Moms rule social media. It’s that simple.
So, how do brands reach moms on these various platforms? Through other moms, of course!
According to a study conducted by The Motherhood, in partnership with University of Pittsburgh Institute for Entrepreneurial Excellence and the University of Pittsburgh Joseph M. Katz Graduate School of Business, more than half (56 percent) of moms view social networks as a good source of information, and 42 percent make purchases based on recommendations from social networks.
With that in mind, it’s never been more critical for brands to connect directly with influential moms in order to tap this broad consumer audience of fellow moms who are making the majority of household purchases.
A few tips to get you started:
1. Focus on a personalized pitch
Bloggers are always being contacted by brands and agencies looking to work with them. As we recently reported, bloggers also dislike being referred to by marketers as mommy bloggers, so your pitch should be careful not to pigeonhole moms with this term. It’s also important to know about a blogger’s lifestyle, interests and preferences before you ask them to write content for your brand. Bloggers are often turned off by generic, impersonal pitches that don’t speak to their blog’s overarching theme, topic or tone. Before you reach out to an influential mom online, take some time to get to know her blog to see if your brand and/or similar brands have been discussed previously. Take note of the writing style and language a blogger uses and make sure it is aligned with your product or brand messaging. Finding a personal connection between your brand and a blogger is a great way to cultivate a new relationship, and in turn, can create authentic, meaningful dialogue for your brand among moms online.
2. Pay attention to social media
Moms are an active and savvy group on social media. It’s important to know what is being said on Twitter, Facebook, Pinterest and Instagram before you approach a blogger to represent your brand or organization. See if the blogger has mentioned your brand on social and don’t be afraid to engage with them in a genuine, two-way conversation. You can also use social media to understand what type of brand work a blogger is comfortable with, because many may specialize in a particular social channel. Do they regularly participate as co-hosts in Twitter parties for brands? Do they host Facebook or Pinterest contests and giveaways? Do they have experience as brand ambassadors? Navigating through social media activity is a great way to find influential moms online who are the right bloggers for your brand.
3. Contact a blogger network
Social media marketing companies with strong blogger networks like The Motherhood provide a huge advantage for brands and companies looking to find influential moms online to represent them and reach their target audiences. The Motherhood has created hundreds of meaningful opportunities for brands, organizations and influencers to develop relationships and exceptional online content that make a difference. High-touch, strategic blogger campaigns can help drive engagement, increase sales, build reputations, provide insights, generate rich, searchable online content that lives on and spark deep loyalty among your most important constituency – moms. The Motherhood’s proprietary database is filled with top bloggers in all areas of expertise – moms, food, fashion, tech, DIY, millennials, you name it – and we have the ability to narrow in and customize the most influential and meaningful campaign for your brand.
Interested in learning more? Check out TheMotherhood.com or contact us here.
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