You’ve surely seen corporate logos on race cars, events, and even athletes. Sponsorship continues to be an effective strategy to boost brand visibility and awareness. Sponsorships are well-heralded as one of the most powerful marketing tools available. It becomes particularly valuable to bloggers- corporate sponsors are waiting to reach your target audience and taking these sponsors will help you meet your business goals.
Sounds like a win-win situation, right?
Big brands are keen on sponsoring blog for a reason- if there wasn’t a way for them to reach business goals, then they are just randomly wasting their marketing budget. But that won’t happen by sponsoring your blog– brands get more exposure, increase buyer trust, and drive revenue through sponsorships.
The success of any blogger’s sponsorship program hinges on a single thing: the relevancy of your blog’s sponsors to your readership. It doesn’t matter if you’re just getting started or you’ve been selling sponsorships on your content for awhile, it’s critical to both your sponsors and your readers that you nail this.
Why Are Sponsorships So Important?
Ultimately, the responsibility for fostering a good sponsorship relationship from the onset is on the sponsor, it’s their product, their budget, and their responsibility to market their business well. But as a blogger, if you know your readers backwards and forwards, you are in the unique position to advise prospective sponsors on if they’re a good fit. Not only that, but you’re also positioned to actively seek sponsors who are a good fit for your readers.
How to Find Your Sponsor Soulmates
If you’re not experiencing sponsors knocking your doors down, throwing money at your business, there’s a good chance you’ll have to be a little more proactive when seeking sponsors.
Here’s a few tips to carry with you as you pursue your sponsorship soulmates so you can land that dream partnership:
- Only accept sponsorships from companies whose products you would use and buy. When you place ads on your blog or release sponsored content, you are essentially giving these products your endorsement.
Retaining the trust of your audience should always be a priority, so it’s vital that you only sign on sponsorships that align with your brand and you can feel good about recommending their products. Be intentionally mindful when considering sponsors. When things don’t work out well with a sponsor, make sure you dig into the reason why.
- Experiment the New Products
If there’s a company that you’re not familiar with that’s interested in working with you, take a chance on this new sponsor if you think it’s a good match for your readership. Don’t hold back with this sponsor- tell them that your services are more effective when you’ve actually had experiences with their products.
- Weave Sponsorships Into Content.
Whenever it’s natural and relevant, mention your sponsor’s products inside of content. Relevancy is incredibly important with this strategy. Your sponsors will definitely see value in this and it will only help you strengthen your relationships.
- Nurture relationships. Make a “thanking the sponsors” blog post once a month to send additional traffic to your advertisers and highlight why they’re such a great fit for your audience in the first place.
If you choose to only accept sponsorships for products you use, you’ll be able to limit sidebar ads and charge a premium rate. This means you’ll be able to give all of your sponsors the red carpet treatment and also get the opportunity to command a higher price for the high value of the sponsorships you offer.
Not only that, but you’ll be able to build long-lasting relationships with your sponsors that will keep them coming back to run campaigns with you– even during their off season!
About Author: Kristen Bowie is a marketing obsessive & advocate for the knowledge economy. When she’s not writing for Qwilr, she’s hanging out with her two goats & painting.