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Erin Fabio, CEO GRIT Studio.
getty
Today women make up to 83% of purchasing decisions in households across the U.S. No matter what your brand’s target demographic is, moms in particular are a critical consumer group to consider. Even if your brand doesn’t target moms, when moms are making household decisions, they are making purchases for children, men, other women and many other consumer demographics that your brand has an opportunity to tap into. Household decisions also tap into a variety of markets, whether it be healthcare, food service, or beauty and wellness; it is clear the impact that moms can have on your sales.
Considering moms may be even more important if your brand uses social media in its marketing strategy. On average, moms check social media 15 times a day, and 80% of moms turn to social media for product recommendations. It is important to consider how the content that you are making for moms serves them—and this requires knowing these communities and understanding what makes content relevant to them. Not only does engaging these communities serve your consumer basis, but it allows you to better understand what the joys and stressors of motherhood are and what role your brand can play in these different factors.
So, how can brands effectively connect with and market to moms?
A mom’s most taxed resource is time.
On average, moms spend four hours a day on the internet—they have many other (and more important) commitments to attend to besides Instagram! That being said, you need to use these hours wisely. Eighty-six percent of moms are accessing the internet via their cell phones in part because, with an on-the-go lifestyle, they don’t have time to sit in front of a computer. Catering to social media and mobile-friendly marketing allows your brand to adapt to a mom’s schedule. Your content is available when they decide to check their phone. A tip here is to think about how you can integrate your content into other platforms that…
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