As you may have heard, a couple of weeks ago we hosted our first event. We had an incredible turn out, with some of the UK’s biggest brands coming along to hear from 4 speakers on how they can work with bloggers effectively. We heard from Hayley of London Beauty Queen, Sarah from The Prosecco Diaries, Jen from She Get’s Around as well as myself! We’ll be running more of these events so please do let us know if you’d like to come to a future one. We have a brief overview below of what we discussed at our event- we’d love to hear your thoughts:
Choosing a blogger:
- Don’t just work with any blogger and don’t just follow numbers.
Pick the right bloggers to match your brand and do the necessary research on them. Don’t just look at the number of followers a blogger has (this could include lots of personal fan followers, who won’t help your brand) Ask the blogger for evidence of previous campaigns that they’ve done and find out the following stats;
- Blog: Page views & time spent on page
- Facebook: Number of clicks, reach, likes, shares, comment
- Twitter: RTs; favourites; clicks; impressions; engagement
- Instagram: Likes
- Segment your target list and think about the approach
Segment your target list and reach out to them in the most relevant way; one size definitely doesn’t fit all. Don’t use expressions like “Hi Lovely Bloggers” and don’t send impersonal, long emails.
- Don’t expect everything for free
Blogging is not just a hobby these days, this is now a professional job, and a cupcake given out at an event is no longer good enough payment!
- Don’t just Ignore the part time bloggers
These can be just as good as full time bloggers; not many bloggers can afford to blog full time, so be excluding part-time bloggers you are missing out on a huge chunk of the industry.
- Don’t trick them with competitions
Don’t make it complicated for bloggers to work with your brand. Creating hard-to-enter competitions to get them to write free content for you won’t work; they will see straight through this.
- Be clear about expectations and budget
Be clear right from the start on how you see the relationship working and the budget that you have. Make it win-win and valuable for both; before you ask a blogger to write a review of your product, ask yourself what do you want out of it and what is in it for the blogger?
Once you have a blogger to work with:
- Communication is key
Don’t just work together once & then stop communicating, think of it as a long term relationship/partnership that you’re building. Go for lunch or coffee with them and call/email them with ideas, work on building the relationship in the way you would with a journalist.
- Read all their content
Please show an interest in what they write and do share their content- it’s a partnership, not a transaction.
- Don’t be too prescriptive
Bloggers have their own way of writing and are very independent, respect that. Harness the blogger’s creativity, don’t try and restrict it by telling them how to write.
So this is the feedback we got from our brilliant speakers, but what do you think? Let us know what you think brands should be doing to attract bloggers in the comments below.