No one expected the impact that social media would come to have on influencing the public’s buying decisions. Many people have turned to social media “influencers” on platforms like Instagram to tell them what to buy, what to wear, where to travel, and what to eat. These influencers are your friends when it comes to getting the word out there about your product or service. Many of them use their blogs and social media platforms to promote products because they are paid to do so, or because they genuinely love the product. So how do you get these top bloggers to promote your brand? It starts with getting the right influencers’ attention in the right way.
What is Blogger Outreach and Why Does it Work?
Blogger outreach, or “influencer marketing” is the use of well-established online authorities in your industry to promote your product or service. Influencer marketing has allowed brands of all sizes to get their name and products out to the public via people their audience already follows and loves. Using influencers to market your product allows you to use someone who already has existing trust with your audience to sell your products efficiently. By developing great relationships with influencers, you can increase your sales and your following.
Find the Right Blogs First
First, you need to see if the blog even does product reviews. By eliminating any blogs that haven’t done product reviews already, you save yourself valuable time. Another key is to look for bloggers who are in your niche or industry, or who blog about topics that you can relate your product to. For example, an influencer in the health food niche may also blog about a stylish shirt that is great for working out or that has a quote related to health written on it. Many vegan blogs also cover topics like cruelty-free skin care and sustainably sourced clothing.
There are also a few things you will want to consider, such as the social media following of the blog. The more followers a blog has, the more sales you are able to generate through that influencer. You can estimate the success of partnering with an influencer in a number of ways, such as how many followers they have on Instagram and how many likes their Facebook page has. Be sure to check that they receive a decent level of engagement so you know that their followers are real, and not bought.
You can also check the domain authority of a blog by using the free tool on Moz. This will allow you to get an estimate of the blog’s ranking on search engines and its traffic numbers.
Now that you have found several influencers to reach out to, there are several important things to know before you send your first email or private message.
Make It Personal
Do not be tempted to use cookie cutter emails that were clearly devised from a template. Influencers are human beings. They aren’t likely to pay attention to anything that isn’t personally written for them or anything that looks like spam. The most important thing to remember when writing to an influencer is that it’s not about you! If you bombard your prospect with pointless details about you and your company, they most likely won’t read it. Even if they do read what you have to say, they likely won’t respond if they don’t see what’s in it for them.
Know the Influencer
Before devising your letter, email, or message to the influencer, be sure to do some research on them. This is similar to knowing your target audience. You want to know their passions. Learn what they will and will not cover on their blog. Think about how their content relates directly to your product.
Writing the Message
Messages and emails to influencers should be as short and simple as possible! Anything that is too long, bombarded with useless information, or not broken down into paragraphs isn’t going to capture the attention of a busy influencer.
Be sure to include an attention-grabbing email subject line. This will prompt the influencer to open the email. Headlines are the key that open the door to your emails and messages, and they should be written correctly.
The body of the message should be all about the influencer. Compliment them on a recent post or article they produced. Talk more about their brand than yours. By knowing what your influencer’s interests are, you should be able to craft an email around how your brand ties to their interests. By focusing on them, you are more likely to get them to say yes to promoting your product.
By employing these techniques, you can effectively reach blogs that your target audience are already following. By using blogger outreach, you can increase your sales and build important relationships with key internet authorities.