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May 2010
Marketing In The Mother 'Hood
Who cares who wears the pants in the family? When it comes to your marketing efforts, you should be more concerned with who carries the purse.
Moms are one of the internet’s most sought-after groups because the enormous purchasing power they wield. eMarketer estimates that there were 35.3 million U.S. mothers online in 2008, a number that is expected to reach 39.6 million by 2012. New communities and content sites for moms appear almost daily.
If you want to engage with mothers online, the key to success lies in the approach. Here are some things to consider.
Play by their rules. Marketers trying to attract moms on social networks like Facebook know by now that users rarely embrace ads in social environments. However, moms are very receptive to marketing in general—at least when done on their terms. Though most moms use Facebook primarily to keep in touch with friends and family, about 75 percent are fans of at least one company or brand.
Know what they like. You probably know that mothers are strong online shoppers or that they look to the internet for health information. But did you know that they frequently bank and play games online? According to eMarketer, women also watch online video
more than men. And many are tech-savvy. According to Forrester Research, more than 25 percent of first-time parents buy new technology to make life run smoother with a little one in the home.
Do your research. Moms are on Twitter, Facebook, iVillage and other social networking sites. However, you’ll find their online usage patterns will vary depending on their stage of motherhood. For example, the top three activities of Gen Y moms are reading blogs, participating in online communities, and creating and sharing their own videos. In contrast, Gen X moms are more likely to engage in task-oriented activities such as shopping online
and uploading photos. The more you understand the audience and how they are currently using the internet, the more you can create campaigns and utilize tools which will interest and attract moms.
Home Sweet Home
Over the past few years, small businesses have turned much of their attention to search engine optimization (SEO). It seems everyone is trying to learn how to win the battle for higher rankings and drive more traffic to their website. What some businesses forget is, they need to have something worth driving to. You can lead a user to your homepage, but you can’t make him return, especially if your homepage falls short and doesn’t offer him what he’s looking for. Here are some things to consider when evaluating your homepage.
Spell It Out
Your homepage’s primary real estate (the top left corner, middle section above the fold and the primary navigation) must answer the following questions for your visitors—Who are you? What do you have to offer me? How do I learn more? This area should be focused on your branding, tagline and clear messages about what your business and your site have to offer your customers and prospects.
Think “Short and Sweet”
While an increasing number of people are reading on the web (blogs, newspapers, etc.), they will only read content that’s relevant, compelling and succinct. Keep the text on your homepage short and to the point. If you feel the need to elaborate, add a “Read More” link for interested visitors.
Keep It Simple
Think of your homepage as a storefront window. You wouldn’t put your entire inventory in your window, nor should you post everything there is to know about your business on your homepage. An effective storefront window displays a small selection of carefully placed items that best reflect what the store has to offer. It’s a hook to get people to open the door. Your homepage should do the same. Remember, the purpose of your website is not just to get people there, but to engage with them once they are. Increasing your traffic is important—but getting them to stop and visit for a while is even more so.
Sentinel's Learning Center
If you didn't have a opportunity to attend our recent webinars, we've archived pre-recorded sessions on our site you can attend at your leisure. In Web-to-Print Practical Applications learn how you can save time and money with a simplified on-line storefront print platform. We will cover what is Web-To-Print, experts findings, key advantages, document types, review a case study, and provide an on-line demonstration.
Play It Forward
Random acts of kindness need not be so random. One California-based company has developed a product that inspires members to actually be more intentional in their altruistic endeavors.
Named for the karmic notion that every good deed comes back to its performer “boomerang-style,” Boom Boom! Cards and a coordinating website were created to promote intentional acts of kindness. Available in packs of 26, the artistically designed cards each specify a particular act of kindness. It might be something as simple as saying “please” and “thank you” in every interaction over the course of a day, or it might be something more tangible, like buying a stranger a cup of coffee.
There’s also a pack aimed at teens that focuses on family, friends and school. Either way, users begin by registering the deck of cards that they’ve purchased on the website (www.boomboomcards.com) and performing the specified kind acts, one at a time. Each time they do, they give the card away to someone else and then write about their experience on the Boom Boom! website. Users can upload photos and videos to help tell their story. Then the site’s mapping feature allows them to follow each card and see where their kindness spreads.
Since the site’s launch into beta almost a year ago, more than 2,600 “agents of altruism” have joined what the company calls “the uprising of guerrilla goodness.” Each deck of Boom Boom! Cards is $9.99—5 percent of that is donated to iSpot Compassion and 5 percent goes to the charity of the purchaser’s choice.
Boom Boom! Cards are currently available both online and from select California and Minnesota retailers.