At Pixo, we have been doing influencer campaigns via mom blogs for a long time. One thing we have found is that not all blogs are created equal. Some of the blogs that purport to be popular will drive very few conversions. Some moms with blogs may get invited to all of the influencer events by media outlets and are popular with corporations, but you find they have very little actual followers. And then some blogs can drive amazing traffic to your website, business or events.
For different campaigns we've setup tracking tools to find what bloggers can actually drive results and increase sales. One thing that we've found is that the price that a blogger asks for a post doesn't necessarily indicate the value that they can provide. For example, milehighmamas.com was the seventh most expensive site for a campaign that we did but came in third for conversions and in total ROI came in 2nd. This was for an influencer campaign involving 16 different websites.
Before you start a blogging influencer campaign make sure you know the players, track results and allocate dollars to the sites that can yield the best return on investment for you.