Forget Building Blogger Rosters, Create Blogger Relationships


Today a brief article in AdWeek, Mom Bloggers Are Key to Marketers, talked about how many moms are blogging today and how that number will continue growing by 2014. According to the article, 3.9 million moms are writing blogs at least once a month. In 2010, 12.4% of online moms are blogging. By 2014, the percentage is supposed to increase to 13.2%. And, of course, these women are essential to digital marketing outreach and its effectiveness.

Articles like this are often widely read and subsequently give brands, their managers and PR firms a little anxiety. They automatically think, “We must connect with the “mommy bloggers”! Like now!” But oftentimes, they don’t know how to do it effectively.

As a longtime blogger and as someone who owns a community of over 11,000 mom bloggers brands have to stop worrying about building deep rosters of mom bloggers and instead concentrate on building deeper relationships with them. There are a lot of mom bloggers out there and you need to figure out who you want to reach and why and then build a relationship with them.

The hard truth is that many mom bloggers are inundated with brand messages and pitches every day. The brands that go the extra mile to establish relationships with moms instead of simple adding them to their pitch list will reap greater rewards in the end.

A Few Tips on Building Blogger Relationships

  1. Forget about the hard sell at the outset.
  2. Invite moms to events and give them the opportunity to get to know more about your brand and products.
  3. Try to keep the same people on the account that work with moms who blog. If someone leaves or switches accounts, be sure to let bloggers know.
  4. Trust bloggers and they will in turn trust you. Some brands are scared to let mom bloggers run with their message and tell their story. That always backfires.
  5. Follow bloggers on Twitter and converse with them.
  6. Handwritten letters and notes go far in helping moms remember your brand.
  7. Be creative. Make sure your pitch stands out.
  8. Be selective in who you work with. Don’t simply blanket the mom blogosphere with your pitch. In other words, use the scalpel approach, not the shovel approach to working with mom bloggers.

15 comments

  1. Wonderful points.

    I have to say it’s very disheartening when I receive an e-mail beginning with “Hi, I really enjoy your blog. Would you talk about our product and/or hold a giveaway for our product?” First off, they don’t even personalize the message. Second, these PR firms/companies are asking me to work on spreading the word about their product for free. As if this blanket e-mail was supposed to make me feel lucky just to be included!

    I realize this is a frustration that goes back years, but it still happens and it makes me so irritated.

    Like

  2. Jennifer, once again you’ve hit a homerun!

    You are on point in explaining how brands and PR firms should stop using the shovel approach when working with bloggers. It seems that many brands and PR firms have the notion that using blogger rosters will keep their brands or clients ahead of the new media/social media game.

    By using this system both brands and firms tend to paint bloggers with the same brush and not take the time out to learn about the blogger or the niche and are completely missing the point of social media.

    I firmly believe if more brands and PR firms were to take the time to build relationships, listen and engage it would fare better for themselves, bloggers and their consumers.

    Like

  3. As a fairly new blogger, I have to say the first time I was contacted by one of these PR firms, I was excited. But after the 5th or 6th time, I kind of just felt like a number. I have not yet agreed to any giveaways or reviews from any such company and have only given away my own ‘cow magnets’ {this is a tool to help save a cow’s life}. Have a great evening:)

    Like

  4. Thank you for sharing your wisdom with companies! This is also helpful to me, it will help me to determine what companies should get my time. I work very hard and you are helping me realize my worth as a blogger.

    Like

  5. You are a fantastic teacher for both sides of the relationship Jennifer. What’s interesting is that it really isn’t that complicated. As in all things, if you surround yourself with good people, you’ll do good work. What companies have to recognize is how much talent and depth there is here, even though its a lawless space that is defining itself as it goes. If companies, pr firms, and brands can make the final leap to recognize that working with social media moms isn’t any different than hiring a contract position on special project, then I think we will finally get there with the mutually professional relationship we’d all rather be a part of. Thank you!

    Like

  6. This is awesome! This information is great for those of us who are considering testing the consulting waters, and building a database of bloggers to work with. You always hit the nail on the head.

    Like

  7. I do my best to try to check each blog I work with at least once a week, if not, every two weeks. I want to know what’s going, what’s new in their lives, the funny stories about their kids, and wordless Wednesday photos. I may not comment every time on a post, but I might talk with them on Facebook or Twitter. Twitter really helps me stay in touch. It only helps me be a better PR person because I know what you are or aren’t interested in, what holidays you do and don’t celebrate and what other projects you are working on.

    Like

  8. […] Create Blogger Relationships by Jennifer James at JJamesOnline.com (owner of MomBloggersClub) Lisa (Sisterlisa) blogs at The HomeSpun Life and is a contributor at The Homeschool Post. She enjoys blogging, photography, and cooking. Her homeschooling family is active in their community and enjoys traveling with friends and family. Filed Under: Social Media Tagged With: blogging, social media […]

    Like

  9. […] Create Blogger Relationships by Jennifer James at JJamesOnline.com (owner of MomBloggersClub) Lisa (Sisterlisa) blogs at The HomeSpun Life and is a contributor at The Homeschool Post. She enjoys blogging, photography, and cooking. Her homeschooling family is active in their community and enjoys traveling with friends and family. Filed Under: Social Media Tagged With: blog building, blogging, building community […]

    Like

Commenting is good for your soul. It is.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s