“Relationship Marketing Manager, meet The Influential Blogger”
Relationship marketing is a tough feat, especially in our digital world where every marketer, brand and business is jostling for elbow space. It’s easy to get lost in the sea of Facebook, Instagram, Snapchat, Pinterest, Twitter marketers.
The last decade has seen a ferocious influx of companies such as www.blogmeetsbrand.com, www.thebloggerprogramme.com and shoppinglinks.com flood the digital realm with such a dizzy frenzy that marketing executives are spinning in their Herman Miller chair.
Well, they better be clicking their Louboutin heels and rubbing shoulders with the likes of Chiara Ferragni and Seth Godin if they want to keep up with the Joneses of social media marketing.
Here are some tips on how to influence the influencers:
1. Know your audience and find a blogger that fits your brand
By now, you should know who your friends are. If you don’t, then you are in trouble. Big trouble. Buyer persona, customer persona, user persona— these jargons or jives should be rolling off your tongue. Otherwise, do your research, bang on your Google Analytics tool and align your company goals, mission and vision with your audience. Then, scout and hunt down the blogger(s) with a similar audience profile who is the best fit for your brand.
Your brand should resonate with your blogger and vice versa. Think of it as a marriage between a great mind and a brilliant personality. If the fit is right, it’s going to be an amazing journey!
2. Make them an offer they can’t refuse
Bloggers consider blogging their job, not just a hobby. Don’t take their time and efforts for granted. The compensation give should commensurate the job description. Decide earlier on what is it that you require the blogger to do, be it a simple blog post about your company or share an event that you are hosting.
Most bloggers subscribe to a few social media channels and are mavens when it comes to creating compelling bestsellers. Offer them something that will make it worth their while. Be it a spot in one of your online campaigns, a giveaway that they can share with their readers or samples of your product, it should be something that they want and need.
Some high-profile bloggers may prefer only monetary compensation. Whatever it is, you will need to come to an agreement as to what you can and will offer them in exchange for their endorsement or publicity. Just make sure both parties are clear on what the goals are and how to go about achieving them.
3. Find bloggers who are fans
Some brands like M.A.C cosmetics and Apple already have a large following amongst millenials their loyalty towards these brands are steadfast. Why no leverage on that and seek out bloggers who are already champions of your brand?
If they are already promoting you voluntarily now, they will be more than thrilled to work with you directly. This is a relationship that will benefit you tremendously as if they genuinely love your product and brand, that will be apparent in their postings and blog write-ups. There is no better relationship marketing building tool than existing authentic advocates of your brand.
Here are more insights from Rebecca Kersten:
Take note of fans who regularly comment, like and retweet your content, and check out their profiles to see if they have their own publishing platforms.
Set up Google Alerts to monitor mentions of your products/brand on blogs.
Keep a record of bloggers who are already engaged with your brand, and contact them should you decide to launch a blogger outreach campaign.
4. Be sincere
No two blogger are alike, just like no two brands are the same. So treat each and every blogger you are or want to work with as an individual and
Get to know the blogger who is helping you with your campaign or branding. Find out their likes, dislikes, interests, goals and passion. When you are motivated to help them pursue their purpose, they will more likely be able relate and support your cause. As the saying goes, ” I scratch your back, you scratch mine”.
When you are pitching to them, make sure that you address them personally by name, be sure to mentioned that you have read their posts and highlight what impressed you most and how you think your collaboration will be successful. Remember that most high-profile bloggers have an enormous network and they are connected to a wide range of followers as well as other social media influencers.
You want to take this opportunity to spread the word around the block about who you are and how are you an integral part of their lives.
Digital influencers are quite a force to be reckoned with and getting the ingredients right is essential for your brand’s recipe of success.
5. Mind your manners
Once the deed is done, do be mindful and send them a thank you note or email to let them know how much you appreciate their efforts. If there was no monetary compensation involved, do consider inviting them back to your restaurant or offer them a discount code for your product or service.
Keep in touch from time to time, so that it’s easier if you need to reach out again for your next collaboration. They may need to contact you for clarifications if there are queries on their posts or if they need information on your next product launch.
Hence, have an open door policy and be accessible to the blogger(s) even after your work together is done.