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Increasing authority with blogger outreach: where do I start?

Increasing authority with blogger outreach: where do I start?


Attracting new customers is a goal of any business. And while advertising campaigns have always been a traditional method of achieving this, they are not actually the most successful, or cost-effective. Research shows that blogging, particularly from a respected voice in the respective field, to be a far more effective way of spreading your message. Blogging can double the volume of traffic to a website, and over 50% of marketers now focus on blogger outreach rather than traditional forms of advertising.¹

What is blogger outreach?

The most respected, influential voices in any field are in high demand, and can pick and choose what they want to focus on. Blogger outreach is the art of identifying the right blogger(s) for your business and getting them to promote you.

Firstly, you need to work out what it is you’re hoping to accomplish from partnering with a blogger. There are questions of what you’re wanting to achieve, identifying the correct blogger for your project, and finally researching how to attract them.

This can seem a little daunting and you may be wondering where to start. So, we’ve put together a few tips to help you get underway:

What do you want to accomplish?

The ultimate answer here is likely, “to grow my business.” Blogger outreach is only a step in that process. Are you looking to prompt engagement through comments on the post? Shares on social media? Backlinks? (links on other sites leading to yours)? Or the prestige of a respected voice being associated with your brand?

This is probably the most important question of all, as how you answer it determines how you should approach the entire process.

Who to use?

Your goal should inform this – do you want a reputable voice with small but respectable audience, or a less authoritative, but more popular voice? You need a blogger with an audience that aligns with yours (social media platforms are a rough guide to the size and age of their audience, but more sophisticated tools are available). A simple Google search is a good starting point, followed by more detailed research on platforms such as LinkedIn and social media, as well as researching other blogs they’ve written.

How to get them?

No two bloggers are the same, so it’s important to incentivise them properly. Put yourself in their shoes and ask yourselves what they want? Are they likely to want a payment, and if so, how much? Do they want exposure? Social media followers/hits? Enhancing their reputation through association with your brand? Popular bloggers get a lot of requests, so it’s important to get it right first time so yours gets proper consideration and a favourable response.

If all this sounds a little daunting, not to worry. Agencies such as ours are experts at blogger outreach, and already have good working relationships with leading voices in many fields. And if we don’t have exactly who you’re looking for, we have the skills and expertise to know how to research and approach the right people.


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