October 28, 2009
Bloggers can yield a great amount of influence with their readers. If you are looking to do Online PR, you have to learn to pitch Bloggers correctly. Just like journalists, they are constantly bombarded by requests. Yours has to stand out – for all the right reasons.
# 1: Select Your Bloggers Carefully & Then Reach Out
Which blogs are actually reaching the audience you want to reach? Don’t look for the biggest blogs. Look for the ones that reach your audience. If you want to reach moms, you probably want to go after mommy Bloggers. If you want to reach early adopters of technology, you want to go after technology Bloggers and also generic Bloggers.
How do you know that a blog has a lot of influence/readership? There are three clearly defined characteristics of an influential blog:
- Check the page rank. Solid blogs generally have a higher Google page rank. Anything 4 and above can be seen as favorable
- Check for comments and responses left by others. An active blog will have regular comments
- Check for how many times they post. Generally, a Blogger who posts three or four times a week is more in touch with their community than someone who posts once a week
- Also check for the tone of the posts, sometimes a positive post can be written with little sarcastic, this might leave many thoughts in the reader’s mind, be careful to look at that aspect
- Research on where all, a particular blog is been referred, most of the times influential Blogs are referred on other Blogs, this will also gain insights of the reliability and genuineness of an influential Blog, not just referred on Social platforms
- Never rely on the number of visits, as it can tweaked. Best thing is to look at the number of posts and number of years a Blogger has been writing
- Have a check on the Blogs if there is an opening of Ad placements on the Blog, those Blogs can be too commercial and cannot be guaranteed of genuine reviews on a particular product
- There are few Blog who just links to other Blogs, should not be considered
Tip # 2: Provide Common Ground- And Be Convincing
How do you convince Bloggers to write about you? You must make an effort to customize your emails to these Bloggers. Capture their interest first, and then work on building a relationship. Remember – they don’t have to care about you or your product. You have an obligation to show them how it can benefit them and their readers.
Tip # 3: Giving Them Control, Make Them Feel Valued as Bloggers
According to a recent survey, it was found that majority of the Bloggers believed that it’s fine to write about products and services, given that they are free to write about it the way they want to. Give Bloggers that freedom. You can also give them something that they can give away to their readers. The easiest way to draw in large ‘crowds’ of readers is by offering a prizes, Goodies to a reader or a bunch of readers who will win in a contest. As for the mechanics of the contest, leave that to the blogger. The blogger probably knows his or her readers better than you. Entrust the prize and let the blogger create the buzz as they see fit.
On a final note, remember that it takes time and patience. When we pitch bloggers for clients, sometimes it takes pitching a 100 bloggers to get 10 positive responses. And, that’s okay. You want to find the ones that your message resonates with in a positive manner.
Filed in Social Media Marketing
Tags: Blogger Events in India, Blogger Meet, Blogger Outreach, Blogging World and its know how, Digital Marketing, Digital PR, How to handle Bloggers, Important steps to be taken to tap bloggers, Influential Marketing, Nature of Bloggers, Search engine, word of mouth
January 11, 2009
This had always been a debate through out my experience in Online Marketing & Social Media Marketing. Lot of people are still amused in differentiating a Blog and a Website.
I come across many people who always keep asking me what is a Blog, certainly they know about a website. I keep telling them, it’s just another website which is available on a shareable domain name such as yourname.wordpress.com, myname.blogspot.com.
Well to justify it. There is absolutely no difference in a website and a Blog. Both are web pages built for certain needs. The only difference is that a website can be customized in any form and then can be uploaded. But whereas, a Blog is a predefined template and can use only the defined features in it.
For new entrepreneurs, Authors, celebrities a Blog is the most ideal tool for online communication. Many clients who are authors, Celebrities do ask me for a website. But I always suggest them for a Blog. It gives all features such as uploading content, Images, Video and many more. Blogs can also be hosted on a defined domain, for further customization to make it look like exactly a website. In fact it is an easy way of launching your online Identity within minutes. Online Search Engine Optimization, formatting of the content, renaming of the images, assigning right kind of keywords, linking, interlinking etc, almost everything is possible. You can even add multiple pages to your Blog to make it look like a website. So what else one does want?
In such a competitive online world, everyone feels that an online identity is must, hence small entrepreneurs can really use this concept to spread their business across the digital space in minutes. Because the new upcoming companies will surely not have the kind of content and topics as seen in the website. Many people are still not convinced with the html page driven website or a Blog, they still feel that a flash based website is more interactive and attractive. But this is not the case any more, nowadays people look for unique and informational content. They no more feel the impact. If one observes, most of the popular sites available online are all HTML, CSS driven sites. Certainly it can attract many search engines effectively, hence also gaining a popular ranking in it. Well creating a Blog is certainly very cost effective and can be done in minutes, without worrying about time, creativity, content. This is has been the most popular concept available online.
I always think that we see it the way we perceive it. But sometimes we should see the logical aspect of it. In India, many people do think that a Blog and a website are two different things. But, it is absolutely not. I hope that all our young and upcoming entrepreneurs do realize this aspect and would identify their ready made online presence available for free. Imagine if this happens, we would achieve a breakthrough in internet communication in India, which is still lacking at times. It is certainly a very cost effective and a convenient tool to use.
But when do we start realizing?
December 11, 2008
Recently i had come across few people from PR agencies where they were comparing individual Blogs with Ads placed in the publications. Just met few PR guys and they were asking me if they can suggest the client in this way.
First of all Bloggers are individual personalities.. They Blog only for their self interest and views. They dont even entertain such conversations where the financial matters are involved. They blog only for their self interest and not for money. They look for fresh content and unique information towards Products, services, Celebrities etc…
They never tamper with any kind of information. They need clarity and transparency. In most of the cases where the information gets published at a cost involved is always tampered such as Print Publications, TV, Radio etc. We never get clear and genuine information.
Yes, Placing Ads on Blogs is very much possible where it is linked back to a particular website or other source. Lot of Bloggers do it, provided their Blog is world famous and backlinking is provided. But there are only few who does it. Even Blogger communities does it but very few..
Well, every Blogger will have different perception towards whatever he or she absorbs from the resources. But there is a way to justify it by commenting on it and giving them a clear picture. Whereas, this is not possible in other media. Hence we have to absorb whatever gets published.
Its high time that PR agencies and others who intend to use these mediums understand clearly about how it functions, ethically and technically.