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The Motherhood Research Reveals How Sponsored Content Leads to Purchase

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When researching products and making a purchase, consumers turn to real people whose opinions they value.

There has been a shift in online advertising, and consumers are less receptive to intrusive ads and impersonal brand messaging. Digital ad-blockers are now among the most popular app downloads, and to continue reaching target consumers online, brands are increasingly turning to sponsored content on blogs and social media.

Authentic, high-quality online content, developed by influencers, represents the future of public relations and digital marketing. However, the need to track how these sponsored content campaigns lead to consumers making a purchase is a critical challenge.

To help determine what kinds of messages encourage brand affinity and consumer purchase, The Motherhood asked more than 700 blog readers from across the country to share insights on how they consume online content, including sponsored content – and its impact on what they buy.

Creating Trust

I’m definitely more likely to trust another mom than I am to trust a brand advertisement.

Social media and blogs present the unique opportunity to build a sense of community and trust with others like us, and also for brands to authentically connect with consumers. Online influencers have created tribes of followers, made up of people who have similar interests and who value their opinions.

Blog readers highly value bloggers’ perspectives and recommendations. As a result, readers share those recommendations with their own communities in real life and online, creating a ripple effect. With 86 percent of readers talking to others offline about topics they’ve seen in blogs and on social media, sponsored content not only influences direct readers, but also the readers’ social circle, creating a trust circle with exponential reach.

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Readers aren’t Buyers — Yet

Personal stories I’ve read always weigh in my mind when making a decision about a product.

While consumers are reading blog posts and social media, they are just that – readers. A common misconception is that when an individual reads a blog or social post about a product they will immediately click through to purchase. Our study found that the influence of online content extends beyond that initial read.

After reading a blog post, the majority of consumers keep the information in mind for when they’re actively considering making a purchase in the future, and only 13 percent make a purchase right away. When evaluating the effectiveness of social media programs at driving sales, brand marketers need to recognize that there is most often a gap between the initial impression and the time when the consumer is ready to buy.

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Making a Purchase

One of the best things about the internet is that you can get all sorts of opinions on all sorts of things. You just have to connect with people who like what you like for the reasons you like.

However, when readers are ready to buy, brands they’ve read about online and those their friends have mentioned rise to the top of their minds. Although The Motherhood’s research found that making a purchase isn’t necessarily an immediate action, future purchases are very often influenced by sponsored content online: the vast majority of consumers stated they are more likely to purchase from a brand they’ve read about on a blog or in social media.

Want to know more? See the entire infographic below for the complete results of The Motherhood’s research!

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How To Build Online Consumer Trust [Infographic]

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Trust is the foundation on which brand perception is built. In fact, 76 percent of consumers develop opinions about a brand long before they reach the point of purchase, and those opinions can affect your bottom line.

Information about brands is more readily available than ever before, with the advent of online reviews and social media word-of-mouth platforms, all accessible in minutes with a few clicks of the mouse. Consumers turn to friends, family and online reviews for advice prior to purchase, and specifically, more than 63 percent of moms ask other moms for advice and consider them the most credible experts when they have questions.

Consumer trust, or confidence in a product or brand, is a huge factor in sparking conversations, influencing consumer purchasing decisions and building advocacy. To help build online consumer trust and generate positive conversations around your brand online, you need an online presence and a share of voice. The most successful online marketing strategies develop that presence to build awareness and trust with key target demographics.

Read on for The Motherhood’s ideas and suggestions on successful tactics for building trust among consumers online:

  1. Have a Plan

Develop a strategic plan that identifies who you want to reach and why, along with the specific messages you want to communicate. To get started, try “dipping a toe in,” testing small programs on a variety of platforms to identify where and how certain approaches, messaging and outreach resonate with your audience.

Your brand voice should be consistent over time across social platforms, but content on each social platform should be unique. All efforts should support your overarching communications messages and goals, too, as this content will live on the digital bookshelf for years to come.

  1. Add Value

People pay attention to content that matters to them and makes a difference in their lives. Foster a deep connection with your audience by sharing thoughtful, helpful and entertaining content that resonates with your key demographics.

It’s also critical to engage consumers in a two-way dialogue rather than dominating the conversation with promotions and advertising. Consumers trust each other’s opinions more than twice as much as online ads, so your most powerful social “advertising” will be interacting with your influential advocates and sharing the good things others are saying about you.

  1. Engage Target-Right Consumers as Advocates

Brands and influencers each have a story to tell and insights to contribute to the conversation. There’s great potential for good when brands and influencers share interests and goals.

Consumers are more likely to seek information from and trust influencers who share their core values. Identify and engage with people online who influence and inform your target audiences, who share their love for your brand and who encourage word of mouth. Engage with these individuals to create authentic content and effectively leverage this content.

  1. Be Responsive

Effective, authentic interaction begins with listening to what consumers have to say. Connect customer service to the company social platforms, and determine how to handle questions and complaints quickly and transparently online. Be quick to reply and personable with consumers, so they feel you are right there with them.

Even if you do not know the answer, show consumers you care about their problem by responding in a positive manner. This will help build trust and increase the likelihood that they become a return customer.

  1. Stay Focused

Select a few top-performing social platforms where your consumers are most active and engaging, based on the strategic testing you did while developing your social media plan. Be active and attentive there, rather than spreading your resources too thin and trying to be everywhere.

As you create an editorial calendar and share content, remember that what works well on Twitter doesn’t necessarily translate on Instagram. Differentiate content between platforms and focus on approaches you’ve found work well based on analysis of past programs.

Building consumer trust through social media takes time but can have a huge impact on brand perception and your bottom line. Sharing compelling content gives you an opportunity to educate your most important target audiences, organically sparking conversation and action.

 

How To Build Trust Online Infographic

The Motherhood helps moms connect with brands on a deeply personal level to drive engagement, increase sales, build reputations, provide insights, generate rich, searchable online content and spark deep loyalty among your most important constituency: moms. Visit www.themotherhood.com or contact us at contact@themotherhood.com to learn more.

Are you building trust authentically with key demographics online?

Survey Findings Uncover Moms’ Most Trusted Brands [Infographic]

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Online reviews and social media word-of-mouth platforms have led to the age of the connected shopper. Consumers turn to friends, family and online reviews for advice prior to purchase, and specifically, more than 63 percent of moms ask other moms for advice and consider them the most credible experts when they have questions. With access to all this information, 76 percent of consumers develop opinions about a brand long before they reach the point of purchase.

So, which brands are getting it right?

In March 2015, The Motherhood asked more than 320 moms in the United States which household brands they most trusted. Unaided questions delivered unprompted and top-of-mind opinions and statements to capture the truest consumer opinions, attitudes and most likely actions. Here’s what we learned:

  • In northern states, the most trusted makeup brand is CoverGirl, but in southern states, M.A.C. is the most trusted brand.
  • OshKosh is the most trusted baby/kids’ clothing brand. [The Motherhood has worked with OshKosh on several past sponsored blog tours. Read about our award-winning campaign around back-to-school style here.]
  • Moms who shop at boutique-style kids’ clothing stores are most likely to name Luvs brand and cloth diapers as their most trusted diapers.
  • LEGO is the most trusted kids’ toy brand in the Midwest.
  • Kroger is the most trusted grocery store.
  • The second most trusted laundry detergent brand, ALL, is most likely to be trusted in conjunction with Lysol cleaning products.
  • AT&T subscribers are the most likely to list Apple (iPhone) as their top trusted phone brand.

The Motherhood’s clients include a number of the brands moms named as their most trusted, such as: Aveeno, Neutrogena, OshKosh B’gosh, Carter’s, Walmart, Kellogg’s, Clorox, Lysol and Seventh Generation.

Check out the full infographic below to learn more about our survey findings on moms’ most trusted brands:

Build Consumer Trust Online Infographic

 

Did you find any of the survey results interesting or surprising? Let us know in the comments!