I’ve read post after post about the importance of the mom influencer, and even how much brands are always pitching moms for their brands.
Ever notice how practically every commercial has a mom in it? It’s because we’re cool. And we practically do all the shopping at home.
Mom Marketing Gone Wrong
One of the loneliest times I’ve ever experienced was after our move. It was tough.
Not only because I didn’t have my family close by, but because it felt like Cinderella, trapped at home with chores staring me in the face.
I didn’t go out much, and the few times I did, it was to run errands.
With time, I joined local mommy-and-me events, only to feel as though I was constantly being treated like a potential client.
I remember my last mommy-and-me event was super crowded and the sponsor tables took up most of the walking space. A man approached me asking if I ever had back problems because I carried my one-year-old by the hip. I politely said no and he found it hard to believe.
I walked away before he tried to convince me why I needed to sign up to his massage therapy session.
I felt terrible because I had invited a mom friend I had met at a previous event. I apologized about a million times, but she understood that it’s practically what most of these events have turned into.
It’s A Wrap On Fake Friends
Just the other day, I deleted someone from Facebook. She was a Beach Body coach who seemed nice and then started contacting me about her workout routine and how she could help.
On Valentine’s Day, she contacted me about a special, one she had already mentioned a few days prior.
Skimming through our private messages, I noticed something. We had a one-way friendship.
Her child was adorable, and I would interact with her posts about her daily life, and even her workout sessions. They were inspiring.
But she was fake.
I understand your initial contact with me was about your job, and how you’d like to “help” me get into the best shape of my life. But how can you help me if you didn’t get the chance to know me?
This is where most of these Internet business women fail.
I’ve been followed on Instagram by several It Works, Younique and Herbal Life distributors, and I don’t mind. I just won’t always follow back.
The few times I’ve followed one of these women back was after they engaged in conversation about something that has nothing to do with their products/services. You know, everyday life things, usual mom stuff.
Let’s be honest, I’m not always thinking about fitness or makeup. And if that’s what photos of my family and I portray on Instagram, then I’m sorry for misleading you.
Meeting Good People
Although you do run into some weird people/companies at these mommy-and-me events, I did met an awesome woman that weekend. I even interviewed her for a piece I did on the truth behind pink ribbons.
We’re still friends on Facebook today, and check in on each other from time to time.
I’ve met several other women at mommy events and still keep in touch with them today through social media. One of which is a Beach Body coach, but knows not to shove what she does in people’s faces. And I think that’s awesome.
So what can brands/business owners/company distributors do to reach moms?
For starters, here are three things they can try:
1. Be human.
Understand that not everyone is interested in what you are selling. But if you really want us to buy from you, you have to understand who we are as a person, first!
And yes, a brand can be human, too. There are people behind the operation of brands.
2. Be real.
If your goal is to sell something, let us know. If you’d like to build a friendship with us, show us.
And if you get creative and do both, even better.
(Bloggers are awesome to have as friends. We love to share our thoughts on things)
3. Be interesting.
There are plenty of brands/company distributors selling the same or something similar, but how will you gain a mom’s attention?
This is the fun part.
Find out what our interests and hobbies are, and take it from there. The key is to focus on your audience, then narrow it down to one person you’d like to reach.
Former B2B editor and marketer turned Family & Lifestyle blogger. Fatima is passionate about life and being social.
When she isn't running around with her husband, three kids, and two pups, Fatima helps other bloggers and local businesses with their online marketing strategy.
If you have any questions or would like to connect, feel free to reach out via email: firstname.lastname@example.org