Mistakes To Avoid When Working With Millennial Mom Influencers
Maria Bailey
Marketing to Mom Expert, CEO, BSM Media. 10x Award-Winning Author "Marketing to Millennial Moms in A Post Pandemic World" Recognized by Forbes, CNN, WSJ, FOX, Ad Age as the Leader in Mom Marketing
I contributed an article to MediaPost.com where I shared 5 mistakes to avoid when working with Millennial Mom Influencers:
2016 marketing plans are in full swing and savvy marketers are using millennial mom influencers as an integral part of these plans. But are they using the right moms who are the best fit for the brand and specific programs? Here are five common mistakes, along with ways to avoid them and make the most of mom influencer marketing programs.
1. Marketers select influencers from the same, single database. Go beyond the same database and look for fresh influencers. This usually requires marketers to search online playgrounds where millennials socialize, like Twitter, Facebook and Instagram, and to listen to online conversations among existing customers. The bottom line is that marketers need to find moms across various platforms and channels to ensure that when they enlist the help of these influencers, the sharing of brand messages is distributed through many channels.
2. Marketers use the same influencers over and over again regardless of the brand or product. Overusing an influencer is like plastering banner ads across websites. Followers and peers start to ignore their endorsements. I encourage marketers to become social listeners (if they haven’t already) to identify influencers who are currently tweeting, posting and participating in dialogues about their brands and products. Remember to look outside the usual spaces for conversations (for example, Mason jars for jam preservatives are now wildly popular for crafts and décor).
3. Finding influencers through random search. Never Google "mom influencers" when assembling a list of influencers. The same 30 or so moms will pop up in the results. The same goes for searching for the latest list of "100 Top (insert a category) Mom Bloggers." These lists are often created to generate traffic to the sponsor's site and have very loose criteria about the selection process. Sometimes these lists are even self generated by moms who rally for votes to win a spot on the list. If you are using these same popular influencers, so are many other brands. There’s nothing that yells “unauthentic” more than a saturated influencer.
Read the entire article here on MediaPost.com.
Great read, Maria. Thanks!
Regarding #4 (not relying solely on online analytics to choose influencers) - I suspect it's easier for a marketing professional to show direct ROI results to the boss when most of the influencer's activity is online. It's easier to draw a direct line between a dollar spent on an online campaign than on offline influencers' activity. This is especially true when the final dollar is not spent online- such as buying a product at a supermarket instead of a website where an influencer can be tracked by code or custom link. That makes #4 tricky for marketing professionals.
Former TV journalist still telling engaging stories to help you get attention
9yGreat advice! You can tell you are an "insider" for knowing these things many don't even realize!