To make its internet business, there is a friendly and sincere approach: building partnerships with bloggers. This increases your visibility, but also to act effectively on your SEO. Indeed, an article on a blog influence generally diffuses very quickly on social networks and clicks are numerous.
However, before entering the virtuous circle that will allow you to increase your visibility, it is necessary to capture the attention of bloggers in your industry. You should know that these people are stressed throughout the day by many brands. If you want to stand out and have a chance to be quoted in an article on their blog, you need to opt for an original campaign, but also sometimes take your troubles patiently ...
Identify influencers in your industry
The first step in establishing a relationship with bloggers is to find those who may have an interest in your brand because they drain a qualified audience. You must build a targeted bloggers file so that your campaign glue their editorial line.
For this, help you to search Google Blog (now located in "News" and then "Search Tools") to find the best sites listed on the keywords that interest you. You can also use Klout, a tool for measuring the influence. Also works by keywords and you will have a list of bloggers covering your industry, sorted by rating influence.
Most bloggers are on Twitter. You can use the advanced search to find the social network accounts with many subscribers who speak your theme. You also have the online tool Followerwonk for skilled users.
Finally, there are blog directories, including Ebuzzing that will give you a whole list of blogs sorted by themes.
By cons, if it is important to select blogs that have a high profile to make sure to increase his fame, he must not leave out a little blogs "small". The great blogs to thousands of followers and readers work harder and it will be more difficult to capture their attention. It is therefore appropriate to add to your list some still emerging bloggers to put the odds on your side.
Narrow handshake
A partnership with a blogger differs from the usual press relations. A blogger is not a journalist and often relies on his blog is a passion. It is this aspect that we must build upon contact your targets.
When you build your file for a future partnership, think really gather information to support your choice. Because often to attract the attention of the blogger, you will not have to settle for an email copy / pasted and sent to everyone. You should explain what you like in his blog and how you find it is the image of your company.
Show that you have read the articles and you contact for the spirit of his blog really matches your values. Please also subscribe to their accounts on social networks and share content. This is how you are going to get his attention, but also prove your statements about your interest for his writings.
Targeting also requires the geographical position. If you intend to invite bloggers to one of your events, it is better that they can get there. Invite someone who lives in Marseille to one of your events in Paris shows that you do not really read his blog ...
Personalize the message and adopt a sincere tone
Always remember that the blogger is not a professional and his blog is often a hobby. You can pass it a classic press kit, but still prefer a more direct contact socket. This is your email that will make a difference!
Avoid mass emailing. Personalise with name and surname of the blogger and always add a few lines on her blog. After, show -lui also forward to working with you as a blogger partnership is always performed in both directions! Therefore a rewarding return to his article: product testing in exclusive, invitation to all your events, compensation, etc.
The minimum to provide the product of the test in question. A blogger always talks about what he knows and what he has experienced. Give him the opportunity to receive samples or free access to your service for a limited period, so that he wrote an article knowingly.
It is with this in sincerity lies all the influence of the blogger. Internet users prefer argued and authentic product testing, much more qualitative than a statement in a newspaper.
Staying in touch with the blogger
A blogger may not be as responsive as a journalist. Remember that it is not his job and often is absent during the day. It is normal to have a lag time between your email and answer. This is also a criterion to be taken into account if you want to invite bloggers to an event. Always plan a month in advance between the invitation and event.
If you do not have an answer within a week, you can restart by email. However, if after a raise, you do not have an answer, it is useless to insist. As for the phone, it is to forget. This means of communication is very intrusive, especially for a blogger who works during the day. Mail or possibly a tweet often remain the best solutions, and if you do not have an answer is that your offer does not interest, simply.
However, do not stay on a failure. Continue to follow bloggers on social networks (their content of interest to you anyway, after all) and be in their wake. Send your offers and campaigns regularly. Maybe one day, a campaign will interest more and they will agree to write an article, or they will explain what your business does not match their expectations.
In all cases, it will be a way for you to narrow your focus and your future mailings.
Partner with bloggers requests communication appropriate to their trading method. Bloggers are looking for sincerity and want to promote brands that convey the same values as they do. In addition, a partnership with a blog should be continued in the long term. Remember the blogger after he wrote the article, keep in touch with him to be willing to write again at the launch of your next product or service.
Feel free to interact with bloggers reluctant to better understand their expectations and to offer them a collaboration that will suit their needs. Finally, when a blog agrees to talk about your brand, put it forward on your website and your social networks to show other bloggers that you know thank those who help you. And if all this complex yet perfect you, know that we can do it for you!
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