This is a 2 Part guest article from Gladworks , a Rhode Island based full service graphic design, web design, web development, drupal development, eCommerce, iPhone app development, marketing, social media, and PR firm. Here is Part 1
Mommy Bloggers: Raising Babies, Launching Your Brand
One of the biggest advantages blogs have over other forms of communication is the fact that the blogger has already done the work of creating a personal brand, and that brand has a loyal, engaged and trusting group of fans. This is perhaps most pronounced with "mommy bloggers" who have a particularly strong and faithful following. As a result, they're a powerful force in word-of-mouth social marketing. Food entrepreneurs in the midst of new product launch should consider getting mommy bloggers on board and involved in the conversation.
Who Are Mommy Bloggers?
Mommy bloggers are mostly women (but there are daddy bloggers out there too!) who are primarily stay-at-home parents. They are passionate about their children, but they also enjoy writing. They use their blogs to communicate with other people who are having similar experiences to their own. They share everything from favorite recipes and detergent brands to their deepest and most intimate thoughts with their audiences. Some mommy bloggers use their blogs as a source of income by getting paid to display ads on their blogs or by writing product reviews or articles.
How Can Mommy Bloggers Create Brand Evangelists
You know your Brand evangelists… they are those customers that sing loudly about your brand and how wonderful it is. We are all brand evangelists… think about the last time you had an amazing experience at a restaurant. Didn't you tell everyone and recommended that restaurant to friends and colleagues?
What Mommy Bloggers Can Do For You
Bloggers get their credibility in three main ways:
- they live in the "real world"
- they talk about themselves/put themselves out there
- they tend to interact with their followers
- they are integral to word of mouth marketing
Many women turn to mommy bloggers for advice, validation, and information. Mommy bloggers use the inspirational and visual nature of blogging to share their own perspectives, writing in a conversational style that's highly relatable. Bloggers are very aware of what will resonate with their audiences and readers grow to like and trust them-even if the blogger is a little quirky. In fact, in many cases, the quirkier the blog/blogger, the more "real" the blogger becomes to her audience.
Because of their intimate and direct relationship with their readers, bloggers have tremendous clout and can assist in launching a new brand or product by generating a buzz about it. The key is to steer away from overt marketing messages as they notoriously turn off online audiences.
How Brands Interact with Mommies
The most common tactic used by brands is to send out product samples in hopes for reviews, but other brands prefer to have a deeper level of engagement when working with mommy bloggers. Some brands, like Walmart have mommy blogger outreach programs. McDonald's offers behind the counter tours, visits to headquarters and trips to the farms that supply the restaurant's food. Recently, Pepperidge Farm used Social Media for the Smiling Fish Bread and used social media as a core marketing element in their new product launch of Goldfish Sandwich Bread … using mommy bloggers, Facebook and Twitter.
In Part 2 Mommy Bloggers a New Force in Social Word of Mouth we cover