Using an influencer to boost awareness of a product or service has been part of marketing for centuries. In 1760, Robert Wedgewood of Wedgewood China began using endorsements from members of the Royal Family to boost his pottery sales. In today’s digital age, influencer marketing has evolved tremendously, but its core remains the same. We’ve listed six reasons influencer marketing is critical for your business today:


1. Your competitors are already using them

Staying ahead of the game in a hyper-competitive market is vital to your company’s success. Your competitors are most likely already using influencers in their marketing strategy. According to a 2018 Association of National Advertisers (ANA) survey, 75% of marketers are using influencers as a marketing tool and 43% plan to increase spending on it in the next 12 months. ANA’s CEO, Bob Liodice, provided some insights to Chief Marketer:

“It’s clear that the popularity of influencer marketing has increased among marketers in recent years, largely due to the growth and evolution of social media,” ANA CEO Bob Liodice said. “We’ve found that a growing number of marketers are turning to influencers to help them combat ad blocking, leverage creative content in an authentic way, drive engagement, and reach millennial and gen Z audiences who avidly follow and genuinely trust social media celebrities.”

2. They build your brand’s credibility

The trust and loyalty that social media influencers establish with their audiences are among their most valuable assets. According to a 2017 Choozle survey, only 7% of participants viewed online ads positively. And in a 2017 TINT article, only 4% of consumers declared trust in marketing in advertising in general. Using an influencer is a surefire way to speak to your audience through someone they deem trustworthy through their authentic content. The proof is in the pudding: MuseFind, an influencer marketing platform, reported that 92% of customers trust recommendations from strangers (i.e., influencers) over brand advertisements.

3. They create fresh content

It’s well known that companies hire marketing teams to generate content. A lot of marketing plans revolve around content publicity. With social media’s marketing power increasing exponentially, brands want to create content that will go viral. Influencers serve as a loophole and simplify this process. Content created by influencers works like user-generated content. Instead of an ad, it’s like a credible testimonial or product review. Your audience processes the reviews as unbiased and will be more likely to use your product than if they had viewed an ad.

4. They boost organic traffic and engagement

As of last year, 615 million devices now use Adblock and it’s now mainstream across all ages, according to PageFair. This is where influencers come in. Working with credible influencers who are trusted amongst an audience allow brands to bypass the adblocking obstacle and better connect with buyers on social media. We can think of influencers as a form of “word of mouth” business mixed with native advertising. This combined with their massive social media followings allow companies to create organic traffic, engagement and grow their social followings.

5. They improve your SEO rankings

Working with social media influencers doesn’t always mean them posting your products or services on their social channels. You can also collaborate with them and request that the influencer mentions your brand on their blog or post one of your articles. This can result in generating high-quality backlinks to your website, which improves your SEO. Backlinks are a crucial component of any SEO strategy. Search engines like Google are constantly changing their algorithms to filter out junk posts. Having natural links on an influencer’s page to your site or blog boosts your page in Google’s search results.

6. They generate sales

Influencers enable your company to tap into your niche audiences with tailored content so your message will resonate with your target prospects and drive conversions. In fact, for every $1 invested influencer marketing, businesses make $6.50 in revenue according to the latest poll from Tomoson, an influencer marketplace. So, for your marketing funnel, influencers are essential to converting your prospects into customers.

Jolie Shapiro



Passionate about all things communications, Jolie found her dream job as a copywriter with Critical Mention, where she’s continuing her passion for writing and editing. With a background working for high-profile clients in the financial, hospitality and technology industries, she’s excited to bring her experience to Critical Mention. When she’s not writing, you can find her at music festivals, hiking or snowboarding.

My Random Musings

Email marketing is vital for most businesses these days. Do you know many people who don’t have an email address? Of course not so email marketing is a very effective way to communicate with existing and potential customers. The issue is that most businesses and that includes bloggers are becoming aware of the power of email marketing. That means you have to be able to stand out in the inbox. It’s time to get personal and relevant. Remember you are competing with emails from friends, family, small and large businesses, educational establishments and faith groups.

Here is a great infographic that will improve your marketing efforts via email.

Advantages of email marketing

There are so many benefits to using email to engage with your customers. Only people who have some interest will sign up to receive your emails so you are not wasting time on people who will never be your customers. You can work out the interests of different customers and use segmentation to get the content they want most to their inboxes. Emails are easily shared with your recipient’s contacts meaning potential new customers for you. Email marketing is less harsh than telephone marketing as the customer can decide if and when to read your communication. It is also affordable and environmentally friendly as nothing is printed.

Next steps

If you really want to get to grips with email marketing, you are advised to check out and

Several people have nominated me for this one and I am so sorry but I have los track so will for now mention the amazingly feisty, wise and warm Kelly from Daydreams of Mum and thank her for the Top 7 Tag.

My Top 7 posts of 2018

Please don’t say this to a cancer patient

This is a powerful post from the lovely Sara who having faced cancer herself is now helping so many others affected by the cruel disease. My blogging journey started properly when my late Mum discovered she had cancer and told me to write. I think she knew then that she was not going to be around for long and my blog will always be one  of her many legacies. So it pleases me that my top post for 2018 was also about cancer and has helped so many.

Reasons I struggle with home education

This was one of those all too common posts where I talked about how I struggle with things. This time if was about just how wobbly the home education journey can be. It spoke to many home educators and I thank all the home educators who hold my hand a bit online and also those non home-educators who are so lovely in taking off their hats quite so willingly to those of us who give it a go.

Home education guilt

We now guilt is a pointless emotion but so many of us mums indulge in this one too often. This is a post from me about how I feel guilty as I try to home educate two of my children.

Interview with an inspirational woman

I encourage women to share their stories on my blog partly because as the blog is my mum’s legacy it seems appropriate to celebrate strong women who do not necessarily realise how amazing they are If you want to feature on my blog, just contact me via email, Twitter or my contact form.

Wuka knickers for when you have your period

I guess you can’t really have a female-focused blog without mentioning pants and menstruation. If you don’t know about Wuka knickers, I do recommend them for that particularly challenging time of the month.

World Childless Week

I am very aware that I have struggled with many aspects of parenting. I have moaned a lot too. Sometimes you get a wake-up call and when I hear of women who struggle to conceive I value the blessings of my three children. In this post, Steph shares her personal story and the reasons for setting up World Childless Week to support those who are childless whether by choice or circumstance.

Strong Soham Mums’ Charity Calendar

Soham is one of those places that brings a lump to the throat for most of us for fairly obvious reasons. Lockerbie and Dunblane do the same. However, we do not hear of every story of loss in these places or of the strong people within them. This post celebrates a group of mums who have all lost children in different ways. They put together a Calendar Girls type charity calendar to support charities who had helped them along the way.

7 things I loved in 2018

My new man otherwise known as my oldest son for his strong opinions on politics and world affairs, for his caring and sensitive nature and for knowing how to handle me.

My daughter with her focus, feminism and feisty attitude. For her creativity and plans. For her self-belief which was so threatened when she was in school. For being utterly herself whilst also a bit of a mini me in terms of looks, views and talents.

My youngest son with his charisma, comedy, charm and chef ability. For his wisdom and ability to diffuse confrontations. For his wordplay and humour.

Nature around where we live with beautiful forest walks right on the doorstep where I love to get out with the dogs, cat  and kittens. I am usually accompanied by my new man which makes it extra delightful.

My adopted community which  have taken me back to the best of me full of fun, fine conversation and laughter. It is such a caring place where people look out for each other. They know who Kate is and I love that.

My milestone birthday and the “do” put on by my new community after a little nod from my husband. I don’t think I have ever felt so loved by people other than family and it was gorgeous. Everyone should get at least one night like this one in a lifetime.

Myself or at least a little more than I usually do. I guess when strangers who are becoming friends start rating you and letting you know you are OK, you wake up and realise you actually are. You learn to not listen quite so much to the negative voices in your world and that has to be a good thing.

7 things that I am looking forward to in 2019

Although I will miss him, I hope my new man will move in with my brother this year as part of finding out what he wants to do now he is an adult. I suspect theatre, history and politics will be the mix. He is also interested in volunteering perhaps with the Citizens Advice Bureau which I think he would love just like I did once upon a time.

I am looking forward to my daughter growing in confidence and continuing with her many projects.

I am already enjoying helping my youngest son develop his interest in cookery with meal planning and cooking from scratch as the order of the day. I also have plans for him to make some new friends.

I want to continue to enjoy my beautiful surroundings and to get that soul food from the forest.

I suspect there will be more fun to be had in my village this year and there may even be a move into the centre itself or perhaps not. Either way, there is much to love about this part of the world.

I intend to have a milestone year after a milestone birthday and to fill everything on my fantasy birthday present list. Some things on it came my way anyway and in unexpected ways but there is more to do including that afternoon tea in Paris and perhaps a visit to the ballet.

I am going to build on that self-care that I have started. I only have myself at the end of the day as we all do. I have to be OK. If I am OK, I am nicer for the children to have around and I can contribute more to the world. Also I find the more I love myself the less I stress about those who mistreat me.

7 other great bloggers that you should check out and that I challenge to complete the Top 7 Tag.

Clare from

Kirstine from

Emma from

Kelly from





Cuddle Fairy
Musings Of A Tired Mummy
Twin Mummy and Daddy

Lucy At Home UK parenting blogger

Post Comment Love
Cuddle Fairy

There are many reasons you might want to use a home printer. You may work from home like my husband and occasionally need to print off documents including letters and leaflets. I home educate so am constantly searching for worksheets and other resources. It is so much easier to use them now we have a home printer to hand. There are also occasions when we need to scan things or to print photographs You do have to watch the costs though or it can all get a bit out of hand.


Set a budget for your printer

Before looking online or visiting a store, work out how much you want to spend on a printer. It is all to easy to get over-excited when clever marketing tools and savvy sales people are around. Ensure you actually need the features of a particular printer before letting go of your hard-earned cash.

Consider your Ink Costs

Over the years I have had printers where the printer inks made them really expensive to run. You need to work out how many pages one ink cartridge will actually print. As I always advise on this blog, take time to think before purchasing anything.

Choose the right paper

Paper varies so much from cheap and cheerful to expensive and fancy. If you are marketing yourself as a person via a Curriculum Vitae or your brand via marketing materials, it is worth investing in decent paper. For most other things, supermarket value paper really will suffice.

Print your photos away from home

I prefer to print photos using a high street store or an online retailer rather than doing them at home. For a start, I always find home printing of photos results in a poorer quality and there are such good deals out there on printing in bulk nowadays, it would be daft not to take advantage of them.

Use less ink

I recently discovered that if you go into your printer software settings, you can find something that might be called eco-mode or draft mode. These modes mean you are using less ink per job. Some printers will remind you of this cheaper option when you press print or carry out other print functions. Not every printing job needs to be pristine. Sometimes good enough really is good enough.

These tips will ensure you save money with your home printer. As we know, little savings all add up to a more frugal family life or a higher profit business-wise down the line.



My Random Musings

What were your personal highs and lows of 2018? I have a tradition of sharing mine and encouraging others to do the same. Bloggers can get involved using the following guidelines. We all have ups and downs as part of life’s rich tapestry and I find reflecting on mine and reading about other people makes me feel ready for everything a brand New Year has to offer.


1 Thank the person who nominated you and link back to their blog and mine as the founder of the tag

2 Answer the questions

3 Tag to take part 5 or more bloggers asking them to take part and let them know on social media

4 Post the questions without your answers at the bottom of your post so that they are easy to copy and paste for the people you tag

1. What was your happiest event?
2. What was the saddest thing to happen?
3. What was the most unlikely thing to happen that actually went ahead and did?.
4. Who let you down?
5. Who supported you?
6. Tell us what you learned.
7. Tell us what made you laugh
8. Tell us the things that made you cry
9. Tell us three things your child or children did to make you feel proud. Please miss this question out if you are not a parent.
10. Tell us the things that made you proud of yourself.
11. Tell us the challenges you overcame
12. Tell us the things you would like to change about your life in 2019

Now I never ask you to do what I would not do myself so here are my reflections on the last year.

What was your happiest event?

Without doubt my birthday celebrations last month. A community that I have lived in for such a short amount of time did me proud with an evening do. To  walk into a darkened room and everyone launch into “Happy Birthday” was something I never thought would happen to me. There was a home-made banner held up by two of my favourite male friends. There was a special ice-cream dessert with a sparkler. There were flowers and a plant. There was special wine. A singer and musician serenaded me for most of the  night and that will do me just fine Same again this year please!

What was the saddest thing to happen?

We were delighted to take on two goats but sadly our joy in them was short-lived. They died after a matter of weeks most unexpectedly.

What was the most unlikely thing to happen that actually went ahead and did?

Spending the night at a French man’s house.

Who let you down?

I was disappointed that my family did not make a huge fuss of my birthday. I think this is partly because my husband really does not get the whole idea of special days. Having said that it was him that tipped off the community and he did buy me a lovely painting.

Who supported you?

My husband and children support me in many ways whether bringing me a cup of coffee in bed every morning which my husband is great at to lots of cuddles and help with  practical tasks.

My brother helped me emotionally and financially as he has really since my Dad died.

One stand out moment is after an argument with my husband when I was feeling tearful in the bar, a woman came and made me sit with her and her friends. She absolutely insisted and it turned an evening when I was feeling so raw into a good one.

The community I live in is amazingly supportive in a myriad of ways throughout the year.

Tell us what you have learned

I have learned that everyone has their ups and downs. I have realised that even if some areas of life are less than perfect, it does not rule out having a very good time in others. I have learned some people put on a very good show so it is vital not to be taken in by perfect social media profiles or public behaviours. We all have our stories to tell and our struggles. I think most importantly I have learned that I am OK, acceptable and loved.

Tell us what made you laugh

I have laughed so much this year. I live in a village that values laughter a lot. As someone said the other day “When everyone is giggling, I am happy” – that’s not a bad philosophy on life.

Tell us the things that made you cry

As ever, grief for my parents and brother can catch me particularly on anniversaries and birthdays. It does get easier with time though. On New Year’s Eve which is Mum’s birthday, wearing her amber necklace was great but not upsetting.

Sometimes I feel overwhelmed with my various responsibilities and get upset. I am a  bit of a perfectionist which does not serve my wellbeing at all.

I was also upset when my youngest brother’s long-held retirement dream of living in Greece went so badly wrong.

Tell us three things your child or children did to make you feel proud.

My oldest child handled a crisis situation really well reassuring his siblings and working out a strategy for moving forwards. It reminded me that he is now a fully-grown adult and will make his own way in life with aplomb.

My daughter’s focus makes me proud. If she is reading, she can do 5 books in a matter of days. When she is writing, she refines things over and over. She researches how to get better at writing and at art.

My youngest son makes me proud with his wisdom. He is by far the most chilled and adult person in this household.

Tell us the things that made you proud of yourself.

Despite often thinking I am failing, the fact is that I do keep house in a fashion, make money, home educate and support others.

I am very proud of setting up an online group for bloggers where they can come together to share opportunities, tips and support. It was lovely to have wonderful thank you messages from them over the festive period.

I am really proud that as an extremely shy and introverted person, I have managed to make friends and even find my inner party animal in a totally new community.

Tell us the challenges you overcame

I improved my housework skills. I am still so very far from being a domestic goddess but I get huge marks for effort.

I worked out a new strategy for home education to meet the differing needs of my children. It’s a work in progress so we will see how it pans out in the New Year.

I proved I can  be more successful than I thought possible at the start of the year and on very many fronts too.

Tell us the things you would like to change about your life in 2019

I would like my marriage to be more peaceful and happy. This will take the effort of myself and my husband. We have some new challenges this year so will need to operate in a new way. Whatever happens, I hope we retain our friendship.

I would like to develop the confidence to be more open about some of my feelings.

I would like to increase my income and think this is entirely possible. I am also determined to write that novel even if nobody reads it. I am going to commit to taking baby steps every day to move this one forward.

I am considering a house move so may not be in the same place the next time I write one of these posts.

I would like to come to terms with my oldest son leaving home and to see him find his own path in life.

I would like to have this home education gig entirely nailed.

Now let’s start tagging! I tag the following bloggers …

Katie- Louise at




Alice at

Sam at

Lucy At Home UK parenting blogger


Michelle at














R2BC at Mummy from the Heart

Linked to

Mummy in a Tutu


Musings Of A Tired Mummy

align=”center” My Buttonalign=”center”

My Random Musings
Musings Of A Tired Mummy
3 Little Buttons
My Random Musings