Marketing to Mums - the Podcast
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EPISODE 52
Building Engaged Communities
In this episode Belinda Jennings, founder of Mum Central, Mum’s Pantry and Australian Baby Bargains, shares her journey to creating a highly engaged community of 850,000 mothers. Our discussion focuses in on strategies used to build large communities of mothers and attract big brand advertisers. We deep dive into community engagement and Belinda shares her experiences and expertise to share tips and identifies what you need to avoid. In a world where marketers and business owners are often swayed by the overall community numbers Belinda highlights the importance of engagement.
In this episode we explore:
- ✓ The road to growing an engaged community of 850K+ mums
- ✓ How to grow a large community of mothers
- ✓ Belinda shares her tips on community engagement
- ✓ Low-cost strategies to grow awareness among mothers
- ✓ Mistakes to avoid when engaging mothers
- ✓ How to track your engagement
- ✓ Belinda’s top 3 tips on how to appeal to mothers
- ✓ The mistakes brands make when they are wanting to connect and engage with mothers
Resources discussed in the show:
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About The Guest
Belinda is the founder of the Mum Central Network, an online hub harnessing the power of connection on social media to deliver her readers empowering and valuable advice and support on the parenting journey. She made waves in the Adelaide market back in 2010 with the introduction of her preloved baby classifieds Adelaide Baby Bargains, allowing parents to buy and sell their preloved baby gear for free. Since then the Mum Central Network now spans over 850,000 mums worldwide and is the go-to hub for mums of all ages for parenting, lifestyle, fashion, travel and boasts amazing competitions and reader trials. Her sister site, Mum’s Pantry, boasts delicious food inspiration for busy mums and together, both sites have become a powerful platform to publish compelling and creative advertising campaigns, delivering valuable opportunities for her readers. Belinda is currently working with some of the best national and global brands on digital advertising campaigns and her passion and flair for delivering creative digital content has seen her rise to the top as one of the most highly sought-after networks to work with.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
Australian Research
#ISOMums : Understanding the impacts of home isolation
Marketing to Mums’ #ISOMums study reveals the ups and downs of home isolation experienced by Australian mothers. The study was conducted throughout May and June 2020 and identifies emerging behaviours, drivers and sentiment formed during isolation and is of critical importance to brands, retailers and business owners.
We invite you to download a free copy of the report today.
