Consider This Equation When Creating and Marketing Content
Content + Social Media + Moms = Free Advertising.
Okay, maybe not free, since you have to pay for the content production and the time your social media strategist spends on the campaign, but that’s the small print.
There’s a huge network of moms on Facebook, Pinterest, and Twitter who want to share information about your business. So when marketing content, begin producing content targeted toward them and they’ll begin sharing it.
Why Should You Target Moms When Marketing Content?
Generation Y moms (a.k.a. “Millennials”) make up a huge portion of social network users and bloggers. Three in four moms use Facebook at least monthly, one in two moms use their smartphones to access social networks (compared to 37% for the non-mom population) and one in every three blogs is written by a mom.
That’s all well and good, but that doesn’t reveal anything about real ROI (return on investment) when it comes to targeting moms.
Consider this: Half of those moms make recommendations about a brand or share brand-related content on a daily basis. Over three quarters of them follow at least one brand and over 90% of them say that they’re influenced by other moms’ recommendations (including shared content).
There’s one other little mom statistic that certainly should not be ignored: Women, many of them moms, make upwards of 80% of purchase decisions in the United States.
Where Content Comes In
In order for you to take advantage of that huge ring of moms comparing and talking about different products and services, you need to produce content for them to share. I’m not talking about some cutesy ads with moms and kids being sentimental about family time—I’m talking serious content.
Moms want information when it comes to products. They want things like descriptions of multiple functionalities and features. They want to know how a product can be useful to them, in real life. They want to know how a product will stand up to use, and they want to know if a service is worth the money (hence the many, many blogs dedicated to moms’ reviews of products and services).
Does that sound like content marketing to you? It sure sounds like content marketing to me.
Pulling It All Together
Really reaching the mom demographic requires two things:
- Interesting, relevant and informative content.
- Expert social media strategy.
With these two marketing aspects combined, you can harness the power of moms and gain huge exposure among the group of people who make more purchasing decisions than any other group out there.
Mom Photo via Shutterstock
Great informative post, Amie. I can definitely see how targeting mom’s would be a smart move as far as marketing is concerned. Thanks for sharing your insights on the subject.
Great point, but I think it applies in an even more broad context. The real message is that all content you create should have an audience in mind and that once the content is produced you should have a channel that reaches your audience.
It’s a good thought in general to put some time into tailoring posts to how your brand affects different demographics.
Thanks for the relevant post. I’m a mom looking to target other moms too – I completely agree!