Remember when blogging was just a hobby and a place to share your thoughts within the massive world of the internet? Time has changed and blogging is now a career for some. Throughout my time at Konnect, I have had to heavily focus on the world of bloggers and have learned that it is an essential part of a brand’s public relations strategy. Why? Because bloggers are making a name for themselves and influencing the way that the average consumer is talking about brands and products. The average consumer enjoys feeling like they can relate to a product and it is easier for them to find a connection when they see another individual use or consume that item as opposed to solely advertising via television, billboards and magazines.
In PR, we strive to place our clients in a positive light for people to talk about. If a blogger speaks highly on a product or brand, their followers are more trusting of that item and brand, then they decide to purchase it for themselves. Millennials are the first generation to be digitally active and we are the force that is driving the future of brands with more and more conversations about the latest products being talked about on social media or through blogging. Days of solely pitching print and broadcast are drastically changing and we must tap into the digital world by marketing and partnering with bloggers.
Steps for entering the blog world from a PR perspective:
- Know your client and brand.
- Research the bloggers who are making noise in that space whether it is on health and fitness or fashion.
- It is essential to know exactly what that blogger may be interested in based on past posts.
- Start your conversation with something you may have in common with that blogger. Believe me, it makes them feel like they are one of your friends and more willing to post in exchange for products.
- After that first post, continue chatting with that person and check in every once in a while, so that you are always remembered when you need another post or have a new product to share.
- When you come across a pay-for-play blogger, continue building a relationship with them because, in this industry, you never know where it can lead.