Blogger outreach is a marketing technique in which businesses work with select bloggers that can promote their products and services on their platforms. In this blog, we take a look at why, what, and how of this system.
Why Blogger Outreach?
Blogger outreach allows you to take your brand to the Internet users directly via word-of-mouth marketing. You get the freedom to pick the bloggers you think are most suitable for your brand. Those who share the same values and business principles as you, and since the readers trust the bloggers, you are able to convince them to become your customers too.
According to a BurstMedia survey, 65.5% of blog readers say that their purchase decisions are influenced by the blogs that mention brands in the content. When your main goal is to increase sales, then blogger outreach can go a long way in fulfilling the same.
What is Blogger Relationship?
There is a concept called “earned media” in marketing which is used for brand promotion that’s earned for free. It can be found in blogger outreach in which bloggers publish promotional posts without receiving any sponsorship or publishing fees.
“Paid media” is another concept in marketing which is pretty much self-explanatory i.e. media coverage that’s bought with money. In blogger outreach, it’s implemented in the form of sponsored posts in which famous bloggers publish blog posts that promote a brand either directly or indirectly, depending on the requirements of the brands.
Blogger relationships are based on either of the two formats above. However, the basic principles for establishing both are the same.
How to Capitalize on Blogger Outreach?
Blogger outreach can be made the most of by partnering with the right bloggers. However, things like generic pitches and contacting bloggers that belong to irrelevant niches can lead to failed attempts at partnerships.
Following are some of the things to keep in mind when you try to take advantage of blogger outreach techniques:
- Instead of asking for a favor during your first contact with the bloggers, either via email or message on social media, you should send an introductory email first in which you can complement their work or provide valuable suggestions. You can then send another email in which you can ask them to share a promotional blog post.
- When contacting the bloggers, don’t just think about yourself, but also the value you can bring to the table. You can offer an exclusive interview with your brand’s CEO, or a free product that can be used for a review by the blogger.
- Write custom pitches for all the bloggers. For best results, study their blogs carefully and understand what makes them special. You can use this information to write pitches that make sense to them and let them know that you are serious about establishing partnerships with them.
DIY Vs Professional Services
Blogger outreach can be availed by the brands themselves if they want. In fact, there are many that get excellent results with this approach. However, it’s not meant for everyone as it requires a lot of time and effort both of which can be used by the brands for other areas like sales, product development, business expansion, etc. This is why it’s usually better to take help from professional blogger outreach services. There are many marketing firms that specialize in this category and can help a company of any size and niche. All you have to do is tell your budget and let the specialists take care of the work for you.