Mom bloggers are some of the most influential people on the Internet these days. (They’re not “mommy bloggers” anymore, by the way.) They’re highly educated, work from home, and often have devoted followings that will do or buy anything the blogger suggests.
That last trait is exactly why all e-commerce companies should explore partnerships with mom bloggers. You know the phrase, “Mother knows best.” Mom bloggers take this to a whole new level, and they take that responsibility very seriously.
“When Mama Ain’t Happy, Ain’t Nobody Happy”
Because mom bloggers are so well respected among their followers, many women consider their word gospel. This can be a huge opportunity for an e-commerce business. If the blogger recommends your product, you’ve suddenly reached hundreds of thousands of women who may not have paid attention before.
Publishers already know about this phenomenon. New York Times reviews have their place, but they usually mean very little to the average family. What moms are really looking for is another mom’s opinion. Once an influential mom writes about a book she and her children like, sales often increase dramatically. And, with the beauty of the Internet, that post is archived for new followers to find at any time.
There’s a downside to that kind of virality, of course. If a mom blogger experiences terrible customer service, an undelivered promise, or a bad product, she will be quick to save her readers from experiencing the same disappointments.
Tips for a Happy “Marriage”
Most mom bloggers are professionals, and they are happy to discuss partnerships with good companies. Such relationships are usually the base of their income.
If you’re interested in a partnership with a mom blogger (and you should be!), here are a few tips to help that process.
- First and foremost, READ HER BLOG! This seems so simple, and yet it’s often overlooked. Mom bloggers spend a lot of time honing their craft and take great pride in the content they produce. Don’t just read the latest post. Dig in so you can get a feel for who the blogger is and what type of community she is building.
- You’ll find that many mom bloggers are passionate about a certain cause. Can your company relate to that cause? If so, you have the basis for a mutually beneficial partnership that is also philanthropic. It’s a win-win-win.
- Co-sponsor a contest. Contests and giveaways are some of the most popular forms of content in the mom blog world. Work with the blogger to craft a creative contest that gets some your products into her readers’ hands. You can use your social media to promote the blog, which will also strengthen the partnership.
- Mom bloggers are busy. Keep communication short and sweet, and be prepared to answer their most important question: What’s in it for their readers?
Mom bloggers will only partner with your company if it’s truly a good fit. They’ve built their following because they write great content, give solid advice, and don’t waste time on bad partnerships. Build a solid relationship, and you’ll attract the attention of one of the most valuable audiences online.
Mike Wolpert is the founder and CEO of Soci@l Jumpstart, a social marketing consultancy that advises brilliant entrepreneurs on creating a space for their brands to live and breathe on the Internet. Connect with Mike on Twitter.