10 Tips for Brands Looking to Work with Bloggers

Brands are constantly looking for the best way to reach their consumers online. With new social media platforms popping up around every corner and endless digital advertising opportunities, it’s hard to keep up. So, why not reach your consumers through blogs they’re already reading?

It can be beneficial for brands to work with bloggers because bloggers often are considered a trustworthy sources for information and advice. A blogger can seem more like a friend, informing their readers of a new product or service they’ve tried or to educating them on something. When brands leverage the trust of a blogger’s readership, they’re able to convey their message directly to their consumers through the blogger. With 61% of U.S. online consumers saying they have made a purchase based on a recommendation from a blog*, it’s no surprise that brands want to get in on the action.

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Here are 10 tips for brands looking to work with bloggers:

  1. Build relationships. This can start with organized lists of bloggers that might be a match for your brand. Follow them on social media. What are they talking about? Who are they talking to? Does their “voice” line up with your brand? Check out their blogs regularly. How often are they posting? Will your sponsored post get lost in the shuffle? Send them a tweet or comment on their photos to get on their radar.
  2. Set goals. What are you trying to accomplish for your brand by working with bloggers? Are you looking for a boost in your social media following? Are you trying to drive traffic to your site? Are you trying to increase awareness of a new product? Determine your goal for the program prior to reaching out to bloggers.
  3. Stay organized. Once you have your list of bloggers, keep track of whom you’ve reached out to, how they responded, and if they’ve completed their end of the agreement.
  4. Have a backup plan. No matter how organized you are, how thorough your background checks were and what caliber of bloggers you’re working with, life happens. Make sure you have a backup plan in case a blogger can’t follow through with their end of the deal. You may need to reach out to a blogger who wasn’t initially selected for the program or determine what happens ahead of time in the form of a written agreement/contract.
  5. Set a budget. Do your research ahead of time. You’ve already built relationships with some of these bloggers so you should have media kits on hand. Make sure you know what they are charging and what your brand can get for that price. If you go in with a flat rate fee for a program that is well under a blogger’s rate, you’re likely to close that door for good.
  6. Be aware of timing. Running a successful blogger campaign is a lot of work. Make sure you have enough time before the campaign starts to research and select the bloggers you want to work with. Prior to the start of the campaign, make sure all of the bloggers are aware of the deadline. Send a follow-up reminder a few days before the final deadline.
  7. Communicate. Communication is the key to success in a blogger/brand relationship. Provide as much information upfront as possible. Let bloggers know what you are expecting out of them. Are you expecting them to create unique content or spread a message? Are they required to post on their blog and share through social channels? Make sure everyone is on the same page and check in with bloggers before, during, and after your campaign.
  8. Be professional. This is your job, remember? Make sure you don’t send out the same email to dozens of bloggers. There are tons of blogging forums and Facebook groups, and the blogging world is fairly small. If an influencer has a negative experience with a brand or agency, they’re likely to share that with their blogger friends.
  9. Maintain relationships. There’s nothing worse than putting hours of effort into a campaign and never hearing from a brand again. When their next campaign rolls around and I get another generic email, I’m just not that excited about working with them. When a brand emails to thank me for my time, shares my content through their social channels or sends me a “thank you” note or gift, they move right to the top of the list of brands I want to work with again. I’d rather have a handful of brands I’ve built long-term relationships with than do a bunch of individual campaigns with different brands.
  10. Plan ahead. Running a successful campaign takes a lot of effort. Make sure you have a plan in place to make the most out of your campaign results. Think about how you can reuse content from your bloggers (with their permission, of course).

*Source: 2012 Women and Social Media Study