‘Milestone marketing’ on social media: welcome or intrusive?

Graduating, getting married, finding a new home, discovering you’re having a baby. They are all major milestones in our lives, and the chances are that those experiencing them will be in their early twenties or thirties, so are likely to be social media users.

Is marketing around such personal events a bit too close for comfort, or a welcome way to reach people who are already rejoicing online? Whatever your view, here are a few tips to create an extra personal connection:

Graduation

If your business reaches out to young people of graduation age, it may pay to run a Facebook advertising campaign targeting users who are soon to don their mortar boards. Select users who put their graduating year as the current year in their education section. Or perhaps try Twitter marketing, creating a customer hashtag campaign offering appropriate prizes (laptops, Ikea gift cards, CV services) for users who tweet their graduation stories.

Weddings

Extending social marketing offline can be helpful, so attend bridal fairs. There’s so much digital scope around weddings, from online invitation RSVPs to giveaways like a free wedding for the most ‘social media savvy couple’. For instance, couples could earn votes for each of their network members who Likes a company’s Facebook page, or followers the business on Twitter and tweets about it.

New house

Most peopole reach this milestone in their 20s or 30s, a tech-savvy demosgraphic you can engage with through social media. Companies could try out search.twitter.com to find tweets mentioning new house terms, like ‘just got the keys’ or ‘closed on our house’, then offer those users coupon codes or unique links to free gifts. Otherwise, tweeting a personalised tip or product mention can be most welcome if timely and relevant. Something along the lines of: “That’s great @wonderwall7! For a fun housewarming party, check out our custom invites!”

Pregnancy

Obviously, pregnancy is an important social marketing opportunity for suppliers of baby and children’s goods, but other companies can get involved by thinking outside of the box. For example, a stain removal brand could ask Facebook fans which product has helped most with cleaning up children’s messes, or a fitness clothing brand could market its maternity line to expectant mothers who mention their pregnancy on Twitter or other forums.

Life-changing milestones are generally incredibly positive and exciting times, and people often tend to go public with them online. As well as those mentioned in this blog, keep in mind others such as passing your first driving test or landing a dream job. With well-considered targeting, brands can tune into these positive moments and join in the celebration. Just remember not to get too cheesy or invasive…social media users are online primarily to share their news with friends and loved ones.

Source: tips adapted from Kelsey Jones’ blog at searchengineland.com