3 Tips For Effective Blogger Outreach

Bloggers are one of the key influencers in the online sphere. Working with social media PR a lot of good publicity can be gained from getting the right mention of a large blog. Just like journalists in traditional media, bloggers in social media should not be taken lightly and an appropriate plan must be made if you as a brand wish  to include blogger outreach to your social media efforts.

The opinion of bloggers are heard and respected by thousands, but unfortunately, many companies still ignore their reach. However, compared to traditional media, bloggers can provide you with personal stories that adds authenticity and word-of-mouth to a product and the experience with it.

By targeting and building relationships with bloggers who address your audience, it is possible to garner effective, unbiased reviews of your products. Their readers will be introduced to your brand, get interested in it, visit your site, and in the end do what you truly want: to buy.

There are many things to consider, such as having a good approach to the bloggers and making sure that any mention will be transparent to their readers. In the following, we will give you some basic tips to consider, if you are ready to do blogger outreach:

1. Find the right fit for your brand: In order to build lasting relationships with bloggers, it is good to understand what holds their interest and what kind of customers do they reach out to, through their blogs. The target customers of the bloggers you aim to reach out to should be more or less similar to your target list. Bloggers will only respond to you, if your topic is relevant to their blog, so make sure to have your research in order.

2. “Pitch”, it’s all in the word: When trying to reach out to the bloggers, you will need to customize each of the ‘pitch’ individually. There is no such thing as a standardized press release to be sent out or any standardized pitch. Each document that has to be sent out for blogger’s attention has to be modified and toned down to his style. It’s good to explain why he and his readers should care about your brand and present it with a story suitable for the blog in question. And remember, that it doesn’t harm to make it personal. Tell who you are and what you wish to accomplish so that everything is transparent.

3. Integrate it to build relationships: Like all social media, blogger outreach can be interwoven with your wider marketing strategy. Any time you have a new post on someone’s blog, tweet it, put it on your Facebook Page, share it on bookmarking sites and link to it on your company blog.  That will solidify the relationship for further partnerships. Monitor the mentions you get and be ready to comment, answer questions and make replies to those who write about you.

Is there anything I have missed out here? We would love to know 🙂

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!