It does not need to be Mother's Day for us to turn our thoughts to those dear ladies who add so much to so many lives. They're our mothers, stepmothers, foster-mothers, "honorary" mothers, mothers-to-be … the list can go on. Whether working outside the home, driving the carpools, arranging schedules, shopping, cleaning, or all of the above and then some, mothers are a busy lot. Here are a few more little facts about mothers that entrepreneurs should find very interesting:
- Mothers make 85% of the purchasing decisions in a household.
- Mothers are 38% more likely to own smartphones than the regular populace, 58% more likely to shop via their smartphones .
- Mothers spend twice as much time online as does the regular populace.
Clearly, the mommy-market is one that all entrepreneurs should find ways to reach. So what are their online habits? How do you reach them? Once you reach them, how do you keep them as customers?
Just ask MOTHER …
M – Move to where they are! 84% of moms visit social media sites like Facebook, versus 74% of all adults. If that's where they are, then that's where you need to be. Advertise there. Have pages for your business. Be a visible presence in the social scene.
O – Online video sites like YouTube are big with moms! Over 80 percent of moms look for online videos to see a product in action. Do you have a product that "does" something or "looks" a certain way? Do you perform a service? Reach more moms with a video of it!
T – Technology is a big part of the American mom's life. A Nielsen study indicates that moms have above-average smartphone ownership. What this means for you, the small business owner, is that it in order to reach this group, you need to make sure that your website is mobile optimized. Also, consider the benefits of having a mobile app for your business.
H – Humor is a highly effective way to make that important important connection with the moms out there. Use caution, however. The kind of humor that appeals to some groups will not always resonate well with moms. When using humor in your ads, in your videos, or in your website content, try running it by women first. What might crack up the guys could actually offend moms.
E – Embrace diversity. While you do want to try to connect with the American mom, remember that not all households look alike. How does your website content depict women? Could it use a little updating?
R – Reach out to the needy. According to Kat Gordon, founder and Creative Director of Maternal Instinct, a marketing agency focused on helping brands connect with the mom market, when price and quality are equal, 82% of women report that they are more likely to buy from companies that support a charitable cause they care about. Women also report that they will try a product or switch brands if they feel doing so will help others. Consider finding a cause that is important to you and that aligns with your brand and highlight your company's donation.
And one final thing … always remember to offer a sincere "thank you", whether it's for a sale, for the referral of a client, or even for expressing interest. So often, businesses forget this simple bit of courtesy, but for the moms out there, it speaks volumes about your brand and can be the thing that keeps them coming back to you.
And besides, your mother would want you to.