As a new parent, I’m often overwhelmed by a seemingly never-ending supply of baby products.
To help cut though the clutter, I leverage social media connections to point me in the right direction. In my experience, a solid recommendation from a “Mommy Blogger” can be highly entertaining and helpful.
For example, a friend posted a video to Facebook of her one month old child screaming like crazy, until she put the child into the Miracle Blanket. Almost immediately, the crying stopped. I watched everything unfold in an entertaining :45 video. After watching the video, I immediately ordered two Miracle Blankets.
Before I watched the video, I had no idea what a Miracle Blanket was or why I needed one. This quick story helps illustrate the power of the Mommy Blogger community.
With this powerful force in place, it makes sense for companies and brands to partner with this emerging force. Mommy Bloggers have the ability to authentically blur the line between advertising and entetainment, which can help reach elusive target markets.
In terms of scale and reach, H&R Block developed a powerful Infographic that helps explain the size and influence of this emerging force. According to H&R Block there are 3,900,000 Mommy Bloggers in North America and the most influential are easy to identify.
Listed below are three steps to help work Mommy Bloggers into your next marketing program:
1. Research – Spend time searching for a good match between your brand/product and potential bloggers. You want to find sites with solid reach AND engagement numbers. However, don’t force the message, the review of your product should feel organic and natural on the site.
2. Measurement – At the end of the day, measurement will help clarify how well the strategy works. Set clear goals up front about the number of page views, video views, comments and social share metrics. Then, implement the necessary measurement tools, such as bit.ly links, so you can get a clear read on the performance.
3. Work with the Blogger – Engage the blogger to gain a deeper understanding of her passion points and to learn what works on her site? In her opinion, what makes for a compelling post on her blog? How does she encourage social sharing? What does her audience want to hear more about? A successful blogger will have a deep understanding of her audience and how to activate them.
Finally, don’t be afraid to experiment with new ideas. A blogger program doesn’t have to be expensive, you can start slow. However, based on the numbers from the H&R Block Infographic, this audience could make an excellent extension to many marketing programs.