{"id":30729,"date":"2015-04-13T14:27:47","date_gmt":"2015-04-13T14:27:47","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2015\/04\/13\/11-ways-to-boost-your-blogger-relationships-and-business\/"},"modified":"2015-04-13T14:27:47","modified_gmt":"2015-04-13T14:27:47","slug":"11-ways-to-boost-your-blogger-relationships-and-business","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/11-ways-to-boost-your-blogger-relationships-and-business\/","title":{"rendered":"11 Ways to Boost Your Blogger Relationships (and Business)!"},"content":{"rendered":"

\"Blogger<\/a><\/p>\n

 <\/p>\n

Need I tell you blogger influence is growing? 84% of consumers now buy products or services they’ve discovered on a blog.<\/p>\n

The findings revealed by Research Now show this influence extends across household items (54%), personal purchases (45%) and gifts (30%).<\/p>\n

A quarter of 25 to 34-year-olds read a blog daily and 18-34 year-olds rank it as their most<\/em> important decision-making source. But it’s not just for the youngsters; the over-55 category turn to blogs after seeking the purchasing opinions of friends\/family\/colleagues and editorial features.<\/p>\n

Now I think we agree your products and services need to be appearing on quality blogs, but how do you achieve this?<\/p>\n

 <\/p>\n

1. Understand why it’s your job<\/strong><\/h1>\n
\n

 <\/p>\n

You’ve just read the stats, now surely you’ll stop palming blogger relations off to the PR department\/marketing intern? That’s not to say you can’t get others involved, however, you should have a firm hold on the way bloggers are approached and dealt with.<\/p>\n

Read on and consider how you can weave points two to 11 into a formal blog communications strategy.<\/a><\/p>\n

 <\/p>\n

2. Rethink the relationship<\/strong><\/h1>\n
\n

 <\/p>\n

It’s easy to think of the blogger relationship<\/a> as ad hoc for times of need. That’s fine and you may get some coverage, but are you going to get the same level of coverage as your competitors who prioritize a long-term approach?<\/p>\n

You want to cultivate brand confidence and loyalty, which is built over time.<\/p>\n

 <\/p>\n

3. Read the damn blog!<\/strong><\/h1>\n
\n

 <\/p>\n

Sorry to get heavy-handed with you, yet there’s nothing worse than the furniture brand who approaches the fashion blogger with a random story idea.<\/p>\n

You don’t have to read each piece \u2013 just enough to get the gist of the blog’s purpose and how it fits with your own.<\/p>\n

Most bloggers make your job rather easy and detail this on their ‘About’ page. A quick skim also makes it far easier to achieve point 4…<\/p>\n

 <\/p>\n

4. (Genuinely)\u00a0personalize\u00a0all communications!<\/strong><\/h1>\n
\n

 <\/p>\n

Nobody is called ‘blogger’ – at least not that I’m aware of – so you shouldn’t be addressing them as such.<\/p>\n

Open each email with the blogger’s name and remember we all have egos we like to please. Give them a compliment, and make it genuine.<\/p>\n

You don’t have to be an avid reader or from the target audience to do this. Find something you like about the site, or mention a piece that caught your eye and made you get in touch.<\/p>\n

Show them why your product or service is relevant to their content and audience.<\/p>\n

 <\/p>\n

5. Be more original<\/strong><\/h1>\n
\n

 <\/p>\n

Newbie bloggers may be excited to receive the same product as the rest of their community, however, experienced and professional bloggers are unlikely to feel the same.<\/p>\n

Try not to target too many competitor sites with the same product: handpick the best sites and tell them why they’re the chosen few.<\/p>\n

 <\/p>\n

6. Understand the process<\/strong><\/h1>\n
\n

 <\/p>\n

It may surprise that bloggers aren’t sat twiddling their thumbs and waiting for your email. Many have full time jobs, families and interesting lives of their own!<\/p>\n

Don’t expect to send a sample and see it reviewed the next day. Furthermore, remember you’re unlikely to be the only brand communicating with that blogger and they may have a content schedule your feature will need to slot into.<\/p>\n

Be organised and give the blogger time and space. If there’s a deadline on your feature – say an exclusive event or competition – let them know.<\/p>\n

 <\/p>\n

7. Never underestimate time or value<\/strong><\/h1>\n
\n

 <\/p>\n

We’ve agreed bloggers are busy, and promoting your brand takes up precious time. To get your mention, the blogger has to go through a process of research, trial, photography, writing, editing, scheduling and promotion. Show you appreciate this!<\/p>\n

Too many companies expect bloggers to fall goggle-eyed over a free sample, yet bloggers’ inboxes are rammed with such product offerings.<\/p>\n

Remember the power of a blogger’s influence is often more valuable to you than your one or two product samples is to them (unless of course you’re a huge brand with guaranteed click-through potential!).<\/p>\n

 <\/p>\n

8. Ask questions<\/strong><\/h1>\n
\n

 <\/p>\n

This ties in rather nicely with points 5 to 7 and makes for a serious brownie point-winning opportunity!<\/p>\n

Want to know how your blogger works; which features they’re focusing on, how busy their schedule is, what the expected turnaround time is and what else is going on in their life? Just ask!<\/p>\n

Showing an interest will not only deepen your marketing understanding yet further your long-term relationship.<\/p>\n

 <\/p>\n

9. Send thanks<\/strong><\/h1>\n
\n

 <\/p>\n

So you’ve done it: the feature has gone live and you’ve got your coverage. Drop the blogger a quick note of thanks. Of course, it’s great to show you’ve clicked through and spotted something you’ve liked \u2013 be it their snazzy photography or reviewing prowess.<\/p>\n

 <\/p>\n

10. Share it around<\/strong><\/h1>\n
\n

 <\/p>\n

Never think it stops at the ‘live’ stage. Your blogger will likely include direct brand mentions in their social media promotions. Watch out for these and give them a like or retweet.<\/p>\n

It benefits your brand to send additional audience the blogger’s way. Your audience gets to read some genuine praise from a neutral source, the blogger will like you for doing it, and the increased click-throughs will stand out in their analytics (motivating them to work with you again).<\/p>\n

Two bonus tips:<\/strong> popping a link on your brand blog or press page will earn serious points; getting someone from the brand to leave a comment of appreciation on the original post offers a memorable extra!<\/p>\n

 <\/p>\n

11. Keep in touch<\/strong><\/h1>\n
\n

 <\/p>\n

We’ve mentioned the long-term relationship and encouraging bloggers to work with you again. This means you need to keep in touch. Newsletters are fine, but personal emails introducing new services are a whole lot better.<\/p>\n

 <\/p>\n

Bio<\/strong><\/p>\n

Gem Bolton is a CIM\/CAM qualified digital content marketer, freelance writer and lifestyle blogger [http:\/\/www.buff-beauty.com]. Gem welcomes your connections on Twitter @buffbeautyblog.<\/p>\n","protected":false},"excerpt":{"rendered":"

  Need I tell you blogger influence is growing? 84% of consumers now buy products or services they’ve discovered on a blog. The findings revealed by Research Now show this influence extends across household items (54%), personal purchases (45%) and gifts (30%). 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