What Is Blogger Outreach?
Blogger outreach is a potent type of influencer marketing in which businesses get in touch with bloggers to jointly sell their goods or services. This strategy is highly effective as it allows businesses to tap into the blogger’s audience while securing valuable backlinks and mentions that boost SEO performance. Our most successful blogger outreach campaigns often include promotions or giveaways in partnership with bloggers, which actively engage their audience and enhance brand visibility.
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Isn’t blogger outreach a complex process that only benefits niche or trendy businesses?
You may have encountered negative perceptions about working with bloggers, whether due to stories of influencer imposters or instances like the hotel owner who banned bloggers after a controversial request for free accommodation. Mainstream media often portrays bloggers as entitled millennials who are challenging to collaborate with.
However, the reality is much more nuanced. While many bloggers are indeed younger—reflecting the industry’s relative newness—there are also experienced bloggers in their 40s and 50s with valuable insights and audiences. Just as with any profession, some bloggers may present challenges, but the same can be said for professionals in various fields like plumbing, restaurant management, or TV repair.
The key to a successful blogger outreach campaign lies in selecting the right bloggers and fostering mutually beneficial relationships. When chosen wisely and managed effectively, bloggers can significantly enhance your outreach efforts and contribute positively to your brand’s visibility.
Types of Blogger Outreach
The type of blogger outreach you should pursue depends on your business goals, and there are several effective strategies to consider.
Sponsored Posts
Sponsored posts involve paying bloggers to write and publish content featuring your brand, including mentions and links. The cost of a sponsored post varies based on the blogger’s popularity and influence, as well as the specifics of your request. Ensure that you agree on the terms beforehand, clearly outlining your expectations for the post. According to the Advertising Standards Authority (ASA), bloggers must disclose any compensation received for a post, so you’ll typically see a disclaimer indicating this at the end of sponsored content.
Product Reviews
Product reviews are a popular strategy where businesses send their products to bloggers in exchange for an honest review, which could be presented as a blog post, video, or social media content. Bloggers often appreciate receiving free products and are likely to provide positive exposure if they genuinely enjoy your offering. Their support may greatly increase the credibility and visibility of your business.
Product Features
Product features involve showcasing your product within a broader context rather than a detailed review. For example, a travel blogger might feature your product, such as a backpack, in a post about their trip to Spain. This approach subtly integrates your product into engaging content, increasing brand exposure without a formal review.
Giveaways
Running a giveaway is an effective way to engage both bloggers and your target audience. In this strategy, you provide the prize, and the blogger or influencer hosts the giveaway on their blog, YouTube channel, or social media platforms. Giveaways draw interest and involvement, boosting audience interaction and providing your company with vital exposure.
Blogger Events
Hosting blogger events is a great strategy for creating real-life interactions and gaining widespread coverage. Invite influencers to an event that highlights your brand, and they will blog about their experience. This tactic provides comprehensive coverage and boosts brand visibility. Consider using event-specific hashtags to track engagement and measure your return on investment (ROI). While organizing blogger events requires significant effort, the potential rewards make it a highly effective marketing approach.
The Benefits of Blogger Outreach
Effective Blogger outreach services offers mutual benefits for both businesses and bloggers. For your content marketing campaign to succeed, your outreach strategy must include compelling incentives. These could be free products for the blogger to keep or competition prizes to attract their audience. Offering something valuable will capture a blogger’s interest, as it can enhance their reach and reputation.
For eCommerce businesses, blogger outreach helps in building backlinks and reaching new audiences. Bloggers invest years in growing their loyal readership, so a single post or tweet about your product can lead to increased social shares, traffic, and leads. By partnering with the right bloggers, you gain access to a targeted audience ready to engage with your products. This strategy is especially beneficial for new or small businesses lacking a large online presence.
Also Read: SEO vs PPC: Pros And Cons, Difference In 2024
Is Blogger Outreach Right for My Business?
Blogger outreach services can be effective for any business, provided you collaborate with the right bloggers. Your product or service must align well with the blog’s content and audience. For instance, pitching a luxury handbag to a budget fashion blog would be misaligned and unlikely to resonate with readers.
When you identify the right blogger whose audience matches your target market, it creates a win-win situation for your business, the blogger, and their readers.
Blogger Outreach Best Practices
Select Bloggers Wisely
- Choose bloggers who are relevant to your industry and possess real influence. Avoid partnering with anyone who simply accepts freebies. Conduct thorough research on the blogger’s topics, writing style, follower count, and audience engagement.
Craft Clear and Concise Messages
- Popular bloggers receive numerous emails daily. Ensure your initial email has a compelling subject line and delivers a clear, concise message. Once you’ve captured their interest, you can discuss further details.
Highlight Your Unique Selling Proposition (USP)
- If you offer a unique product or service, emphasize its USP in your pitch. If your offering is similar to others, clearly articulate what sets your business apart from competitors.
Build Long-Term Relationships
- Be transparent about what you can offer and your expectations. Establishing long-lasting relationships with bloggers can be an effective and cost-efficient way to drive traffic and generate leads. Foster trust from the beginning to ensure ongoing collaboration.
Be Creative with Your Campaign Ideas
- With nearly six million small businesses in the UK, competition for blogger attention is fierce. When proposing ideas for sponsored posts or giveaways, be as creative as possible. Stand out with innovative campaigns that capture the blogger’s and their audience’s interest.
Choosing the right bloggers and crafting creative campaign ideas can yield significant rewards for your business. Blogger outreach services are a cost-effective strategy for startups, and establishing solid relationships can provide ongoing traffic and leads.