Blogger engagement: Why are people talking and what are they talking about?
Blogger engagement is the process of connecting, participating and interacting with blogs and bloggers that are relevant to your value proposition. Put in simple terms, Blogger engagement is the act of getting influential bloggers to talk about your brand.
Primary Objectives of Blogger Engagement:
- Drive brand awareness through highly targeted and trusted content
- Create new conversations and topics related to your core value proposition
- Enhance search engine optimization (SEO) presence through quality and trusted links
- Create network of bloggers to diffuse product news or launches
The Value of Blogger Engagement
- Did you know that brand mentions on the Internet are the best way to get users to visit your site or learn more about your brand? In a recent study by ARAnet, it was shown that the most likely source for Internet users to read and take further action was seeing your brand in an article format.
- Ninety-five percent of the top 100 US newspapers have reporter blogs¹
- Four in five bloggers post brand or product reviews, with 37% of them posting them frequently¹
- There were 94.1 million US blog readers in 2007²
- 184 million people world wide have started a blog³
- Seventy-seven percent of active Internet users read blogs³
The Influential Blogger
An influential blogger is essentially someone who has started an ongoing conversation or value feed via their blog by leveraging a single piece or combination of the following:
- Domain / subject expertise
Through the unique delivery of quality content, a blogger can become trusted, reputable and, in some cases, profitable. At the end of the day, the real value lies in the engagement, loyalty and reach of their content as it is consumed and shared by their readers.
Blog Outreach and Engagement Starts with Understanding:
The average click-through-rate (CTR) of banner ads is less than 0.25%. Follow these five steps to maximize the performance of your banner advertising campaign.
STEP 1. Blogger ASSESSMENT
Our Internet marketing agency identifies blogs, bloggers and thought leaders worth connecting with. We also completely assess all blog activity that has already taken place involving your brand.
STEP 2. BLOG STRATEGY
We craft a unique strategy and approach to engage bloggers on behalf of your brand. This may be in the form of a beta test, a product trial or an exclusive sneak preview of your latest and greatest. MicroArts has perfected this process with Seven easy steps to enhance online awareness and drive volunteer evangelism. A blog strategy might reflect the voice of the company, where posts are written by several people, including employees and hired industry specialists. Blog posts can also come from a single voice in the company, including a CEO, president, marketing communications or even a sales person.
STEP 3. BLOG OUTREACH
We transparently connect with our target group via the smartest communication opportunity available. We follow best practices and a strict code of ethics during this process.
STEP 4. BLOGGER RELATIONSHIP BUILDING
We build valuable and long-term relationships with bloggers and thought-leaders that are especially important to your brand. By creating these relationships we are able to effectively leverage them over time through sharing of new information.
STEP 5. MEASURE
We build valuable and long-term relationships, with bloggers and thought leaders that are especially important to your brand. By creating these relationships we are able to effectively leverage them over time through sharing of new information.
STEP 6. ENGAGEMENT REPORTING
We create an ongoing progress feed and reporting system that will clearly dictate our milestones and successes. These reports include all the new conversations taking place around your brand.
1. Technorati State of the Blogger 2008 (technorati.com/blogging/state-of-the-Blogger/
3. Universal McCann(March 2008)
Blogging to Overcome Objections
Blogging creates conversation. Sometimes, not all conversation is good. But is this bad? A good blog strategy includes a response mechanism. As an Internet marketing agency, MicroArts integrates a PR communications plan. By watching the posts and compiling negative feedback, we then influence a post that deals directly with the noted concerns. In certain instances, this negative feedback actually helps drive future product development.
Wondering how to get more of last year's 97 million blog readers to talk about your brand? Set up a meeting with our Social Media Team, email Peter Getman or send an SMS.
||Social Media is Truth Serum for Brands
This article inspired me to write this blog post. Titled "8 marketing messages we know are all lies, it is essentially a story about common marketing spins", slants and cooked performance statistics in brand communications. As I read this article, I realize this mindset is soon-to-be-dated thinking. This thinking was perhaps accurate before the onslaught of social media. Today, brand managers and brand advocates must realize social media is the new truth serum for their brand's behavior.
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MicroArts Creative Agency
Since 1988, we've been perfecting our practice as an Internet marketing agency, including blogger engagement as part of our Ultimate Marketing Mix.
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