On Saturday, I posted an article about my new baby registry website, and a few people had follow up questions about the development process and marketing the site. This morning, I want to discuss how I plan to market and promote the website.
I have quite a few projects/websites on my plate that I actively market and update, including this blog, DogWalker.com, DogGroomers.com, and Lowell.com. This takes up a fair amount of my time. I believe that with BabyRegistries.com, my marketing efforts will be quite a bit different, and they will be less time consuming.
My main focus will be on grass roots marketing efforts to let parents know that the website exists. This will be done in a variety of ways:
Social Media: I set up a Twitter account, and I will be getting in touch with and follow people who mention baby registries in their updates. I will encourage them to sign up for a free account and stress that setting it up is easy. I will stress the idea that it makes it easy for friends and family to find and buy gifts that are needed.
Networking: Although it would probably be most effective to do in-person networking, I don’t have the time or desire to do that. The site wasn’t a huge investment, and it will be more of a passive time investment. That being said, I plan to introduce myself and the site to mom bloggers and pregnancy websites. I had quite a bit of positive feedback from friends who recently had children, and I think the service will be something other bloggers will want to mention.
Word of Mouth: This is going to be the biggest driver of traffic. New and expecting moms love to discuss tips and helpful websites, and if they find the site beneficial, they will tell friends. In addition, as more participants send out emails to friends and family to let them know about their pages, others will sign up.
Search Engine Marketing: I will be making ad buys on Google and possibly Bing to drive traffic to the site. I will also try to buy advertising on some of the leading mom websites to let them know the site exists.
Contests: I may run a few contests to get people to sign up and post their registries. For instance, I may do a drawing for a $100 gift card to Babies R Us or Diapers.com for people who sign up. The tough part of this will be spreading the word about the contest and knowing legalities of running a contest like this.
Most stores are only focused on their own baby registries, and they likely won’t be interested in co-marketing efforts. Similarly, many baby websites offer similar (albeit different approaches) services on their own websites, so it will be difficult to forge relationships with the larger sites.
BabyRegistries.com is a much different type of site than my other websites. I won’t be responsible for driving traffic to the baby registries contained within the site. Since random people won’t be buying gifts, it’s up to the expectant parents to send their friends and family to their page. This means my focus needs to be 100% on awareness so expectant parents sign up and create registries.
I feel that this should lead to somewhat of a snowball effect. The more people that learn about and use the site, the more it will grow. I think it’s easy for expectant parents to create pages, and it certainly is easy for friends and family to see all of the registries. If friends and family find it easy to use, they will likely use it themselves. As such, marketing this site is far different than my other sites.
What are your thoughts on my next steps and marketing ideas?