PR Week editor Julia Hood, who gave birth to a boy about three months ago, asks that question in her column in the Jan. 28 issue.
“The truth is that much of the marketing world, whether targeting the hip moms or ‘Moms like me,’ do not effectively answer the basic question of what the hell to do with a baby anyway” when it isn’t eating or sleeping.
Marketers, she suggests, have the opportunity to transcend their product and deal with the world of new parents by answering questions like that one and what to buy, how to use it, and how it affects the health and well-being of the baby.
I recommend six ways to do that:
Blog, one of the best ways to pull in traffic from the search engines.
Let bloggers create publicity for you by posting comments at blogs read by new moms.
Join the conversation about babies at the many social networking sites like MySpace and Facebook. I’ll bet there are lots of “new mom” forums out there.
Create an interactive section at your website where new moms can ask questions, and you and other readers can provide the answers.
Those six tips are powerful for companies in any industry, and they’ll propel you miles ahead of most of your competitors.