Blogger outreach is important to grow your business. Building relationships with bloggers can help you get more traffic to your website and result in more sales. It’s more than just reaching out to other bloggers, however. It takes planning and proper etiquette to be successful. Here is everything you should know about blogger outreach.
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What is Blogger Outreach
At its heart, blogger outreach is about building relationships. The idea is to build relationships with people whose opinions matter to your audience, and use these relationships to gain exposure for your product or service. The most common and effective way to do this is to offer your product or service for free in exchange for them writing a review on their blog.
Why Is It Important?
It can be difficult for new products or businesses to become known to others. There are so many products out there that it’s easy for newer products to fall to the wayside in the eyes of consumers. Blogger outreach is a great way to get the name of your product or brand out there. You also gain exposure through the links found in the blog.
Keep in mind that popular bloggers are very trusted and influential with their readers. The average consumer will read eleven product reviews before making a purchasing decision. 81% of these consumers trust the information they get from bloggers. This means that an influential blogger can build trust in your brand as well as interest.
Planning Your Campaign
You should begin by planning your campaign. You’ll want to decide what your goals are for your campaign. You’ll also need to have a target audience in mind, because you will target bloggers with the same audience.
Finding the Right Bloggers
Your entire campaign hinges on finding the right bloggers for your campaign. You’ll need to identify bloggers who write about products in your niche. There are a few ways to do this:
- BuzzSumo is one way to find relevant bloggers. It allows you to search for specific topics. You can also filter your results to include bloggers, journalists, influencers, and brands. You can also find the best performing content based on the number of shares on social media and even filter it based on the content type and date.
- Traackr is another effective tool. It allows you to find influencers in your niche. It shows you who is connected to these influencers, and allows you to track their content. Influencers are scored based on their reach, resonance, and relevance. Traackr also gives you profiles on all influencers. These profiles include their social networks, blogs, and contact information.
Once you’ve found bloggers using these blog tools, you’ll want to visit their blogs. This will give you a better idea of their specific niche, audience, and influence. Hopefully it will confirm that they are a good fit for your blogger outreach campaign.
You’ve found bloggers for your campaign. Now it’s time to reach out to them. When you make a pitch to a blogger, it should contain three parts. First, you should let them know that you took the time to read their blog. Tell them what you like about it, and why you feel that they would be a good fit for your campaign. Second, you should let them know how they can benefit from working with you. This could include free products, monetary compensation, more exposure, and any other benefits that come to mind. Then you should briefly mention what you would like them to do for you. Would you like them to write a product review? Tell their readers the latest news about your company? Write a guest post for your company blog?
You can also send a pitch with information about your brand and offer the blogger a free product without any strings attached. When the blogger tries your product, they are likely to tell their audience about it, and they will be more sincere because they weren’t obligated to do so. This will result in more bloggers giving you a chance.
Bloggers are passionate and creative people. If your approach is too business like, you may put them off. Your tone should be professional yet friendly. Let them know that you are passionate about what they blog about. For example, if you run a service like Blue Apron then you should be passionate about cooking. You would reach out to cooking and food blogs, particularly those focused on using fresh natural ingredients, and let them know that you share this passion.
Follow Up Then
You’ll need to keep in touch and follow up with the bloggers you reach out to. It can become difficult to keep track of who to follow up with when, especially as you gain more contacts. Follow Up Then is a tool to remind you when you need to send a follow up email. You can set a follow up email for a specific day for a specific contact. You can also set recurring reminders. Follow Up Then will send you an email reminding you who to follow up with each day. This can help save you time and headache. It can also build trust with your bloggers and make them feel important.
Give Bloggers the Tools They Need
Focus on giving bloggers everything they need to accomplish what you would like them to do. Brochures, high resolution images, and interviews with company executives can all help a blogger get a better picture of your company and convey that message to their readers. Exactly what the bloggers will require will depend on your industry and what you are asking the blogger to do. Try to be preemptive and give them everything they need before they ask. If they do ask for a specific resource, you should get it to them in a timely manner.
If the blogger posts about your product, be sure to share it on your social media accounts. This helps you as well as the blogger. It lends your brand more credibility, and it gives the blogger access to new potential readers.
Why Long Term Relationships Are Important
The ultimate goal of your blogger outreach campaign should be to build long term relationships with bloggers. This has several advantages. First, you put considerable time and effort into building relationships with bloggers, so it makes sense to maintain a relationship with them instead of starting over for your next campaign. Second, when potential customers read about you on a regular basis, they are much more likely to make a purchase than if they just saw one post. It’s also easier to work with someone that you already have a relationship with than someone you don’t know. There is always an adjustment period when you begin working with someone new, which can be avoided by maintaining blogger relationships.
Maintaining Blogger Relationships
After the campaign is over, be sure to thank all of the bloggers for their hard work. You can send an email with analytics that show how helpful they’ve been, or you can go old school and send them a handwritten thank you. You’ll also want to stay up to date with their blog. Comment on it occasionally to let them know that you still read it, and be sure to ask them the next time you are doing a blogger outreach campaign.
You can also choose a few bloggers to write about your brand on a regular basis. Perhaps they always review your new product when it comes out, or maybe they write about your brand on a set schedule like once a month. You’ll want to extend this invitation after you’ve successfully worked together on at least one post.
Blogger outreach is an essential part of marketing today. You can get great returns for the investment that you put into it, when done correctly.