In this article you will read how to use bloggers and influencers as a power channel in your target group and which mistakes you should avoid.
Blogger and Influencer Relations is identifying, contacting and maintaining your company’s relationships with bloggers and influencers.
Bloggers run a blog, whereas influencers use social networks as their communication tool. Unlike journalists, they usually don’t work for the media.
Bloggers write about different topics on their own platform. As a rule, they have a smaller, but clearly defined target group. Independence is very important to them.
Influencers can be “celebrities” as well as well-known people. They usually use existing platforms such as Instagram, Facebook or Youtube instead of their own blogs.
Like bloggers, micro-influencers usually have smaller and concrete target groups. They focus on their personal interest in a topic. Their advantage from a marketing point of view is high credibility, because they publish less to earn money.
In contrast to traditional media, bloggers are considered more authentic. They are very well networked in their industry, know their business very well and have loyal readers.
The primary objective is to create a win-win situation for both sides. So you can offer the blogger exciting and new topics for his target group (which is also your target group). In the best case your topic gets the reach of the influencer.
In this way, you will become visible to a larger group of potential customers in an unobtrusive way. Bloggers and influencer relations are usually a continuous process, not a single campaign. Building and maintaining a relationship with a blogger or influencer can be divided into the following phases.
Phase 1: Follow and listen
Follow bloggers or influencers who write about your topics, similar products, services or brands. By listening, recognize the dialogue between bloggers/influencers and their followers in the form of comments.
Phase 2: Get involved and support
Be active and get involved by licking, commenting or even sharing contributions. This is not about praise, but a value-giving exchange. In this course the contact to the Blogger or the Influencer can be taken up very naturally.
Phase 3: Strengthening and maintaining the relationship
Once you have made contact and the interest is aroused, you can intensify the relationship. Communicate via mail or phone. Similar to your customers, it is also important for bloggers or influencers to understand their pains and gains and then provide them with significant added value.
About 4 out of 5 Internet users trust bloggers’ recommendations
Around 60% have already made purchase decisions based on an influencer recommendation
According to Statista, influencers and bloggers work hardest to build a brand
Get news and tips about your topics and search words by mail or RSS feed. In this way you will definitely be aware of influencers and bloggers.
Among the best known tools to find and evaluate influencers are Buzzsumo and Deep Social. It evaluates data from Facebook, LinkedIn, Twitter, Pinterest and others and generates a ranking of the most influential people based on the keyword entered.
For example, to extract demographic and geographic information from blogs and websites, SimilarWeb offers many features.
Get the Customer Insights Suite Light. This lean toolbox supports you in building exctiting customer relationships.
You either didn’t deal with the single blog at all or you just cut out a mass mail to bloggers or influencers. With the latter you hope for a sufficient number of answers, which can lead to cooperations. Most bloggers and influencers sort these requests out mercilessly. For those who don’t take it too seriously, authenticity suffers and their readers or followers migrate.
Many offers to bloggers and corporate influencers are simply not honest. If you have a certain budget, which should flow into the structure of this channel, then a constant negotiating around a few euro makes little sense. Many companies want to get the most out of this, both in terms of content and promotional statements, whereas the budget should remain at a minimum. Thus “benevolent articles” are demanded, although this goes completely against the style and attitude of the influencer or blogger.
A cooperation and relationship with a blogger or influencer must result in both sides being winners. The blogger invests time and sometimes money in creating, filming or writing a post. Anyone who sees the influencer or blogger here as a “stupid” assistant instead of an equal partner has already lost.
It is often already apparent in the introduction. Companies send standard letters in a uniform mush or have not even once read the blog or observed the influencer in its channels. There should even be speeches in the form of “Dear Blogger” or “Hi Influencerin”. These messages typically end up directly in the trash and there is no cooperation.
In the entire marketing and sales funnel, the activities you carry out with influencer marketing are located between the top of the funnel and the middle range.
The focus here is on attention-grabbing measures so that the product or service is visible and understood by the customer. This leads to trust in the readers and followers of the blogger or influencer.
Like direct sales, influencer marketing has a similar instant effect on your potential customers at a loyal and very specific followership.
In terms of reverberation, the channel is superior to both sales and other channels such as offline advertising.
When you build your portfolio of channels and actions, blogger and influencer marketing will typically have the function of targeting people who are both followers of the influencer and your potential customers.
This channel therefore works best in combination with the very long-term as well as the medium-term channels.
Great and unique campaigns can only be created with the right freedom for influencers and bloggers, who live from their creativity. So if you’re going into a cooperation, then agree which left and right boundaries the influencer wants or needs, and where he or she simply wants to let off steam in a free and authentic way.
Ultimately, it is a question of sustainable relationship building with successful influencer and blog marketing. You work on an exchange of knowledge and experience and move forward to one or more pre-defined goals. Concepts for Influencer cooperations can be manifold, but they always have one thing in common: they are elaborated from the planning to the implementation up to the measurement of success.
It’s not just the reach of the influencer or blogger that counts. Rather, it must be true that it or he fits at all to your product, service or company. The goal is therefore to have as large an intersection as possible between the influencer’s target group and your target group.
Time is probably the most important resource in building Blogger Relations. You’re building trust, and that’s not from one mail to another, at least not usually. The solution is to build smaller blogger relationships rather than a huge one that costs a lot of money. Then both sides will benefit in the long run.
Reach is a measure of the potential size of the audience that the influencer can reach with any message. It does not mean that all members of his or her audience will see the post or blog post.
Social Buzz: How many mentions does the post have?
Share of Buzz: How many mentions does the post get compared to the total number?
Development of Social Buzz / Share of Buzz: Number of mentions over time
Number of fans (in the broadest sense): How many followers do you have on social networks like Facebook, Twitter and Instagram?
How active are the followers with comments, answers, postings or likes?
Number of posts / comments / likes (total or per post)
Retweets / Replies (total or per tweet)
What does a certain audience perceive for a brand, a company or a product? Mostly determined on the basis of social media data.
Sentiment: What is the mood and tonality of the posts? How many positive, negative and neutral mentions do you have?
Loyalty, recommendation rate: What is the number of loyal / recommended mentions compared to the total number of mentions?
How much traffic was generated by the Influencer content? If you use a tracking URL, you can measure either the entire action or traffic through each influencer or blogger.
You can see that Blogger and Influencer marketing offers really great possibilities to make your business visible to your target group. It’s about building a partnership with a blogger or influencer at eye level.
Influencer marketing should be established quite early in the marketing funnel because it is often one of the first points of contact with your product or service for still unreached potential customers. If you have established a win-win relationship, it allows you to target customers in a very targeted way.
And now: Keep an eye out for bloggers and influencers who have a following with a very large intersection to your customers.
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Integrate the essential customer perspective into your product genesis and marketing processes. That puts PS on the street, that it runs.
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