How To Design A Blogger Outreach Campaign

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

 

Blogger outreach is all about finding the right person at the right time to help you narrate your brand story.

1. Identify The Need For A Blogger

There are couple of reasons why companies (start-ups as well as giant corporates)  need bloggers, yours could be one of it:

  • With the huge penetration of internet, 81% people rely on blog posts. Also 63% of people refer digital media rather than print media before making purchase decision. (source quicksprout.com)
  • Bloggers have targeted audience compared to any another advertising platform. Example: Moz Blog for seo gyan, Next Big What for Indian start-ups news, Labnol for cool tech updates.
  • Bloggers can drive discussions regarding your product or service on various forums thus creating an hype.
  • For companies with less marketing budget, bloggers are the best cost effective mode of promoting the product/service.
  • Bloggers can help you go viral as they are very particular about distributing their content on social media platforms like twitter, facebook, pinterest etc.
  • Google loves bloggers.

2. Hunt For The Relevant Blogger

There are many ways to find the blogger best suited for your product/service:

  • Simply Google
  • Check out the forums related to your product/service.
  • Various platforms like Buzzstream.com, inkybee.com etc is another smart way of blogger outreach. Click here for a list of 15 tools for intelligent blogger outreach.

3. Priorities The Bloggers List

It is always better to prioritize and organize the list to gain maximum out of it. Here are some of the steps which I follow to prioritize the list for my clients:

  • Create a Google spreadsheet. ( Your system may crash anytime and oops. Always, always, always either use google spread sheet or save your excel sheet in Dropbox.com or Sugarsync.com etc.)
  • Define a genre.
  • Check the Alexa Rank for each blog. ( Alexa will provide the useful information like the bounce rate, daily pageviews per visitor, keyword list for which the blog receives the traffic, blog age, page rank etc.) Use this information and target the bloggers accordingly.
  • Another very important matrix is social media followers like twitter followers, facebook fans, linkedin shares etc. The more the better.
  • Good Klout score is an another plus.
  • How often the blogger posts on his blog, is it daily, weekly, once in 15 days or monthly.

4. Do Some Research, Try And Identify Issues

Bloggers usually single handedly has to manager a lot of things tech, content generation, content distribution, audience engagement, traffic, competition, monetization etc. Do your homework, make a list of issues the bloggers are facing related to your product or service.

5. Propose A Solution

The next step is to draft an tailored email addressing the issue and proposing the best possible solution.

6. Incentive For The Bloggers

There are tons and tons of ways to start a relation with the blogger. Start small and see how the relationship grows:

  • Offer bloggers free subscription or samples.
  • Volunteer for guest post – blogger loves to share fresh and unique content with their readers.
  • Work on revenue sharing model for every successful sign-up or conversion.

7. Follow Up

The key for any successful campaign is follow up, follow up and follow up.

8. Keep Track Of Numbers

There are certain numbers you should keep track of to measure the success of your blogger outreach campaign:

  •  Dedicated traffic through the blog.
  • Number of comments – Also do participate in the discussion to establish a better understanding with the potential customers.
  • Number of likes, tweets, re-pins and linkedin shares etc. This numbers will let you know how viral the content is.
  • Back-linking.

9. Request To Introduce To Referrals

Bloggers community is very closely knitted, having long term relation with one will give you a chance to interact with others in the same vicinity.

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

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