Bloggers are among the most influential people on the web, yet too few brands know how to partner with them. In this article we will see how to work with bloggers in a win-win framework. More precisely :
- Where to find.
- The classic deals you can offer them.
- How to approach.
Who are the bloggers?
The web is a fantastic way of sharing information. It was in the 2000s that blogs have emerged. They have since become ubiquitous, and have completely changed the face of the web. Bloggers are sharing their moods, passions, and a wealth of information as rich as varied. You can find everything there. It’ll handyman Sunday for tutorials with tips on big data for business.
Some bloggers have become quasi-stars on the web. They are called influencers (KOLs – Key Opinion Leaders). The most important are able to transform an entire industry, they can make or break the reputation of a service. So, they have become coveted brands. A positive opinion from them is gold, and companies that have understood already putting the means to curry their favor. They can bring you visibility to their audience and a positive brand image or direct recommendation for your products.
To carry out a campaign of bloggers relations, we must keep in mind the sociological profile of the blogger. The main point: they are human beings! 🙂It is indeed a “relationship” blogger. If some startups are beginning to create market places for bloggers relations, we are not there yet. You must learn to know the bloggers and to engage with them. I tell you right away: the automated and non personalized proposals mails are banned!
Then keep in mind that if bloggers are powerful, rare are those who rely on their blog. Nevertheless they are very attached: it is their tool. Out of the question for them to publish content that would be of little interest to their audience. They want above all retain their editorial independence, bring real value to their audience, enhance the quality of their blog. Of course, most agreed to be paid to give you a presence on their blog, but you will still bend you to their editorial requirements.
How to find bloggers?
If you are in your industry for a while, you should already know the main bloggers in your industry. To find others, you have several tools at your disposal:
- The Search Engines: a simple search like “blog + your industry” will bring interesting results, like these:
Social Networks: same principle as above. Social networks offer a search engine, be sure to use it to identify media related to your business.
Specialized Tools: Buzzsumo, Followerwonk, etc. They are precisely designed to allow you to identify influencers and propose interesting filter options (by location, age …)
- Competitors: they may have already conducted bloggers relation campaigns. Look where we talked about them on the web and walk up the trail. You will surely find some more blogs with this method!
Once your list of potential bloggers made, you have to investigate each: their names, first names, the type of content they publish, if they have the habit of working with brands, etc … These elements will be very useful for customizing your approach and increase your chances of success. I recommend you keep a minimum follow-up file of your interactions.
This is not because a blog talking about your topic that you will definitely show interest in it. To prioritize the most interesting blogs for your brand, we must first look at the audience of the blog. Who are its readers? To what extent this hearing is it interesting for you? Does this match your personas buyers? A prescribes? influencers? To find out, try the social networking website in question, look at the type of content already published on the blog, the profiles of those who comment, etc.
Two other important elements are then to study to measure the power of influence of the blogs you’ve spotted:
- the size of the audience: more blog has a large community, the more your collaboration with him will “echo”. Some influential blogs mention their visits without complex statistics, but this is not the case for all. To give you an idea of the size of the audience for a blog, you can view the sizes of its communities on social networks, the number of shares, comments, etc
- site visibility on search engines and community involvement: a site well positioned in the search engines with a very engaged community (many shares) will ensure good visibility.
What you can ask bloggers, and how to do it
When you contact a blogger, it must be above all an exchange: you make an offer, blogger bounces his ideas, etc.Remember to leave some leeway to people you contact: the blogger does not want to be the trademark puppet.
Here are some classic partnerships to know that you can offer to bloggers or you can inspire you:
You come out a new product? Make it known to potentially interested bloggers. You launch an original advertising campaign? Idem, put them in the loop. For each of your news, ask yourself if it can interest to bloggers, and if that’s the case … Contact them!
As with the press, provide them with the equipment ready: pre-written articles in various lengths, visuals, videos, etc … Your content will probably not quoted verbatim, but it will make them a working basis for relay your information.
small precision Warning: bloggers may wish (and rightly so!) react to your news freely. This means that if they do not like one of your products, they will publish undoubtedly a negative post on their blog. A shot of you to target the people you contact. To minimize risk, ask about their tastes and personal working relationship with them. It will help you attract their favor!
Here the principle is simple: you write an article, and then you pay a blogger to that publishes such. There are not yet up significant market for this type of service: to blog equivalent prices thus vary considerably blogger in question. On average, it is considered that Article sponsored worth around $ 150.
Again, attention to the relational side. For part of the blogosphere, publish a sponsored article is frowned upon. Some bloggers want to retain full editorial independence, for “objectivity”: they share course their own point of view (so subjective!) But do not be influenced by the brands.
In practice, many bloggers accept even when sponsored articles, provided that the application be made intelligently.For example, if they make it clear on their website that they are not open to this type of partnership, useless to insist.Some bloggers also give specific instructions for this kind of partnership: they want the item to be presented in a particular way, etc. Follow these guidelines, it is also respect them and avoid wasting time!
It is a variant of the article sponsored, but free! Of course, do not expect to publish an advertisement for your products. Aim rather useful content. For example if you are selling weight machines, your trainer will offer a guestpost the top 10 daily exercises to keep fit. If you can demonstrate that you create quality content in connection with the audience and bringing real value to the blog you request, then you should find a buyer. This is win-win: you are helping to drive traffic to the website that welcomes you, and you get the visibility to its audience.
Little tip for B2B: subjects being more technical, we will open more easily the doors if you speak a recognized expert. It is indeed an element of credibility.
The principle is simple: you send a sample of products to a group of bloggers in preview. For their part, they test your products and publish articles about you. Most of the time, this is only a “moral contract” between you and the blogger.You’re not guaranteed to get an item, and if you get it, nothing says it will be glowing! But rest assured, bloggers generally include fine their interest. Most of them like to be contacted by the brands and know that if they go down the arrow on their blogs, it does not give envy to other brands solicit. If you target the right people and have approached respectfully, things should run smoothly.
Note that depending on the circumstances and the type of product, you might consider a loan instead of a gift (eg for luxury cars). But please do not be stingy! The idea is to inspire the blogger, which obviously requires him to live a pleasant experience, and therefore to devote the necessary resources.
You offer the blogger to post a link to your site or an advertisement on his blog. Generally, the prime location are located in the sidebar, the header or below the blog posts. You then get visibility on every page of the site!
To find out which contact bloggers, observe the structure of the pages of their blogs. Are there any sites capable of hosting advertisements? Are there already advertising? Take a tour through the contact page, there may be a word to advertisers?
Level price, location rents generally on a monthly basis. The price varies few euros to a few hundred depending on the size of the blog (number of views, level range), the industry, and the blogger in question.
SEO small precision: If your ad includes a link to your site and is in the header or footer, then you get a backlink on each of the blog pages. It is better to spend no follow to avoid the wrath of Google.
The last classic case of bloggers relationship is invited bloggers to events. When your company organizes an event, it can easily add some influential bloggers to the guest list. If they meet present book them VIP treatment. If you have done things right, you can be sure they will talk about your event and your brand in their blog.
Broadly, affiliation is a contract between the blogger and the brand: the blogger promotes brand products as desired and receives a commission on each sale. The blogger then arranges to put an insert in the right place on its website, create content about your products and place links intelligently, etc. To him to choose the method: it concerns you little since it is paid to the results!
To set up an affiliate program, you can certainly contact bloggers one by one or you can generalize the process. You will need to know your program fairs. In this affiliation changes a little other cases it is less in human relations and in the process. Here are some thoughts to consider when creating your process:
- Bloggers promote your products because they hope to make a healthy profit. So set your commission correctly: too little and you will discourage them, too generous and that is your margin will vanish.
- Be sure to synchronize your product catalog with your products promoted by bloggers: Beware range change during the year, for example!
- Maintain a system capable of measuring sales due to each blogger, and compensate them accordingly. Once these figures available, feel free to optimize your program: feathered commissions, add or remove products from the program, etc …
In practice, this is done using a dedicated tool to membership or even an affiliate program manager.
Summary of key points
What you can get bloggers relationships:
- Increased visibility
- The credibility and popularity of elements ( “social proof”)
- Better branding
For successful blogger relations, you must:
- Work relationship (you are not at home on their blog)
- Give them freedom
- Being methodical and organized …
Also published on Medium.