As both technology and the consumer mentality evolve into a process that caters to real information, real opinions and real-time—marketers are obviously evolving their marketing partnerships and digital strategies to keep up.
As blogger outreach becomes a tactic implemented by more brands than not, the need for creativity lies in the type of partnerships formed and the ways of positioning a brand in front of an influencer’s network.
These 5 ways that brands are getting creative with blogger outreach are some of my favorites and most effective strategies I’ve seen recently. They embody the fact that at the end of the day, consumers just want brands to find a way to cut through all of the obnoxious digital buzz being thrown at them and find a way to connect authentically.
One of the most underused way to power blogger outreach is to create a hub for current brand fans and ambassadors to opt-in to your influencer network.
Because authenticity and a genuine alignment with a brand is so important to consumers, having a network of opt-in influencers means marketers can immediately vet everyone who applies for an authentic fit and genuine brand love!
Another benefit of fostering an opt-in networks that is brands can save time when it comes to getting a new message or product spread—they can quickly be activated when needed.
If you’re a GroupHigh user you can deploy a form through your homepage that links to your list of influeners. You can also use Google webforms to capture your applicants.
Don’t even use the blog
Bloggers are a vertical of influencers that tend to be easiest for marketers to search for on a granular content level. Because a blog has more content and specific post topics a niche genre can be easily identified.
Like marketers, bloggers are promoting their own brand—their blog. So they tend to be active across many or all social channels.
Some brands will build a list of influencers for a campaign using bloggers as the springboard to identify niche fitting influencers and then work with them using their other channels in conjunction to their blog posts or sometimes, no blog posts at all!
Keep track of special dates
In most relationships—digital or IRL, it’s the special dates and the times you notice something about them that makes them feel special that makes all the difference.
In blogger outreach, some brands do a great job sending bloggers gifts or even just a hand written card for a birthday or anniversary.
Market an experience
When a marketer focuses on marketing a bigger picture experience and not their brand—the engagement and conversion rates tend to show appreciation.
Focusing on an experience to equip your bloggers with to write about is so much more beneficial than a plain product review.
Think about a post from a mom blogger simply reviewing the technicalities of a food processor or a post from a mom blogger who shares her favorite 5 baby food recipes and she incorporates her new food processor in the post?
Think big picture and from the POV from the blogger’s followers and you’ll be all set.
Seek out the underdog
Don’t get caught up in the “echo-chamber” of posts being written by the bloggers with high traffic data.
Seek out bloggers who first and foremost match up as a snug content fit with your brand. Then check out their content to make sure the visual and quality appeal is there. Lastly check out their following on social channels and the traffic on their blog.
Baby bloggers grow up to be big bloggers so if you see someone who is passionate about your brand and writes good content, work with them!
Do you have any creative tips when it comes to working with bloggers? I would love to hear from you on Twitter or in the comments below!