Blogger outreach falls under the umbrella term known as influencer marketing. It can be very intimidating for brands and bloggers, but if it is done correctly the process can be fairly smooth. Bloggers and brands can work together, with a view of developing their brand, promoting products/services, etc. By both building positive relationships with each other, there can be huge benefits. According to research from BlogHer, 81% of the online population trusts information and advice they get from bloggers. 61% have also made a purchase based on a blogger’s recommendation.
Potential customers usually do their research by looking for product reviews online, before committing to a purchase. These reviews are usually found on blogs, who post specific reviews. As humans, we like to know exactly what we are getting for our money and reading reviews is a great way of finding out more information. Bloggers stay active on a variety of social media channels, building up a following, usually who are all interested in a particular niche (e.g. beauty). Brands working with bloggers is a brilliant way to encourage authentic content, please see below for my advice:
Advice for brands
If you have an inhouse marketing professional (or a marketing team), hopefully someone will be fairly familiar with influencer and blogger outreach. If you/your team don’t have enough time to invest in blogger outreach and would rather focus on other things, there are companies and outreach consultants out there who you can pay to do anything blogger outreach related on your behalf. Working with bloggers is a great way to meet an audience which matches up with your own brand, target audience and niche. Additionally, you can also host blogger events to increase visibility, as most bloggers should/will do a write up about their experience of the event afterwards. They will also post during the event to their followers, once again increasing your brands visibility.
Advice for bloggers
As bloggers, some of us want to monetise our blogs. If you are based in the UK, you need to be registered as self employed once you’ve earnt your first 1p. Finding paid blogging jobs can be quite the task, but there are specific websites and apps available for you to search and apply for reviews working with brands and sponsored/paid opportunities. Create a media kit, so you can easily show case what you can offer brands. You can also pitch to brands who you want to work with and your audience will be interested in. There are plenty of pitching guides online, including my post explaining all about media kits. A media kit is essentially a CV for your blog, showcasing your stats, brands you’ve previously worked with and anything else you believe you can offer, such as giveaways, sponsored posts or reviews.
Did you know? I have recently created a place for bloggers to look for tips, share information and learn how to monetise their blogs. It is still a work in progress, but please do check it out – Boss Your Blog. I’m always happy to hear from bloggers who want to share their tips or guest post, so please do email me if you are interested – firstname.lastname@example.org.