As a mom who found her way into marketing, I’ve often seen how many marketers struggle to balance data-driven decisions with the human side of brand connection. Numbers matter, but so do emotions, and that’s where moms turn the tide. 

In my own journey, I’ve learned that social media marketing isn’t just about pushing products; it’s about sparking conversations, building community support, and sharing valuable insights that audiences trust. I’ve also come to see how digital marketing thrives when we identify trends through lived experiences, not just analytics. 

In this article, I’ll explore how moms like me bring unique marketing strategies and growth opportunities to brand activities that truly resonate.

What is Mom in Marketing?

When I talk about moms in marketing, I mean moms like me who use digital marketing and social media marketing to influence buying decisions. In simple terms, a “Mom in Marketing” is a trusted voice shaping family and household choices. Unlike traditional marketing activities that relied on TV ads or print, today’s social media moms and mommy influencers connect through shared experiences, community support, and real conversations online.

For example, when I post about a product my kids actually use, other moms listen. That’s the power of blending valuable insights with authenticity. Instead of being sold to, moms turn to social media to identify trends, ask questions, and learn from each other. This shift creates growth opportunities for brands, especially when many marketers pay attention to what we share.

Marketing Muscle of Mom Bloggers

In over a decade of formally studying moms, I’ve never seen as much of a frenzy surrounding one type of marketing initiative as I’ve witnessed with mom bloggers. Blogging has taken everyone by storm including the moms themselves. Much to their own surprise, Mom Bloggers are accidental business women. They are mothers who simply started a blog to chronicle their journey as a mother or to find like-minded women with children and are suddenly receiving hundreds of product samples, special event invitations and free merchandise in their inbox every day.

With as much attention as the mom blogosphere receives, it still only represents about one-third of the general population of mothers. Today, according to BlogHer research, more than 45 million women participate in the blogosphere weekly. It is estimated that about half are women with children, bringing the total to about 23 million of the 83 million moms in the US. This is why I often warn marketers who are targeting mothers not to view blogs as a silver bullet.

Here’s why brands are doubling down on mom influencers as part of their broader marketing strategy.

1. Blogs Deliver Valuable Insights Moms Trust

Over 40% of women say that blogs are one of their most trusted sources of valuable insights. I see this as proof that moms aren’t just scrolling aimlessly on social media; they’re seeking advice, tips, and solutions they can actually use. 

Unlike outdated views of “influencers” as just posting pretty pictures, mom influencers share stories rooted in authenticity and lived experience. For brands, this means their marketing activities can feel less like ads and more like real conversations. The result? 

A marketing strategy built on trust, not just visibility. If the current month’s social media marketing plan doesn’t include mom-led blogs, it’s missing a huge growth opportunity.

2. Mom Influencers Shape Buying Decisions Every Day

More than 50% of moms admit that influencers directly shape their buying decisions. This isn’t surprising to me because moms often have less time to research every single purchase. 

Whether it’s the best stroller, quick weeknight meals, or tech that helps kids learn, moms rely on peer voices to guide them. The one thing that makes mom influencers so effective is their ability to merge personal experience with data-driven decisions. 

When they share what worked for them over the previous month—or even for consecutive months—other moms pay attention. For brands, this means social media marketing efforts are amplified by relatable recommendations that drive growth naturally.

3. Moms Are the Gateway to Families and Communities

Many marketers recognize that moms are not only key decision-makers for household purchases, but also the gateway to families and broader communities. When I look at social media marketing trends, one theme stands out: community support. 

Moms don’t just follow influencers; they engage, ask questions, and share their own stories. That ripple effect creates a circle of trust where brands gain visibility through authentic word-of-mouth. 

A smart digital marketing strategy doesn’t just focus on one influencer’s post; it leverages the network of other moms who keep conversations alive for consecutive months. This is where brands can identify areas for growth opportunities by aligning their marketing activities with communities that matter.

4. Peer-Driven Influence Multiplies Brand Reach

The biggest opportunity I see with mom influencers is the chance to reach millions of other moms through peer-driven influence. Moms turn to social media not just for entertainment but also for solutions, especially when they have less time during busy seasons like back-to-school or after returning from maternity leave. 

Shared experiences matter because they make products feel relevant and practical. For brands, marketing to moms is not just another tactic; it’s a sustainable way to drive growth. The beauty of this approach is that it helps identify trends in real-time, what worked last month, what’s trending this current month, and what can be planned for future marketing activities. 

By focusing on authentic community support, brands can avoid outdated views of influencer marketing and instead build lasting connections.

The majority of mom bloggers are Generation X and Millennial mothers who post about their experiences as moms. More than 40% of women consider blogs a reliable source of advice and information and over 50% admit that blogs influence their buying decisions. (1) Most mom bloggers have only been in the blogosphere for less than twenty four months.

Blogging is the perfect tool for the Generation Y and Generation X mothers. Its functionality aligns very closely with the character traits of these two cohorts. First, blogging provides immediate gratification. Second, blogging fits nicely with their desire for customized motherhood. Blogging allows moms to connect with like-minded moms. If you are a Christian mom, you might follow Lori Seaborg’s blog, Just Pure Lovely, and if you are a New York mom you may follow the posts on Mommypoppins.com, where Anna Fader celebrates her New York upbringing by sharing the fun of raising a baby in Manhattan. Blogging also gives moms a platform for cause marketing and philanthropic support. Many moms use their blogs to connect with moms who share the same priorities or values. Finally, blogging as a tool allows moms to retain more of their own individualism. Yes, many of these moms blog on motherhood, but many use their blogs as a sounding board on life. Whether it’s not being satisfied in the bedroom or resenting housekeeping, moms have an outlet for their concerns or frustrations to be heard.

The use of mom blogs allows marketers to maximize the influence of mom mavens. This group, as we know, has long shared information about products, retailers and services with other mothers. Today with the help of the Internet, they can tell thousands, and in some cases millions, of other mothers. I hear more and more from moms that they have added mom blogs to their list of resources when researching a new product, travel destination or retailer. Marketers have quickly come to realize the power of mommy bloggers. Two great marketing initiatives rolled into one- viral online marketing and word of mouth influencers. However, it’s the “how to use mom bloggers” question that has created so much debate in the blogosphere and even more discussion in corporate America. The undefined rules of engagement with bloggers combined with the tidal wave of influence- both positive and negative- that can be generated by bloggers has forced many companies to make mistakes along the way.

Take the example of an egg company who sent out invitations to mom bloggers to distribute their Easter ideas to other moms. A great idea that, you’ll see, was spoiled by poor execution. The mistake that these eager marketers made was to send the Easter pitch to Jewish mom bloggers who were insulted that the marketer didn’t take the time to get to know them. The egg company received a great deal of negative reaction throughout the blogosphere.

In traditional outreach, I’m sure that the egg company would not send the Easter ideas to the sports editor at the Washington Post, but to the appropriate features writer. The same rule applies to mom bloggers. 

How to Engage with Mom Bloggers Effectively 

Working with them effectively is not about outdated views of “mommy blogging”; it’s about respecting their influence, creativity, and the unique marketing activities they bring to campaigns. Below are practical rules I’ve learned that help in building meaningful, results-driven relationships with mom bloggers.

1. Take the Time to Get to Know the Mom Before Contacting Her

If there’s one thing I’ve learned in my digital marketing journey, it’s that real connection matters more than mass outreach. Too often, many marketers treat mom bloggers as just another name on a press list, and that approach almost always fails. 

I suggest spending a few days reading her blog or engaging with her on social media. This will help you identify trends in her content, the tone she uses, and how her audience interacts with her. Social media marketing isn’t just about data-driven decisions; it’s about understanding people. 

If you can reference something she wrote the previous month or a recent shared experience, she’ll know you truly value her work. That effort sets you apart in a world where most brands send generic, one-size-fits-all messages.

2. Make Sure the Bloggers You Contact Represent Your Brand Well

Not all mom bloggers are the same, and that’s one thing many marketers forget. Some moms focus on recipes, others on travel, and some write candidly about tough topics like maternity leave or consecutive months of postpartum challenges. 

Before you pitch, take time to identify areas of overlap between her voice and your marketing strategy. If your brand avoids edgy humor but the blogger casually drops the F-word in posts, it’s not a fit, and that’s okay. Aligning with the right voices is essential for digital marketing because moms turn to these women for trusted recommendations. 

Misalignment creates confusion for both audiences and brands. Think of it like hiring a spokesperson. You want someone whose values naturally reflect your own, not someone you’ll later regret collaborating with.

3. Help Bloggers Build Their Brand While You Build Yours

When it comes to marketing activities, a true partnership should feel beneficial on both sides. Mom bloggers aren’t just writing posts; they’re building their own brand, growing their community support, and creating growth opportunities. 

I’ve seen campaigns succeed when giveaways, coupon codes, and product exclusives were included because these tools helped moms attract other moms to their platforms. It’s not just about exposure for your brand, it’s about helping her identify trends that matter to her audience and offering something unique that drives growth for both of you. 

For instance, if you run a campaign with a blogger and double her traffic while increasing your conversions, both you and the blogger win, and those shared experiences build loyalty that lasts beyond a single campaign.

4. Make It a Two-Way Relationship, Not Just a Sales Pitch

One outdated view in marketing to moms is thinking they’re simply there to amplify your message. That’s not true. The relationship should be a two-way street. Sending a press kit full of information about you with nothing in it for the blogger is a fast way to be ignored. 

Instead, ask yourself: how does this help her community? Does it save her readers time, money, or effort? I’ve had better results when I offered assets she could personalize instead of giving her a canned post. 

By giving flexibility and showing that her voice matters, I gained valuable insights into what actually resonated with her followers. Social media thrives on authenticity, and mom bloggers are no exception; they need content that works for them, not just for your quarterly metrics.

5. Personalize Every Communication

In digital marketing, personalization isn’t optional; it’s expected. When I reach out to a mom blogger, I always include something specific about her recent work, whether it’s a post she wrote last month or a social media thread that got great engagement. 

Many marketers copy-paste the same pitch to dozens of bloggers, but moms can spot that in seconds. Personalization shows you respect her time, and respect is one thing that builds long-term trust. If your message feels generic, it’ll be buried under the flood of other marketing activities in her inbox. 

Instead, tie your outreach to her unique strengths. This approach doesn’t just improve collaboration; it also helps you identify areas where your brand and her blog naturally intersect, making the partnership more seamless.

6. When in Doubt, Just Ask for Help

Sometimes the smartest marketing strategy is the simplest one: ask. I’ve learned that moms turn out to be some of the most resourceful and supportive partners when you treat them with honesty. 

If you’re unsure how best to collaborate, just ask her what would be most helpful. Would her audience prefer a discount code, a behind-the-scenes video, or a personal review? Many marketers overthink this, trying to predict the perfect angle, when a direct question could yield more accurate, data-driven decisions. 

If you ask a blogger for input before launching a campaign, she might suggest a creative angle you hadn’t considered. Sometimes, letting her guide the process uncovers growth opportunities you wouldn’t find alone.

7. Prepare for the Organizational Side of Blogger Outreach

Working with mom bloggers isn’t always glamorous; it requires planning, tracking, and strong organizational systems. Running a campaign across several moms means managing deliverables, deadlines, and shared experiences across platforms. 

Many marketers underestimate the time required, and that’s when mistakes happen. For example, sending product samples late or missing a review deadline can damage trust. I’ve learned that detailed spreadsheets, checklists, and clear communication help me save time in the long run. 

Blogger outreach is a marathon, not a sprint, and your ability to keep campaigns on track directly impacts results. When your process is smooth, moms are more likely to work with you again, creating consecutive months of collaboration that compound into meaningful growth opportunities for both sides.

8. Pair the Right Bloggers with Creative Campaigns

Your outreach strategy should never stop at just finding the right bloggers—you also need a creative “and.” Simply asking a mom to write a review may not be enough to stand out in today’s crowded social media landscape. 

I’ve seen the best results when we combine the right vertical with a unique activity: recipe bloggers hosting live cooking demos, travel bloggers sharing packing tips, or moms on maternity leave creating relatable reels about juggling newborns. This creative layer not only makes campaigns memorable but also helps identify trends in what drives growth among other moms. 

When you give bloggers space to innovate, you gain valuable insights into what their audiences actually want, and that’s what makes digital marketing strategies stronger.

9. Don’t Take on More Than You Can Handle

Most people thought bigger meant better, so they tried working with dozens of bloggers at once. The result? Mediocre campaigns that spread too thin. Over time, they will learn that less is more. 

Focusing on a handful of strong collaborations always outperforms a scattershot approach. Quality beats quantity every time, especially in marketing to moms, where authenticity is key. By narrowing my scope, I could invest more time in personalization, shared experiences, and strategic content. This approach helped me identify areas where I could drive growth without wasting resources. 

Instead of chasing vanity metrics like the number of bloggers on a campaign, I shifted toward outcomes that actually mattered: engagement, loyalty, and repeat collaborations across consecutive months.

10. Work with Each Blogger’s Unique Strengths

One mistake I often see in social media marketing is treating all mom bloggers the same. That’s an outdated view that ignores their individuality. Some excel at creating budget-friendly meal ideas, others shine at DIY crafts, while some share travel hacks that make family trips easier. 

When I collaborate, I lean into those strengths. For example, if a blogger identifies herself as budget-conscious, I’ll structure marketing activities around saving money. If she focuses on food allergies, I’ll highlight products that fit her lifestyle. This tailored approach shows respect for her expertise and helps her deliver valuable insights to her audience. 

By working with each mom’s unique angle, you not only strengthen your marketing strategy but also build authentic connections that drive growth over the current month and beyond.

Moms love to nurture relationships- not only with their children but also with brands. If you aren’t sure how to work with her, simply express your desire to collaborate and ask her for suggestions. Moms are innovative and creative, and happy to help.

There are many ways to leverage your relationships with mom bloggers beyond basic product sampling. Some of the most effective programs include exclusive interviews with celebrity spokespeople, Twitter events, vlogging tours and meal planning kits. Recently, my team sent dinner kits to mom bloggers intended for their husbands. 

The dinner kits had everything the spouse needed to cook dinner and give mom the night off. As you can imagine, moms loved having dinner planned for them and expressed their appreciation through photos posted to Twitterpics, blog posts, videos posted to www.momtv.com, Facebook mentions and of course lots and lots of tweets. The idea is to get creative and establish a meaningful dialogue with these influential moms.

One final word on engaging mom bloggers: don’t stop at blogging when trying to connect your brand to social media mom influencers. Technology is changing quickly, and moms are changing with it. Today’s mothers are quickly introducing video into their blogs and onto their Facebook profiles. Sites such as MomTV.com now have over 50 mom-produced live shows that draw hundreds of mothers every day to videos and vlogs. 

Newbaby.com boasts over 500 mom vloggers who are reviewing products and chronicling motherhood with their webcams. Moms are moving at the speed of technology, and in order to truly engage them in a dialogue with your brand that allows them to share with their peers, you must communicate in a way that keeps up with their multi-tasking, multi-media lives.

BSM Media Connects Your Business with the Right Mommy Blogger

BSM Media is the creator of award-winning, internationally recognized marketing to moms programs designed to connect brands with the right mom influencers. With more than 25 years of experience, we have perfected the art of mom marketing by building authentic relationships between businesses and real moms who drive purchasing decisions.

At the heart of our approach is a powerful network of mom influencers who offer valuable insights, foster community support, and help brands identify trends that matter most to families. 

Whether your goals include digital marketing campaigns, social media marketing strategies, or launching a new product, BSM Media has the expertise and connections to align your brand with moms who create genuine engagement and growth opportunities.

Our track record speaks for itself:

• 45K+ influencer relationships
• 3,500+ mom groups
• 3,400+ completed campaigns
• 3,000+ brand partners
• 45+ campaign awards
• 658+ successful mom product launches
  

This reach is supported by a marketing strategy built on real relationships rather than one-size-fits-all marketing activities. Moms turn to BSM Media influencers for trusted recommendations, and your brand benefits from authentic storytelling that resonates with families everywhere.

When you partner with BSM Media, you gain access to a team that knows how to elevate your brand’s voice, amplify its message, and deliver measurable results in mom influencer marketing.

Ready to elevate your brand’s presence with the best in mom influencer marketing? Contact BSM Media today.

Conclusion 

The power of mom in marketing goes far beyond product reviews or giveaways. Today’s mom influencers are shaping the way brands connect with audiences by offering authenticity, credibility, and trust. A mom in digital marketing doesn’t just post about products; she creates conversations that ripple across families and communities. 

Whether it’s a social media mom sharing her day on Instagram, or mommy influencers running lifestyle blogs, these voices carry influence that traditional ads can’t match.

What makes mother influencers so valuable is their ability to blend personal storytelling with brand partnerships. They connect on a human level, making marketing feel like a recommendation from a trusted friend. For brands, building alliances with mom influencers is more than a campaign; it’s a growth strategy.

If you’re ready to unlock the full potential of mom in marketing, partner with the experts at BSM Media, the pioneers in creating meaningful collaborations with moms who move markets.

Frequently Asked Questions 

References

(1) -Wright, Susan. “BlogHer Statistics,” US National Census Data Projections, June 2007, www.compasspartners-llc.com.

Maria Bailey is CEO of BSM Media, a marketing and media firm that engages moms with brands. She is the author of “Marketing to Moms”, “Trillion Dollar Moms”, and “Mom 3.0: Marketing with Today’s Mothers by Leveraging New Media and Technology”. She blogs at www.bluesuitmom.com and is the co-founder of MomTV.com, Newbaby.com and MomSelect.com. Marketers can watch her on www.marketingtomomsTV.com or follow her on Twitter (MomTalkRadio).