7 Tips to Keep Moms Engaged With Your Content
Mother’s Day is right around the corner and to celebrate we’re sharing our tips for boosting digital engagement from a crucial audience — Moms!
Whether they’re lawyers, nurses, teachers, construction workers, stay-at-home heroes, or small business owners, all moms are BUSY. With so little time and so much to do, it is crucial that your brand is developing strategies to meet these key decision makers’ specific needs. After all, if momma ain’t happy then nobody is happy!
Make a connection - Research has found that only 31% of moms feel that brands effectively market to women. Moms expect real, authentic connections with brands, even online. They want to feel like they matter as an individual and not just as part of a target market. Be real and human in your messaging and interactions, especially on social media!
Be specific - Not all moms are the same, so be sure to research your brand’s key demographics to learn more and ensure your content speaks to the specific stage of a mom's life. Are they new moms or moms with kids in college? Do they live in suburban, urban, or rural areas?
Choose your channel - Web, email, social media, paid ads — there are a LOT of content channels out there. But, which ones are the best for reaching moms? Research shows that Facebook, Pinterest, Youtube, and blogs are amongst the most popular channels amongst moms for fact-gathering and creative exploration.
Be a problem solver - Moms tend to search online when they need something: an answer to a problem, a coupon, instructions on how to do something, etc. Dig into how your brand can go beyond “sales content” to help moms solve their problems! When they know your brand provides useful information, such as recipes, DIYs, advice, or how-to videos, they'll keep coming back in the future (a.k.a become brand-loyal consumers!)
Ask for feedback - You already have access to a business’ best consumer insights tool — social media! Reach out to moms for their advice and ideas about product needs, marketing, the shopper experience, and more (we love Instagram Stories’ poll sticker function for this.) Not only will moms be excited that your brand cares about their wants, but they’ll also be more engaged with posts designed specifically for them.
Hire bloggers - Don’t roll your eyes when we say “mommy blogger!” In actuality, one in three moms consider themselves bloggers, which means there is an army of content creators out there to spread the word about your product or service. Our client Murphy’s Naturals teamed up with Camille Styles, a mom from Texas, to share their product during mosquito season, which resulted in increased reach and access to a demographic otherwise untouched by previous giveaways and paid advertising.
Re-evaluate your website layout - Moms carry their smartphones with them almost constantly, and are the fastest-growing user group of tablets. So, now is the time to dig into your website’s eCommerce functions and make sure your website is accessible when and where they want - from whatever device they choose.