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All Hail the Mom Blogger

It’s hard to imagine today’s blogosphere without the presence of mom bloggers. As of January 2015, there are 4.7 million mom bloggers living in the United States, and 33 percent of them have 5,000 or more followers online. Needless to say, it’s highly recommended – if not necessary – for your brand to cultivate relationships with these social influencers.  The power of mom bloggers is no joke.

iStock_000042655164LargeMoms are engaging with brands online more than they ever did before. According to a study by SurveyMonkey, 60 percent of moms access Facebook multiple times a day, and 59 percent of them follow at least one brand. Today’s moms are more web-savvy, and 58 percent of them research products online before making a purchase most or all of the time.

 Mom bloggers are making sure their voices are heard. The Next Web found that 77 percent of them would only write about products or brands whose reputations they approve of. Combine this with mom bloggers’ huge follower base, and the importance of maintaining relationships with these social influencers is undeniable. Because 61 percent of U.S. online consumers have made a purchase based on blog recommendations, it’s essential for your brand to be on mom bloggers’ radar.

Not only are moms publishing their opinions to the public; they’re also letting their dollars talk. The average mom blogger’s annual household income was $84,000 in 2012, $14,000 higher than non-blogging moms. Women account for 85 percent of all consumer purchases, and moms influenced $90 billion of consumer electronic purchases in 2007. Brands that understand the importance of online reviews and manage their reputation with online influencers will come out on top.

Notable brands such as P&G, Pampers and Disney have taken their relationships with mom bloggers to the next level by creating ambassador programs. While your business may not have the means to do the same, forging relationships with mom bloggers is one bandwagon you should jump on.

Susan van Barnevald

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