Social media guru Jeff Bullas reports that there are currently 42 million active online blogs with new blog post creation hitting the 500,000 a day mark. Blogs are on the rise and a group of entrepreneurs at the forefront of this charge are the “The Mom Bloggers.”
Many of these mom bloggers are savvy businesses women with strategies and marketing plans. They report on life, family, and business with an honest transparency that has a homegrown/organic feel. Knowledgeable and fully-engaged with their ever-growing audience, mom bloggers are consistently on the hunt for products and services that they can review and share with their readers.
According to Technorati and other sources, Mom Bloggers range of from “Hobbyists” who engage for fun all the way up to what they classify as the “Corporates” who blog for 40 hours a week and report annual incomes of up to $35,000 and more.
What Makes A Successful Mom Blogger?
Their cherished readership is active, vibrant and deeply involved in wanting to know everything from parenting issues to “which-brand-works-for-you?”
All of them share the major asset as well- one mom has credibility with another mom. Why? On a TV commercial, you know that professional actors are being paid to say nice things about Brand X. However, a mom reporting on Brand X to another mom has the opportunity of saying that, “I tried it in my home and my kids reacted like this.” In commercial terms, that mom to mom credibility is huge.
“These mom bloggers have tremendous personality and tremendous opinions.” -NYTimes
Why are Mom Blogs in Such Demand?
The rising popularity and effectiveness of these bloggers has not gone unnoticed by major brands that are looking to increasingly tap into the power this online presence. Brands are taking note that Mom Bloggers have the ears and attention of their intended audiences. Rule #1 of marketing- go where your audience is. Where are consumers these days? Online.
Blogging network BlogHer reports that brands have been sitting up and taking notice of the Mom Blogger “pull” for years. In 2012, BlogHer polled 37 million unique readers and found that a whopping 61% of U.S. online consumers have made a purchase based on recommendations from a blog and 81% of U.S. online consumers trust information and advice from blogs. EnageMoms shared that, according to research they conducted in September 2012, 92% of women who are active in social media indicate that they have made a purchase as a result of a social media recommendation, primarily via a blog.
Who Advertises with Mom Bloggers?
Brands like Seventh Generation, Huggies, Nick (TV) and Star-Kist have cultivated mom blogger relationships with great results as well. Even companies like Mitsubishi and Chevy have gotten into the act; not by giving away a vehicle, but by allowing Mom Bloggers to drive their cars/SUVs for a week and then review it.
Truth-be-told, companies and businesses of every shape and size can tap into the clout of mom bloggers by sticking their hands in the air (virtually speaking of course) and exclaiming to the masses “Hey! Don’t forget about us!” Bloggers pitch and review products for everyone from solo Etsy entrepreneurs all the way up to heavy-hitters like Target.
Tips on Approaching Mommy Blogs
Mom Bloggers are a savvy lot. Though hungry for great stories, products, and services to share with their readership, they would rather not work for free. Many are perfectly satisfied with a product sample or a spin around the block in a new SUV, but for the most part Mom Bloggers know free samples don’t pay the bills.
“I wish brands knew how hard we worked and paid for reviews and giveaways,” shares Sara Coleman McFall from My Merry Messy Life. “The standard needs to change and bloggers should be recognized, and compensated, for the value they provide to Brands.” In other words, brands should not think they can get away with a freebee.
Mom Bloggers like to use, review, and blog about products that they can actually use and would use as a mom. Not only does this appeal to their readership, but it also ensures they can be honest with their review and reporting. If your company sells Ultimate Fighting apparel or Bow Hunting gear for men, chances are Mom Bloggers wouldn’t be a good fit for you.
Also take note that not all mom bloggers want to write about cooking/couponing. Niche bloggers exist for topics such as travel, green living, and children’s literacy. The demographics of the readers can be as diverse as the topics. On average, the dedicated, well-established Mom Blogger will have a monthly audience of 20,000 or more views. That’s 20, 000 moms looking for good things for their families.
If you are looking for a quality blog, networks like The Blog Frog, CleverGirls, Izea and Linqia act as matchmakers between Communities & Brands and the mom bloggers. Strict parameters are in place and bloggers are required to go through a thorough screening process. To even qualify, bloggers need to prove consistent and vibrant readership via analytics and participate in “after” review process such as sharing stats and review performance.
The Future of Mom Bloggers
As brands, products and trends evolve and change, the nimbleness of these mom bloggers will change right alongside them. Unencumbered by boardrooms and committees, these mom bloggers can adapt and change quickly with their readers’ needs and requests. In the coming years, brands will continue to tap into this powerhouse of product visibility because they know working with mom bloggers is their direct connection to their ideal client.