Bloggers have become a force to reckon with for digital marketers today. According to Social Media Today, 61% of US consumers have made a purchase based on a blog post that recommends a product. Brands have begun to realize the potential of building relationships with their target audience using bloggers as the connecting medium. The benefits of blogger outreach are proven – While most brands have started jumping onto the blogger bandwagon, few actually know how to create effective strategies that actually bring in measurable results. Let’s look at a few strategies that can add value to blogger outreach campaigns:
1. Know Your Blogger: No one likes to receive an email that looks like it has been sent to a few hundred people with the same message. In order to truly pique a blogger’s interest, do some research. Get familiar with the tone of the blog, the topics he/she usually blogs about and their areas of interest. In your email, write to the blogger in a way that shows how well-versed you are with what he/she writes about. Offer a topic that resonates both with the blogger and the brand.
2. Host interesting events: Think of the products the brand offers, and think of an event that truly stands out and educates the consumer or makes them build a genuine connection with the brand. When we organized the ‘The Truth About Hair Colour’ event for Wella, the event saw tremendous response for the way they learnt so many new things about hair colouring that they weren’t aware of before.
3. Think out of the box: It’s time to move beyond mere product reviews. How does your product fit into your typical target audience’s lifestyle? How does it change their lives for the better? Why should they use it? Think of topics that would resonate well with your TA and build interesting blog ideas for them to write on.
4. Educate your blogger base: Spend timeon getting your brand values through to the bloggers you get in touch with. Give them a glimpse of what your brand stands for, and help them get the message through – share resources with them and talk to them about your brand culture, and USPs.
A powerful blogger outreach programme can create advocates for your brand – influential bloggers that speak positively about your brand and also encourage their audience to patronize your brand or store. It’s time that brands truly looked into spending on blogger outreach programmes for an enhanced brand image and a satisfied set of consumers.
Discover the power of brand advocacy and influencer engagement – get in touch with us to find out how your brand can benefit.