Mummy blogging is big business in the US, with over four million American mums logging on to blog. While not all bloggers make money, there are some important digital marketing lessons every small business can take away from this online trend.
Last week I saw an episode of Channel Ten’s The Project which talked about the rise… and rise… of Mummy Bloggers.
As it turns out, Mummy blogging is big business in the US with more than four million American mums writing their own blogs. The most popular of which make over $1 million a year from advertisements on their sites. Wow! This tidy sum comes courtesy of some of the US’s biggest brands whom experts estimate will spend almost three quarters of a billion dollars advertising on blogs this year alone.
If it is happening in the US already, I wonder how long until these opportunities come Australia’s way. Will Australian brands start to look at successful Australian blogs as places they too can advertise? It looks like it may have started already. Baby Mac, one of Australia’s most popular Mummy Bloggers receives over 1500 unique visitors to her site each day. She recently became one of the first bloggers in Australia to sign up with a dedicated blogger talent agency.
But before you quit your job to make a living from full-time blogging, remember, not all bloggers will make money… in fact, most bloggers won’t make money at all. However, I think there are lessons everyone can learn from successful Mummy Bloggers. By incorporating blogs into our overall marketing strategy, we can position ourselves as thought leaders, increase brand credibility and engage customers more effectively.
Tips for incorporating blogs into your marketing strategy
1. Know your audience…and write for them
While Mummy Blogging can be about anything and everything, business blogging should not be. Take the time to get to know your audience, then write about topics that interest them.
2. Blogs and advertisements are not the same
Blogs are not about self-promotion. They are a vehicle for you to discuss industry trends, topics and opinions. Keep them separate.
3. A blog is not a press release either
Blogging is a conversation and an opportunity to connect with your customers. It is not a forum for issuing press releases. If customers see your blog as nothing more than an advertisement for your business, they will leave in droves.
4. Invite feedback
As blogging is a conversation, make sure there is an opportunity for your readers to respond by including discussion forums at the end of the blog.
5. Update, update, update
Keep the conversation flowing by ensuring your blogs are written regularly. Inconsistency may make people believe this is how you run your business. There will be people out there who look forward to reading your blog. Don’t disappoint them!
How to establish if your blog is effective
Evaluating the success of your blog is important to track how your business and brand are perceived in the market.
Make sure you monitor the web for any references to your business and brand. You can do this by setting up Google Alerts. Besides tracking your business and brand, use it to track key issues in the industry. That way you can respond to current topics and events, through your blog, as soon as they happen. Google tracking will also help you establish whether people are reposting your blog or talking about it in forums.
It is also a good idea to read all the comments that are made in response to your blog. Make sure you don’t ignore the negative comments, either. Address them and use them as a way to listen to, and involve, customers.
Whether the big brands decide to spend their advertising dollar on your blog will remain to be seen. However, don’t underestimate the value writing a blog can have on your overall brand and business. While blogging alone won’t make you rich, a blog as a part of your overall marketing strategy may go far in presenting you as rich in credibility and industry leadership. ..things money simply cannot buy.
