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Social Media Marketing: 5 Tips to Communicate with Mothers on the Network


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Social Media Marketing: 5 Tips to Communicate with Mothers on the Network Women with children and expectant mothers are one of the most numerous and most active groups on social networks. Facebook and other social media are not only an important source of information but also a place where they share their feelings and seek contact with other users. Add to that the fact that they like to buy and usually make purchasing decisions for the whole family, and it is not surprising that they are an attractive target group from a marketing point of view. Even more interesting than the numbers themselves is how mothers use social media. For example, on Facebook they are more active than the rest of the population - three-quarters of mothers are joined daily. More than four-fifths of them ge..

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Social Media Marketing: 5 Tips to Communicate with Mothers on the Network

Women with children and expectant mothers are one of the most numerous and most active groups on social networks. Facebook and other social media are not only an important source of information but also a place where they share their feelings and seek contact with other users. Add to that the fact that they like to buy and usually make purchasing decisions for the whole family, and it is not surprising that they are an attractive target group from a marketing point of view.

Even more interesting than the numbers themselves is how mothers use social media. For example, on Facebook they are more active than the rest of the population - three-quarters of mothers are joined daily. More than four-fifths of them get useful information on maternity and childcare on social networks from other users and directly on brand sites.

Up to 80 percent of mothers on social networks are looking for support in a new life situation. Use this tag when communicating the brand. If you are authentic, they will be happy to return to your site and build a positive relationship with your brand.

Here are five practical tips on how to stay in touch with mothers.

1. Create space for socialization

Women on mothers spend most of their time at home with their baby. Many of them with the birth of their offspring lose contact with their old friends, and they are looking for women in the same life stage on the internet with whom they can share their feelings. Offer them a conversation about the relevant topics and be sure to join the discussion. And do not be afraid to ask questions in the posts.

2. Provide useful information

Children have their specific needs, and it is difficult for mothers to orient themselves in a wide range of available products. Facebook is one of the places where information is collected about products. You can therefore afford to communicate benefits of individual products directly, women will appreciate it. For example, show the functionality of your products in a short educational video, or include a link to the site where users learn more.

3. Engage emotions

Show that you understand women. Publish papers about specific maternal feelings or experiences where mothers feel that their surroundings can not be empowered enough. Explain that you understand their life situation. And you can also engage in kind humor. Positive messages respond to mothers more often than other groups of users.

In talks, talk about breastfeeding, first steps, buying school aids in the first class, and so on. For maximum authenticity, it is worthwhile to involve a woman who has gone through her motherhood and to entrust her with community management or, at least, consult a selection of themes. The right tone of communication is essential here. If you walk next to your mother and your mother does not agree with your opinion, it is easy to get into crisis communication. The emotion then turns against you and the reactions can be strong.

4. Share experience sharing

Specific information about the course of motherhood or products is extremely attractive for starting mothers. Many of them will buy the product only when the other mother recommends it on the internet. They are not afraid to ask and at the same time are willing to answer the questions of other mothers themselves and share their experience with various brands and products. Assign the role of the moderator who initiates the discussion.

5. Make ambassadors from mothers

Identify the rock fans of your brand, reach out to them and show you appreciate their loyalty. Every customer will be pleased when the brand he or she normally uses shows interest. And for mothers it's double. Give your users something extra (contests, product testing, or samples for free) and create loyal ambassadors. You get not only a big engagement on the brand page, but also a product review.The Dove Cosmetic, for example, invited selected guests for the wellness evening. For the most active fans of Facebook, they have long-term support for their relationship to the brand, for example by sending them new products for testing, asking them for opinion, and sending them small gifts for important days. As a direct consequence, branding has increased engagement thanks to ambassadors, and positive comments have grown under posts.

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