Don't Underestimate Mommy Blogs
The average blogger is a married woman with at least one child. She's most likely environmentally-conscious and could have more influence than your average radio station. 14% of American Moms have a blog, for a total of nearly 4 million active blogs. Around 4,500 of these women are so serious about their blog, they attend conferences annually. Forward-thinking corporations worldwide are realizing that “Mommy blogs” are more than just a platform for sharing photos of cute kids, they're among the top driving forces behind most purchase decisions in the US.
Mothers control around $2 trillion dollars of purchase each year in the US. Most stay at home Moms make the majority of their home's purchase decisions. The phenomenon isn't limited to upper income brackets or given demographics, either: Mothers across the US make 85% of their household's purchase decisions. Even more surprisingly, 65% of these women are less concerned with positive press or marketing than word of mouth: they consider other Mothers to be the best source for product recommendations and purchase decisions. Stay at home Mom's are a powerful force among US consumers. When connected on the Blogher network, they're unstoppable.
Mommy Blogs: A Breakdown
There are an estimated 500 Mommy blogs with real national reach. Some of the top blogs include Heather Armstrong of Dooce, who achieved celebrity status prior in 2002 when she was fired from her job as a web designer for content. Girl's Gone Child by Rebecca Woolf and Monica Bielanko of The Girl Who are also near the top. Their blogs are no joke – Bielanko receives an estimated 150,000 page views per month. Some people have even estimated that Heather Armstrong made up to $40,000 each month from her website. These top bloggers have received sponsorship deals from Verizon, Ikea and Levi's and other major names.
When it comes to the demographics of the average Mommy blogger, they don't necessarily represent the average woman. Mommy bloggers have an average income of $84,000, which is about 29% higher than the average non-blogger. While a great deal of the people who connect with blogs on a daily basis may have their own platform. Just because a given Mommy blogger represents certain demographics, her readers are often a great deal more diverse.
Reaching Out to Mommy Bloggers
McDonald's is one corporation who's recognized the impact of Mommy blogs. Why? According to McDonald's director of social media Rick Wion, some Mommy blogs are read more extensively and frequently than daily newspapers. Five years ago, leading toy companies handed out 98% of pre-release samples to newspapers, radio stations and print magazines. Today, 70% of these samples are sent straight to Mommy bloggers.
Landing sponsorship deals with top Mommy bloggers isn't easy, and many of them even require potential sponsors to work directly with a third-party agent for negotiations. Out of 5,000 female bloggers who attended the recent BlogHer 2012 conference, only 4% ran sponsored posts. Many women receive thousands of requests each week. Landing a sponsorship deal with top Mommy bloggers requires identifying a blogger who's personal values clearly align with your business model.
While the term Mommy Blogger may sound completely silly, the clout of the Mother with a mouse can't be ignored. Forward-thinking corporations understand that these Mothers are tapped-into, and can make or break product sales. Keep in mind that even the perfectly-pitched sponsorship could be turned down. At the end of the day, though Mommy blogs are a real job for hundreds of women nationwide, they've mastered the art of building trust through inbound marketing. Mommy blogs thrive on honesty without a visible sales pitch, and the most popular bloggers avoid excessive commercializing.
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