Talk Bite: Blog Power

As marketers, we try to wield purchase intent for the brands we represent through a variety of indicators. One of the most powerful is trust, and we’ve used all forms of media and tactics to build it among our targets. So whose voice is most powerful in delivering our goal? According to a recent BlogHer Inc. survey, it’s bloggers.

The 2012 study on women and social media found that more than 61 percent of active blog readers in the U.S say they have made purchases based on a blog recommendation- a percent nearly doubled that of Facebook and Twitter.

As we continue to strive for trust among consumers, there is a need to find more creative ways to leverage our relationships with bloggers, especially the ones who have already vocalized their affinity for our clients.  Blogger outreach can be an effective form of media if deployed the right way. Here are some tips to keep in mind:

• Blogger outreach isn’t your free strategy. Don’t assume bloggers will promote your brand or product without getting paid. Value exchange is key, whatever it may be. Brands benefitting most from bloggers have invested both time & money.

• Be prepared for a dose of reality. There’s a simple reason why women’s purchase decisions are influenced by blogs over that of Facebook, Twitter or Pinterest. It’s trust. Readers have come to know blogger voices to be honest, especially when it comes to product reviews. When asking a blogger to write about your brand, be prepared that their feedback will be honest.

• Don’t send the same outreach message to every blogger. Tailor your proposals to each blogger and know why they’d be a good fit for your brand. Bloggers love to hear why you like their writing style, and what it is that sets them apart as someone you’d like to work with. A little research goes a long way.

• Ask for your ideal outcome. Bloggers will appreciate knowing what your brand goals are and can help provide tactful ways to reach their audience. No one will know a blog’s readers better than the author.