Solve Mom’s Pain Points
You may already have defined the key benefits that your product or service provides to consumers, but now it’s time to dive into the mom-specific benefits. For example, your eco-friendly cleaning product is something all conscious shoppers appreciate. While conscious shopping is on many moms’ radars, you may be able to accelerate their purchasing decision by focusing on how your product minimizes the amount of toxins in the home, creating a safe and healthy space for the kids.
Your product may provide a different type of benefit for mom such as saving her time, minimizing stress, helping her relax and unwind, keeping the family organized, automating a task, and more. Whatever your mom-specific benefits are you should have targeted marketing that speaks to it.
Don’t Forget The Kids
If your product or service is geared towards kids your marketing must speak to both mom and kids. For example, a digital video might feature kids playing with your fun new interactive learning toy, but how does it add value in mom’s eyes? Mom wants to see the educational value, but kids want to see how fun it is. This means it is all about balance. Since digital marketing dollars go further you can segment your ads to kids and mom. For kids, you may focus a bit more on play and for moms, you may focus a bit more on education—or whatever the benefit that most entices mom to buy.
Segment Mom Demographics
Mom’s aren’t all the same so you must break up your mommy demographics. You can achieve this by considering factors such as:
- Are they first-time moms?
- How old are their children?
- Are their kids out of the house?
- How many kids do they have?
- Are they single or divorced?
- Do they work in or outside of the home?
- What are their parenting philosophies?
- Are they a mompreneur?
- Are they both mom and grandma?
Consider If Mom Is The Buyer
Women influence and drive between 70 and 80 percent of all household purchasing decisions, meaning that even if mom is not your marketing segment—you need to factor in that her weight on whether or not to buy is heavy. This will be more prevalent during certain times of the year, or with certain products and services. For example, the marketing strategy for Father’s Day and Christmas gifts for men should vary slightly from year-round marketing. This might mean having your Father’s Day digital imagery featuring dad enjoying his new gift with his partner or family—opposed to the year-round imagery focused more on dad’s wants and needs.
Visual Appeal
We touched on this a bit above, but your digital imagery must be appealing and enticing to moms. This means you need a graphic designer that can balance your visual branding with creative imagery that speaks to the ladies. This includes your online and offline marketing, product packaging, shipping containers, email marketing design, and more. For example, you might use the same email marketing template for all of your lists—but the colors, font, and photos may be different when marketing to mom.
Need Help Reaching Moms With Your Digital Marketing
LN & Company creates full-scale digital marketing strategies that help you hyper-segment your demographics, including helping you to better target and engage moms. Our strategies are not shots in the dark as we use the most advanced technology, data, and analytics to identify how to better serve your demographics. This includes helping you identify new demographics. Reach out today to learn more!
