Consumer trends show that women hold the purse strings in most households. According to recent statistics, women hold between 70-80% of total consumer buying power through their purchasing decisions and ability to influence. In fact, one Nielsen reports estimates that their total power ranges from $5 trillion to $15 trillion annually, an amount that will increase significantly over the next decade.
Women are an important consumer market. In particular, the “mom” market has become one of the most coveted in the retail industry. When it comes to marketing to them, social media is one of the primary channels that brands use, because many mothers interact with it everyday. A study from Pew Research Center found that parents use social media as a resource for information and support on a range of topics, ranging from parenting and purchases to general personal matters.
Importance of Facebook As a Marketing Channel
Pew Research also found that Facebook seems to be the channel of choice for mothers of all generations.
● 75% of parents use Facebook, as do 70% of non-parents. Moms (81%) are more likely to use Facebook than dads (66%).
● Parents are highly active Facebook users with 75% logging on daily, 51% do so several times a day.
● Moms are more likely to check Facebook many times throughout the day compared to dads, 56% vs. 43%.
Parents use Facebook to share baby photos, post about major life milestones and ask for advice and recommendations from peers. However, moms are also heavily targeted by people and ads trying to get them to buy something on social media, and they are getting annoyed by the constant sales pitches.
Mothers make shopping decisions for their entire households, and they are savvy shoppers. At 10twelve, we work with several businesses that market to moms. Brands that hope to connect with moms should know a few key points first.
1. Get to know them better.
Many brands target to moms, so you need to catch their attention by showing that you’ve taken the time to know them better than your competitors. Are they dance moms? Soccer moms? New moms? You also need to know more about your audience than just that they are mothers. What do they care about (besides their children and family)? They could care about fitness? Healthy eating? Green living? Acknowledge that they have other interests and figure out where your brand aligns.
2. Value their time.
Mothers are busy people. In addition to being a mom, they could be a CEO of company or an on-call doctor. Even if they are a stay-at-home mom, their days are hectic and time is precious. Often, when they visit Facebook, it is to catch up with friends and family. They aren’t interested in interacting with brands. If they give you a bit of their time, then value it. Make the purchasing process not only easy but enjoyable.
3. Focus on providing a solution not selling a product.
Mothers are problem solvers. They are interested in items that help them solve some pain point or make their days just a little bit easier. If you sell organic baby food, you could focus on the time it saves parents while also giving kids the natural nutrition they need.
4. Find common ground and incorporate humor.
People are drawn to brands built by people that understand them and the everyday issues they face. As a business, you need to find common ground between your company and your audience or at least be empathetic.
Don’t be afraid to use a little “mommy” humor too. Kids are crazy and parenting is one of the hardest things to do. There is no handbook or manual to read. Sometimes, parents just need a good laugh. Companies that empathize and provide humor have more personality and are more likable. For instance, the kids clothing brand Lil’ Rassholes incorporates relatable parent humor into its products, as well as blog and other marketing.
5. Use word of mouth and encourage reviews.
Word of mouth has a huge influence on purchasing decisions. Mothers will do their research before buying a product for their children, themselves or anyone in their family. They are informed consumers, so if your brand has negative reviews, it will deplete your chances of reaching them.
Instead, focus on generating positive conversation around your brand. Encourage customers to leave reviews on your Facebook page after purchases. Ask them to take feedback surveys so you gain valuable insights that will help you improve your business.
6. Partner with influencers.
In addition to customer feedback, partner with influencers. Mommy bloggers can be valuable partners for two primary reasons. For one, their communities are composed of your target audience--moms. These communities are highly active and tend to trust the opinion of influencers. Secondly, the right influencers can be instrumental in creating relevant and engaging content that attracts your audience.
7. Provide valuable brand content.
Parents go to social media to seek useful information, so provide it. Kraft generates all kinds of valuable content for moms, including easy to make recipes, money saving meals and tips on staying healthy. Crayola is another brand that connects with moms via Facebook and excellent content. They highlight all kinds of DIYs and creative children's activities that parents can use.
Create information in different formats too. Videos are quick ways to absorb information, and they are highly engaging to users.
8. Offer exclusive deals and coupons.
Moms are informed, savvy shoppers. Although they are crunched for time, they also look out for the best deal available. Give them incentive to choose your brand or product over others. Increase engagement on your Facebook by offering exclusive deals and promotions.
Moms are constantly hit with marketing messages. With Facebook’s advanced ad targeting parameters, you can segment posts towards expectant and current moms. However, if you haven’t developed a strong social media marketing plan, targeting won’t matter. To get the attention of this in-demand group, brands need to go beyond the Facebook ad.
Tapping into social media is essential to connecting with moms, especially on Facebook, but you can’t just throw up an ad and expect positive results. You need to take the time to get to know your customers better, and offer content and solutions that make their lives easier. To plan and execute your Facebook and other marketing strategies, get a professional consultation with the team at 10twelve.