Marketing to Moms: What to Do & What to Avoid

Marketing to Moms: What to Do & What to Avoid  

Moms play key decision-making roles in household purchases. They make purchase decisions for almost everything used at home, from their products to those of their children and spouses.

Creating marketing campaigns tailored towards moms can be a big reap for a brand. To make your campaign impactful, you should appear as realistic and authentic as possible while refraining from unrealistic promises.

As you market your products, you can make your campaign more impactful by tapping into the extensive reach of google. Click here for more information on driving more sales and growing your business. Here are several dos and don’ts to observe when marketing to moms.

Show Your Brand’s Capacity to Make Their Lives Easier

With their busy schedules, you need to show moms how your brand will simplify their lives for them to give it a chance. Show them how your products can eliminate specific challenges and why they should spend money on them. Moreover, make the acquisition process as simple as possible to show your commitment to easing their lives.

Explain how they can access your services or products without unnecessary obstacles. If you offer physical products, create a detailed guide from the acquisition process, from placing an order to shipping. Also, explain how you resolve issues they may experience through customer support.

Create helpful content around the product, demonstrating its specific use cases and how it’s helpful to them. Make the content as actionable and precise as possible, including short practical videos and impactful photos. In addition, break the content into actionable infographics and listicles, providing tips on making the most of your services.

Refrain From Unrealistic Ideals

While showcasing your products’ admirable impacts on moms’ lives is great, refrain from creating unrealistic ideals. Focusing on creating fixated perfect moments rather than realistic results of your product can negatively affect your marketing.

This type of content can turn some moms away at the very least or even make them feel like their situation is the worst, regardless of their efforts to live better. You should also avoid borderline sentiments to push them to take action, like any variation: “If you don’t do this, you’ve failed as a mother.” All you need to do is inform them of the benefits they stand to enjoy from your products and trust them to make the right choices.

Don’t Make Assumptions About Their Life Situations

When making a valid point about your product benefits, make sure you present real-world case use that are real challenges to your target audience. Moms can see right through your words when making unrelatable assumptions, as they take it as a lack of real-life experience of being a mother.

If your content seems unauthentic, they will doubt whether you’re the right person to solve their challenges and give them a reason to seek help elsewhere.

As such, you should work with a few users of your product directly and have some hands-on knowledge of how it feels to be in their situation. Genuinely seek to understand and help them out without trying to sell your products to them.

This strategy helps build a loyal community around your brand as it builds trust. If they get help from your brand, they will keep coming back and even recommend others to you. The truth is moms talk, and you want them to share positive experiences about your brand.

Understand Your Specific Audience

Outside of motherhood, moms have different personalities and interests. You need to tailor your marketing approach to focus on the pain points of your target category of mothers.

To learn more about the interests of your target market, you can conduct a survey on your website or through your email list. Pass questions aimed at finding out the various problems they aim to solve with your product and some obstacles they encounter in getting the solution from other providers.

Find out what they care about other than their families and the definition of a fulfilled life. Understand what they believe is important in life and align your marketing efforts with these values. You will be able to connect with them on an emotional level and rational level when they realize that you care about their well-being. If you offer financial services and the moms want financial security, let them know about your retirement plan or how you can help them save for their kids.

Connecting with moms at such deep levels will guide you in tailoring your content to speak to them directly and provide meaningful offers. You can easily place them at the epicentre of your marketing campaigns for better reasonability and results.

Don’t Over-Promise

When selling your products or services to moms, be clear about what they can do, and then deliver on that promise. If you make a promise too good to be true, they will feel ripped off when they find out it isn’t true and won’t trust you again.

Don’t push the limits of what’s possible. It might seem like a good idea, but it will bite you later if things don’t work out as expected.

Present Your Brand as the Go-to Solution to Their Worries

When targeting to sell your products to moms, you need to win their hearts as a reputable brand that can solve their problems. Connect with them and pay attention to easing their lives through your product by clearly showing them how your product eliminates struggles in their lives. At the same time, ensure you don’t make fake promises, as mothers can see through ingenuity and turn away. Happy selling!