It is a well known fact by now that women are more likely to shop online than men. Since the majority of women choose motherhood, and since the age demographic of the typical online female shopper is smack dab in the middle of childrearing years, moms in general have become a marketers sweet spot, especially in the online world.
Where are moms spending a great deal of their time online? Facebook, of course.
A recent e-Marketer survey showed that Facebook is a great way to engage mothers and drive online sales, but it needs to be done on their terms. For instance, moms are not all too keen on advertising on social networks. Successfully engaging mothers is much more likely to happen when they voluntarily fan your Facbeook page. This, like many of the other findings, support what most social media marketing experts agree with concerning the best practices of any social media strategy.
As my readers already know, I am an avid supporter of Facebook ads because of the fact that the pay-per-click model, coupled with their extremely high conversion rates from click traffic offer advertisers with free, hyper targeted brand impressions. But the graph above does indicate some real data to support what we already know - that Facebook users are there to socialize, not click on ads.
Moms are more likely to engage with a brand through a Faceboook fan page. Even though the study showed only 10.4% of moms are on Facebook to checkout companies or products, around 75% were a fan of at least one company or brand. As much as 16% of moms are fans of 10 or more product pages.
So moms do enjoy the interaction with their favorite brands and products. For an engagement strategy, a well constructed Facebook page with custom content is a must when trying to reach this valuable target market. That means just about any brand who has products to sell online (yes, even men's products because who do you think is buying them)?
These findings should also make marketers think very carefully about their fan acquistion and Twitter follower acquisition strategies. Giving away product to Facebook users is a great way to get a lot of fans in a short period of time, but if you do not plan on bringing in any engagement value to your Facebook page, you should probably keep your giveaways! It is clear that moms, like mostly anyone else, want to interact with companies on their own terms, so giving them something of quality to interact with is the only way to ensure that the cheap quick-fix fan acquisition strategy gives way to a high quality engagement experience between company and Facebook fan.
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