Why Mom Bloggers Are So Valuable to Brands
There is an overwhelming number of mom bloggers on the web, 4.2 million actually, and they make up a powerful content marketing army. Traditionally, mom bloggers were a separate entity from consumer brands but that’s quickly changing. Moms mention brands an average of 73 times per week and brands recognize the value of mom bloggers and their huge online networks.
Brands like Alamo Rent A Car, Bacardi, Home Depot, and Coach already leverage influential bloggers on their corporate websites or social media sites, creating a role for them in the world of big brands. The great thing about mom bloggers is their authenticity. 60% of Mom bloggers say they blog about brands they love or hate. Here we share a list of 5 things brands can gain from mom bloggers:
More Reach: Marketing isn’t about reaching the most people, it’s about reaching the right ones. Mom bloggers have a huge list of subscribers to their blogs, Pinterest, Twitter, Facebook, and Google+ feeds. On average, a well-established mom blogger has a monthly audience of 20,000 or more views. When brands work with bloggers they're able to leverage those followers. In 2012, BlogHer polled 37 million unique readers and found that 61% of U.S. online consumers make purchases based on recommendations from a blog. This powerful audience expands the reach of brands and presents a new realm of potential customers.
Trust & Influence: Most moms have a list of blogs they read daily. In 2010 18.3 million moms read blogs at least once a month. 66% of moms believe word of mouth is credible and 81% of U.S. online consumers trust information and advice from blogs.Bloggers have a loyal group of followers because moms have credibility amongst each other. As a result, mom bloggers hold an immense amount of influence among moms because they’ve developed a trust with their readers that brands might not necessarily have formed yet. Brands can leverage that influence when bloggers contribute to the brand's blog or social media content.
Engagement: Mom bloggers encourage engagement with customers in a way that brands can't always do because blogs already have consistent users who engage with the content. For example Sara, mom blogger from mymerrymessylife.com, is a blog ambassador for Happy Family brands. She regularly promotes their products and contests. It’s easy for mom bloggers to promote a brand to many people at a given time through polls, contests, and other engaging elements. Companies will increase brand engagement if they leverage users’ engagement through influential bloggers.
Convenience: Mom bloggers are editors, influencers, and entrepreneurs. To cut a deal with them is much easier than to make an agreement with another company. With mom bloggers, brands don’t deal with typical corporate hassles like being slowed down by boardrooms and committees. Mom bloggers usually have a set rate for specific campaigns, such as a sponsored post. They also often agree to post a review free of charge if they can test the product for free, like the ability to drive a car for a week. Moms easily pitch and review products for any brand they believe in and brands don’t have to manage the hassles that usually accompany other deals.
Resources: Rather than use the time of internal employees for content or rely on endorsed marketing that is usually overpriced and lack authenticity, mom bloggers are a great resource because they have the knowledge and time to write relevant content and reviews for your audience. For example, Alamo Rent A Car recently partnered with eight mom bloggers to leverage their websites and Twitter followings to help push AlamoGames2Go, mobile games designed for family road trips. Mom bloggers like these provide content through their social media feeds and other means like pictures, videos, and graphs in a way that doesn’t scream “buy me” like some blogs do.
Consumers place trust in mom bloggers and their loyal band of followers. There’s a huge opportunity for brands to utilize these women as advertisers and promoters of their products. Mom bloggers provide value to brands and consumers, and their value is only increasing. Learn more about content marketing to moms in the free whitepaper, "How Brands Can Create Fabulous Content for Moms."
Posted by Chelsea Amaral