It’s widely cited that mothers control 85 percent of household purchases and spend eight hours a day online. Where do they go for advice on which purchases to make? Mommy bloggers. With over five million mommy blogs, it’s no wonder that marketers are recognizing their value.

The success of the mommy blogger is truly unbelievable. In fact, many mommy blogs have gone from simple WordPress pages to income-earning companies that maintain numerous employees. Jill Smolker started Scary Mommy in 2008 to document life as a stay-at-home mom. She has since sold the site, and Scary Mommy is now based in New York with a 50-person staff. Stories like Jill’s are hardly rare.

Some mommy blogs are so successful that they ultimately become the sole source of income for the family. Naomi Davis began Love Taza in 2007 to keep family updated on her new baby. Eleven years and four more children later, and Naomi’s Columbia-educated husband quit his corporate finance job to run the blog with her.

Given their success, it’s unsurprising that everyone wants to capitalize on the mommy blogger boom. Here are some tips on how to do just that:

1. Work with each blogger’s strengths

Every mommy blogger has their own beat. Some focus on children with allergies, eating vegan, or urban family living. Therefore, you should make sure that you’ve done your research before pitching. Don’t expect a mommy blogger to stray from their niche to write about your client’s product.

2. Don’t use the “M” word

You may automatically want to pitch a mommy blogger by saying “you are the quintessential relatable mom.” However, mommy bloggers do not appreciate being identified as such. As one blogger put it, she is “a writer with a blog—and children, a husband, hobbies, opinions, life and professional experience.” Don’t pigeonhole them as mothers in your pitch. You must recognize that these bloggers are merely writing about a season of life and they are more than just moms. Eventually, there might be millions of former mommy bloggers evolving into empty-nester bloggers.

When seeing a brand referenced on Instagram, 78 percent of U.S. moms say they take action.Click To Tweet

3. Get social

Mommy bloggers also attract millions of followers and friends to their Instagram, Facebook and Twitter pages. These social channels provide a deeper peek into their lives and often have a bigger effect on readers than their blogs. When seeing a brand referenced on Instagram, 78 percent of U.S. moms say they take action. Therefore, mentions on social media are invaluable.