My mom didn't (and doesn't) blog, but she did bake. Back then baking could be seen as kind of a form of social media. She'd bake a cake for her club meeting. Everyone who tasted it would rave about it to their friends. They would comment to each other about the possible recipes. Some would hate on her--claiming she used a mix from a box (which she did). Ultimately, she would be known around the neighborhood for her baking abilities. Why? Because she shared!But my mom couldn't hold an Easy Bake Oven lightbulb to today's Blogueras!
According to one article on latinamomtv.com, a study was conducted that found that, “Hispanic women in the U.S. are one of the fastest-growing online demographics, and more than 85 percent of Latinas visit social networks on a regular basis.” That means that Blogueras have one of the strongest voices in the multicultural social media arena.
Do you know how many cakes my mom would have to bake to hit 85% reach??
Big brands are already recognizing this and are turning to this audience to help sell their products. But that absolutely does NOT mean that these women have sold out! On the contrary, they value their audience more than they value any product sponsorship. Blogueras know at the end of the day, it is all about their reputation. So, rest assured that any product or service that you see advertised by your favorite Latina blogger, has been vetted and has past the reputation test.
As a marketer, your best strategic approach depends on where you are in your Product Life Cycle. If you are a new brand that is in the Introductory phase than your best bet is to engage with Blogueras. Introduce your brand and offer sponsorship. However, if you are a a mature brand, than you want to deploy your social media listening tools to see who is talking about your brand. Use that information to develop a target profile of all the blogs that fit that target. Once you have that, then you can craft messaging that will organically appeal to those Blogueras. This way, you may get the mentions and endorsements you desire without having to go the traditional sponsorship route--at least at first.
And as always...that's all you're going to get for FREE! :)
And...fade to black!
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Indeed! Over the past year I have seen how mommy bloggers have used blogs as a great platform to share information, information and storys for everyone. not just parents. and it's even more exciting to have latina mommy bloggers on board to get a muti-cultural view on things like parenting. though I am not a parent I do have my favorite latina mommy bloggers that I follow, so it's safe to say that these blogueras are appealing to much more than there target audience.
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