Blogger outreach might not be a familiar word for many of us. It’s a niche term that is relatively popular among online businesses and digital marketers. But of late, its popularity is on the rise.
Sample this: A study conducted by Chief Marketing Research; blogger outreach has found that one out of five businesses in the online space has started using the blogger outreach program lately.
What is Blogger Outreach Program?
Over the years, blogger outreach has evolved to become a robust digital marketing strategy. Thanks to its capacity to yield powerful results, its adoption is rising across businesses and categories.
Blogger outreach can be defined as how digital marketers tap the potential of influencers and publishers in a particular industry. It’s a strategic initiative that helps a company communicate and build a relationship with strong and dominant voices to achieve specific marketing goals and business objectives.
In this particular piece of writing, we offer you a step-by-step, guided approach to getting a quality blogger for outreach and what steps you can follow to make the outreach program a sure shot success for an organization. Read on to get all the details below:
How to get a quality blogger for the outreach program?
The fundamental question that most marketers have to contend with is to search for a quality blogger. The success of a blogger outreach program depends exclusively on the competence of the blogger. Hence, you mustn’t compromise on the skill and aptitude of the blogger.
The ability part has become even more critical in the wake of rising competition in the field, prompting bloggers to proclaim their posts as the most authoritative and trustworthy among the available information. So, how to get a quality blogger? Here’re tips you need to follow:
1. Enquire in-house
As a fundamental step, you can seek information from a team of professional writers who are well-known bloggers in the field. Ask them who are credible names, whose blogs are popular and they often like to read, and whose content offers the most relevant and usable information to customers. The information on these parameters and many others like these can help you to make a list of prospective bloggers from which you can finally make a selection for the outreach program.
2. Analyse Social Media Accounts
A deep analysis of the social media accounts of influencers and publishers can also help you to identify quality bloggers in your specific field of business. Along with the posted content, it will help if you sift through the comments to gauge the level of credibility a particular blogger enjoys among the readers.
Before hiring a blogger, you must ensure that they command authority on the subject and evoke positive sentiments among the target audiences. In other words, a quality blogger must excite the audience – both rationally and emotionally.
3. Be Actively Involved
Being actively involved in the hot and happenings of the industry brings multiple benefits to the table – you get to know the latest trends, evolving tastes and preferences of buyers, and who all are influential faces in the industry.
There are many ways to keep yourself updated, and visiting conferences, group discussions, symposiums, and other important events is one of the credible ways to do that. These events also provide an opportunity to meet influential bloggers in person and strike a conversation that might lead to a successful collaboration in the future.
4. Google Help
Alltop and Technorati offer blog listing resources that can be used for the identification of quality bloggers in a particular business segment. These online avenues can simplify your search for the blogger, and the best part is their cost-effective nature. In addition, these save a lot of time by providing access to everything at your disposal with just a single click of a mouse.
5. Online Resources
There are quite a few interesting options offered by Google that can help to identify quality bloggers for the outreach program. The first choice is the blog search on Google (https://blog.google/products/search/), offering insightful information on various resources related to blogs. In addition, Alexa Scores (https://www.alexa.com/siteinfo) and PageRank can also come in handy by revealing structured analysis on trending topics, sites, and content in digital marketing.
How to implement a Successful Quality Outreach Program?
For the successful implementation of the blogger outreach program, you need to focus on the fundamental principles of segmentation, targeting, and positioning. Equally important is not to lose sight of prospective buyers for whom the outreach program is conceived. Follow the steps given below to achieve desired results from your blogger outreach program:
1. Know your target market
The very first thing on your to-do list is to know your target audiences inside out. You must have comprehensive knowledge about their tastes, preferences, interests, activities, and buying behavior. This knowledge will prove very helpful in designing and promoting the content among prospective buyers.
2. Set goals and objectives
Before setting out the blogger outreach program, top management must define the goals that the outreach program intends to achieve at the end of the day. The purposes can take several forms – creating awareness, building brands, increasing sales, or acquiring new customers. Therefore, according to the specific nature of the objectives, the larger contours of the blogger outreach program should be decided by the people in the position of authority.
3. Track Progress
As for any digital marketing program, continuously assessing the performance parameters will guarantee the success of the blogger outreach program. The assessment of the results must happen in a completely objective manner, and feedback by stakeholders should be implemented for further improvement of the outreach program.
There is no doubt that a blogger outreach program can significantly enhance the credibility and customer base of the organization. However, its implementation requires consistent, deliberate, and determined efforts and unwavering support from the company’s top leadership. Moreover, a collaborative approach towards implementation and constant monitoring of results will complement the efficacy of the blogger outreach program. In sum, the blogger outreach program can yield beautiful results provided it’s conceptualized and implemented in the right spirit.
Also, check how to become a social media influencer.