June 7, 2011
Mommy bloggers are one of the most influential groups online. Thanks to social media and an unprecedented level of peer influence, these moms are some of the best sources for marketing success. Mom bloggers will uphold what they value most, making them so much more effective than traditional advertising. They provide genuine, honest voices whose words and opinions influence brand perception.
According to BSM Media, moms spend $2.1 trillion a year, and today’s mom doesn’t just buy diapers and cleaning supplies, but makes purchasing decisions on everything from cars to electronics. According to Mom Central Consulting, 96 percent of moms value the recommendations they find on mom blogs.
To reach mom consumers requires integrating relevant social media strategies and tactics into overall marketing, branding and public relations campaigns. It’s a strategy we use often with many of our LCWA clients. This approach is designed to build trust and personal relationships with millions of moms that might not be reached using traditional communication methods.
But recruiting mothers to blog about your brand offering is not as simple as asking them to encourage their followers to “buy this product.” There are several steps to consider when reaching out to mom bloggers:
- Do the research. There are so many niches within the mom target market. Find the moms who will be interested in your products, read their blogs, get to know them and connect with their passions. One place where you can find mom bloggers is BlogHer. This online site is the largest community of women bloggers and has a strong base of social media moms.
- Offer product samples. Mommy bloggers will want to review your product firsthand so they can provide an honest review. Don’t expect a product review without sending them a product to try.
- Tell them about your brand. Engage mommy bloggers by telling them about your brand and engaging them in the discussion.
- Sponsor a blogger. Offer one of your target bloggers a unique experience or sponsor one to attend a blogging conference. Even consider going to the conference with her. This is a great way to build a strong, mutually beneficial relationship.
When a mommy blogger has a positive experience with your brand, they will promote your brand and become loyal spokespersons for life. Marketers must consider the importance of this key stakeholder group and their ever-increasing influence and voice in the social media realm.