Marketing to mums: how to connect with your audience

Mums are a significant contributor to the Australian economy.

In fact, as a demographic, mums contribute $132 billion in sales each year.  

While they have serious economic power, mums are often misunderstood and undervalued as a segment of the consumer marketplace.  

Get your marketing to mums right and you’ll have the ability to see significant increases in revenue and ROI. But get it wrong, and you’ll alienate a thriving audience.

According to a survey of 1800 Australian mums, it was found that 63% felt advertisers did not understand their needs.  

While this figure should be alarming for anyone marketing to mums, it is also a great opportunity for any brand who is interested in getting it right.  

If you’re looking to market to mums, here’s how to connect with your audience.

#1 – Know your audience

A lot of businesses do not take the time to understand what mums want..  

These brands make the mistake of treating mums in the same way they treat other segments of their market. Mums don’t want to be treated with the same broad brush approach as the rest of your audience.

Mums are a very different segment and you need to understand them as deeply as possible to be successful. The best rewards from marketing will be to take a niche approach.  

However, it is a mistake to segment the mums from your audience and treat them as a homogenous group. Successfully marketing to mums will come down to continued segmenting.

Millennial mums, for example, seek playful, joyous experiences with their children. Marketing to these mums may rely on more unique, characterful and fun strategies. 

In contrast, older mums may have different desires, making audience segmentation key.

Then again, with the dynamics of family structures having changed, with an increasing number of couples choosing to have children without getting married, as well as single mothers and co-parenting families, it’s no longer enough to broadly ‘market to mums’ and expect results.

To segment your mums you’ll need accurate data though. This can be done through upskilling and training, either yourself or your employees, to engage with the market correctly. 

Connect with your audience at various touch points to get more data. For example, run surveys on social media, ask questions during newsletter signups, or offer promotions in return for customer data.

Remember, the more you know about your mums, the easier it will be to market to them.

#2 – Get social

A recent  survey of Australian mums found that 91% of them will check their social media accounts at least once a day.  

30% of these mums will check their accounts more than 10 times a day. While the study also showed the social media platform mums primarily use is Facebook (regardless of age).  

With mums being online and engaging with social media, you need to be connecting with them as well. 

Mums want to build a relationship with the brands they support. When the products and services they buy have a direct impact on their children, they rely on trust and authenticity to make purchasing decisions. For this reason it’s important that they understand what your brand stands for.  

You can use your social media as a marketing platform to build trust and rapport. This can be done through showing your authentic brand personality, like:

  • Behind the scenes videos
  • Instagram Live Q&A sessions
  • User generated content

User generated content is particularly valuable as it will show that other mums already trust you.

Outside of direct communication, social media is also a good place for you to listen to mums and learn about their consumer behaviour.  

What questions are they asking?

What problems are they having?

What resolutions are they finding?

By finding answers to these questions you’ll be best placed to start providing the answers they need too.

PRO TIP: Expand into podcasting

Mums consume podcast content due to their lifestyles. Time spent in the car, in transit or working at home can, and is, filled with podcasting.

The intimacy of podcasts means they can be enjoyed while multitasking, unlike reading which can prove tough when managing a household. 

With mums moving away from traditional media, podcasts can represent a huge opportunity for you to connect with mums to develop relationships and foster relationships.

#3 – Get reviews, testimonials & proof

Mums will research what your brand has to offer before they commit to a purchase.

With 93% of consumers admitting that online reviews impact their purchasing decisions, mums are no different. For this reason, testimonials can make or break their perception of your brand.  

As testimonials are a major factor when it comes to what mums are likely to purchase, ther most valuable would come from other mums.

You should also make it easy for mums to find good testimonials about your products and services. By placing testimonials on your website and updating them often you’ll be creating a smooth UX that allows people to quickly and easily see how you’ve helped other mums. 

Web Design expert and mum, Deanne Smith, understands the importance of social proof. She explains that “consumers have a number of channels to provide feedback and, because of this, more and more product searches rely on word-of-mouth. Testimonials are a great way to offer authentic and unbiased content to your consumers, whilst informing them about your business. As a mum I consider testimonials from other mums as a huge bonus, and certainly take this into account when buying something for my child.”

To make this process simple, implement a clear system for getting testimonials from customers. This can be as simple as sending out a review link to your valued clients, or following a purchase.

#4 – Activate brand advocates

While mums are increasingly pushing back against corporate messages, particularly those lacking sustainability, mums do want to be part of your brand journey. And this does not stop once they have made their purchase.  

Mums want to continue engaging with your brand and you need to facilitate this. These mums also want to be able to tell you how your products and services can be improved or expanded in ways that you might not have considered.  

Whether it’s coffee cups, nappies, sanitary products or food, mums want products (and in turn businesses) to align with their personal goals.

When you invite brand advocates to get involved behind the scenes, you will deepen your relationship with your audience. 

You will also gain a better understanding of your audience as you tap into their pain points, helping you to apply R&D on the fly.

#5 – Embrace storytelling

Mums are starting to reject traditional corporate sales messages. Instead, they want you to earn their attention.  

When you have engaging storytelling you will be able to convey your sales messages in a way that resonates with mums. Storytelling will also help you convey your brand values – which is important for this demographic.  

For example, many mums are opting for minimalism. As a sustainable approach that also provides relief for the household budget, telling stories around decluttering and de stressing can help you cut through the noise of your competitors.

In this regard, your creativity won’t just be able to save you money, but go towards making money too.

You should invest in understanding this demographic to ensure they are marketing to them correctly.  

Now that you are aware of the importance of marketing to mums, you can start thinking about how you’re going to build these relationships.

Whether it’s a Facebook community, positive testimonials, or a story that resonates with your audience, the most important thing is to segment your audience effectively, and start supporting, not selling mums.

Do that, and you’ll find the success you’re after.


Alexander Porter is Head of Copy at Search It Local – Sydney’s boutique agency with bold visions. Passionate about creating content that adds value to people’s lives, he is constantly amazed at the way language can strike like lightning. When not furiously editing his own work, Alexander is trying to escape the third person.



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