Friday, 17 June 2016

Most Common Blogger Outreach Questions

The idea behind a blogger outreach campaign is that a company, in seeking exposure for a product or service, leverages influencers who have established a substantial following, asking them to write about it in exchange for free access to the product or service. As blogger outreach experts, we get many questions about working with bloggers. In the hopes of bringing more clarity to this excellent and often underused marketing method, we compiled this post of the most frequently asked questions brands have for us.     
1. What is Blogger Outreach?
Blogger outreach (or influencer marketing) is the practice of leveraging influencers such as bloggers, microbloggers and vloggers to review a product or cover an event with the purpose of promotion and building word of mouth, usually in exchange for free samples, exclusive access, or monetary compensation. Blogger outreach is essential to build up your blog.

2. How can I measure the results of the campaign?
Measurement and analytics is important in order to see whether the campaign was successful. You can study the effectiveness of blogger campaigns by, for example, tracking views of the bloggers’ posts, comments, and likes. Providing bloggers with trackable links back to your website is a simple way to tell exactly how many people came to your site from the specific bloggers.

3. Is Blogger outreach worth it?
This very much depends on your budget, product, and bloggers you choose. Very popular bloggers – celebrities in their own right – may charge up to thousands of dollars for a single sponsored post. However, the majority of blogger outreach is much cheaper – as many bloggers write reviews in exchange for product samples and discount codes, for example. The audience for such bloggers may be smaller but no less effective as niche communities are often more active in ways of engagement.

4Why should I choose blogger outreach over another type of campaign?
Blogger outreach is something that gets better with practice. However, often the budget and time in marketing is short and decisions have to be made. So why get involved with influencers instead of doing something more simple, like a banner ad? The answer lies in the quality of engagement. Some of the other benefits include:
  • Reviews stay on the web forever and will keep providing traffic and increased SEO long after the campaign is over.
  • The endorsement of trusted bloggers, which will help your brand credibility.
  • A direct connection to your target audience and the opportunity to gain new customers.
  •  Your target :Who is the audience you’re trying to attract? How old are they? What are their hobbies? What are their concerns? What social networks do they prefer? What kind of blogs would they read? Only after you’ve narrowed down the answers to these questions can you find the right bloggers for the job.
  •  The bloggers: When considering approaching a blogger, see if they fit these criteria: Is the blog content relevant to your brand? How many followers/subscribers/monthly page views does the blog have? Is there a high level of engagement with the blog (many comments, social media exchanges, etc)?  
  • The product and pitch: Now that you know your desired audience and your ideal bloggers, think about what you can offer them and how to do it in a way that will catch their attention. Check out our step-by-step guide to working with bloggers for more details.        

5. What are the top things to consider with a blogger review campaign? 
  •  Your target :Who is the audience you’re trying to attract? How old are they? What are their hobbies? What are their concerns? What social networks do they prefer? What kind of blogs would they read? Only after you’ve narrowed down the answers to these questions can you find the right bloggers for the job.
  •  The bloggers: When considering approaching a blogger, see if they fit these criteria: Is the blog content relevant to your brand? How many followers/subscribers/monthly page views does the blog have? Is there a high level of engagement with the blog (many comments, social media exchanges, etc)?  
  • The product and pitch: Now that you know your desired audience and your ideal bloggers, think about what you can offer them and how to do it in a way that will catch their attention. Check out our step-by-step guide to working with bloggers for more details.       
6. What are some examples or case studies of successful campaigns?
There have been countless types of blogger campaigns over the years, by all sorts of brands, from tech to fashion, beauty, sports, food, and more. We hosted some great campaigns for various big brands like  Vogue, Myntra ,Asus , Affimity, Skoda and many more.

 
7.How can I connect with bloggers?
Marketers and brand managers are often turned off by blogger campaigns because of the sheer time that needs to be invested in searching for bloggers. If you want to send a product to fifty fashion bloggers, you can of course google ‘fashion blogs’ and go from there, but it will be time-consuming to check all of their social media accounts, read several blog posts, and get information like monthly page views and subscribers right off the bat. Then once you do, the blogger may not even be interested in working with you. Blogger directories are more useful, as they often have more details available, but it’s better and easier to enlist a professional service to do the whole thing for you.

8. What do I give bloggers?
Nobody likes to work for nothing, nor should they be expected to. Smaller blogs often do reviews in return for product samples – this is the most popular type of exchange. Offering bloggers gift cards in addition to exclusive access is also widespread. However, the biggest blogs will have their own guidelines on fees for sponsored posts. Once again, it depends on what kind of blogs you’re looking for and how much you’re willing to put in. Ultimately, you will not get something for nothing. 

We hope this post shed some light on common blogger outreach questions and inspired you to launch your campaign! 

If you have more questions we haven’t covered please share in the comments or contact us at reachus@blogmint.com.

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