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How to Market to New Moms Online

In the marketing world, our impression of new mothers tends to be outdated and inaccurate. Gone are the days of technologically confused moms who don’t know how to send a text or turn their phone on vibrate. Young moms and soon-to-be mothers are online and fully digital.

This is great news for digital marketers, specifically those who work in the baby industry. Moms are researching, reading reviews, and shopping online everyday.

But how do you make sure your brand shows up where moms are looking? Know your audience and their behavior, to start.

Keep these tips in mind when marketing to new moms online:

  • Moms are millennials This may be surprising because a lot of us think ‘selfies and memes’ when we hear the word ‘millennials,’ but in reality, many of them are young moms. Women are about 26 years old when they have their first born, according to CDC. This doesn’t mean they’re not taking selfies or making memes though, so adjust your content accordingly.
  • They’re online Duh. Over 90% of moms are online, so we can’t think of them as people who don’t know how to check their email anymore.
  • They’re on their phones In fact, they’re addicted to their phones according to a BabyCenter report. This means your site should be mobile optimized, or you could lose a good amount of your potential customers.
  • They’re on Pinterest Moms are on Pinterest specifically researching and shopping for baby supplies. More than a third of Pinterest’s unique visitors are American moms, according to Nielsen. If you work in the baby industry, make Pinterest your social media priority.
  • They read blogs In fact, 1 in 3 bloggers are moms. New moms look to blogs for advice and tips. This is a great opportunity for brands to practice inbound marketing. Create content that answers the questions moms are asking to become a go-to trusted source.
eMarketer chart showing social media sites used by US mothers, 2013-2016.
The number of moms on Pinterest has been growing rapidly since 2013, compared to a more steady growth of Facebook, Instagram, and Twitter.

“I think Pinterest is undervalued by marketers when it comes to mothers,” Maria Bailey, author of ‘Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales’ told eMarketer. “Marketers put so much effort into Facebook—and mothers do follow brands on Facebook—but mothers are actually making purchases directly through links on Pinterest. There’s a lot of potential there.”

eMarketer chart showing attitudes toward product reviews/research according to US millennial mother vs. non-mother internet users, July 2015.
New mothers are well-read and well-researched. Brands should take advantage of blogging and influencer outreach to market to moms.

Though the ‘mom market’ is nothing new, the way they’re behaving sure is. With this knowledge, we can target new moms with great content in the right place at the right time. Focus your efforts on the platforms that moms are using to perform research. Take advantage of Pinterest and blogging to get your brand front and center when moms are ready to purchase. 


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