This document provides 10 tips for successful blogger relations and engagement. It emphasizes identifying relevant bloggers, building authentic relationships through value-added partnerships rather than pitches, clearly communicating goals and expectations, ensuring legal compliance with disclosure of sponsorships, following through on commitments, participating in online conversations, leveraging free relationship-building tools, and complementing digital interactions with in-person meetings. The overall aim is to nurture loyal brand advocates among bloggers and their communities.
3. Because you canât afford not to.
ïȘâŻ77% of internet users read blogs.
ïȘâŻ52% of blog readers say that a blog post factored into the critical
moment in which they decided to buy.
ïȘâŻ70% of bloggers are organically talking about brands.
ïȘâŻ46% of consumers indicate that they trust traditional media less
then they did 5 years ago.
ïȘâŻ54% of mom bloggers report being contacted by a brand to write
about or review a product.
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5. Tip One: Identify Relevant
Targets!
Nobody likes a misplaced and generic pitch that has no relevance
to their blog/community. Take the time to research relevant
bloggers who are most likely to be interested in your product/
service before you initiate contact. !
And remember that not all blogs are created equal. Do your
homework to ensure maximum engagement on behalf of your
brand.!
Suggested Tools: Technorati, AllTop, Klout, MuckRack,
Google Blog Search, Quantcast, Various Blogrolls, HARO,
Reporter Connection! Âź
6. Tip Two: Forget the word
âpitchâ.!
A successful blogger outreach strategy is anchored by
individualized, ongoing and authentic relationship building.!
All good relationships require work, time & reciprocity. Invest
in others and they will invest in you. !
Pitches
Partnerships!
AVOID: Mass emails, embargoes, demands & last minute
requests.!
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7. Tip Three: Ask Yourself, Am I
Providing Value? !
Seek to provide value to a blogger in exchange for sharing your !
product with her community. !
Take a hard look at your proposal to determine âam I offering
.!
something of value or it it all about âthe askâ?â.
Value can mean many things i.e. exceptional, uber-relevant and/
or exclusive content, a unique âexperienceâ or a sponsored post. !
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8. Tip Four: Get Creative!
The beauty of blogger relations is that there is no blueprint.!
With so many unique communities the possibilities for how you
connect and engage are truly limitless.!
Try and go beyond the âpay for postâ model and develop
sustainable relationships aimed at nurturing a loyal network of
âpassionistasâ for your brand . !
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9. Tip Five: Clearly Communicate Your
Goals!
The challenge with blogger relations is that there is no blueprint.
Make sure you outline your expectations and attach success
metrics to your partnerships and campaigns.
A âsuccessful campaignâ means nothing if you canât measure it.
Examples of âsuccess metricsâ: Click-thrus, conversions, promo
codes, impressions, mentions, etc..!
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10. Tip Six: Know the Law!!
The FTC requires bloggers to disclose any material consideration they
receive in exchange for a post/mention/endorsement. This includes both
cash and in-kind compensation.
Brands are responsible too! Ensure all of your partner bloggers represent
their relationship with truth and transparency.
The law also applies to any other channels where your partner blogger/
inïŹuencer has agreed to extol the virtues of your product. In the context of
Twitter these endorsements are most commonly followed by #ad.
Check out cmp.ly for simply, easy to implement disclosure solutions.!
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11. Tip Seven: Keep Your Word!
It should go without saying but if youâve promised an incentive or
any other consideration, follow through on it.
As a rule, treat bloggers with the same care and respect as you
would the editor-in-chief at your most coveted publication.
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12. Tip Eight: Participate!!
Become an authentic contributor to the greater conversation
through comments, blog posts, mentions, re-tweets, Twitter
chats, etc..
There are limitless opportunities to connect, share and engage
with communities who may already have a vested interest in
your brand.
Start by LISTENING.
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13. Tip Nine: Embrace the (free) Tools
of the Trade!
Pitchengine (SMPRâs)
Bit.ly
Google / Social Mention Alerts
Tweetreach
Listorious / WeFollow
Quora
HARO / Find A Reporter
Seeded Buzz
cmp.ly
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14. Tip Ten: Take it off !
(line, that is)!
No matter how connected social media makes us feel, it wonât
ever replace face-to-face engagement.
Find as many opportunities as possible to meet the people behind
your connections.
Youâll ïŹnd these in-person interactions will only enhance your
existing, on-line relationships.
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