Thirty-four percent of mothers using Facebook regularly recommend their favorite businesses on the social network, according to a report from Performics. Small businesses using Facebook as part of a social media marketing strategy can reach this audiences with mom-friendly content to catch their share of social clicks and referrals.
In general, Performics’ study suggests that mothers using Facebook take their social media accounts seriously, with 68 percent saying they are “very” or “extremely” important. Among the reasons Facebook is such a priority for these users ts role in helping them keep in touch with friends, family and colleagues. However, many also indicate they like to use the platform for shopping research.
In addition to more than one-third using the platform to recommend companies, another 24 percent of moms actively discuss small businesses they have used in the past on Facebook. This feedback can be either positive or negative, but either can be turned into opportunities to engage this audience and encourage them to follow a small business on the network.
Once a mother follows a business on Facebook, Performics’ study suggests she is likely to frequently discuss the company with other users. Those updating their Facebook pages with fresh content will also see engagement from mothers as 53 percent said they frequently share content from companies on the platform.
“Brands have an opportunity to motivate moms to participate through their social media properties,” Daina Middleton, CEO of Performics, said in a release. “In this age of participation, moms expect a constructive, two-way relationship. To stay current, build loyalty and, in many cases, drive sales, brands must provide that meaningful connection with their customers.”
Making it easy for social followers to navigate from social accounts to website content is critical for small businesses looking to turn a strong web presence into conversions. ContentLEAD recently reported that four of five small businesses struggle to integrate their social campaigns with website content.