Blogger engagement is not a process, it's a phenomenon! It’s the 21st-century means of reaching your customers by tapping into their influencers. And thanks to social media, a properly cultivated blogger relationship can spread word of your brand like wildfire through the web.
So you’ve done your homework, and you’ve got a list of the most relevant, most-respected bloggers on the web in your niche. Now, it’s time to engage. If you want to increase your chances of hitting or obliterating your campaign target, blogger engagement is a necessary step.
How much and how long you should actually engage with a blogger depends on the blogger.
The more professional bloggers are comparable to traditional journalists. They’re on the lookout for great stories and opportunities, so they will be receptive to a pitch assuming it’s targeted and personalized. In this instance, engaging with them beforehand is less important but still helpful to your cause.
Many bloggers aren’t so professionally minded. Their blog is personal…it’s their baby and they’ll only let certain people in if they know and trust them. Engaging first is most important with this type of blogger.
Especially posts that are relevant to your story, without coming across as “pitchy.” Make sure you’re contributing sincere, comfortable and valuable comments. You want them to remember your name more than your company, so that they recognize you when you pitch them.
Replying is the most important action on twitter. As with blog comments, you want them to remember your name so that when you reach out to them, they recognize you.
Replying is more important than retweeting. Bloggers, especially popular ones, tend to glaze over retweets.
If you comment on a post and then share the link with their Twitter name in there, you’ll stand a better chance of getting their attention.
You don’t have to wait until you pitch to make the first email contact. Send them a message to share your thoughts on their latest blog post. Ask them a question. Email can be a great way to build an initial relationship. Then, when you actually want to pitch them, you have the option of replying to the existing email thread.
If you’re building a new tool, conduct market research by interviewing bloggers. Get them involved in the building process so they feel like they own a part of it.
You can also ask them for a quote that you want to include in a blog post. Or even do a full interview with them on your blog. Most bloggers are really receptive to doing interviews.
This will help you get their support early on, without asking for too much.
With BlogDash, you can create lists of bloggers, and respond to their tweets and blog posts from the same screen. Tracking your engagement with bloggers is critical, and BlogDash lets you do so at a glance. This way, when you pitch them, you know exactly where you stand.