As many of you already know I am uber passionate about blogger outreach as a marketing tactic because of the roots in authenticity.
The latest vertical of influencers that MANY TYPES OF BRANDS are partnering with and seeing fantastic engagement rates is the pet blogger. So, behold, the rise of the pet blogger!
I’m Not Talking Just Pet Food
Yes, pet food brands, pet healthcare, and even green pet life brands are growing. But working with pet bloggers as influencers applies to way more industries than just pet food.
Think about the popular nostalgic Super Bowl commercials this past year. Budweiser and the dog commercial OMG!…Real estate agents often pose with dogs for their business cards…. Cleaning supplies and tech are geared toward pet owners more times than not…Even fashion and beauty ads often include dogs in many a photo…
So, you get it. More consumers than not love animals. So I am honestly surprised that this vertical is just now starting to explode. When I say “explode” I truly mean that pet bloggers are the next mom bloggers. However, this market hasn’t been saturated yet, so it’s time to consider pet bloggers as partners for your next marketing strategy.
Consider the following:
Does Your Brand Fit With Animals?
Picture your target consumer using your product. Can you picture at least half of them being dog lovers? I mean I run a B2B brand and our posts on Facebook featuring animals have higher engagement than posts not featuring “office pets.”
The Psychology of Animals in Marketing
To condense studies and conversation revolving around why working with animals for marketing purposes is so effective is to simply think about the strumming of the human chord we all long for. As marketers and consumers we just want to connect emotionally. And what better way to do that than through bloggers who have cute animals?
Or if you’re more analytical than emotional think about this. 62% of households have pets…
Don’t Drive it into the Ground
As with all verticals that grow quickly, some brands get excited and jump on a bandwagon a little too eagerly.
Don’t put all your marketing dollars in this strategy budget a certain percentage and track it for 2 months so you can refine to who you’re reaching out to and the types of partnerships that are engaging new consumers for your brand.
Do think of creative ways bloggers who have an affinity for pets can incorporate your brand in to their lifestyle in a sincere way!
What to Look for When Choosing Pet Bloggers
Many pet bloggers reach far and have a lot of followers. So seeking out bloggers with a strong presence on your brand’s ideal social channel(s) is obviously a plus.
But one thing to realize is that even when smaller, pet bloggers have a more loyal and passionate audience than many other types of influencers. So partnering with bloggers who have a smaller audience but great content is still going to be quite effective.
When you run a search for blogger with an affinity for incorporating their pets in their blog posts, run a few filters.
- Visual appeal of content: Remember this person is going to be associated with your brand. Is their blog clean professional and engaging?
- How often they post: If the blogger hasn’t posted in over a week, they very well may not be very engaged with their audience.
- Brand friendly: Check out the “about me” section of the blog and see if they are brand friendly. Most bloggers are, but this section allows them to tell marketers what types of brands they want to work with and how so no one wastes time with pointless pitches!
- Post types: Does the blogger do a lot of vlogging, sponsored posts or guest posts? This can help form the partnership that you pitch to them when you reach out!
Best Practices When Reaching out to Pet Bloggers
Blogger outreach is its own strategy, and I have written a plethora of tips and best practices when it comes to sending the pitch or reaching out to bloggers. You can read the most popular of those posts here:
In addition to the personalized pitch, creative outreach and human emails that I advocate for—when reaching out to pet bloggers—be especially sure to mention the pet by name and how the animal is a fit with your strategy and visual content!
Have you reached out to pet bloggers in your marketing? Share your experience in the comments below!