Every industry nowadays has it’s own set of influential bloggers – a group of publicly recognised individuals that consumers turn to for guidance, recommendations or general inspiration. In the fashion industry, this may mean that consumers go to their favourite bloggers for up-to-date trends, or inspiration on how to piece together items in a new way. In the technology industry, this may mean that consumers go to respected bloggers in order to gain an insight into newly released products or to decide what products best suit their technological needs. Each industry and its bloggers are different, but the common factor is that bloggers are now necessary components in helping bridge the gap between a business and their publics.
When managed correctly, businesses can utilise these blogger-consumer relationships in helping grow their own bond with customers. Through the use of public relations and/or marketing professionals, partnerships can be developed between a business and a blogger. Each member of the partnership has something to offer – the business can offer the blogger insider information and involvement in the industry they are interested in, and the blogger provides the word of mouth connection with the consumer base. These mutual benefits can provide a base for future endeavours together.
Here are some tips on how best to initiate and nurture a relationship with bloggers:
- Be personable as a business – sure, an email to a blogger is a great start, but dependant on their social media presence, it may go unnoticed amongst hundreds of others. Reach out to them via their preferred platforms, comment on their photos, start conversations with them, and they’ll take notice of you and your business.
Develop the relationship – once a partnership is formed, continue to build on it. Show them that you’re invested not only in building up your business, but also in supporting them in their journey. Share their posts, promote their purpose in relevant circles, make them feel appreciated.
Exclusivity is always a good option – Everyone loves being in on a secret, or trying something before others can. As a business, you have the opportunity to grant your blogger circle sneak peeks on new products or ventures. If you involve your bloggers in this process, they’re much more likely to become personally invested in your business and develop an attachment to the growth. This will result in them being genuinely passionate about your products when sharing their opinions with the public.
- Make your mother proud – always, always, always say thank you. Crediting a blogger and acknowledging their hard work goes a long way in the world of social media, where actions are often forgotten or disregarded moments after posting. By thanking a blogger and taking the time to recognise their efforts, you are ensuring a continued, positive relationship, not only with them – but with the consumers that so ardently admire them as well.