The 3 Biggest Mistakes in Marketing to Mums

Guest Post from Katrina McCarter

Do you market to mothers? In Australia there are 6.2 million mothers who are responsible for an incredible $132 billion in spending every year. They are responsible for more than 80% of consumer spending in this country yet research by my company, Marketing to Mums, has found that 63% of Australian mums believe brands and advertisers don’t understand them. What a massive opportunity for those small businesses who can get it right.

So what is it that businesses are getting wrong?

I’ve worked with more than 100 businesses over the past four years and without question there are some mistakes which repeat over and over again no matter what the industry. The top three mistakes I see in marketing to mothers are:


1) Stereotyping

In a Marketing to Mums study of more than 1800 Australian mums I uncovered that mums feel stereotyping is the number one mistake business owners make. Stereotyping significantly limits your ability to attract and retain your ideal target market. It will make you appear disingenuous. More often than not you will turn mum away from your brand. Mums just can’t relate. Stereotyping will directly impact your sales conversions.

My research has found that mums want to be recognised as women first, mothers second, Motherhood is incredibly important to her but it is not all of her. It’s important to accurately depict your ideal mum. I encourage you to review your marketing materials, socials and website. Are you accurately portraying your ideal mum?

“Don’t think that because we are mums we want ugly dressing gowns, fluffy slippers, cookware or cleaning appliances. We like to look self-sufficient. We will use tools, fix broken things. We are not afraid of getting dirty. We are not just mums.” Marketing to Mums survey

Stereotyping limits your ability to attract


2) Treating mums like they are all the same

Without question one of the biggest issues I see small business owners make when marketing to mums is that they treat mums like they are all the same. Not all mums are the same and by attempting to appeal to all types of mums for fear of limiting your market, you will end up connecting with very few and wonder why the sales aren’t coming in.

I really encourage clients I work with to not be afraid to niche. Get laser focused on who is the most profitable segment of the mum market for your product or service then build your marketing strategy to attract, connect and convert this segment. Don’t worry about the rest. I invest lots of time getting this right and undertake research projects to help identify distinguishing behaviours. It is the most important foundation in your business. Take your time in getting it right.

“Don’t try and appeal to the masses. Know who your audience is and then speak to them as opposed to thinking all mums think and worry about the same thing.” Marketing to Mums survey

3) Lack of third party endorsement


Mums are information seeking and are looking for reviews and recommendations from other mums before making purchases. In my Marketing to Mums research I found that testimonials have the most influence on a mum’s buying behaviour. Testimonials even out perform a mum-to-mum recommendation! By not making these easily available to your ideal mums, you risk losing sales.

I recommend that business owners post testimonials and reviews on their website and marketing materials and update them regularly. Additionally, I suggest you turn on recommendations on your Facebook page. Facilitate online discussions where mums can endorse your product or service to other mums.

“Encourage word of mouth and reviews. It is the biggest reason I buy what I buy.” Marketing to Mums survey

I believe there is enormous opportunity to grow a small business by focusing on a niche segment of the mum market. I encourage you to make 2020 the year to do just that. In April I will be launching an eight month program specifically created for small business owners to grow their businesses. Together we will focus on implementing the eight critical pillars I believe you need to get right if you are going to be successful in this market. The Marketing to Mums 8 Pillars of Success program combines group webinars and monthly one on one coaching sessions with me and is suitable across industries. If you’d like to learn more please contact me at or give me a call on 0427161 677. I will only take a small group, will not accept competing businesses and I will address enquiries as they are received, so if you want to make a real step change in your business this year I encourage you to join us.

About Katrina McCarter

Katrina McCarter is the founder of Marketing to Mums, a marketing and research consultancy. She is a Marketing Strategist, Best-selling Author, International Speaker, Podcast Host and Business Coach.

Katrina specialises in helping business owners sell more effectively to the world’s most powerful consumer, Mums.

More How to Guides To Help Your Small Business
How To Find A Great Social Media Manager

How To Find A Great Social Media Manager

A talented social media manager can unlock massive potential for your small business. Social media is huge. There’s no doubt that it can make your business bigger. From a business perspective, social media has become a significant contributor to how consumers discover...

read more
Top 10 Facebook Groups for Australian #BizMums

Top 10 Facebook Groups for Australian #BizMums

Facebook groups are a great place to hang out with like-minded people, grow your knowledge and, when used correctly, can help grow your business too. Want to know which groups you can join and what days you can interact? Read on for all the details … What to do:...

read more
Setting up your Facebook Page For Success

Setting up your Facebook Page For Success

With 16 million users in Australia* Facebook is still the number 1 social media platform in Australia. In this guide....Facebook Profile Picture Your Facebook profile image is the most important visual element of your Facebook business page. It appears on all posts...

read more

How Can We Help?