Blogging: The Key to the Mummy Market

Harrogate International Nursery Fair24th March 2014

About Me

@emilyhill1982@writemysiteuk.linkedin.com/in/emilyjanehill/emily.hill@writemysite.co.uk

• Set up Write My Site in 2006:www.writemysite.co.uk

• A lot has changed …

• … but some things have stayed the same

Contents

• Understanding the Mummy market• Writing your own blog• Blogging and social media• Reaching out to other bloggers• Conclusion• Q&A

Understanding the Mummy market

There is a huge appetite across the social web for parenting opinions and advice:

(Following stats from Advertising Week Europe 2013 and The Next Web Europe Conference 2013)

• 75% of women identify themselves as the primary shoppers for their households

Where’s Dad?

Mums and the Internet

• 88% of Mums use the Internet as their key source of information …

• … and 68% make more purchases online than offline

Mums and blogs• In 2014, 63% of all online mums will read

blogs.

• 42% of UK mums view parenting blogs as more independent and impartial than traditional media

Mums and blogs (cont’d)

55% of active (daily) social media mums said they made their purchase because of a

recommendation from a personal review blog

(Stat from Diffusion infographic)

(Stats from Tots100 index)

Write your own blog – there’s room in the market!

Blogging is a lot of work – why bother?

1) It’s great for SEO

2) It’s great for PR

Great for SEO because:

• Extra pages for your website

• Great opportunity to use long-tail keywords (e.g. ‘toy for 3 year old boy’)

• Links and traffic from other websites

How Google treats blogsWebsites with blogs get 55% more traffic than

static websites.

They also get:

• 97% more inbound links • 434% more indexed pages

(Stats from Hubspot)

Great for PR because:

• No corporate-ese• Free advice• Stuff to share• List/ community building

What to write?

“I’m a retailer: I’ll blog about my products!”

Content for your blogYes NoTips and advice Sales copyExciting updates Boring “news”Opinion pieces Bad-mouthing

competitorsMultimedia Plain text

Know your market … have an angle!

Blogging and social media• Twitter, Facebook, Pinterest, Instagram,

Tumblr and YouTube all offer opportunities for retailers.

• Use your blog to tie them all together.

My blog about this presentation

Blogger outreach: tapping into influence

• Thousands of UK parenting blogs, all hungry for things to write about.

• … so ask them to write about your products.

When you say your products are amazing:

When Mummy bloggers say your products are amazing:

Remember …

55% of active (daily) social media mums said they made their purchase because of a

recommendation from a personal review blog

(Stat from Diffusion infographic)

(Stats from Tots100 index)

Approaching bloggersMake it personal, be friendly … but be careful about asking for stats.

If traffic doesn’t matter, what does?

(Stats from Tots100 index)

“The main thing is will the blogger enjoy working with the brand and get something out of it? I’d

rather do something with a blogger who has a great experience because it’s relevant to their life than

squeeze out a samey experience with a top blogger who’s not that interested.”

- PR representing brands who engage in blogger outreach.

(Quote from Tots100 index)

Blogger outreach: Easy as 1,2,3!

1. Make your own blog really awesome2. Follow other bloggers on Twitter3. Start talking!

Conclusion

To reach the Mummy market:

• Write your own blog

• Get social

• Reach out to other bloggers

Emily Hill, CEO, Write My Site

Thanks for listening!

@emilyhill1982@writemysiteuk.linkedin.com/in/emilyjanehill/emily.hill@writemysite.co.uk