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How do I deal with bloggers?

Wednesday, 14 November 2012 | By Fred Schebesta

Without a doubt you want to engage with these bloggers. Finding ways to promote any business online shouldn’t be difficult, especially when you factor in how popular many blogs have become.

 

Regardless of what business you’re in, you’ll find plenty of bloggers out there writing about your product.

 

The fun part about bloggers is that they all tend to have their own opinions and styles that attract their own community of dedicated readers.

 

Regular blog updates over time mean that successful bloggers also build up a considerable amount of trust and respect from those readers.

 

When you consider that bloggers tend to stick to writing about topics or niches that interest them, you end up with a very focused blog filled with content that relates to your business that is visited regularly by loyal readers who trust the opinions of that blogger.

 

This presents businesses with a unique marketing opportunity that can be extremely cost effective.

 

So, how can engaging with a blogger grow your business?

 

Think for a moment about having your business or product endorsed by a high-profile blogger with a following in the tens of thousands. Those people trust that blogger’s opinion, which can translate into good things for your business overall.

 

Engaging with the right bloggers really can increase exposure for your business. The key is to find the right blog and the right blogger to work with you.

 

Due diligence

 

Before you send out an email asking a particular blogger to promote your business, take some time to do some homework. After all, some bloggers flatly refuse to mention brands or companies at all. Some will want payment to endorse or feature a particular product. Others simply won’t be interested.

 

Take the time to read through blogs that focus on the same or similar topics to your own business. Learn about their style and what they write about. See if you can work out when and why that blogger chooses to endorse a particular product.

 

Really get to know that blogger’s style and tone by reading archived posts. Some will swear and curse. Others may post ultra-strong opinions about a particular topic. Try to find a blog written in a style you’re comfortable with.

 

During your research you need to think like one of their readers. What would a dedicated reader of that blog find interesting about your product or business?

 

How would it fit into that blog’s style and tone? This shouldn’t be about a sales pitch. You need to work out what angle that blogger might use to keep his audience interested while still mentioning your business at the same time.

 

Attention to detail

 

Don’t send out a blanket email to every single blog you can find that is remotely related to your niche. Instead, research individual blogs that are more likely to attract readers that fall within your target audience.

 

When you’ve done your due diligence, actually get the blogger’s name right on your introductory email. Nothing shouts ‘complete non-engagement’ more than a generic email that starts with “Hi there”. Take the time to address that person by name and show respect for the blog you’re trying to get into.

 

You also don’t want to approach a blogger to write up a review about your product when their blog posts and readers have very little to do with what you’re promoting.

 

Attention to detail does matter here, especially when you figure that most bloggers are passionate about their chosen subject matter.

 

Value their time

 

If any blogger gives your product or service any kind of positive mention, always remember that the blogger is giving you their time and access to the audience they’ve carefully built up a rapport with.

 

When you consider that many bloggers don’t get paid for what they do, it’s even more important. Many people blog because they’re passionate about a topic. If they’re going to give away their time and effort on any business, it will be to the one who clearly values what they’re getting out of it.

 

Start small

 

Don’t be afraid to approach smaller blogs. Sure, it’s tempting to aim at the seriously big-name blogs with hundreds of thousands of readers, but small blogs give you the opportunity to build up relationships.

 

Besides, you may find that some of the smaller blogs are a better match for your brand or business. While the readership may not be as high, the audience may be far more receptive to your products.

 

This is going to be far more effective for your business than a massively large audience who really aren’t interested in what you’re offering.

 

Engaging with bloggers gives you a great opportunity to promote your brand, your products and your business.

 

You have the benefit of reaching out to an audience you might otherwise not have reached. Just be sure you take the time to choose the right blogs and bloggers that are best suited to your offer.