A Marketing Plan for the World’s Best Mom

What would we do without our lovely mommas? After all, they did give us the gift of life! They were there for us during our first days of school, cooked every meal for us, took care of us when we were sick… Moms have been there for every step of our lives!

Did you know Mother’s Day is the third-highest grossing holiday in the United States? A majority of those spenders wait until the last minute to shop for a gift. Shocking, right?

According to MarchTechAdvisors, “35% of consumers will visit a departmental shop to look for the perfect gift, while 31% will end up at specialty stores (jewelers, florists, or electronic stores). There will be 24% of customers who will visit a local small business, and 30% will shop online. Among smartphone users, 34% will look for ideas on their devices, while 19% will actually make a purchase.”

So where does inspiration start for the perfect Mother’s Day gift? Believe it not, it’s social media! The go-to tools for Mother’s Day gift searches start with Pinterest and Instagram. Many users turn to this platform for gift inspiration and DIY ideas.

Recruiting popular pinners can help to boost exposure and give your products, services, and/or website credibility. Instagram is another effective social media platform for brand promotion. Once again, partnering with users who have large followings will lead to better results, especially if you find postings that relate to the purpose of your brand.

Let’s go over some tactics you should be using to advertise to those shoppers this Mother’s Day:

No matter the season of holiday, contests and giveaways always interest users.  Tie your contest into products you are trying to sell. Offer a high-value prize like a day at the spa or “Get a Free Bundle” to get your customers talking about your brand. Using nostalgia is also a great way to drive customer engagement – whether that be a child buying their mother a gift that brings back a memory of a monumental time in their lives, or a husband giving his wife a gift reminding them of how happy they are to be parents.

One of the most important parts of Facebook is the use of engaging verbiage with calls to action, good imagery, and touching content people can relate to. Keep this in mind when developing a social media marketing plan around Mother’s Day, or any holiday for that matter!

Did you think Mother’s Day was just for humans? This adorable post from PetFlow reminds us that moms are special no matter what the species or breed. The picture of a mother cat and her baby, who looks exactly like its mother, brought in a LOT of “wows” and “awws.” Tell us someone who wouldn’t smile when they scroll across a little baby kitten!

Mother’s Day is all about bonds. Forge closer ties with your customer base by amplifying their emotions. Go above and beyond obvious messaging, and ask a thought-provoking question to inspire customer engagement and encourage user-generated content.

Sample jewelry e-commerce social media post on Facebook to drive Mother's Day sales

Kay Jewelers does a great job showcasing their products creatively. Since they have many different products they want to advertise and sell, Kay Jewelers keeps content fresh with pictures, videos, and even a specific gift guide on their website for those who need a little assistance. The gift guide takes users directly to their site where they will potentially purchase. Smart idea!

Like always, the first and most important part of your social media campaign is getting together your Mother’s Day call-to-action. The product categories that rank highest in conversions are in clothing and accessories for this holiday. Second, relevant hashtags can help your content get discovered this Mother’s Day on social media. Some popular ones are: #MothersDay, #MothersDay2018, #MotherlyLove, #Mommism, #MomStories, #MomLove, #ILoveMyMom, etc.

What do you know about running a pay per click (PPC) campaign? You don’t need to know too much, because we take care of it all for you. Pay per click advertising can generate traffic right away. It’s simple to understand – spend enough, get top placement, and potential customers will see your business first! If folks are searching for the key phrases on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated.

Having a proper PPC advertising campaign is highly effective in those last few days leading up to Mother’s Day, when last-minute gift shoppers are eager to find their gifts. Mother’s Day clicks don’t start rolling in until the last week or so, so make sure you reserve enough budget for that last big push. Include all of the most important keywords to target – think not only of mothers, but of step moms, grandmothers, aunts, sisters, wives, friends, and daughters.

Whew! That’s a lot of info to think about. Let’s break it down to three key takeaways:

  • Timing – Some retailers start promoting their Mother’s Day campaigns as early as February, while others choose to start flash sale campaigns before the big day.
  • Frequency – Some retailers send off one social ad if you’ve been to their website, while others send a series of ads with limited-time offers.
  • Type of product offering and activity – There are many opportunities here to make the most of this holiday and increase your revenue. Bundle existing products from the same category, create exclusive editions, invite customers for day-of events in your offline stores, or offer special goodies if they spend over a certain limit.

If you need help with your Mother’s Day advertising strategies, the iFocus marketing team can help you develop a plan to increase revenue and reach your audience!

A few last tips for your marketing campaigns:

  • Ideal planning for Mother’s Day starts April 1st, and putting a content calendar in place for social media should start April 10th. Realistically, you should start your campaigns shortly after that in mid-April.
  • Make sure your landing pages are ready to go before you need them. The last thing you want is for your marketing campaign to be on standby because you are still finalizing your landing page.
  • Take a look at our infographic for more information about marketing this Mother’s Day!


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