With the incredible rise of social networks over the past decade, it can sometimes be easy to forget about the other rich, social components of the internet. One of these important destinations is the tried and true blog.
There are over 440 million blogs in the world, covering a wide variety of interests and categories. On WordPress — one of the most popular blogging platforms on the internet — 409 million people view more than 21.5 billion pages each month. When considering these staggering numbers, it becomes apparent just how influential bloggers are on the web.
From fashion, to food, to travel and home improvement, blogs are a vital part of many internet users’ daily lives. In that way, these blogs can also play an important role for businesses trying to connect with new and existing customers online.
Before reaching a blog’s audience, however, a brand must first engage the blogger or bloggers and express interest in working together. In the post below, we’ll explore some of the best practices for reaching out to and generating relationships with bloggers.
Brands can work with bloggers to achieve a variety of goals:
Regardless of what approach a business wishes to take, it’s important that their goals are clearly outlined and communicated to bloggers at the outset of the relationship.
Related Post: The Top 10 Brands Working With Bloggers [Infographic]
Finding the right blogger takes time and resources. Blogs and bloggers can be researched via search engines based on which categories a brand wants to target i.e. “lifestyle blogs” or “food blogs.”
However, many other considerations, such as the blog’s PageRank — a way the popularity and reputability of a site is measured — as well as the blogger’s social media presence should also be taken into consideration. Moreover, it’s wise to look at a blogger’s “About Me” page to understand who they are and what they might be looking for in a partnership.
The due diligence required to find the right blogger for a particular campaign can be intensive, and companies with strong blogger relationships such as influencer marketing agencies can assist businesses in finding and vetting the right content partners.
Related Post: The Top 12 Things To Consider When Finding Influencers
Before sending a cold email to a blogger about a potential partnership, consider engaging with them on social media or in the comment section of their own site. Showing familiarity and interest in the blogger and their work can help you build an organic connection with them before a pitch is ever made.
Moreover, like/favorite, comment, and share/retweet blogger’s posts through their various social accounts. Taking these extra steps can show a blogger that a brand is interested in cultivating a real relationship, rather than a single transaction.
When contacting a blogger with an offer to work together, be friendly and concise. Many bloggers are busy people who get a lot of requests for sponsorship and promotion.
While personalization is best, some campaigns call for a large number of bloggers to be solicited. In these instances, businesses can adopt tools that offer different outreach templates and management systems but like most software, they have limitations and potential risks.
Alternatively, an influencer marketing agency with a track record of working with reputable bloggers can help to make introductions and establish fruitful connections.
Many bloggers are savvy business professionals, so be prepared to tell them how a partnership can be of value to them (money, product, exposure, etc.). It’s also vital to be clear and honest, and not overpromise compensation or exaggerate the future of the relationship.
Enthusiasm is infectious. Brands should show their passion for the blogger, their own product or service, and the potential of the collaboration. In as organic a way as possible, look to get bloggers excited about the project and prospect for a mutually beneficial relationship.
A fruitful blogger outreach strategy depends on not only finding, contacting, and pitching bloggers, but also maintaining relationships with them. Treat bloggers well throughout the duration of a campaign, and once it ends, stay in touch.
Maintaining positive blogger relationships will not only make for stronger and more meaningful connections, but will also benefit future campaigns. Influencer marketing is an industry built on relationships and the more positive connections a business can make, the more opportunity it will have to grow its presence online.