As marketers further delve into social media and find new ways to capitalize on it, many companies have zeroed in on the "mommy blogger" as a primary target. They're vying to get this influential group of women talking about their products and services to build that oh-so-valuable buzz.
Any marketer worth their salt will tell you the value of careful targeting and knowing your customer. But many female bloggers will tell you companies are missing the mark in the blogsphere, with a strong contingent calling out marketers for making the mistake of treating all female bloggers as moms.
By recognizing a few simple truths and guidelines, marketers can better take advantage of the powerful consumer connection that bloggers provide.
All bloggers are not the same: The one-size-fits-all approach has not only failed to get female bloggers successfully engaged, it has brewed some heated online debates and caused one prominent faction, headed by Trisha Haas, administrator for the Momdot blog, to suggest a "PR blackout" of mommy blogger PR pitches in August.
Not all females are moms. Not all moms write about being moms. And moms who write about cooking or fashion won't blog about diaper samples.
The rules of engagement are still being drawn, but smart marketers need to approach bloggers according to their experience, focus and model. Bloggers are MBA holders, business leaders and smart stay-at-home moms. There are those accepting payment and running media as well as those just happy to voice their opinions and share them with readers who care.
It's no secret that bloggers can be some of the best brand advocates because they genuinely want to share their experiences and express their voices online. So how do you best reach them? In some cases it's as simple as spending time on their blogs. If that fails, just ask.
As Kelcey from mamabirddiaries told SheSpeaks in a recent interview, "Building relationships is key. I respond to thoughtful, intelligent e-mails. Not generic e-mail blasts."
Let bloggers have their say: Blogs are popular with readers because they address niche opinions and provide authentic commentary. In 2008, they surpassed social media as a primary influence in consumers' purchase decisions, according to a 2008 Jupiter Research study, "Harnessing the Power of Blogs."
Enter your product and accompanying social media strategy. The best way to leverage a blogger is to empower her to write what makes sense about that product in her established style and tone to her established readers.
This approach may seem too simple, but the more common practice of strictly adhering to carefully crafted and approved sell-sheet messaging is simply not appropriate for blogs.
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