10 best practices for blogger outreach to moms

If you could give one piece of advice about pitching moms who blog, what would it be? (Image credit: Momlogic.com)

According to eMarketer, one in eight moms who are online blog. Think about that. Now add in that 75 percent of moms use social media sites. We’ve been doing blogger outreach at FHKC since long before I got here, but those numbers still astound me. And with the proliferation smartphone usage — 50 percent of the U.S. will have smartphones by the end of 2011 — it seems moms are going to be spending even more time online moving forward.

So how do we reach this key audience? It seems like moms are recognized as an important consumer group that needs to be on PR pros’ radar screens. But how many of us are consistently managing campaigns where moms are a target audience and thus, mom bloggers a target media? Each time I ask the number seems to grow. And I would be very interested to hear what’s working and what’s not working for you in those programs.

Here are a few best practices I’ve learned over the last couple of years that have helped me make a connection for our clients when pitching moms who blog:

1. Research before pitching. Form a project team and assign at least a couple of people to research the bloggers that make the most sense for your client. Check for traffic numbers, but also relevancy to the brand and the blogger’s tone. Compile all bloggers into one comprehensive list for the team to use.

2. Develop a message summary. This is a great way to make sure everyone is on the same page message-wise when you pitch. Just make sure you leave spots for customization. Never pitch by just cutting and pasting the message summary in an e-mail and hitting send. It’s a guide, not a ghostwrite.

3. Check for relationships. If someone on your pitch team knows one of the bloggers or has worked with her before, he/she should get priority to pitch that particular blogger. We all respond better to someone we know.

4. Start with the blogger’s About page. When I am pitching bloggers, I always look for something I have in common with them. For instance, the other day one of the moms I was pitching referenced that she was a big Bon Jovi fan. I am a huge Jovi fan. When Maggie and I got married, our first dance was “I’ll be there for you.” We have been to several concerts. On and on. Anyway, it was a perfect way to connect with the blogger. She responded to my pitch and is working with us.

5. Read the blogger’s blog. And not just the first post. This may sound obvious, but take some time getting to know the mom and what she writes about. And read the comments on her posts as well. Find an in that makes since with what you are pitching and reference it in your outreach. One time I pitched a blogger whose son’s favorite color was purple and he liked to wear crowns. That was the brand color and logo of my client, so that was the connection I used.

6. The kids rule. Find out how many children the mom you are pitching has. Don’t reference her daughter if she only has a son. Don’t only mention her child if she has children (more than one). And make sure you know the age of her children and how it relates to your pitch.

7. E-mail, then contact form. An e-mail is a more personal way to reach out and you have more control over your pitch formatting. Some bloggers don’t provide an e-mail address and the contact form is your only option. But if you can find the e-mail address, use it.

8. Be conversational. Moms are people. Talk to them that way. Historically, PR pros have been sort of rigid or formal in our communications and it’s easy to fall into that trap when we pitch. But take the advice we give our clients. Show some personality. Use a smiley face emoticon if you want . Ask how it’s going. Be tactful, but be transparent.

9. Get the blogger’s name right…and proofread the rest of your pitch too. You may laugh when you read this, but don’t be so quick to crack up. I’ve visited some mom’s blogs where it took me quite a while to find the writer’s name. But it was worth it for that extra bit of personalization. Plus, I think more and more bloggers are instantly deleting pitches with no name. And before you send your pitch, make sure to proof it. Sloppy grammar and style isn’t just a turn off to journalists.

10. Follow through. On the initial pitch you sent. On the product you owe to the blogger and her readers if you’re doing a giveaway. On the blogger’s post and reaction from her community. It could be the difference between just landing a post for your client and potentially gaining a brand ambassador and an opportunity for your company to engage with the blogger’s community.

Those are the 10 tips that really stuck out to me. Are you doing blogger outreach to moms for your clients? What would add to the list? What’s worked well for you and what hasn’t? The comments are yours.

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