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Business Insights for Women
PNC INSIGHTS Magazine Spring/Summer 2014 Issue
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Get recognized by some of the most trusted reviewers on the Internet.

If you have a product or service that you market to the more than 38 million women with children under 18, we have two words for you: mom blogs. According to a study conducted by H&R Block, there are 3.9 million such blogs in North America, written by women who post about the daily trials and triumphs of child rearing. Of these, 500 or so have developed a wide readership and influence. This number has marketers salivating. After all, women do the majority of product research and household purchasing, and moms alone spend $2.1 trillion annually. What's more, marketing firm eMarketer found that more than two thirds of Internet-using moms in the U.S. trusted blogs above all other online sources. Bedazzled by the numbers yet? Here are a few pieces of advice to keep you grounded when it comes to mom blogs:

Do: Your homework. Make sure the product you're promoting fits into a blog's editorial focus, and check the submission guidelines to see how they handle products for review. Remember that moms trust blogs for their credibility and honesty: If you do send a product, be prepared for the possibility that the review--or parts of it--may not be positive.

Don't: Pander. The most popular blogs are professionally run for-profit enterprises. While you can--and should--send appropriate products for editorial review, you should also expect to pay for advertising and sponsorship if that's what you're seeking. Gimmicks such as entering bloggers into sweepstakes in exchange for coverage are widely frowned upon.

Do: Build a relationship. Blogs are active communities, and bloggers and readers alike are passionate about their topics. Reach out via email to see if the blogger is interested in learning more about your product, and if possible, offer a sample for review. Be sure to follow up, and be ready to supply information you feel the blogger and her audience would value.

Don't: Be sneaky. If you are compensating a blogger for coverage, insist that they adhere to FTC guidelines for disclosure. Avoid "pay for play" schemes in which you receive a positive "review" in exchange for compensation. And never use the comments section for promotion.

Do: Be a good partner. If the blogger is amenable, sponsorship programs are a great way to promote your product with related editorial context. If, for example, you're selling a food item, a program in which the blogger prepares one or more recipes with it highlights the both product and creativity. Offering value-added components to a sponsorship--such as reader giveaways and contests--help the blog increase viewership and engagement.

Blogs are a great way to reach busy moms thirsty for solutions to the issues they face every day. If you have that solution, your audience awaits.


The article you read was prepared for general information purposes by McMurry. These articles are for general information purposes only and are not intended to provide legal, tax, accounting or financial advice. PNC urges its customers to do independent research and to consult with financial and legal professionals before making any financial decisions.These articles may provide reference to Internet sites as a convenience to our readers. While PNC endeavors to provide resources that are reputable and safe, we cannot be held responsible for the information, products, or services obtained on such sites and will not be liable for any damages arising from your access to such sites. The content, accuracy, opinions expressed, and links provided by these resources are not investigated, verified, monitored or endorsed by PNC.