Short on time, but quick to refer great deals, learn how to grab a mother’s attention online.
By Jennifer LoBianco On Feb 23, 2014
If you’re a small business looking to reach the time-crunched, always-on-the-go group of women known as moms, be sure to add social media to your marketing mix. Because the social channels like Facebook, Twitter and Pinterest are always readily accessible and up to the minute, they’re the perfect vehicles for connecting with an audience that is short on time.
Research shows that 60 percent of mothers feel neutral about Facebook ads and think there are better ways to grab their attention. Similarly, 66 percent of mothers believe that most online ads are not relevant to them. So what can you do differently in order to get these moms’ attention on social media?
Engage your target audience: They don’t call it “social” media for nothing. As a small business looking to speak to moms, be sure to treat your fans on Facebook and followers on Twitter like actual friends. Encourage your audience to begin a conversation with your brand. Go ahead, ask moms to post content, upload photos of their kids and share with their friends. Invite them to interact with your promotions and weigh-in on special projects.
Offer a great deal: Moms love a good deal. And who can blame them? Whether it’s free shipping, a coupon or a limited-time offer, moms will most likely use them and come back for more.
Spell out the details: If you create an ad on Facebook that offers a special deal – explain it. Research shows that moms are more likely than most to click an ad and put it to use. Because a mom’s time is so limited, clearly and briefly explaining the offer is very important. A mom doesn’t want to have to search for the fine print.
Make it relevant: E-mail marketing usually trumps online advertising because moms have opted to receive the information. However, targeted Facebook ad messaging isn’t that far behind in terms of effectiveness. As with any ad, remember your audience and ensure that your promotion is relevant and offers something to make a mom’s time-starved day easier. Speak to her needs or solve some of her issues and you’ll be more likely to get a response.
Sharing is caring, and fun: To get more mileage out of your social media promotions, enable moms to share your offer with their friends. Even reward them for doing so. It’s fun for them, and will also enhance your response rate.
Social media can be a powerful tool when marketing to moms because they log-in frequently, whether it’s from their home computer or smartphone. What’s more, these women are vocal and are quick to refer great deals and other life-simplifying offers to their circle of friends and family.