Blogger outreach thrives one a few key areas:
Without these three components, any blogger outreach campaign is going to flounder and flail around while trying to find its way. Implementing a robust campaign is more than publishing content and then waiting for people to read it. You have to really focus on and work towards creating a reason why bloggers want to be a part of your campaign. Let’s look at these three reasons and break them down one at a time:
– Community: Bloggers want to see and be a part of a bigger picture. This is especially important if there is a large marketing brand behind the product or if the marketing goal is to draw in large customer numbers. Bloggers want a place they can gather, ask question, toss around ideas and see the direction of their efforts. You can provide community by implementing social groups and platforms that allow for engagement. Community is also built by listening to the needs and suggestions of the bloggers. What do they want/need? What recurring questions are you noticing? Do you sense happiness or confusion from the blogging community?
– Value: This is created each time a blogger blogs about your brand or service. Value is something that is inherently understood by each recipient. Therefore, if they don’t feel as if they’re getting anything good, original, genuine or different, the perceived value will diminish quickly. Instill value by building blogging relationships within the community. Focus more on quality over quantity and bloggers will be more attuned to share what they’ve experienced, which will in turn, increase the product’s value.
– Relevancy: Is the product trending or does it actually relate to the intended audience? Customers buy things they need and want, and also things that are relevant to their situation. When you create a “connection” through relevancy, you open up a portal and an outlet for continued relevancy. Bloggers will tweet, share and continue to talk about your product or service because they have a connection and a relevant relationship.
What other things do you think help blogger outreach campaigns thrive? What can companies do to enhance their blogger outreach methods? Leave a comment and let me know what you think or join us for a discussion on our Facebook group page at Blogger Outreach.
Looking forward to connecting with you!