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March 4, 2014

50: Best Practices in Blogger Outreach

50: Best Practices in Blogger Outreach

Your comprehensive guide to finding bloggers, auditing them, building relationships with them, and then inviting them to be part of your blogger outreach campaign.

 

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant and founder of Maximize Social Business Neal Schaefer. Hey, this is Neil Schaefer. Welcome to another episode of Maximize Your Social. I'm here in Beautiful Orlando, Florida It's, uh, you know, Orange County, Florida I'm from Orange County, California so I don't find that much of a difference being here. But if you're up in the North East or in many parts of the United States or North America, it's probably really cold. We are, and a lot warmer here, obviously. So I'm here in Orlando. Actually, I just presented for a client in the legal industry on social selling, primarily using linked in. But I also covered Facebook in some of the other platforms, and I look forward to recording a podcast on that in the hopefully not so distant future. But if you just heard and I just posted on social media, I don't expect you all saw it, but I finally I got a lot of requests. Neo, can you create a page that has all of your podcasts on it, and it's actually a best practice, right? If you have content, why not promote that content outside of iTunes or stitcher or soundcloud? We may be hearing it, so I actually do now have a dedicated page to dis maximize your social podcast on Maximize your social dot com. If you go to maximize your social dot com, you'll see ahead of this is blogging and podcast. If you hover over it, you'll see the podcast click on it. You'll be able to listen to every single one of these episodes and download them so that you can hear me talk literally for several hours, because that's how much content I'm shared. In fact, as of today and today is I'm recording this in January 22nd 2014. I've already recorded 44 episodes started just over a year ago. So pretty amazing when you look back at all the content you acquire if you stick to a fairly regular schedule. So today I want to talk about an oven. Asked about this by actually one of my maximize social business bloggers, Christine Matthews reached out to me and said, Hey, neo putting the other knee book She works A Group High, which is a platform that brand used for blogger outreach, said, Hey, Neil, can you give me some advice? And so, as I often do before I publish this content on the Web, I like to give it to my podcast listeners first so that you have the edge on everybody else, so to speak. You know, I really haven't blogged that much about blah Girl Reach up in part of campaigns. Been the brand ambassador for all upon airways on multiple occasions. Virgin Air Back in the old days when they started this Los Angeles Toronto Rude reached out to me off obviously received a lot of swag from a lot of companies that I put on my instagram Facebook. So I have experienced both from that perspective as well as on the reaching out to other bloggers but by myself, as well as consulting and advising other companies. So I wanted to give you just very vory hopefully brief but insights into the point advice on what I advise you to do. If you're thinking of doing some blogger outreach, you know there's many ways to reach out. Influential bloggers are quote unquote influential. You really don't know how influential they are unless they can really help you, right? So let me share my experience, and I guess I look out Best practices for Blogger outreach, which will be the name of this podcast. I looked at his three things Number one identifying the right bloggers. Now, if you've read, maximize your social, which hopefully after 44 up says you have If you have it, no problem. But I'm gonna talk about a similar concept. When I talked about doing the Social media audit and comparing yourself to the competition, which is using publicly available data now, you can use platforms that group high, and there's a lot of unique platforms and help measure things with unique algorithms and getting information from all the AP Eyes exist out there in social media, but just a down and dirty thing you can dio is to research their platform. There are some influences that don't really blawg but are extremely influential. I still think given, you know, all things being equal, I would prefer to work with someone that actually has a block, that they're actually publishing their own unique content. Their own unique perspective. There's a placeholder there so that when they promote you, it gets indexed by Google. It gets promoted and people actually have a website they can go to. I just think it'll make your campaign all things given equal. I think it'll make it more successful. That's my two cents. So do they have a website, These people, that you're thinking of reaching out, too? Because you've heard about them in the industry. You've seen them on Twitter lists. Or you did some searches on Twitter. Google. Plus you found out about them, you know, Do they have a website? And if they have a website, what are the publicly available numbers that you can see is for subscribers case? Some bloggers will show their little, you know, feed burner number of our subscribers. What about the popularity of the website via Alexa? Now, Lex says, Not the most accurate statistic, but it is one data point. And what other numbers can you determine? Obviously, the other numbers air, maybe going to be social media numbers. Facebook fans, you know, Twitter followers, they could be bought. But if you're looking for someone, say you're any commerce and you're doing fashion and you're really focusing on tumbler on Pinterest. You obviously want to try to find someone that has large numbers in those social networks where you think you're gonna be more effective. So this is how you get a little bit more strategic. So once you've done that, I mean, you do this over an Excel spreadsheet and you look at all the potentials and you have a short list of people that you may want to reach out to. The next thing you want to do is analyze their influence. You know, this is part of the identifying the bloggers. But by analyzing the IMF loans, I primarily talk about a cloud score, not clout. Okay, L O ut. I'm sure you're familiar with him. It's not the end all. It's not a perfect algorithm. It is one algorithm. It doesn't mean that if you have a very low cloud score, I would not consider working with you. I mean, a cloud square of a 90 verses, a cloud score over 30. I think we would all agree there is a significant difference. It's easy to get a low cloud score. It's not that easy to get a high clouds score when all is said and done, but really not just to get the clout score. But look at how these people are engaging on these platforms, right? If it looks like it's all automated or they're just saying the same thing over and over again and it looks like they're not being authentic and you can't understand why so many people like or follow them, it could be that they're buying fake followers or bid. They're buying fake like, so you know, that's gonna come down to your analytical abilities to really see through and try to figure out who they are. So after this, you've either confirmed that people on your short list should be the ones you work, whether maybe you've narrowed it down even further. So the next thing you need to do now and this is sort of the second step is how to reach out the bloggers. This is where so many companies make a mistake. They go for the gusto and just immediately see Hey, we're doing a campaign. We love your part of it. No, don't do that. This is social media, everybody, right? Start your outreach campaign starts with developing relationships with these people, right? So this is how you begin to reach out to them. And I really recommend you think a lot about this. As like I said, this is where companies make mistakes. I've had a company reach out to me say, Hey, Neil, we think you'd be perfect. Their fashion company sent me a catalog from Swag $100 Gift certificate. Please give us a try. We think you'll like us. You're you know, you're the perfect man for our brand. And guess what that was like a year and 1/2 ago. I still haven't used that $100 gift certificate. It's just not relevant to me. It's not on my top list of things that if someone had set me new podcast in equipment, Hecky, I'd try it out right. It's not on my top things that I want to do or that I need or that I want to have, and therefore it may seem relevant to you. But if it's not relevant to that person, it doesn't make sense. Which is another reason why you develop a relationship beforehand. To really make sure and ascertain that that's the right person from your campaign. So when you're looking for bloggers, you need to make sure that they are relevant or genuinely have an interest in what you're trying to promote. The only way you're gonna know that is to be building a relationship beforehand. To try to gauge that. The longer the relationship you build, the better success your campaign's gonna have. Right? How do you build a relationship of bloggers? It's actually very easy. We're human beings, right? Have you ever comment? Another block posts. Have you ever shared their block post from your brands handle and social media? Have you sent them any social signals on any given social media platform? I highly recommend you do that. If you don't do it today, start doing it tomorrow. And as you do it over time, you build a relationship so that when you contact them several weeks a few months down the road, they know that you know who they are, and you already have a relationship. It's gonna make your program all the much Maur, first of all, successful at convincing that longer and more successful, so you're ready to pull the trigger Now You've developed that relationship here is how you want to do the actual outreach communication. Obviously, there's more components that go into best practices and blogger outreach campaigns once you start the campaign and this is really getting to that point which I believe is the hardest part. But when you pull the trigger right, what you gonna say, how are you gonna treat them? And I think what most people forget, like I just said, is that bloggers are average human beings just like you and me. They may be known as some sort of rock star in their field of influence, but at the end of the day, they're human beings. They have needs and personalities and emotions like you and me. So trying to find out what makes that particular blogger tick is a challenge in psychology and sociology. Right? That being said, there are things you can do to try to understand what that blogger would like from a relationship with you and what would be the incentive to help that blogger promote your brand? Look back at their past block posts, right? What brands of they promoted? Have they been part of other campaigns? If you're building a relationship you should see in the past month or two. You know what products have they promoted? Or service is where companies or brands and how have they promoted them, Right. Were they taking pictures with them? Did they go on an actual travel to participate in something? Does it look like they just received money in exchange him for blogging? I think that through analysis, you will probably be able to come to a pretty educated guess as to what sorts of campaigns they have joined before. So once you do that, you can now establish yourself in a way that you know, you contact. Hey, we noticed you work with Brandy, where big fan years. We're creating a campaign, and we think you might want to take part in. And when you talk about a campaign making a campaign that someone would be proud to be a member of something like brand Advocate V. I. P Council, all upon Airways, you know, the n a brand ambassador, I think brand ambassadors is an awesome thing that I was proud to be part of. And I know some of the brand ambassador is actually put it like on their linked in profile brand ambassador. That is the type of naming that you want. Then I think a lot of brands really take for granted. It's just like the naming of a Twitter list. You want to name it in a way that when someone becomes a member of it, they become really proud about it. It would naturally want to spread the word about it. In conclusion follows to put everything I said in a nutshell, right. Instead of trying to fit bloggers into your outreach program, mold your outreach program around the needs of each individual blogger, and I think your campaign will be all the more successful for it. That is my advice for today. Ladies and gentlemen, I hope you like this podcast. Want special request the end here if you haven't followed on soundcloud or stitcher. If you haven't commented on iTunes, I really, really appreciate if you could do so. Help expose this podcast. Others individuals, businesses who may be in need of it and can take advantage of it. That's it for today. I'm signing off from Sunny Orlando, Florida, wishing you a beautiful warm day wherever you are in the world by by and make it a great day. Thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at meal at Maximize Your social dot com. Thanks for listening and have a great day.