Based off of my last blog post, this is an extension and expansion of the amazingly under appreciated and little-known world of the ‘mommy blogger’. Having literally stumbled upon a group of women who have blog followers in the millions, I was astounded to find that they are not at all the stereotypical mommies that I had previously assumed. My preconceived notion was essentially thus: a mommy blogger is a mommy blogger is a mommy blogger (translated roughly: all moms who write blogs are only good for reviewing my latest baby/kid product, and do it happily because they have all the time in the world).
How wrong I was! Not only is there a world of difference between the terms ‘mommy blogger’ and ‘mom who blogs’ the cultures of these two groups of women can only be explained with the use of a video:
Whether you were able to finish the video or not, the main message is R-E-S-P-E-C-T. You show respect to any blogger and you will live a long and prosperous life online. The peculiar thing about showing respect to the mom is that it is so easy (and so worth it) to make the right approach on first contact. And I’m going to show you just what to do, to win them over the first time.
Step 1: Research their blog posts, their bio, their followers, their Twitter feed, their StumbleUpon activity, and any other social networking efforts they are part of. This will give really good direction on whether a particular mom blogger will even be relevant to your product. Do this before you even think of getting in touch with them.
Step 2: Choose your target mom blogger. Basically, there are three groups of mom bloggers. Group 1 includes the moms who’ve got a blog hosted on Blogger or WordPress, post pictures of their kids and family, and update their blog every month or so. They probably don’t have a lot of followers, and probably aren’t too picky about what they post about, but also don’t have much time to spend writing blog posts. Group 2 may host their own domain, but also could be hosted on Blogger or WordPress. The main difference is the frequency and content of posts. If these women post a lot about different products they’ve used, and are posting more than twice a week, these women will have a pretty decent list of followers, and you will have to either pay them cash to review your product, or give them an equivalent value of product for them to review. Usually they’ll mention somewhere what their rates are for reviews. If they don’t, ask them right out of the gate, before you even pitch your product. This lets them know you mean business and will compensate them for spending time writing about your kid proof diaper pail. Group 3 are the serious moms who consider themselves (and rightly so) bloggers/techies first and foremost. Their blogs probably bring them enough revenue per year to allow them to be selective about whose product they review, and how much time they want to spend being courted by Huggies, Walmart, Kraft, etc. If you don’t have a killer product, enough compensation, and the proper connections with other mom bloggers, don’t contact these women. They are super busy, and they might even tweet about how dumb you were when you pitched them on your baby proof diaper pail by sending them one in the mail.
Step 3: The approach. After you’ve chosen your mom blog audience, and know what they like to blog about, either email or tweet them and start a conversation. There are a couple really good mom blogs I’d like to mention to get you started on the right path. They haven’t paid me to mention them, but I’ve worked with them on some projects, and they’ve made invaluable suggestions for this blog post and some of my social media campaigns, so that’s why I’m mentioning them here. Barb from Chaotic Communications has a ton of great tips and is very well networked. She is really good at getting back to you quickly and with honest feedback. Lucretia from GeekMommy is especially good at insightful comments about using social media and online media campaigns of any sort.
Step 4: After you’ve made contact with the mom blogger, give her as much support as you can to help her write about your product. She will be extremely busy, but a quick product description and some talking points will go a long way in getting you ahead of the list of people also wanting their product reviewed.
Step 5: Now that you’ve had success in working with mom bloggers, don’t forget about them. Continue to reach out to them with a newsletter or occasional tweet, and this will raise your stock in the whole mom blogger community, making your next project even more successful.