Which segment in the U.S. has $2.5 trillion annual purchasing power? Moms–all 85 million of them! But, engaging moms is becoming more difficult since they’re time-starved and often too busy for traditional print and broadcast media. Plus, moms consider many brand ads irrelevant to their lives because they want to be “connected with,” not “sold to.” How can your brand connect with moms? Before we address that question, let’s reflect on several insights to inspire your thinking. How Moms Make Brand Decisions According to a recent PunchTab study . . .
- 66% of Moms view social networks as a source of information
- 65% of Moms learn about a product or service through social media
- 64% of Moms read online reviews before making a purchase
- 56% follow up on product recommendations read on social sites to learn more
How Moms Feel about Brands
- 73% feel advertisers don’t understand them
- 60% feel marketers are ignoring their needs
- 62% would purchase a product if it “added value to my life”
Moms & Social Media OK . . . based upon how moms make brand decisions and how they feel about brands, the logical conclusion is that brands marketing to moms need to have a presence on social media. However, the type of presence you have will either lead to organic sharing and big traffic or being shunned by moms. Here are 3 tips that will help achieve the former and avoid the latter.
- Social media is a conversation. Moms have conversations to (a) Share information; (b) Develop connections; and (c) Nurture relationships. To connect with and engage moms, interact with them on social media. If your brand is only posting brand-generated content and not relating to moms’ lives, they’ll tune you out. Motivate discussions by asking questions and joining conversations. Most importantly, listen! Because of the way women’s brains are wired, they have a keen sense for identifying insincerity.
- Social media is not advertising! Women – including moms – make decisions differently than men. When faced with making a decision, a man will take in information and make a decision. This is referred to as “linear decision-making.” Women, on the other hand, will take in information, consider a decision, but then circle back to validate that consideration. This is “circular decision-making.” She’s validating through social media . . . listening to other moms’ opinions about your brand and checking out if you have a mom-friendly community.
- Encourage moms to create and post photos. Because of biological and brain wiring differences between men and women, genders see things differently. Without boring you by sharing the minute details, here’s the point . . . women look at images and create a story. When your social media relies entirely on brand-generated images, you’re missing the opportunity to have moms share stories about your brand with other moms. Ask moms to post pictures of how and why your brand is a part of her life. Conduct photo contests. Once a month, turn your Facebook, Pinterest , Tumblr and Instagram pages over to your mom fans.
Most importantly, in all of your marketing-to-moms efforts, think about her Highest Personal Value of establishing and nurturing relationships. Then, show her how your brand can address this motivational driver.
Fran Lytle is a behaviorist, brand strategist, author & co-founder of Brand Champs. Fran develops brand strategy, emotional brand storytelling, content marketing & social media programs that engage people by applying psychology & human and gender-specific behavior. She specializes in developing & implementing marketing-to-women programs. Contact her at firstname.lastname@example.org connect with Fran on LinkedIn, Google+ and Twitter.