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
- Forget about the hard sell at the outset.
- Invite moms to events and give them the opportunity to get to know more about your brand and products.
- 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.
- 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.
- Follow bloggers on Twitter and converse with them.
- Handwritten letters and notes go far in helping moms remember your brand.
- Be creative. Make sure your pitch stands out.
- 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.