Bloggers and Influencers – New Media 101

There is a whole new media world out there and as business owners we need to be across it.

You don’t need to look very far to recognise the growing number of enthusiastic and increasingly influential bloggers, You Tubers, instagrammers and more on the scene, covering a range of popular topics including – but not limited to – fashion, food, music, parenting and entertainment.

Simply put, there are a lot of people out there with a lot to say about a lot of things… and most importantly of all, lots of people are listening to them!

So it’s important to acknowledge local or industry bloggers as important contacts within your media database, and work at strengthening relationships with these people to achieve some positive, and result-generating publicity.

Gaining the support of a relevant blogger can sometimes be more beneficial than your typical piece of media coverage, because the blogger has built a strong relationship with their readers based on honesty, trust and transparency, making their reviews or comments more credible and ‘authentic’ in comparison to the strictly-regulated world of traditional media.

And most importantly of all, a blogger’s audience will be much more targeted and engaged with your industry compared to audiences of mainstream media, making the publicity more impactful and more likely to generate meaningful results. Bloggers often serve a very strong niche, so can be the perfect outlet for your business story.

Here are a few examples of the most common types of businesses to benefit from the use of bloggers, and the reasons why…

Bars & Restaurants – like most cities, Perth has bars and restaurants a-plenty, so how do you decide which one to try? A trusted and respected blogger generating excitement about one particular bar or restaurant is a sure-fire way to get the crowds in; and chances are, other bloggers will soon want a piece of the action, generating further publicity and interest. As well as shouting from the rooftops about the best places to go, bloggers are also great for introducing the new places to visit, places we otherwise wouldn’t even know existed.

Fashion labels – Unless selling your garments in bulk to the big department stores, you’ll most likely need some help to get your label’s name out there and to make people aware of what you have to offer. Perhaps you own your own boutique clothes shop, and while you have a fantastic website and strong social media presence, you’re still struggling to attract more than a few passers-by. By reaching out to a well-positioned blogger with lots of followers, you’ll be significantly increasing your label’s exposure amongst your key target audience.

Tech products – I wouldn’t be surprised if there were more tech blogs than any other kind in existence today, these things are extremely popular, with massive follower numbers. Perhaps because technology is evolving at such a fast rate, or maybe because traditional – and to some degree tech-specific – media publications/outlets only broad-brush over the product and don’t get down to the nitty gritty that true tech fans want? Alternatively, demand for tech blogs could be high as people want to know they’re making the best investment. Tech products aren’t usually cheap, so getting it right in the first place is important. All companies are going to tell you their products are the best, and their features may even be the same, but the blogger will reveal the most user-friendly product and point out the not-so-positive details of each to allow you to decide which product is right for you.

So how do you interact with a blogger? Who are they and what exactly do they want?

It’s important to remember that a blogger is essentially ‘one of us’, similar to his/her readers, with the same likes and a genuine desire to provide helpful and honest advice. They also have an audience to serve, so very much like mainstream media – you have to understand their audience and what is in it for them.

Here are some things to consider when making contact with an influential industry blogger:

  1. Introduce yourself and your brand/product. Tell the blogger a bit about yourself, and explain your reason for making contact. No BS required – they know you want something from them, and they know it’s for your own benefit!
  2. Suggest the logistics of the partnership – do you require their attendance at an event, do you need to send them a product to test or review? And ask if they have any requirements/requests.
  3. Provide some background info. You may wish to send a media release or media backgrounder to give the blogger some more information to assist with their write-up. Don’t expect them to do all the research themselves, treat them as you would a journalist.
  4. Provide them with what they want/need to assist you, and be grateful for their help. Bloggers are always seeking new followers so promoting their blog across your own online presence will be much appreciated.
  5. Remember bloggers have to make a living too, so it is not unusual for payment in some form to be required – whether that is product or service or monetary payment.

Blogger outreach is most effective when incorporated into a comprehensive media strategy, so if you would like to discuss if further, just get in touch with us!



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