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When’s the last time you thought about the way you do Mother’s Day marketing for your cleaning company to moms?

Mother’s Day is just around the corner. It’s a good reminder to think about one of your primary audiences: Moms.

A huge percentage of marketing materials from cleaning companies are geared towards moms. From a historical perspective, this makes sense. Traditionally, mothers were responsible for keeping a clean house and would have been in charge of hiring and managing cleaners.

But times are changing rapidly. A lot of the old language targeted to moms is overused, outdated, and, frankly, a little embarrassing. Of course, moms still represent a big chunk of your customer base, so you can and should market to them directly. But it might be time to think differently about how you do it.

Here are 6 tips for marketing your cleaning company to moms.

Avoid the tired cliches 

Phrases like “girl boss” and “mommy wine time” are usually met with mixed reviews. But a growing number of women find them a little insulting. These phrases make assumptions about women and how they fulfill different roles, and they’re falling into disuse.

It doesn’t serve anyone to assume that all moms are martyrs, wine enthusiasts, stay-at-home parents, or anything else. So be mindful of leaning on overused cliches that put limitations on a mom’s identity when marketing your cleaning company.

Understand issues important to moms.

Pay attention to the current landscape and the public conversation about mothers, working or otherwise.

For starters, women make up a massive percentage of the workforce these days. But moms are often still expected to shoulder more domestic responsibilities than their partners. If you can find a way to speak directly to this issue, your message will resonate with many, many mothers. Especially if your cleaning company can offer a solution.

Plus, at least 17% of stay-at-home parents these days are dads. Don’t make assumptions about who’s in charge of hiring cleaners and managing household responsibilities. It may not always be the Mom you market to.

Talk to moms you know.

You are probably surrounded by mothers. Your customers, your staff, your family members—perhaps you’re a mother yourself.

Invite these mothers out for coffee or a drink and really talk to them. What do they care about? What do they worry about? 

You can use what you learn to craft thoughtful, impactful language that speaks directly to moms. When you understand your audience more deeply, you can be what they really need.

Don’t underestimate the networking power of moms.

A growing number of women trust the advice of other moms when it comes to product recommendations and other topics. This is especially true of Millennial moms, and the numbers are likely to grow as the next generation enters parenthood. And most moms have around 24 close friends with whom they regularly swap tips and recommendations.

In other words, moms have the potential to be your cleaning company’s best advocates, because of their strong networks. If you can impress one mom, you have a good shot at winning over her nearest and dearest.

There are a number of ways your cleaning company can leverage this. The first is simply to do excellent work and trust that your customers will tell their friends. But you can also consider referral discounts and other incentives to spread the word. 

Be where the moms are—and be mindful of the generations.

Did you know that the oldest members of the Millennial generation have entered their forties? And Gen Z’s elders are entering their mid-twenties, which is not an uncommon age to start having children.

Today’s moms span many generations, all of which have their own quirks—and favorite online hang-out spots. It’s important for you to know where the moms are, so you can encounter them in their own spaces.

Facebook led the charge on social media for years, but many younger moms never use it. You’re more likely to find Millennial moms on Instagram and Gen Z moms on TikTok. It’s important to balance your marketing energy between the different platforms your target audiences use.

Remember that moms are not just moms.

Very few of us like being defined by just one part of who we are. Moms are no exception. Moms are also leaders, inventors, entrepreneurs, artists, athletes, community members, friends, sisters, wives, and more. Each mom is comprised of a different constellation of identities.

It’s okay to direct your cleaning company’s marketing language toward moms. But be cautious of using language that suggests being a mom is her only identity. 

Your cleaning company should strive to be extremely convenient to work with. Launch27 offers online booking and appointment changes, text notifications, and other mobile features that are accessible 24/7. Learn more >