Get the Right People to Talk about Your Brand
A quick guide to tapping into bloggers and influencers to increase your brand’s online presence
The advent of blogging and social media has paved the way for a new type of marketing through internet superstars. And while there’s a lot of them, the challenge is to find the one who can really talk about your brand and influence others to take action a.k.a follow your brand or make a purchase. But it takes more than just handpicking celebrities with the most followers to make that happen.
What’s in it for you?
Mannix Pabalan, CEO of digital marketing agency Hashtag Digital
says, “Brands can leverage from influencers for immediate results such
as campaigns that need to drive branding presence.” Getting
influencers to talk about your brand can yield to positive, long-term
results for the company. Brands need bloggers and influencers to
improve search and keyword integrity, which can then boost web page
ranking, online traffic and ultimately, increase sales. “If properly
executed, (influencers) may provide deep links necessary for long term
SEO relevance of the campaign,” adds Pabalan.
Find someone “influential”
Influencers are people who have strong presence and followers
online, whether through blog site, Instagram or other social media
channels. Bloggers for instance write and publish online reviews about
a specific product or service which is often in tune with their own
hobbies or interests.
Connect with the brand
Any business nowadays can utilize such marketing strategy. However,
you shouldn’t get just about any popular individual for the sake of
having someone to talk about your brand. Pabalan suggests finding
someone who can connect with your brand. “You cannot expect a
tech-blogger to talk about infant formulas, right? What the brand
needs is a smooth and natural connection to the bloggers’ followers to
attain such authenticity of any given campaign.”
Make them try the product
Brands can reach out to influencers by asking them to try out their
products and services. Pabalan remembers how a new player in the
airline industry gave free tickets and accommodation to a couple, who
are well-known travel bloggers, to write about their experience with
the airline. He says, “After all, it is through experience that people
get to relate to your brand.”
Don’t worry about cost
“We do not talk about what is cheaper and what is expensive. We only
talk about what is more effective and would fit the brand’s budget for
a specific campaign,” explains Pabalan.
Establish good relationship
Keep bloggers and influencers socially engaged not just when you
need them. Pabalan advises, “It is a relationship to keep and not like
a service provider to treat.” Aside from sending gifts on special
occasions, consider giving tokens just because to make your pool of
influencers feel appreciated. However, “Tokens are not used to bribe.
There are bloggers who take these things negatively so brands have to
be cautious about this,” he warns.
Measure the degree of influence
At the end of the day influencers and bloggers should help drive sales and interest about your brand. Some of the usual key performance indicators include extent of reach, likes and engagements. A more concrete result would be increase in sales. Of course, only performing channels should be retained. You only keep the people who are aligned with your ideals and standards. “Depending on your goals and KPI, your weeding out process should be in place and your recruitment process should never cease to keep on having new and performing bloggers to join your campaigns,” concludes Pabalan.
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