiful website that’s perfect for your product is great, but if it’s not optimised, it’s all for nought. Not considering SEO when creating content for your website is a common mistake to make, especially for new businesses. It is essential, however, if you want your website to be seen on Google’s results page. The way SEO works is by tailoring the content you produce on your website to satisfy the Google algorithm’s guidelines. The more of these boxes you tick, the higher your site ranks, and vice versa. More information on these guidelines can be found by clicking here!
To take full advantage of SEO when marketing your children’s brand, you’re going to need some professional help. Whilst some aspects of marketing can be done by yourself, SEO certainly isn’t one of these. It requires an in-depth knowledge of Google’s ever-evolving algorithm, and the skills necessary to create content that satisfies it.
If written in-line with these guidelines, one of the best ways of boosting your SEO value is with blogs. Each should focus on a specific keyword relevant to your brand. If you’re a baby monitor manufacturer, for example, the keyword ‘baby technology’ may be useful to you. Aside from this, you’re also going to want to be optimising the back end of each and every page. This means compressed yet high-quality images, optimising your site for different devices, meta descriptions and alt-tags for a start. This isn’t something that can be learnt overnight – it takes years of experience to perfect, and at VerriBerri, we have!
Public Relations
If you’re looking to grow your business and strengthen its reputation, PR is an essential component of any marketing strategy. This is especially true when it comes to children’s brands. After all, whilst you of course want to appeal to children, it’s still their parents who make the purchase decision. So, when it comes down to it, they’re the audience you really want to be targeting. This should go without saying, but this must be done appropriately – no reaching out and trying to sell directly! With this being said, what better way of grabbing their attention is there than appearing in their favourite magazine?
Over the last 14 years, our specialist team has developed an extensive list of media contacts suitable for children’s brands. By working with a PR agency like VerriBerri, we can feature your brand in numerous publications relevant to your audience. The more your brand is seen in positive press, the greater the chance of people remembering you. This lends far more weight to your credibility, as parents form more positive connotations around your brand. How this translates into sales, however, depends on how effectively you position your brand in the media. Don’t worry, we can help with this.
Complying with Regulations When Marketing Your Children’s Brand
Complying with regulations is a crucial aspect of marketing children’s brands in the UK. There are strict laws and guidelines in place that govern advertising to children, such as the CAP Code. These regulations set out rules on advertising content, targeting, direct marketing communications, and more. Additionally, brands must also comply with data protection laws like GDPR, obtaining parental consent before collecting personal information. The Advertising Standards Authority (ASA) enforces these rules and has the power to ban ads that breach them. Failure to comply with these regulations can result in fines, legal action, and damage to a brand’s reputation. Working with experienced PR professionals like those at VerriBerri is essential to navigate this regulatory landscape.
Contact Us
So, if you’re looking into marketing your children’s brand successfully, look no further than VerriBerri. Successfully marketing children’s brands demands striking a delicate balance between regulatory compliance and achieving your desired outcomes. Often, for many brands new to the industry, however, this balance can easily be disrupted. In such cases, working with an experienced marketing agency like ours here at VerriBerri can prove to be extremely beneficial. Our specialist team has the experience and creative expertise necessary to help you successfully market your children’s brand. To get in touch with our team, click here or give us a call on 01376 386 850 today.