It has long been known that if you can get your timing right, then brand engagement can produce long term brand loyalty. Mothers appear to be a perfect candidate for brand engagement if you can gain their attention in all the right places. Gaining their attention could be a difficult hurdle to cross; do it well and you may gain loyal customers. The question is how to gain their attention.
The art of reating engaging content for moms is no small feat. Knowing how to get that content in front of them can be a science in itself. There have been numerous reports over the last 18-24 months reporting on demographic trends and their use of online services. The fastest growth in internet use is in the female demographic and a recent report suggests that moms are more likely to use search than non-moms. The report suggests that moms will use search twice as much as non-mums and that they are quite savvy in they way they use search.
Search is the number one activity for moms (85%) followed by email (83%). Shopping was down the list at number 4 (72%) and social 5th (67%). Those numbers are important if you want to catch their attention particularly if you want to catch their attention early.
When it comes to search, there are three other factors to be considered. The first is that mom’s place a lot of trust in Google. This then leads to them selecting results from above the fold and rarely going below the fold, let alone to page two. The third factor involves the use of long tail searches. Moms are most likely to use sentences, often in the form of questions, when conducting a search.
Based on that information, the logical places to target are the search engines using long tail keywords. If you can gain a listing above the fold on page one, then your halfway there. If getting to page one is too competitive, then PPC advertising may be an option that can achieve similar results.
What is often forgotten is that 67% of moms engage in social networking. That’s where brand engagement can create initial ties. Search engine results (paid or organic)Â will then reinforce those ties creating a strong brand image in the mind. If you can put it all together in a successful campaign and then follow up with quality products and/or service, you may just win the hearts of moms as they become loyal long term customers.
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