Statistics on Google Trends show that Blogger Outreach is still a growing topic in the world of Digital Marketing. More and more large enterprises, also those who have been established for decades, start to see a benefit of strengthening their brand, products and traffic by setting up a blogger outreach programm. Only few are aware that successful outreach marketing is not just spending money to get things done, but to have a smart, customer-oriented blogger outreach strategy in place. Powerful strategies are mostly connected to great content and a focus to communicating strategy process and goals internally and with agencies or bloggers. For every company or product a blogger outreach campaign might look different, but it should always answer the question „What creates the maximum value to users and customers“. Just writing articles about how great a company or product is could be misleading and sometimes even dangerous for your SEO rankings. In order to see the advantages of Blogger Outreach, we summed up a nine most important advantages in more detail:
1. Branding: Blogger Outreach is like Online Word-of-Mouth Marketing
Everybody knows how important word-of-mouth marketing is for the brand awareness of a company or a product. Since decades marketing experts try to influence the opinion people have about a brand and directly target influencers to talk about their brand in a positive way.
Often Blogger Outreach Marketing is like seeing a lead actor in a movie drinking a Coca-Cola: the audience is consciously or subconsciously influenced with a positive mental image of a product. Online this works in the same way: Well-read blogs offer valuable, high-quality content to their audience and highlight the advantages of a certain brand or new product.
Beside Blogger Outreach as a branding tool, there is also the possibility of Blog Advertising. Blog Advertising is a more direct way of generating traffic and sales on your own websites, driven by ads on relevant blogs. Here it’s important to track direct and if possible indirect sales that are generated by ads on certain blogs. Those ads need to be located on the blog homepage or subpages with high traffic volumes.
2. Introduce a new Website or Product to the Internet Community
Blogger Outreach is one of the most effective ways to introduce a new website or product to the online community. It can be used as an addition to TV campaigns or other offline advertising campaigns.
When introducing a new product, companies have the chance to conduct a Product Testing Campaign as part of their blogger outreach programm. For Product Testing Campaigns a physical product will be send out to a set of bloggers who can use and test the product for a couple of days or weeks. When having a sufficient picture of the product and it’s functions, blogger will start writing a test report article about the product. The content and corner pillars can be discussed beforehand and adjusted to the principles of the blog. Seeing other end customers (product testers) using the product and giving insight on advantages and ways to use, will ease users to give it a try, too. This doesn’t only count for online products: people who heard about a new soft drink online will also remember it when coming across it in a grocery store.
3. Get Valuable Feedback on new Products
Another great chance of Blogger Outreach Marketing is the valuable feedback you can get for your newly introduced product or service. In a normal Blog Marketing or in a Product Testing campaign influencers will use your product in different styles or ways, might have new usage ideas or might use different ways of decribing it than you do. All this is highly valuable feedback from people who usually have a large impact on others opinion and purchase decisions. When you use their feedback to do the fine tuning on your product and marketing to really make them love the product, this will be the start of something big. You might also get feedback to rethink you’re product, market or target group by the given feedback and have much information in place to make your product or service finally great!
4. Get a heavy SEO Ranking Boost
One of the major advantages of a Blogger Outreach campaign is the influence it has on your offpage SEO. As backlinks are still one of the two most important ranking factors, this will have a powerful impact on your SEO rankings. No matter if you want to change the public opinion on an exisiting brand, drive awareness of a new website or product, share important news and PR content or support a current offline or Social Media campaign: Blog Marketing can boost your rankings with Google and other search engines.
In order to give companies and bloggers the chance of conducting those campaigns without having any problems with penalties in the future, Google introduced nofollow links a couple of years ago. Those links are admittedly taken into account fort he Google ranking algorithm, but not as such strong indicators as normal follow backlinks. With nofollow links your campaign is 100% safe from any manual action from Google, but the impact on your rankings would be very limited. We suggest to always have a certain number of external backlinks set as nofollow (Google suggests roundabout 20–25%), but try to have strong backlinks set as follow.
To gain a maximum ranking increase we suggest to look into certain search metrics like MOZ Domain Authority and Page Authority, which is a good indication of how well blogs are linked themselves, Majestic Trust Flow which indicates the quality and trustfulness of blogs own backlinks and SEMrush values, which give an estimation of organic traffic that is pushed to the blogs. Altogether they will give you a great idea if this blog is the right pick for your SEO or not. Also make sure that your desired blog is indexed by Google and doesn’t have to much spam and advertisement on major pages.