We recommend blogger outreach (as a method of content marketing) to our clients for many reasons. First off, marketing has taken a turn from business-to-consumer (or business-to-business) to person-to-person. Word of mouth (WOM) marketing has become the way to learn about new products from someone you can trust. One way a brand can achieve that is working directly with influencers who have a command over a loyal audience. These “Bloggers” have a very distinct advantage because they have a fan base built around one topic (or series of topics) who rely on them to review products objectively and to share their perspective openly.
“Research from BlogHer has shown that 81% of the online population trusts information and advice they get from bloggers and that 61% have made a purchase based on a blogger’s recommendation.” (socialmediaexaminer.com)
We have done several blogger outreach programs for our clients. Here is an overview of a few:
Fitmark makes bags for athletes and the fitness enthusiasts. Each month we contact fitness and healthy lifestyle bloggers who we feel are a good representation of the brand. We send them a #nicebag from our client’s amazing selection and we only ask for honest reviews based on their experience. One of our first bloggers was Lindsay Livingston, of the Lean Green Bean. She reviewed Fitmark’s Lavender Sport Tote and held a contest that required email entries to win the bag. The simple contest earned 1215 entries (that could then be email marketed to for future marketing) and all week Fitmark was being @mentioned on Twitter from this contest. This gained tremendous exposure and a very nice list for future brand communications for Fitmark. = WIN!
Dollie & Me sells dolls and clothes that fit all 18″ dolls. They are also well-known for their match back fashions and their doll clothes fit most dolls of that size made by their competitors. We have worked with countless influential mommy bloggers, coordinating product reviews and giveaways that have increased likes and engagement, as well as interest from potential consumers. Partnering with these influencers has been extremely successful because they each have their own audience and fans who trust their opinion, which will encourage them to try products that the influencer endorses. We have directly tied back these efforts (through Google Analytics) to considerable traffic as well as e-commerce conversions each month. = WIN!
Oatworks is a oat based smoothie with fresh fruit mixed in that provides a great dose of beta gluten and is a very healthy “snack” option. We recently launched a campaign targeting healthy living or “fit bloggers” and it is off to a very good start. This is a very big audience online and there are a lot of bloggers in this category. We work hard to find the best fit for our client so we can get the biggest bang for our buck. One notable review was posted by Chelle from Oh Just Stop Already. She reviewed Oatworks and held a contest for her readers to win a case and try for themselves. The contest had 730 entries which was tremendous for this brand new startup who had little-to-no awareness in the market. Now as the brand gains traction and starts showing up on retailer’s shelves across the country, guess who we will be notifying first to go in and try it? Awareness + Email Acquisition + Retailer Support (driving foot traffic) = WIN!
Get the 5 tips for developing better blogger outreach here from Social Media Examiner.