A report from Nielsen suggests that small businesses targeting mothers among their primary audiences should focus on expanding their web presence, as this demographic becomes increasingly active on the internet.
According to Nieslen, moms are 61 percent more likely to visit Pinterest than the average American. Moreover, they follow companies’ social media marketing campaigns 38 percent more frequently, and 27 percent more moms are bloggers than the usual web user. (Business owners should note that this figure might translate into valuable recommendations and inbound links for companies that win “mommy blogger” seals of approval.)
Businesses hoping to catch social media marketing clicks from mothers should note that they’re active on a number of platforms. Among those included in the poll, 72.5 percent use Facebook, while 14.1 percent access Twitter. Moms are also active bloggers with 24.3 percent using Blogger, and 10.8 percent creating content on WordPress.
SMBs targeting new mothers or those with young children are even more likely to see benefits from web marketing. Fifty-two percent of mothers that maintain blogs have children under the age of 18.
Content marketing campaigns created for this demographic can be especially useful given the likelihood of these users to share content they find useful. Whether it’s on a blog or through a Twitter account, the web-savvy mom is helping more SMBs boost the distribution of their website content. ContentLEAD recently highlighted a report from Performics that found 34 percent of all American mothers said they regularly recommend SMBs and other companies to their friends on Facebook.