Some make fun of the niche, but it’s an influential and driving force in marketing. The GOP has finally figured this out and engaged the mommy blog community, albeit ten-plus years after its explosion.

House Republicans are targeting popular “mommy blog” websites in a digital ad campaign beginning Tuesday as part of an ongoing effort to repair the GOP’s image with certain voting blocs — in this case swing female voters — who have sided decisively with Democrats in recent elections.

The banner ads will be featured on over 100 websites popular among women and geo-targeted to be viewed by residents in 20 Democratic-held congressional districts targeted by the GOP for 2014. The House Republican campaign operation is increasing its use of niche digital ad marketing for the upcoming election cycle. They used a similar strategy targeting Democrats on the unpopular automatic spending cuts known as sequester in March.

If Republicans can broaden this push and show the attractiveness of limited government, Democrats are in for some pain. Who doesn’t want to keep more of their own money, especially when they realize they’re being forced to pay for things like this? Who wouldn’t love the option of obtaining the best education for their children via school choice? Who wouldn’t want fewer government restrictions on business which stifles job growth? Who wouldn’t oppose the double premiums in health costs due to the non-reform health care law? These principles that are a natural fit with families who want the best for their children.

Women are a motivated demographic, mothers especially. By approaching policy as product, which it is, the GOP have finally done something right in marketing. The next step is ensuring that the product’s messaging is simplistic, sound bite-able, and relatable. Lawmakers should make themselves accessible to likeminded influential mom bloggers and through their websites allow these women to erase the veneer of coddled inaccessibility and humanize them for their readers. Democrats have done it for years and it’s proved successful. There is a large conservative and independent contingent out there and it’s about time Republicans acknowledge it. I’ve blogged since 2001. These conservative women exist online and their numbers are growing. This is a good start, but the GOP shouldn’t stop here.