If statistics prove anything, it’s that working mothers are an important part of our workforce, economy, culture, and, quite possibly, your online marketing strategies. Recent numbers from the Bureau of Labor Statistics show that more than 74% of moms with children under the age of 18 work — and that has continued to grow. Overall, women make up 47% of the U.S. workforce. Obviously, working mothers are a huge group of consumers with unique needs. Have you been focusing on earning their business online? Should you be? Have your efforts been successful?
To start, who are we looking at when we discuss Working Moms? Well, this group is largely made up of:
- Women in their 30’s and early 40’s (PEW Research Center)
- Continue to be more educated/earn higher degrees than previous generations (PEW Research Center & Bloomberg)
- Make, on average $61,000 per year (Payscale).
From the necessities of food and clothes to life’s little luxuries and beyond, working moms are responsible for providing for their families. There’s tons of research that delves into how these women shop for food, clothing, and technology, and how this group takes care of their homes.
As you may have anticipated, research from Nielsen shows that working moms carry a lot of the responsibility of shopping and providing for their families. With an exhausting lifestyle that includes a full-time job, raising children, taking care of the home and more, one may assume that a day off would mean a day of rest, but that’s not always the case. In fact, many Millennial moms are planning to go back to school, attend continuing education classes, and remain physically active.
So, what does this mean for you and your business?
Thanks to the research, you know that working moms are a big audience, highly educated, and have unique needs. You also know they have a big influence on the family’s spending and purchases. Depending on your brand, that may be a pretty important target audience. So, how do you better market your brand to this audience?
First, consider what you can offer a working mom that could improve the quality of life for her and her family. How can you market yourself as a solution to her busy lifestyle? Can you save her money or time? Do you offer a product or service that can improve the health of her family? What are you doing to promote your company through the mobile channels working moms most often uses?
There are a lot of options for targeting moms who work outside of the home online. From social media to content marketing to online advertising, you have options. Have you checked your listing on Google My Business recently? You may need to update your information so the moms in your area can more easily find you. Are you blogging and posting about topics that matter to these hard-working women? Are you advertising where working moms (and their families) are spending time online?
What’s next?
To start, we recommend creating buyer personas. Every working mom (and person in general) is different, so even saying you’re targeting “working moms” is a bit of a broad stretch. Going through the buyer persona process will allow you to determine exactly how this group fits into your audience and which working moms you should be targeting. Once you can clearly answer that, you’ll be able to better spend your time and marketing budget. Ready to get started?
