November 07, 2015
/ by Katie Gaab
Eighty-one percent of the digital population trusts advice from bloggers, especially when it comes to purchase decisions. But despite how crucial blogging is to influencer marketing, not enough brands are taking the initiative and reaching out to this key group of influencers.
To convince a blogger to spread the word about your company’s content or services, you must first understand what goes into the relationship-building process. Alliances take time to build, and trust and respect are crucial to their success.
Here are four steps to help build a partnership with a blogger:
Identify why your brand is looking to reach out to a blogger, rather than a social media influencer, celebrity, reporter or consumer advocate.
Are you looking to raise awareness for a single campaign or establish an ongoing relationship through an ambassador program?
Evaluate your current marketing efforts to see how blog coverage could benefit your brand. Do you need to improve SEO, increase brand awareness or gain more online sales? Thinking about these factors will help you determine whether a short-term or long-term blogger partnership will work best.
Once you have drafted a list of bloggers you’re interested in working with, vet your options to narrow down who to reach out to. This is where your company’s media database comes into play.
Look at each influencer’s profile to analyze how their social media following, domain ranking and topics of interest compare to others. Additionally, ensure the authenticity of their writing and dedication to consistently engaging their audience.
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Make teaming up with your brand an easy decision. Think about how you can address the pain points of your target blogger’s audience.
By brainstorming the types of thought leadership or entertainment your brand can deliver to its audience, you’ll make it easy for a blogger to envision the benefits of working with your company.
For example, if your brand sells organization and storage products, you could target a mommy blogger to showcase how your company could solve their readers’ messy entryways or children’s rooms.
Brands should budget an ample amount of time to build relationships with bloggers. Outreach should be organic and authentic, not forced. Follow the same path you take when identifying social media buying signals.
The chances your call for collaboration will be answered depends on the effort you’re willing to put in. Start by referencing the blogger’s posts on your company’s blog or social media channels, comment on posts that tie directly to topics your brand is involved in, or suggest topics to cover that have nothing to do with your brand.
Getting your brand’s name on a blogger’s radar will make your pitch seem friendlier and less like a forced conversation when the time comes.
Images: Serge Kij, Sherman Geronimo-Tan (Creative Commons)
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