Favorite Holiday Traditions from The Motherhood

The Motherhood team shares their favorite holiday traditions.

As 2016 comes to a close and the holidays draw near, The Motherhood team has been talking about our favorite holiday traditions and pastimes, swapping stories and ideas. We’d love to hear yours, too!

The Motherhood CEO Cooper Munroe told us, “Every year since I can remember, our family has celebrated Christmas with a big, beautiful dinner of Beef Bourguignon (aka Beef Burgundy). This recipe on Beef It’s What’s For Dinner is very similar to my grandmother’s version, and I highly recommend it for a wonderfully delicious and festive dinner!”

Other team members shared the following holiday stories:


“My husband and I have always picked a night in December to grab a coffee and drive around to all the nearby neighborhoods to check out Christmas lights. Over the years, we’ve established our own driving tour of must-see neighborhoods. This year, we get to share our tradition with our little man. Lucky for us, he’s currently infatuated with Christmas lights, so we think he’ll enjoy the evening just as much as we do!”


“Every year before Christmas, all of my cousins get together to bake and decorate Christmas-themed sugar cookies! Our decorating skills have improved significantly since we started doing this when I was five.”


“The Italian side of my family celebrates the Feast of the Seven Fishes on Christmas Eve. This is a Roman Catholic tradition rooted in the idea of Christmas Eve being a day of abstaining from red meat — hence the menu filled with seafood. Our exact roster of fishes changes a little bit each year, but it always includes baccala, which is a salted cod. It’s a lot of fun to help prepare, and I’ve picked up some of my best cooking secrets from our family’s multi-generational kitchen crew!”


“When I was a kid and my family went on vacation or experienced a milestone (such as adopting our dog into the family), my parents would buy my brother and me each a Christmas ornament for the tree — something to represent that trip or experience, like a snowman dressed as the Statue of Liberty from a trip to New York City. We would unwrap them on Christmas morning, which was a special way to remember that particular trip and the time we had spent together, and then every year after that, we got to unwrap them again as we took our ornaments out of storage and hung them on the tree. As a result, when I left home and started buying Christmas trees of my own, I already had a box of unique ornaments filled with family memories that I could use to decorate. I’ve continued that tradition with my husband, and my favorite part of the season is getting out that box of ornaments and taking a trip down memory lane.”


“When I was younger, my family would watch It’s a Wonderful Life every year (my dad’s favorite movie!) from our sleeping bags on the living room floor. It was always so fun to then sleep next to the lit Christmas tree.”


“My husband and I both have large families, so our Christmas Day is jam-packed: we typically travel to four Christmas celebrations around town. One of my favorite traditions that we’ve had for years is having our own low-key celebration the day after Christmas. We make brunch, exchange our own gifts by the fire and spend the day in pajamas (a screening of Home Alone is also often involved). This year, I’m excited to introduce our little one to this relaxing tradition!”

holiday traditionsThe Motherhood wishes you and your families a warm, safe and happy holiday season!

What are your favorite holiday traditions? Share with us in the comments!

The Motherhood’s 2016 Holiday Gift Guide

holiday gift guide

Need some inspiration for your holiday shopping this year? Take a look at what our team members have on their lists for their loved ones in our 2016 Holiday Gift Guide!

On Britt H.’s List: The Eco-Conscious Fashionista

More than ever, people are seeking ways to spread positivity in our country. One easy way to do that is to make sure every purchase you make and every gift you give has a positive impact on our planet.

This year, I’m gifting one of my favorite people a beautiful sweater from prAna. The company offers organic, hemp, sustainable, and fair trade clothing items so that consumers feel great about the things they wear and the items they give. Their clothing not only looks good, but it’s versatile enough for any lifestyle and any adventure, too!

Now through December 19, you can get 15% off your entire prAna order by using this discount code: TMHF16TMC


Photo courtesy of Jacquie, The Sweeter Side of Mommyhood (featuring the prAna Mariette Dress)

On Serena’s List: The New Dad

Earlier this year, my husband (Jimmy) and I welcomed our first baby, Luca. It’s been incredible watching Jimmy adapt to fatherhood: he’s become a pro at learning how to make Luca laugh uncontrollably and soothe him when he’s fussy, and he’s always equipped with a burp cloth in his pocket (which I call his “dad rag”) for cleaning up the inevitable baby-made messes.

This year, I’m excited to get Jimmy a holiday gift that’s especially made for dads from Father Figure. The new company is devoted to the issue of responsible fatherhood, which encourages present and caring parenting.


Photo courtesy of Father Figure

Their clothing line includes a long-sleeved denim shirt, a t-shirt and bandana print burp rags. What makes them unique is that they have features like loops to store burp rags or attach toys, and they’re made with extra soft material where babies are most often held. Their t-shirt is even called “The Luca,” which makes it extra fitting (pun intended!) for the new dad in my life this Christmas.

On Erin’s List: The Nostalgic Friend

Know someone who has amassed dozens of t-shirts in their life but can’t part ways with those memories? Consider giving them the gift of a t-shirt quilt as a way to preserve those memories in a functional – and cute – way.

Project Repat creates beautiful keepsake blankets out of t-shirts, sweatshirts, jerseys and more. They can also create stroller blankets out of outgrown baby clothing! Blankets start at $74.99, and you can purchase a gift card here.

Last year, I created a blanket of my own using college and high school shirts. Read more about my experience and the process here. If you’re interested in learning more, join us for a Twitter party with Project Repat on Wed., December 7 at 1:00 p.m. ET (follow along using #ProjectRepat).


On Nicole’s List: Giving Back to the Community

If you’re looking for a gift to do double duty, look no further than The Giving Keys. The company helps transition homeless people off of the streets and into jobs, by creating and selling jewelry made out of repurposed keys. Each key necklace has a unique, inspiring word engraved on it like Hope, Courage or Dream (you can also make custom words!).

The idea behind The Giving Keys is that the wearer embraces that word on their key necklace until they meet someone who needs the message of that word more than they do — and that’s when they give the key away. It’s a gift that will continue to spread hope to people who need it!

I have a Brave key myself (I wear it just about every day), and am excited to be able to give it away to my friend as she heads into the New Year facing some unknowns and new obstacles.

On Britt C.’s List: The Mom on the Move

One of the most important items in anyone’s travel arsenal is a reliably sturdy and spacious piece of luggage – especially when it comes to traveling with little ones.

My sister is planning a trip with her new baby next year, so I’m giving her a Luggage Online gift card. She’ll be able to pick out the exact travel gear that her family needs since Luggage Online carries a huge variety of brands and products. What’s also great is that Luggage Online also offers its customers a 110% low-price guarantee.

Thanks for checking out our holiday gift guide! What gifts are you most excited to give this year? Tell us in the comments!

Disclosure: Project Repat, Luggage Online and prAna are clients of The Motherhood.

Understanding Consumer Behavior on Social Media | Social Media Week Chicago 2016

The Motherhood shares takeaways from Social Media Week Chicago on how brands can better understand and leverage consumer behavior on social media.

The Motherhood recently had the opportunity to participate virtually in Social Media Week Chicago 2016, where industry leaders shared trends, best practices and insights for online marketing. Read on for the final installment of our multi-part series on takeaways from the event! 

For any brand to be successful, they must key into how their consumers or target audiences are using social media – and how their brand is being discussed on social. During Social Media Week Chicago 2016, we observed a few recurring themes when it comes to understanding consumer behavior on social media.

Have one-on-one conversations: Whether brands like it or not, honest conversation happens in real time on social media. Brands can use the reciprocal nature of social media to their advantage instead of being intimidated by it.

More and more, brand content is about responding to people – not talking at them, according to Chris Kerns, VP of Research & Insights at Spredfast. Kerns shared that in a sample of 25 brands, 93 percent of content was one-to-one (with customers reaching out about questions, complaints, etc.) – and that percentage is rising every quarter as customer expectations change.

Havas Chicago made this analogy during a session: “Not answering comments is like being at a party, having everyone yelling at you and not talking back to them.” By showing that you’re listening and addressing even the most biting comments within your brand’s tone, you can change a customer’s sentiment toward the company.

What’s more, Kerns explained that customers engaged in social media spent 20-40 percent more money, and that word-of-mouth marketing drives $2 trillion in U.S. sales alone.


Show how your brand’s values align with consumer values: Patrick Mulford, Chief Creative Officer of theAudience, offered an anthropological take on how we consume social media. By nature, humans are social animals, and if we hear a good story, we’ll remember it. When it comes to social media, any post we share can be considered a story. Mulford explained that posting is a selfish act: we are seeking likes, comments and shares on every post we make for validation of our ideas and values.

How does this apply to brands? When brands demonstrate that their values align with those of their consumers, that’s when they see consumers caring. Mulford stated that 74 of brands could disappear and consumers wouldn’t care, and that “the top brands sell feelings, not products.”


Joshua Neckes (President of Simon Data), Dana Griffin (Chief Revenue Officer, Knotch) and Jesse St. Charles (Head of Data, frame.ai) reiterated that networks form based on shared beliefs, values, social norms, unwritten rules and rituals that guide behaviors. Categorizing people by demographics (e.g., millennials or moms) is just hype. It’s those who are most influential to us who ultimately help shape our values and ideas.

Use the power of influencers: Brand ambassadors can be huge assets to a company – if that brand knows how to work with influencers. Consumers can sniff out an inauthentic partnership from miles away, so building up loyalty and trust with influencers should be a brand’s main priority when it comes to social media, according to the team at Havas Chicago.

When a brand is overly prescriptive in its guidelines for influencers, that content can come across as too corporate and will stick out like a sore thumb in the influencer’s online channels, so it’s important for brands to trust the influencers with whom they align so they can provide authentic, relatable content for their followers. Check out our post on building online consumer trust for more on this topic.

Don’t lose the human element: When it comes to marketing, Neckes, Griffin and St. Charles explained that more and more brands rely on predictive models or machine learning to help create efficiencies.

While machine-to-human tactics have their role in marketing, when it comes to relationship building, brands should maintain human-to-human interaction to help capture and understand consumer feedback, especially since a marketer’s intuition can get lost when using predictive models.

Are there any takeaways from Social Media Week Chicago 2016 that surprised you? Tell us in the comments!

Blogger Spotlight: Green & Gorgeous

Green & Gorgeous

“Blogging gives us all a voice. It’s just up to us individually to decide how to use it.” – Jennae, Green & Gorgeous

Whether you’re looking for examples of the right way to work with brand partners or just a few good style tips, Green & Gorgeous is a resource for both instructional and inspirational content. As her tagline states, Green & Gorgeous is where life, style and creativity meet substance.

We encourage you to read more in the spotlight below, and give her a shout at @jennaepetersen.

Green & Gorgeous

Want to see more? Check out our most recent blogger spotlights!

How does the Blogger Spotlight Series work? Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top-performing influencers. It’s not about numbers, but rather, the quality, authentic content they’re delivering consistently. It’s about reliability, professionalism and partnership. We discuss our nominations for the month and ultimately decide on just one blogger to invite as our featured blogger. Stop back in 2017 to see how we’re giving a nod to our valued partners!

Social Media Week Chicago 2016: The Importance of Video

Social Media Week Chicago

The Motherhood shares takeaways from Social Media Week Chicago 2016.

The Motherhood recently had the opportunity to participate virtually in Social Media Week Chicago 2016, where industry leaders shared trends, best practices and insights for online marketing. Read on for the second installment of our multi-part series on takeaways from the event!

In 2017, it’s predicted that 74 percent of all internet traffic will be video (Syndacast). And as Heather Taylor, Director of Creative Strategy for The Economist, mentioned at Social Media Week Chicago, 53 percent of marketers are making more videos to draw in prospects and help them understand the value of marketers’ content.

Social Media Week Chicago

Maia McCann, Editor in Chief of LittleThings, delved into the science behind shareable videos. Through extensive testing of their content (which consists of 70 percent original, licensed material and 30 percent curated material), LittleThings has found a recipe for success for their site’s content.

What goes into that testing? They look at the sourcing, keywords, trend analytics (what has performed well historically) and performance metrics (shares, likes, time spent on site and engagement).

LittleThings also creates three different cuts of the same video (involving cameras at different angles), which does not cost extra, and tests these edits to see which garner the most views and shares.

Some additional tips and takeaways McCann shared include:

  • For recipe or DIY videos, get to the heart of the matter within the first 1.5 seconds of the video.
  • Video consumption on Facebook in the mobile era is different than traditional media. In fact, 85 percent of Facebook native videos are viewed without sound.

Social media week chicago

In a session on moving consumers from awareness to sale, Kyle Dardashti and David Yarus of mllnnl explained that user-generated content – including videos – is extremely effective when targeting millennials. In fact, they’ve seen incredible performance from videos that aren’t overly polished and that look like their friends or peers created them.

The mllnnl co-founders also advised marketers to use video to help consumers warm up to their brand, and then target those who have seen that video with a conversion-focused ad.

Check out our blog post on Facebook Live video tips for more video inspiration, and read our first post from Social Media Week Chicago here. Stay tuned for more Social Media Week Chicago takeaways!

Social Media Week Chicago 2016: Content and Paid Social

Social Media Week Chicago

Last week, The Motherhood had the opportunity to participate virtually in Social Media Week Chicago 2016, where industry leaders shared trends, best practices and insights for online marketing. Read on for the first installment of our multi-part series on takeaways from the event!

Two prevalent themes of Social Media Week Chicago this year included 1) recognition of the importance of creating compelling online content, and 2) emphasis on making that content shine on social media platforms via paid efforts.

Creating Effective Content: What Works?

According to Carolyn Calzavara, Partner Engagement Manager with IBM Watson, content and data are being generated at an unprecedented rate. In fact, the amount of data produced today is the equivalent of 180 newspapers delivered to every man, woman and child every day!

When it comes to a brand’s objectives, the ultimate success metric is usually sales. While there’s not always a linear correlation between the content produced and sales, consumers seek out content to help inform purchasing decisions, and ultimately, that content encourages purchase intent.

smw-dataSo when it comes to marketing, what content and strategies work well? Social Media Week Chicago presenters offered the following:

  • Above all, the content a brand produces, or that an influencer produces on the brand’s behalf, should always fit into the company’s overarching brand strategy, and should add value. Brands should be thoughtful when it comes to sharing content; they shouldn’t publish content just for the sake of doing so.
  • To stand out amidst the clutter, content should offer your audience a new opinion or difference of opinion (according to Tina Shakour, Digital and Social Media Strategist at Cisco).
  • Social media is a two-way conversation, and more and more, brand content is about responding to people – not just talking at them. Chris Kerns, VP of Research & Insights at Spredfast, explained that in an analysis of 25 brands, 93 percent of the content created by those brands was one-to-one (i.e., customers reaching out with questions, complaints, etc.). That percentage is rising every quarter, reflecting the evolution of customer expectations.
  • Social listening – hearing what your customers are saying and following trends – can also inform what types of content will resonate well with your audience. That, of course, requires dedicated staff to monitor for those conversations and interpret that data to translate it to effective content. Read more about the applications of social listening here.

Social Media Week Chicago presenters from Havas Chicago also explained that taking the exact same content and distributing it across all social platforms looks “lazy and desperate” – content should be created specifically for particular platforms.

There are instances where content can play well across multiple channels, though. Jaideep Mukerji, Head of Advertising Research, Instagram, explained that because there is so much visual inspiration on Instagram, some advertisers are intimidated and unsure about the type of collateral to create for that channel. Advertisers have been successful using a range of creativity on Instagram. And, in some cases, using existing content that has performed well on Facebook, for instance, translates well to Instagram. The bottom line is that there is no one-size-fits-all approach when it comes to content creation.

Amplifying Effective Content through Paid Social

Once a brand’s content strategy is set, the next step toward visibility is distribution. With social media platforms’ algorithms changing constantly, it can be a struggle for brands to be seen organically. According to Shakour, a tweet with no engagement has a lifespan of 18 minutes or less, and on Facebook, organic posts reach just one to three percent of a brand’s page followers.


Kyle Dardashti and David Yarus, Co-Founders of mllnnl, advise that paid social should be an intentional part of marketing budgets. They also explained that user-generated content is king, especially when targeting millennials, even if that content is produced inexpensively with a smartphone.

Dardashti and Yarus made a great point that you can’t just push conversion ads to people who haven’t warmed up to your brand first. In fact, they shared that they have seen better ROI come from brands who optimize their budgets toward “higher sales funnel” tactics, which are the tactics that increase awareness and strengthen brand affinity (think shareable pictures and “fluffy” brand videos).

Even after you’ve seen a conversion in your target audience, it’s still important to target them with relevant ads (e.g., a discount or evergreen content). People are more likely to share or like brand content after they have already liked, purchased or downloaded from the brand. That is just taking them one more step in being brand loyal.


In a Social Media Week Chicago session led by Mukerji and Ruth Arber, VP of Strategic Accounts, Adaptly, we learned about placement optimization – buying audiences across both Facebook and Instagram. When thinking about both platforms together, brands can create certain efficiencies and opportunities. For instance, the price of an outcome (i.e., an action, a conversion, generating impressions, etc.) will change over the course of a campaign. When brands are able to use the ad delivery system (via placement optimization) to allocate the budget across both Instagram and Facebook, the system tries to find the most efficient way to achieve a desired outcome.

While they still offer much greater reach over posts that are only shared organically, Instagram-only or Facebook-only paid campaigns, on average, have a slightly higher cost than one run with placement optimization. And in test campaigns for brands running placement optimized ads across both platforms, brands saw about a four percent increase in reach than standalone efforts. Placement optimization doesn’t necessarily require additional budget either, since the system automatically allocates budget across both platforms.

While paid social leads to greater visibility via impressions, it can also mean fewer engagements, according to Shakour. That speaks to the importance of establishing goals – whether that’s acquiring followers, boosting brand awareness, driving conversions or other specific actions – before deploying any paid social campaign.

Stay tuned for more highlights from Social Media Week Chicago on The Motherhood’s blog!

2016 Holiday Shopping Trends

holiday shopping trends

As days get darker and shorter and the holiday season approaches, The Motherhood’s social listening and research team took a look at 2016 holiday shopping trends:

Holiday Shopping Begins Early

It seems like the start of the holiday shopping season begins earlier and earlier each year. However, 2016 may have taken it to a new level: Nearly one-third of American consumers and nearly half of parents began their holiday shopping before Labor Day, according to a Rubicon Project poll.

Consumers are Seeking “Pinspiration”

It may come as no surprise that some of those early holiday shoppers are also Pinterest users. According to Pinterest, its users began planning for the holidays in September. Pinners are also expected to spend twice as much on the holidays than the general public.

Check out this by-the-numbers look at holiday search trends on Pinterest:

Just this week alone, our network of influential moms have pinned holiday related content almost 300 times, resulting in 23 million impressions on Pinterest alone.

Holiday Shopping Trends in an Election Year

In the weeks prior to the election, a National Retail Federation (NRF) survey indicated that 43 percent of American consumers reported “being more cautious with their spending due to the uncertainty of the election season.”

Now that the results are in, predictions are mixed. Those unhappy with the outcome are projected to spend less this holiday season. Benjamin Glaser with DealNews said, “[They’re] just not happy with what direction the country is headed.” However, those who favor the outcome “will be in the shopping spirit this season,” according to Britt Beemer, chairman and CEO of America’s Research Group, who predicts a 6 to 7 percent increase in shopping by Trump-supporting consumers (CNBC).

Still, NRF expects retail sales in November and December to increase by 3.6 percent to more than $665 billion. Online sales are forecast to increase between 7 and 10 percent over last year to as much as $117 billion.

The Quest for the Best Deals

According to a survey by Fluent, 40 percent of U.S. consumers said they will shop online on Cyber Monday, compared to 39 percent who say they plan on taking part in the brick-and-mortar Black Friday specials.

Consumers seeking deals on electronics, appliances and toys are better off shopping on Thanksgiving or Black Friday, and those looking for discounts on clothing and beauty products may find better deals on Cyber Monday (CBS News).

The NRF shared its predictions on where consumers intend on shopping this holiday season:

Less Shopping on Thanksgiving

This year, many retailers – including The Mall of America, IKEA, The Container Store, Bed Bath and Beyond and Nordstrom – have decided to stay closed on Thanksgiving Day. Brands making that decision cite their belief that employees should be able to spend time with their families over the holidays. The number of Thanksgiving Day shoppers has been declining, too: Last year, 34.6 million adults shopped on Thanksgiving, down from 43.1 million in 2014 and 44.8 million in 2013, according to annual surveys from the NRF and Prosper Insights & Analytics (The New York Times).

Are you surprised by any of these holiday shopping trends? Share with us in the comments!

Innovation Works’ Marketing to Women Panel: Top Advice and Takeaways

marketing to women

Last week, The Motherhood CEO Cooper Munroe had the opportunity to speak at Innovation Works’ Marketing to Women Panel in our headquarters city of Pittsburgh. There, she discussed the challenges, trends and best practices for reaching the female consumer with a room full of brilliant, local small business entrepreneurs.

Cooper was joined on stage by moderator Vanessa Jameson, the co-founder and CEO of Covey, as well as panelist Kelley Skoloda, Director of Marketing to Women and Moms at Ketchum. Read on for a few takeaways from the discussion!

Trends in Marketing to Women

As Ketchum’s trend spotter, Skoloda is always in-the-know when it comes to current trends in the marketing industry. She gave a rundown of themes and tips from successful marketing campaigns she’s seen recently, especially when it comes to marketing to women:

  • Female empowerment. Women are inspired by campaigns that are emotionally resonant and empowering. See examples from brands like Dove Love Your Curls campaign, Under Armour for women and GoldieBlox. (Full disclosure, The Motherhood has previously executed influencer campaigns for Dove and GoldieBlox.)
  • Social good and purpose. No woman is an island. Women tend to appreciate the feeling of joining a cause and being part of something much larger than just themselves and their families.
  • Influencer marketing. Skoloda said she doesn’t see one marketing proposal or strategy come through her office without an influencer component. Whether it’s a celebrity or group of niche bloggers, influencers are being incorporated into overarching brand strategies. Skoloda predicted that the use of influencers in marketing will only increase in the future.
  • Dads and family. The idea of the “traditional” family is ever-evolving. Using dads and other family themes in your marketing is appealing to moms.

The panel also addressed the question: How can a young company execute strategies on a budget?

  • Social listening was the number one suggestion from the panel, because anyone can listen and analyze existing, organic conversation about their brand or industry online. The internet is a powerful consumer insights tool that brands with any budget can — and should — lean on. Take the time to listen (and respond!) to your online community before launching a campaign.
  • Story mapping is one of Skoloda’s top pieces of advice for creating marketing strategies on a budget. Map out what makes your brand different, how it started, who manages it, etc. Determining those core elements will help shape your brand’s campaigns.
  • Showcase the story behind your brand. Women connect to stories, so highlight your brand’s story on your website and social channels to resonate with female consumers in particular.
  • Feature the women behind your brand. Women also connect with female faces. When you have a woman-led advisory board or CEO, make sure they are featured on your brand’s website and/or social pages.
  • Influence your influencers. Engage bloggers to help tell your brand story, because you can’t reach everyone on your own!


Finally, the room wanted to know: How can brands best structure campaigns? How can a brand get a pulse on how they are doing among women? 

  • Be very clear about where you want to go. Determine your goals before launching a campaign.
  • Listen to your reviews (even your dissenting ones) and respond to them! Consumers appreciate when brands are relatable and human.
  • Build an advisory board for your brand, so that you have a broader perspective when making big decisions. The “board” can be made up of trusted friends at non-competitive companies or even your influencer partners.
  • Send surveys and invite feedback. Consumers want to be seen as people, not numbers.
  • Use Facebook for Business to get detailed demographics on your audience. Test out the different audiences (different segmentations of female consumers) to determine the best types of themes and posts that work for your brand’s target audience.


A huge thank you to Innovation Works for hosting the Marketing to Women Panel! We look forward to connecting with this amazing group of entrepreneurs again!

Blogger Spotlight: We Know Stuff

We Know Stuff

Trust, patience and observation; Denine & Daniele of We Know Stuff share what they want to see from brands, what bloggers need to practice to achieve success and their focus throughout 2016.

Read on to learn more about We Know Stuff and the blogging duo’s thoughts on the above, as well as programs measured by click-through rates, the “numbers game” and more. Give them a shout out at @WeKnowStuff_US!

We Know Stuff

Want to see more? Check out our most recent blogger spotlights, as well as our 2015 Blogger Spotlight Series.

How does the Blogger Spotlight Series work? Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top-performing influencers. It’s not about numbers, but rather, the quality, authentic content they’re delivering consistently. It’s about reliability, professionalism and partnership. We discuss our nominations for the month and ultimately decide on just one blogger to invite as our featured blogger. Stop back December 1 for the final blogger spotlight of 2016.

Five Tips to Maximize Your Influencer Marketing Campaign

influencer marketing

The popularity of influencer marketing has skyrocketed: check out how the search volume for “influencer marketing” has increased over the past five years!

More and more brands are recognizing that it’s one of the most important pieces of the overall marketing/PR pie. So, how can you ensure you’re getting the most out of your investment?

Read on for tips on how you can maximize your influencer marketing campaign.

Tip 1: Keep Them Coming Back with Evergreen Content

The internet never forgets, and that can be a great thing for brands, assuming it’s content they want to be seen over and over again. By encouraging influencers to publish evergreen content — that is, content that is not tied to one particular promotion or timeframe — brands reap the benefits of a one-time influencer marketing campaign indefinitely. That’s because the influencers’ content continues to gain visibility over time, improving the brand’s search rankings and providing potential customers with resources and information about the brand from a credible source, the influencer, when they’re on the path to purchase.

Tip 2: Foster Relationships with Brand Aficionados and Star Performers

Once you’ve identified and worked with influencers who have a passion for your brand, fostering those relationships can yield long-term benefits. Launching a new product? Tap influencers who know your brand well to serve as a mini focus group to offer valuable insights. Diving in to your next influencer campaign? Make sure you include a few influencers who have historically performed well for you.

Not only do influencers become a part of the brand’s evolution this way, but also, it boosts an influencer’s authenticity when it’s evident that she uses the product or service in her daily life. Cultivating relationships in this way can result in content that demonstrates a deep understanding of a brand’s objectives and can garner brand trust and loyalty in the long run.

Tip 3: Use an Agency That Specializes in Finding Targeted Influencers

The most successful influencer campaigns are those that involve hyper-targeted, carefully vetted influencers that align with the brand’s values and campaign goals.

Whether it’s finding five moms with highly engaged communities to attend an event in Austin, or seeking out 50 millennial moms with kids under age five to try out a new product, it can be extremely time-consuming to identify and manage these target-right influencers on your own. Working with an agency like The Motherhood creates both budget and time efficiencies because we’ve gathered data and insights from thousands of trusted influencers over several years, and our senior-level staff takes a hands-on approach to managing each and every program.

This goes hand-in-hand with the tip above, too: an influencer marketing agency can help nurture long-term relationships on behalf of your brand.

Tip 4: Your Content Has Legs – Exercise Them!

An undeniable benefit to an influencer campaign is that once it has ended, the content lives on and continues to deliver value over time. Brands have the opportunity to get additional eyeballs on the content generated during the campaign by cross-promoting it on their website, blog and/or social media channels (using proper attribution and crediting the influencer, of course).

Another great and cost-efficient option for boosting the visibility of influencer content comes from promoting it with paid Facebook posts. Boosted posts appear higher and more frequently in the News Feed, increasing the reach and engagement levels beyond those of a standard Facebook post.


Example boosted post from a campaign with Walmart and The Motherhood. Facebook post courtesy of Valerie, Mom Knows It All.

Tip 5: Trust Your Influencers to Do It Right

70 percent of bloggers feel that there is a gap between what type of content works with their audience and what brands think works.*

Giving influencers an understanding of your campaign’s objectives and an idea of your intended messaging is crucial to shaping any influencer campaign. However, overly prescriptive messaging and strict brand guidelines can detract from the human aspect of an influencer marketing campaign, and it simply won’t perform well.

There’s a reason influencers have clout: their opinions, lifestyles and values resonate with their communities, which keeps them coming back for more. To have that influence carry over to your brand, it’s important that influencers have creative liberties when working on your campaign.

Contact us for additional ways to get the most out of your influencer campaign: contact@themotherhood.com.


*As revealed by an online survey conducted by Smith Brothers Agency and The Motherhood of 600 women within The Motherhood blogger network and approximately 50 brands that use influencer programs as part of their marketing mix. 

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