If you’re ever wondering why bloggers are increasingly gaining momentum in the marketing scene, perhaps likely to be overtaking the paid content ads in terms of its effectiveness in convincing potential consumers – this article would help you in answering some of these questions. We’ll also briefly look at the approaches to blogging that are widely adopted out there.
Many active social media users, if not a fan, are following famous bloggers’ updates, reading the posts in their free time. It is not surprising to see why bloggers are becoming some sort of role models to many millennials out there who have simply made social media platforms part of their identity. These bloggers are not only very much updated about the latest trends, they also cover topics that are specific enough which makes it accessible for readers who require information, or just in need of some perspectives and opinions to make some decisions pertaining the topic. Therefore, they definitely can equip their readers with a certain degree of short-cuts to make them appear like a know-it-all person of diverse topics.
Moreover, bloggers are also highly trusted by their readers and followers. Before making a relatively crucial decision like purchasing that pricey good, an average person would consult about 11 consumer reviews, in which many are via blogs, as analysed by Spark Notes. In fact, 80% of the online population claim that they trust bloggers. This is primarily because many successful bloggers are able to invoke emotions and create their posts in the authentic way that allows personalised pitching to the readers. Evidently, they are relatable to their readers through their personal experience as they would place themselves on the minds of consumers as well.
The wide outreach that bloggers have an influence on is another advantage as to why brands are increasingly engaging bloggers for their marketing influence strategy. With each post they upload, one blogger can easily reach thousands of readers. Brands that engage these bloggers could track this using Unique Monthly Visitors (UMVs) feature on top of their social followers, as looking at the entire digital footprint is useful when deciding which blogger is more suitable to be their partner in advertising their products/brands.
This brings us to discover the two approaches of blogging that are widely practised by bloggers. The first is ambassador program that entails bloggers to be on board for a stipulated length of time, establishing an ongoing relationships and bloggers are expected to post more than once. The other blogging approach is the campaign approach – enabling bloggers to scale their outreach and create a quick spark. It serves as a catalyst for buzz to be created, especially when a group of influencers simultaneously post about the topic for a period of time.
Some strategies that have been proven useful in ensuring that bloggers could effectively market your brand include – providing them with relevant and accurate information, coupled with your expectations about the content required of them. It is also essential to ascertain that the blogger’s style of writing fits your brand’s profile, and you could even determine this by looking at the comments section of the post and how the blogger responds to them.
Pitching your brand to the bloggers for the first time is just as crucial in getting them to earnestly post about your product, that perhaps for many, these bloggers are the first line of personal touch there is if they have yet to figure out your brand. Just as authenticity is a necessary ingredient for bloggers to reach out to their readers, similarly, brands too need that personalised approach in pitching to bloggers who would probably feel indifferent or detached to your brand otherwise. Hence, a common rapport needs to be established between your brand and the potential blogger you’re hoping to partner with, especially in that first virtual impression which might turn out fine with that P.S or P.S.S, signalling any similarities shared or attention grabbing one-liner before signing off.
If you are yet convinced about the upscale of influence that blogger marketing can bring about, you might be missing out on a great opportunity of allowing your brand from having sufficient online presence. More importantly, the trust and authenticity that bloggers can garner from their wide readership is definitely an advantage your brand would not want to overlook.
Credit: Octavilia Budianto
1 Absolute Mobile Solutions. “Why Does My Business Need a Blog?” June, 2016
2 Convince and Convert. “How to Own Your Blogger Outreach Process?” Kristen Matthews
3 University of Brighton Blog Network Site. “The Things We Should Know about Blogging for SMEs” April, 2015