Articles in this e-letter already have broached the subject of how to reach moms online, pointing out that moms are using some of the newest Web 2.0 technologies, such as social networking. This research has inspired my company, RainSoft Water Treatment Systems, to take a closer look at our own online strategy, since moms are our target market.
But how can online marketers interact with moms using social media to generate measurable sales results? Here are four things you can do today to get the process started:
1. Get to know the mommy bloggers. Mommy bloggers are mothers who write and maintain blogs, either as a hobby or, in some cases, as a way to make money. Some mommy bloggers accept products for trial and then post reviews on their blogs. Large corporations have taken note. Johnson & Johnson, for example, has a wide-ranging mommy blogger strategy that includes sending product samples to mommy bloggers for review.
2. Engage mothers on social networking sites. In early 2009, Nielsen Online reported that new mothers are drawn to social networking sites more than any other group. Some of moms’ favorite online communities are Facebook, MySpace and Twitter. To reach these women, baby care and juvenile products manufacturer Evenflo started a Facebook page to promote safe use of child car seats.
3. Let the cameras roll. Just like the rest of the online community, moms like to share their own videos and view others’ clips, ranging from kids' cute antics to how-to videos. There are several ways to use online video to reach out to moms. First, post instructional, inspirational or entertaining video clips. Another option is to get moms involved in contests that require them to submit their own videos. For example, Johnson & Johnson recently hosted a YouTube contest, "Big Bubblin' Stars!", which solicited funny bath-time videos from mothers.
Perfect perspective! Mom's are that unique pack that look to one another for guidance and advice. Social Media is a great tool to facilitate those connections. Keep in mind, we are a challenging bunch to convince and win our loyality. Don't just be invasive...reach us with how to solve our problems and be honest. We are slow to trust but once achieved we'll tell our friends about you!