Let’s make one thing clear. Moms rule. Period. End of story (Love you Mom!). Why? Well, other than the obvious reasons, moms control 85% of household purchases in the U.S. They also have a combined spending power of $2.4 trillion, which makes them a huge target demographic for brands and businesses of all shapes and sizes. If you’re looking for some tips and tactics for doubling-down on your mom-marketing efforts, then keep reading. We’ve put together a list of our favorite best practices for marketing to moms.
6 Ways to Improve Your Marketing to Moms
1) Understand the Generational Differences
No, we’re not talking Baby Boomers and Gen X’ers here. This tip is all about Millennials vs. Generation Z.
That’s right, Gen Z. While we still may be a few years away from a Generation Z baby boom, the older Generation Z population (those born in 1996/1997) are hitting their mid-20s and starting families of their own.
Successful mom-marketing means having a plan to reach and engage with Millennial moms as well as the new Generation Z moms. So, what differences should you keep in mind?
- Prefer experiences over products
- Mobile pioneers
- Engage with brands that share their values
- Prefer Facebook and Instagram
- Focused on saving money (they did grow up during the 2008 recession after all)
- Mobile natives
- Engage with brands that feel authentic
- Prefer Instagram and Snapchat
2) Engage with Moms – Don’t Sell to Moms
Moms today don’t want to be sold to. They don’t need a pandering ad reassuring them that a product is easy-to-use or will make them the star of the house. They need brands to engage with them authentically.
Be real with moms. Let them know the benefits of your product and provide helpful advice that illustrates how your brand can help busy moms. Don’t hide beyond marketing jargon and fancy branded ingredients. Authenticity and empathy inspire an emotional connection, which works to build a strong, supportive relationship between your brand and mom users.
3) Ditch the 9-to-5 Mentality
Marketing to moms means thinking beyond the 9-to-5. Being a mom is a full-time gig. Whether it’s 1am feedings or Saturday morning carpooling, your brand needs to be ready to market to moms on their schedule, not yours.
What does this mean for your marketing plan?
- Be mobile-first; busy moms don’t have the luxury of sitting in front of a desktop computer for hours at a time.
- Test the best times to run your ads.
- Create audio ads that can run either over the radio or through a digital platform like Spotify.
4) Create Content That Provides Value
Sure, fun marketing videos and branded storytelling has its place in marketing to moms, but it shouldn’t be the core of your content marketing strategy. Instead, focus on creating content that provides value both before and after a purchase.
Before Purchase – Product Research
We get it. You’re busy. But moms? They are B-U-S-Y! They don’t have the time to sit down and conduct a ton of research before making their purchase decision. If you want to win over the moms in your target audience, consider creating content that objectively shows how your product or brand compares to your competitors.
Create charts, tables, FAQS, infographics, and other pieces of content that quickly sums up key research findings and empowers your audience of mothers with the information they need to be confident in their purchase.
After Purchase – Training Videos
Once a mom has purchased from you, don’t leave them hanging! All too often, moms are expected to intrinsically know everything there is about being a mom, including how to use a Diaper Genie or pro-swaddling techniques.
This is as unrealistic as it is asinine.
If you’re selling a product that’s more complicated than just putting on a t-shirt, consider creating some training videos that show how to get the most benefits out of your product or service.
5) Interject Some Humor
You don’t always have to take yourself seriously. Look for ways to interject some humor into your content and social media presence. Not only can this provide your moms with a much-needed break in their day-to-day, but it also has the added benefit of making your brand feel more authentic and “real.”
6) Take It to Social
It’s 2020; we know your brand is already on social media. But, are you using Instagram and Facebook to their fullest extent? Are you building a devoted fan base that can’t wait to support your brand and your mission? Or, are you too busy shouting at your followers to buy your latest product?
If you want to improve your brand’s social media presence, consider adding the following to your social media marketing efforts.
a) Create Video Content
We’re not saying that you need to create the next Oscar-winning drama, but, where able, you need to identify opportunities to bring more video into your social media presence. Not just on your feeds either, but also through Instagram and Facebook stories.
b) Use User-Generated Content
Do you know who your audience will trust more than your brand? Other moms! User-generated content is any content that is created by your audience on behalf of your brand. Whether it’s online reviews, selfies that feature your brand, or honest stories, posts that feature user-generated content tends to get more engagement and drive more conversions than a typical brand post.
c) Share Coupons/Discounts
Looking to take your social media presence to the next level with moms nationwide? Use your social media presence as a channel to share coupons, discounts, and other promotional messages.
Not only can this help to increase your own social media audiences, but it can also help build awareness of your brand across new audiences. Moms know how to get the word out to other moms when there is a strong promotion or cost-saving opportunity. Use this all-powerful mom-to-mom network to your advantage.
d) Turn Moms Into Advocates
Speaking of the all-powerful mom-to-mom network, what if we told you there was a way to leverage the social sharing power of your biggest fans beyond just sharing coupons or discounts? How can you get your favorite moms to share all of your branded content?
You turn them into advocates through an advocacy marketing program.
Once a mom joins your advocacy marketing program (managed through platforms like SocialToaster), they’ll have the opportunity to receive and share your latest content directly to their social media channels.
Even better, by participating in your program, they’ll have the opportunity to earn rewards, discounts, or entries into any contests/sweepstakes you sponsor. The result, you get increased exposure and engagement on social media, and they have an opportunity to provide valuable content to their social networks while also earning a little something for themselves.
It’s Time to Get Real with Moms
Whether you’re a new brand looking to make an entry into the market, or you’re an established presence that has been around for decades, one thing is for sure. Moms today, aren’t your Mom’s moms. What worked for new-moms back in the 1950s, isn’t going to work today. The secret to mom-marketing success in 2020 is to be authentic, engaging, and valuable.
Ready to take your mom-focused marketing to the next level? Schedule your SocialToaster demonstration today and learn how our platform makes it easy for brands of all sizes to launch and manage their advocacy marketing efforts.