Feb 152016
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.
Follow me on Instagram to learn more about my family and where we’re off to next. 

Fatima Torres

What's life like with three kids and two pups? It's entertaining, that's for sure! MTME breaks down family fun ideas and shares personal insights from a former B2B editor and digital marketer turned mom running a business and a household -- all under one roof. With her husband as her #1 fan, there isn't anything she can't accomplish. Read on to learn how she breathes in fire and exhales success.

Reader Comments

  1. Good points – and these could be for any brand. Getting to know people or being real…that's all what keeps followers, right? Especially if you're trying to make a sale. 🙂
    Karen | GlamKaren.com

  2. Fake Friends – YES
    I can't tell you how many people have tried to sell me health products on the internet without even trying to get to know me first – hello, I work for a health company and if they bothered to know that, they wouldn't waste their time.

    1. Haha. That's funny you mention that. It used to happen to me as a B2B editor. We'd produce the content for companies and their sales people would cold call me asking if I wanted to try their services.

  3. I think we all have our share of fake friends..the ones who suddenly come out of the woodwork because they are selling this new great product that you have to have. Ugh! I am much more open to buying something if they aren't trying to shove it down my throat and thankfully my friends know that and they don't even ask 😉

  4. When brands target "moms," they only perpetuate the loss of identity that women go through when becoming a mom. I'm a mom, but I'm not a gym rat. I'm a mom, but I'm not a stay-at-home-mom. I'm still my own person and I'm still unique. It bugs the crap out of me when they assume things about me just because I'm a mom!

    1. Thanks for bringing that up, Jaclyn. They always assume what mom A is doing is EXACTLY what mom B does. And that's not necessarily true. We have some similarities, but we have a lot of differences. And that's the beauty of it.

    1. It's sad how they prey on people the way the do. They search keywords without reading anything and try to force a connection. It must give you a headache with the amount of emails and messages they send you.

  5. this is great advice. I can definitely relate to feeling lonely after moving and feeling like people are always trying to sell me stuff through It Works and such. Above all, be genuine and kind!

  6. I feel the same. I'm tired of people "friending" me and then telling me how much better they can make my life. Integrity & authenticity can go a long way when establishing a business!

  7. The "fake friends" on FB drive me crazy. They're relentless and don't take no for an answer. For that reason, even if I like the product I wouldn't do business with that person.

  8. Recently I got constant call from a company to sell their product. After ignore their every call, finally they leave me alone..lol! It's not nice when people follow you on social media, then unfollow you once you're not showing interest on their products.

  9. Mom's rule the world… advertisers need to know that. I'm not much for brands myself, I would never go out and look up a certain brand. But if I'm pursuing and come across something that looks good and is well made, that's what piques my interest.

  10. This is so true, I sometimes cringe when I see some advertising tactics on social media that people use. I am definitely not going to stick around and interact with someone that makes me feel skeevy!

  11. Yes! I think I must be on some list – I get so many random friend requests from people I don't know at all, but think that they should sell me SOMETHING! So being real is incredibly important in my book 🙂

  12. Such a unique post connecting moms with brands. All of us moms can relate to the post. And I also liked the different points and tips to understand brand and advertising/marketing industry!

  13. This is so, so true. It seems like everything is nonstop marketing and it does get very tiresome. Being a real person first and a salesperson second is definitely the way to go!

    Thank you for sharing with us at #MommyMeetupMondays!

  14. This a very interesting article. Those wrap people are always finding me! I guess I'm selling my blog so I friend others with the same interests… not really the same thing, but now I feel kind of bad. Lol.

    1. Eh, connecting with other moms and/or bloggers is one thing, but pushing it down their throats is another. I'm pretty sure you're not messaging these moms/bloggers about your posts.

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