Marketing to Moms

According to eMarketer, 34 million moms in the US use the Internet regularly. And of those, 70% have made an online purchase in the last year.

Hmmm… 23.8 million women who’d rather make a few mouse clicks than load up the minivan and drag the kids to the mall.

And don’t forget, moms make most of the purchasing decisions for items that are bought frequently (clothes, food, supplies) and they’re co-decision makers for big-ticket items.

So if there’s any way you can market to moms specifically… do it!

We’ve interviewed several web business owners who market to moms in our Secrets ToTheir Success online magazine. Here are some mom-centric marketing strategies that work for them.

Offer valuable information
Of all those online moms online, 67% use the Internet to research their purchasing decisions. If you can provide the information they’re looking for and relate it to family needs, there’s a good chance you’ll connect. Make it clear in your PPC and banner ads that you offer advice, facts, and tips. Same with the meta description in your code, which is often used to describe your site in the search results. Add articles to your site that will help them make purchasing decisions.

Be social
Moms are huge users of social media. They join groups; they connect with friends, family, and other moms who share their interests; they read — and write — blogs; they Tweet. Those social networks are where they seek advice on purchases too, so if you’re already there talking to them and giving good advice without hype, you’ll get their attention.Build relationships
Our Secrets ToTheir Success interviewees told us that they let their customers in on their personal lives… and those customers respond. In your emails, on your blog, in your social networking, don’t be afraid to talk about yourself and your family.

Concentrate on customer service
Word of mouth is the biggest factor in purchasing decisions for online moms. They look for recommendations from people they trust, and they stay away from businesses if other people say they’ve had bad experiences with them. So don’t let word of mouth work against you. Make sure your customer service is impeccable. And go a bit further. Include a “thanks for buying from us” note in physical packages, or offer a special deal or further valuable information for downloaded products.

Basically, moms want one thing — to simplify their lives. The Internet is the tool they use to do it.


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