Influencer outreach — in its simplest form — is the combined effort of businesses and Influencers, usually bloggers, to produce the necessary content at a level of quality that will produce efficacious results. One thing that marketers are well aware of is the fact that building and sustaining a brand requires customer engagement. Building customer loyalty also requires customer engagement, and the most effective way to engage the target audience of any business or brand is through high quality, genuine and authentic content that the readers and viewers will find informative and relevant.
Approaching Publishers with Great Content
Publishers have certain needs and desires when it comes to content. One of the most prevalent and powerful benefits of effective content is its ability to develop trust between the business and the target audience. One way to do this is to provide relevant content that is produced by people who are experts in a particular field of interest and with an established online influence. This makes the written piece or post more credible. Another important element that publishers pay close attention to is organic tone of the content. They are not looking for commercialized content. This is not sales copy, but a non-invasive way to engage the audience while building a relationship. This topic is explained in greater detail in the following presentation:
Influencer Outreach on Social Media Platforms
One of the most effective methods for engaging customers or your target audience is through the use of numerous social media platforms. The best way to do this is connecting with individuals who do this on a regular basis — Individuals who are exceptionally adept at creating and promoting high quality social media content. Social media allows businesses to engage and interact with their customer base in a non-invasive manner. It does require real time response in many instances, but the benefits are well worth the effort. Bloggers are extremely proficient at creating this type of content. These type of campaigns are highly effective as influencers. It is all about developing trust.
Plan Your Influencer Outreach Campaign
Influencer outreach is about reaching out and connecting with other bloggers to help improve your brand by enhancing the content that you are currently producing. Launching a blogger outreach campaign requires effective planning. You will need to be precise in selecting the right blogs, which requires developing a list of criteria that you will use to qualify the bloggers that you wish to work with. As with any marketing campaign, you will want to establish the metric system that you will use to track and monitor the campaign. You will have to give consideration to everything from post frequency to relevance, but finding the right bloggers will be key.
Use Social Media Tools to Automate the Process
The advancement in technology has set the marketing industry on its head, which really isn’t a bad thing when you take time to consider the benefits. It does, however, change the approach that marketers must take. The traditional marketing and branding methods, such as paid media, developing relationships with journalists and press clippings are rapidly becoming a thing of the past. With digital and social media, news and information travels at the speed of light. In many instances the consumer receives the news before the traditional media outlets receive it. This calls for a change in approach. This is why using expert bloggers can be so effective.
Don’t Forget the Basics of the Influencer Outreach Process
There are four primary steps that will a part of any effective blogger outreach campaign. The first thing that you will need to do is identify and measure the influence of a prospective blogger. How much traffic does the site generate? How engaging is the blogger? Does the site and its content have relevance to the client’s brand? These are questions that must be answered. Once you conclude that a particular blog is worthy, you must then present it to the client for approval. If the client approves the blog, then you must contact the blogger to initiate the process. Once everything is underway, you will then need to consistently monitor the campaign in order to evaluate its effectiveness.
Setting up an Influencer outreach campaign will definitely help increase the effectiveness of your content marketing strategy. The key is to provide relevant and informative content that has the capacity to engage the customer while providing a meaningful and enjoyable user experience. Make sure that the content is not commercial, having a sales undertone. The key is not to sale but engage. This non-invasive approach will prove highly effective in developing a long-lasting relationship with your customers.
What is your experience with outreaching to bloggers and influencers? Please tell me in the comments below.