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What Can You Do for Working Moms?

Adrian Bredeson
by Adrian Bredeson on Oct 1, 2009 12:39:00 PM

A recent study published by Scarborough Research illustrates the importance of Working Moms and your online marketing campaign. The study utilized more than 220,000 adults nationwide and defined the term "Working Mom" as “Women who are employed full-time and have one or more children in the household”. The study was done to establish an understanding of the Working Mom's lifestyles, including demographics, shopping habits and media behaviors.

According to the Scarborough study, there are approximately 21.6 million Working Moms in the United States. They account for roughly 9% of the adult U.S. population, and 18% of all the women in the country. 43% of women in the United States fall into the "Working Mom" category. This is a huge group of consumers, have you been focusing on earning their business online?

Who are we looking at when we discuss Working Moms? This group is largely made up of women in their 30's and early 40's, with a 4-year college degree or higher, and making, on average $81,900 per year. From the necessities of food and clothes to life's little luxuries and beyond, Working Moms are responsible for providing for their families. The Scarborough research delves into how Working Moms shop for food, clothing and technology and gives key insights into how this group takes care of their homes.( "QUICK FACT: Moms spent $3,334 on home improvements during the past year.") From how much they're spending, to which stores they're spending their money at, this research gives a great look into the mind of the Working Mom.

Working Moms carry a lot of the responsibility of shopping and providing for their families, but they also take some time to focus on themselves as well. With an exhausting lifestyle that includes a full time job, raising children, taking care of the home and more, one may assume that a day off would mean a day of rest, but that's not the case according to the Scarborough research. Many Working Moms prefer to be active when it comes to their free time. From Day Spas to Health Clubs, this is most definitely a very active group of Women.

You may have long suspected that the Working Mom is an important audience to target with your marketing. Now that you know a little more about then, let's look at how they spend their time online:

  • Top Categories Working Moms use online:
    • Coupon Sites
    • Local Event Listings
    • Online Yellow Pages
    • Employment Search Web sites
    • Bill Payment Sites
    • Music Sites
    • Real Estate Sites
  • Top Categories Working Moms purchase online:
    • Toys and Games
    • Movie Tickets
    • Health and Beauty Items
    • Clothing
    • Accessories
    • Pet Supplies
    • Groceries and Food
    • Flowers
    • Office Supplies

So, what does this mean for you and your business? Thanks to the Scarborough research, you now know that there is an audience of almost 22 million customers out there, with higher than average incomes, control over family and personal spending with the ability to influence the preferences of their children and spouses. That sounds like a pretty important target audience to me. You know how they are spending their time and money online, so how do you market your brand on those sites?

What can you offer the Working Mom that could improve the quality of life for her and her family? How can you market yourself as a solution to her busy lifestyle? Can you save her money or time? Do you offer a product or service that can improve the health of her family? What are you doing to promote your company through the mobile channels the Working Mom most often uses?

There are a lot of options for targeting the Working Mom online. From Social Media Marketing on active blogs and social networks, to offering discounts on popular Coupon Web sites, you have options. Have you checked your listings on the online yellow pages recently? You may need to update your information. Advertise your job openings on the important area Employment Web sites, you may find your next great employee, or at least get your brand name out there where the Working Mom is spending her time online.

Come up with new ways to reach this large demographic, and you'll be reaching an important and sometimes undervalued group of spenders. Utilize the Working Moms in your company to come up with creative ways to market your brand. Turn your attention to the online habits of these women, and you'll know how to better spend your marketing budget. Don't wait, as the school year gets underway, and the holidays are rapidly approaching, now is a great time to focus on turning Working Moms into customers.

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Adrian Bredeson
Written by Adrian Bredeson
As Director, SEO and Social Media at E-Power Marketing, Adrian is primarily focused on the organic success of client programs through SEO, social media and content marketing. Adrian also heads up the agency's marketing initiatives. With a background in psychology and PR, her passion for telling a brand's story by understanding and engaging with their target audiences has been put to good use at E-Power!

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