The exact ubiquitous internet really has given ‘power to the people’. Any individual now has the potential to wield the influence of your journalist – all he has to do is identify a distinct segment subject and consistently write about it in an informed manner over a period of time in order to build up a following of many readers who share those interests.
Another side to the present phenomenon is that these blogging supremos also provide a great chance for businesses to access easily identifiable groups of readers with unique interests. So , whereas in the past, companies or their ADVERTISING agencies focused purely on targeting journalists in order to strong ! target audiences, they now have the additional option The of any plethora of influencers in the form of bloggers.
Here’s an example of the best way blogger outreach can give a commercial advantage. One of our clients is definitely the Charles Bathurst Inn and The Punch Bowl Inn, either idyllic inns located in the Yorkshire Dales in the midst of brilliant walking country. As popular haunts for ramblers, most people helped the inns to target the online walking community constructing relationships with influential rambling bloggers. We invited most of the key bloggers to spend a complimentary weekend at one of the inns and then to give an impartial review on their blog.
The outcome was that half a dozen bloggers took us up on your offer, subsequently wrote rave reviews about the inns, gaining more custom from their readers and also increasing traffic to the particular inns’ websites by pushing up their Google positions because of the search-friendly benefits of back links from other websites.
While it might sound like a fairly simple exercise, bloggers should not be viewed simply for an extension of the traditional media, there are some important rules that you should followed in order to communicate with them effectively.
Here are some key guidelines:
1 . The first step is to identify the right bloggers for you. The fact is that, there is no quick solution to this, it is a matter of undertaking toilsome research via Google blog search or Technorati. You must scan each blog site to get a feel for its relevance; what is site rating (via a Google rating app); and next go through the blogrolls on each site to find more bloggers just who might be relevant and visit their site to do the same… It could worth noting that as in most things, quality is more necessary than quantity – don’t just target the blog writers with the most followers, find the ones most relevant to your business.
two . As most bloggers are private individuals without a commercial responsable to grind, the way in which they should be approached is different to common journalists. The key is always to be transparent – as normal most people with a passion for a particular topic, they treasure their objectivity and appreciate openness. While they may be slightly wary of internet marketers or PRs, as long as you are up front and declare your individual commercial interest, there shouldn’t be a problem.
3. Blogging concerns building relationships, so don’t stampede in, take some time and find to know the individuals through their blogs (it should become apparent whether they are amenable to PR approaches). Have a look at their ‘About’ page – time invested in research allows you to better craft your pitch. Post some comments and a dialogue; blogging is all about engaging with people and most people appreciate the fact that someone is taking the time to read their article content.
4. Once you have made two or three comments, you can approach typically the blogger. Every approach should be personalised, preferably referring to their whole recent posts to show that you are familiar with their blog. Owning clearly set out your commercial interest, you might offer them possibilities to trial a product or service. This is fine as long as you inform you that they are no strings attached; they are free to give a strong unbiased, independent opinion.