5 steps to start working with bloggers
Conquering someone’s trust and regard is always a challenge. For one thing, agree that it is even a greater challenge to create such an impeccable, vivid, and creative video ad that would attract customers as efficiently as an honest review of at least one famous blogger. Promotion of products and services with the help of bloggers is one of the most efficient Internet marketing techniques.
However, you’re unlikely to get a hold of popular web-pages owners if you merely ask them politely to post your advertising. In what manner to grab a hold of them to reach the maximum result?
Step 1. Look for bloggers with similar target audience (TA). Probably, every active online user out there could name a couple of famous bloggers right off the bat. Perhaps, these random popular bloggers can be your potential ads posting resources. But before jumping to conclusions and starting to plan cooperation, check if your target audience is similar to theirs. Surely, there are bloggers that would post anything and boast any product or service whatsoever for the sake of good money. They’re getting profit and that’s all there is to it.
On the other hand, a media image of the blogger you choose, might turn out to be so different from your customer image that your TA wouldn’t even think about checking out their blog. In such a case, all the effort and finances spent, might be in vain. To select your advertising blogger, you must define gender, age, geolocation, and demographics of your customer image, in addition to their hobbies and personality traits, as well as peculiarities of their purchasing behavior and intentions.
Step 2. Select as many bloggers as possible. No need to try and go for top bloggers on the Internet. If you possess quite a humble budget, you might be able to somehow hire one blogger at the most. And even if they are a very popular media personality with an audience comprising millions of people, you won’t get a 100% guarantee that your ads would work (you get a guarantee, however, to spend a significant amount of money for their services).
The best thing to do is to find a number of influencers with smaller audiences. The more positive reviews you get — the better. Numbers play a primary role here.
Step 3. Come up with the optimal content delivery format. The vast majority of brands that employ cooperation with web-bloggers offer an ‘honest format’ of collaboration: bloggers openly state that a certain product or service was provided to them for a review. In such cases, the post is usually followed by a giveaway or some other promo offer (e.g. ‘use this special promo code to get a discount’).
Alternatively, you can do it the other way: offer the content delivery format where the target audience wouldn’t even be provoked to consider whether it is an advertisement or not. For instance, if it is a Youtube beauty-vlogger, he or she can start a video by simply sharing their experience of coming across ‘that one flat iron, which I purchased with a discount, just to use it while on a trip, really surprised me — it was really effective, while being comfortable, light and compact’. Both options can be employed; it’s up to you to decide which route to take.
Step 4. Define clearly the ads realization terms. Apart from discussing the way your ad material is going to be delivered, you’ll also need to define terms in which the post or a video would be posted. This step is important because many bloggers get constant requests to review and advertise products, which can undermine the quality and terms of posting the publication.
Step 5. Define the review format. Many brands prefer to avoid negative reviews, others strive to get as objective an opinion as possible. One way or another, you should definitely define your particular preferences in your letter (consider also that some bloggers are all for being honest and would never post a positive review for something they really disliked).
Follow these simple steps to increase your chances of acquiring the powerful marketing strategy for cooperating with influencers. Try them out and see how efficient your ads can become.
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