5 Tools Moms Use to Search for Local Businesses

Mar 24, 2022

The Art of Being Found

This week's tip is understanding the resources moms use to find local, kid-friendly businesses like yours.

Once you understand that, there's a whole lot you can do to improve your chances of being the answer to their search.

So how do moms search for local, kid-friendly businesses? We asked over 5000 moms across the country and they said these five tactics reigned supreme.


When moms are looking for an indoor play gym, dentist or gymnastics class for their kids, what do they do? They turn to Google.

74% of moms said they start with a Google search.

What can you do?

At a minimum: Make sure you've got a complete Google Business Profile.

To take it further: Do a Google search for words and phrases moms might use to find your business. See how you rank in the list of results.

You can improve your ranking by adding even more content to your Google Business Profile - photos and posts, making sure you have positive online reviews, and checking for citation consistency (name, address, phone numbers match on all online directories).


53% of moms start their search with the websites of businesses they've already heard of to learn more about them.

What can you do?

At a minimum: Make sure your web presence is strong so when they find you, they're impressed.

To take it further: Promote your business through paid advertising, local events, etc. so more moms are aware of your business. That way, they'll turn to you, when they need you.

The third most popular way moms started their search was by posting to social media to get recommendations. 50% of moms said this is the first thing they do.

What can you do?

At a minimum: Make sure you have a strong Facebook presence so if a mom wants to recommend your business, she can post a quick link to your page.

To take it further: Be active in parent Facebook groups so you can chime in and respond or offer a free trial class or a free consult when someone is looking for a business like yours.

The next most popular answer was accessing a 3rd party directory like Yelp or Google to check out the ratings and reviews of local businesses.

What can you do?

At a minimum: Make sure your business is listed on respected, third-party websites that have ratings and reviews - like Google and Facebook. And that listings on these sites accurately represent what your business has to offer.

To take it further: Consistently collect reviews so you'll have a steady stream of social proof for your business.


Moms still ask friends for in-person referrals at the park or school pick-up.

What can you do?

At a minimum: Just do what you do best, and your customers will refer you.

To take it further: Introduce a customer referral program where customers are rewarded for sending friends your way. Your best customers can be your best marketers.

Understand how moms search for you. (You've already accomplished that by reading this newsletter. That was easy!)

Now just think about some of these simple things you can do—over time—to ensure more moms, looking for you, will find you!

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