Next Era Influencer Marketing: Co-Create with Moms with Monica Banks, episode 157

EP 157. Connect with moms in a way that feels real—not forced. Monica Banks, founder of Mom Creators and Gugu Guru, explains the new playbook for influencer marketing. Discover why brands should think in terms of co-creation (not just paid posts and influence), how to find the right mom creators, and the first steps to expanding your team your own mom ambassador community. 

Welcome to another insightful episode of the Marketing With Empathy® podcast, where we dig deep into the strategies that help brands connect with today’s busy families—especially when it comes to marketing to moms, the gatekeepers of 85% of U.S. household spending.

This week, I met with Monica Banks, founder of Gugu Guru and Mom Creators, to get the inside scoop on how mom influencer marketing is evolving—and why brands that treat mom creators as true partners (not just one-time influencers) are building longer-lasting, trusted relationships + finding creative ways to expand their teams...

Read on for a blog-style recap and full show notes packed with actionable takeaways AND exclusive 25% off influencer marketing programs to help your brand.

EPISODE HIGHLIGHTS & KEY TAKEAWAYS

1. The Shifting Landscape of Mom Influencer Marketing

• In the early days, “mom influencer” meant mommy blogging. But the rise of social media, TikTok, Instagram Reels, and UGC (user-generated content) has shifted the landscape.

• Monica points out that “it’s no longer about influencer marketing, it’s about content creation and partnership.” Moms are not just promoting products—they’re co-creating marketing strategies alongside brands.
  
  

2. Do Mom Influencer Partnerships Still Work?

• Yes! However, the key to success now lies in authenticity and co-creation—not just paying for posts. Moms are wise to what’s sponsored and are skeptical of promotions that don’t seem genuine.

• De-influencing is on the rise: Mom creators are just as likely to share what doesn’t work as what does, increasing the importance of true alignment between brand and creator.
  
  

3. Mom Creators Aren’t One Size Fits All

• Monica’s communities include moms across every stage of motherhood and a wide range of niches—from beauty and finance to lifestyle and tech. Not every mom creator talks about parenthood in their content!

• Gen X and older moms are a highly requested (and underserved) segment for brand partnerships. There’s massive potential beyond the “new mom” stereotype.
  
  

4. How Brands Can Build Authentic Mom Ambassador Communities

• Monica’s top advice: “Start with a bird in the hand.” Tap into your existing customer base—especially moms who are already talking about and loving your brand. Leverage in-store staff, loyalty programs, and even customer service records to find and engage these fans.

• Don't overlook simple tools like Google Forms to gather key info. Offer small tokens of appreciation, like a $5 gift card, to boost participation.
  
  

5. Make It About Them, Not You

• Build lasting partnerships by keeping the focus on the moms. Show appreciation, provide real value, and maintain a two-way dialogue.

• Start small and do the unscalable while you can—personal, relationship-focused tactics lay the groundwork for a community that will advocate for your brand long-term.

2 INFLUENCER MARKETING SOLUTIONS FOR BRANDS FROM MONICA + 25% EXCLUSIVE DISCOUNT CODE

Monica’s company offers two pathways to help brands grow their own authentic mom communities and all Marketing With Empathy® listeners get exclusive 25% discount:

1. The Mom Influence Accelerator Program

   • For pre-revenue or just-launching brands who need hands-on guidance.

   • Partner side-by-side with an expert to build your “Mom Advisory Panel”—Monica’s innovative MAP—plus strategy for influencer, UGC, and affiliate marketing.

   • Join a guided program where you can partner with real moms as early brand champions. Build content, credibility, and community momentum quickly.

   • Get 25% off with code EMPATHY25
     
     

2. Scale Program (Now renamed the Mom Influence Engine)

   • For established brands looking to deepen or expand their mom community and content strategy.

   • Monica’s team runs the show: sourcing, managing relationships, scaling your content, and freeing you up to focus elsewhere.

   • For brands looking to scale with creators, this is your always-on team: managing partnerships, coordinating content, and keeping your brand top-of-mind with moms - without burning out your internal team.

   • Best for: Brands with existing creator traction who want support scaling smart with a high-touch, white glove service.

   • Get 25% off with code EMPATHY25

QUICK RECAP

Monica reframes influencer marketing as a “co-creation play,” where moms aren’t just transactional partners but real collaborators in your brand journey. By starting relationships with authentic, existing customers—and growing from a small, meaningful base—you can build a community that not only gets your brand into more carts, but also wins lifelong loyalty.

RESOURCES & LINKS MENTIONED IN EPISODE

• Monica Banks (Mom Creators Gugu Guru):  https://creators.guguguru.com/sarahpanus 

• Connect with Monica Banks on LinkedIn: Monica Banks LinkedIn

• Exclusive Listener Discount: Use code EMPATHY25 for 25% off two amazing programs to help your brand connect with more mom creators at https://creators.guguguru.com/sarahpanus. 

MEET THE GUEST, MONICA BANKS

Monica is a true innovator in the mom marketing space. With over 500 brand collaborations—from startups to global powerhouses like Pampers and Similac—she’s seen the influencer landscape transform firsthand. Monica leads Mom Creators, a fast-growing community of over 50,000 mom influencers, and her mission is to help more than a million moms thrive in the creator economy.

Remember: Empathy is not a weakness—it’s your superpower.
Until next week, keep showing up with empathy and storytelling that really connects.

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ABOUT MARKETING WITH EMPATHY PODCAST HOST, SARAH PANUS

Marketing With Empathy® is the podcast for brands that want to target & engage mom customers. Moms influence or control 85% of ALL household purchases, but without the right content strategy many brands are missing out on sales. Sarah Panus helps busy marketers build clear content plans that reach more moms – and other key customers – to drive more leads and sales. Top 5% of all podcasts, and member of Marketing Podcast Network.

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With 20+ years of experience, Sarah understands how hard it is to juggle all the demands coming at you. She’s a mom, content marketing strategy consultant, Certified StoryBrand Coach, 2x podcast host of Marketing With Empathy® and KEEP KIDS SAFE, a speaker, and owner of Kindred Speak®. Sarah’s helped clients of all sizes including: Sleep Number, SHEFIT, American Express, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, Starbucks, Western Green, JHL Turf Pros, Christos Bridal, University of St. Thomas, American Heart Association, + numerous small businesses.

Podcast Produced by Sarah Panus