I’ve always been a driven person; I'm a hard worker, and I oftentimes spent long days in meetings and late nights at my desk finishing projects and assignments.
I chose to work hard because I wanted to be successful—and I was. During my years in the corporate world, my commitment to hard work was rewarded with promotions, recognition and all the status that came with it. When I eventually transitioned into being an entrepreneur, doing the hard work wasn’t even a question. It was a requirement. Because, truthfully, if you don’t work, you simply don’t eat.
All of that changed when I became a mother six years ago. While I’m still driven by my passion and my career, my way of thinking has completely changed. From the moment I wake up until the time I fall asleep, my son is always on my mind. And although I find myself playing multiple roles throughout the day (CEO, strategist, wife, consumer), my sensibility as a mother is always at play.
Being a working mother is like working two full-time jobs—even more for moms with multiple children. And catching a mom's attention is never a small feat. Doing so requires a different marketing strategy from what you would create for your general audience. More intentional approaches, like an integrated promotional strategy, could prove to be far more effective when the right concepts are put into place.
There are certain factors to consider when developing such a strategy, ranging from personal experiences to the influence of loved ones. Each factor is definitely worth a closer look, as any combination of them could lead to a successful marketing strategy for grabbing the attention of working mothers.
1. Meet them on their journey.
Any mother will tell you that she never stops being a mom. When promoting your products, consider that perspective and ask questions like:
- What’s going on in their lives?
- What do their days look like?
- What product do you have that could make those days easier?
- What do they need to hear from you at that moment on their journey?
It also helps to pay attention to seasonal trends, like the holidays, flu season and back to school. These times can be quite hectic; positioning your brand to reach her in those moments could pay off in the long run.
2. Create intentional product placement.
Women tend to make the majority of purchasing decisions for everyone in their household. This means that mothers are buying for themselves and their partners, their children and extended family. Even if a mother is not the target market for your product, she should be included in your target audience as she could be the one buying it.
Aligning your company with a brand that she already trusts not only helps with the credibility of your product but also the memorability.
A family's needs present a number of opportunities for engaging with working mothers. Coming up with a strategy that is centered around the challenges that they may face as household decision-makers would be a good place to start. For example, summer break and the back to school season can be a stressful time for working mothers as they learn to navigate fluctuating schedules. Placing your products in spaces where they often visit like doctors' offices, schools, and summer programs can be a good way to get in front of them. If you're looking for a digital approach, niche blogs, podcasts and digital billboards are all good options to consider.
When targeting working mothers, proper product placement will help you grab her attention. By placing them in her path, you’re already getting her to consider what you have to offer.
3. Tell a story.
The old method of making your brand and your product the hero of your promotion strategy is no longer effective. Consumers tend to respond better to campaigns that offer a personal connection. The same is true for mothers.
Think about her story and the ways in which she needs to feel seen and heard. Promote your product with strong copy and storytelling content that she can relate to. You can do this by creating a brand ambassador program and sharing relatable stories from your existing customers.
Compelling brand stories are the ones that truly resonate with your audience, and intentional messaging can help your brand stand out and increase customer loyalty.
4. Build strategic partnerships.
Linking up with companies and organizations that are already servicing a working mother’s needs can be a great touchpoint for gaining entry into her world—especially if the partner compliments your offering.
Aligning your company with a brand that she already trusts not only helps with the credibility of your product but also the memorability. Partnerships with bloggers, schools, doctors' offices and organizations that focus on families may be super helpful as these groups have a deep understanding of a working mother’s needs and can provide valuable insights into your target audience.
Lots of brands are vying for the attention of working mothers. Taking some time to learn about their journeys, their families and their pain points can help you stand out and grab her attention—and keep it.
Read more articles on customer engagement.
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