Targeting Moms? Social Media is a Good Place to Start
Moms are responsible for keeping a lot of industries alive. As Nielsen put it, they “are at the center of their family’s offline life, so it’s little surprise that they’re also at the center of many of the biggest trends online as well.”
If your business or website caters to families, kids, or women, then there’s a good chance that you have customers who happen to be moms. Do initial research and determine if mothers are a big part of your customer base. If they turn out to be a significant component of your user or client-base, then you may want to consider upping your online advertising and marketing efforts towards this particular demographic, because moms are increasingly becoming more web and social media savvy.
In fact, according to Statista, mothers use social media a lot, with 80% of them using social media services regularly. That statistic right there should be enough to get you to increase your mom-centered social media campaigns.
52% on the other hand have over 200 Facebook friends, which means that mothers can be pretty influential online. What’s more, 49% of them “use social media always / often while watching movies, TV, or other video.
Statista’s study further showed that 42% of moms “have a made a purchase as a result of a recommendation on a social networking site, which indicates that marketers should definitely pay attention to online reviews and comments. Don’t take those online remarks lightly. If you get positive feedback online, be sure to gracefully thank users, and if you get negative comments, address them immediately.
Regarding online content and advertisements, the study revealed that 71% of moms “frequently / occasionally follow content sites in the social realm, and 32% are very or somewhat likely to follow a brand if promoted in an online ad displayed on a content site.
Wondering if moms are chatting about brands online? The answer is an easy yes. The results of Statista’s study showed that 59% of them “recommend companies or brands via social networking sites”, while 49% talk about companies or brands they follow on Facebook. Meanwhile, 52% “link to a company or brand ad”, while 43% post to a company or brand ad”.
Yes, moms are undoubtedly more active on social media compared to other demographics and groups. According to Nielsen, mothers are 61% more likely to visit Pinterest than the average American. In addition, 38% are “more likely to become a fan of or follow a brand online” and 27% are “more likely to visit Blogger than the US average.
The top 5 social networks and blogs among moms include Facebook, Blogger, Twitter, WordPress, and Tumblr. Aside from the big social sites like Facebook and Twitter though, moms also frequent a number of Lifestyle websites. Nielsen’s study shows that the Top 5 Family & Lifestyle sites for Moms are Pinterest, Disney Online, iVillage Network, WebMD, and Everyday Healthy.
So how do you reach moms online?
By now it’s pretty evident that mothers have a strong online and social media presence. The question is, will you be able to get them to notice your brand?
The short answer to that is yes. Moms are all over the social web and blogosphere. This means that you won’t have a hard time getting them on the tech bandwagon. However, the fact that moms are so embedded in blogs and social media can also be tricky for a business. Moms are everywhere online, and as the above-mentioned studies have shown, they are likely to talk and voice out opinions. The mom community is pretty tight knit so bad news travels fast. One wrong move from a business with one mom can ruin it for the rest of them. With that said, be sure to think your mom-related campaigns through. Be thorough and sensitive about a mom’s unique needs, because there’s a good chance that she’ll spread the word to her kids, husband, and more importantly, her fellow moms.
Make friends with mommy bloggers – There are a lot of mom bloggers out there. Nielsen estimates that 1 in 3 bloggers are moms, so they undoubtedly comprise of a big chunk of the blogging community. With that in mind, make it a point to reach out these mommy bloggers. Get on their radar. Read their posts, follow or like them on social networks, and leave comments on their blogs.
You can also inquire if they sponsor or review businesses. A lot of mommy bloggers out there review products or services on their websites, if you send them your merchandise for free. An online review or a sponsored post can give you more exposure and get more mothers to notice your brand.
Offer discounts or coupons – Moms are very receptive towards sales and coupons. A lot of them are trying to provide the best for their families at a given budget, so any offer or promotion that would give them a better bang for the buck would be well-received. Consider offering free samples or buy one get one coupons for your products. Not only will it get your merchandise in the hands of moms, but if they like it, there’s a good chance that they’ll turn into repeat customers.
Be active on social media – The data above shows that mothers are extremely active on social media, which means that you should also be active in engaging them. Reach out to moms online. Provide compelling content and offer value to get them to like or follow you on social networks. Remember those coupons that we were just talking about? Post them online and use social media to spread the word.
Go mobile – Gone are the days when moms would just stay at home and have nothing else to do but take care of the kids. We are in the digital age and mothers everywhere are certainly keeping up. Nielsen’s study shows that “50% of all moms actively participating in social media access platforms via mobile devices, in comparison with females overall, and 37% of the overall population in general.”
Moms are constantly using their mobile phones and tablets. They use them when they’re at home cooking, out shopping, or attending PTA meetings. Don’t let this mobile opportunity go to waste. Use the platform to connect with mothers everywhere. Optimize your site for mobile, provide mobile-friendly coupons, and use geo-targeted advertising to zero in on them even when they’re on the go.