month, Lisa Bialecki, senior director of Integrated
Communications for Rust-Oleum, and I hosted a PRSA webinar, now available on-demand, called, “Going Beyond the Press Kit to Engage
Influencers.” During the webinar, we highlighted eight common ways brands can fail
in the blogger space.
Here’s a short recap. You can access a longer recap on the PRSA website.
of the Trade
the right bloggers for your engagement is critical to success. Remember, don’t
invite just anyone. You have the right to be picky, especially if the
information or experience you are providing is valuable. Building a successful
blogger list is part science, but also part art. Use tools like Cision,
Marketing Cloud (formerly Radian6) and Compete.com to develop an initial list
for consideration. However, not everyone on these lists will be relevant for
you. It takes a layer of human research and intuition to build the perfect
and FTC Guidelines
must disclose, per the FTC guidelines. Most bloggers will automatically
disclose in their own way. However, it’s our job as marketers to ensure each
and every blogger you work with is properly disclosing. For more information on
FTC guidelines and the latest additions to the policy, download the PDF of
WOMMA’s Social Media Disclosure Guide.
play or earn your coverage
time and a place for both so don’t limit your thinking to one or the other. If
you have compelling content or an experience that the bloggers can’t get
anywhere else, that’s a sign you should take an earned approach. If you’re
simply looking for a product review and you’re limited to a sample and a press
release, you should consider a paid approach.
your ROAS (return on ad spend)
your blogger campaign paid off is important, especially when marketing spend is
being dissected into dozens of different areas. Before you send one pitch
email, make sure you set your success criteria. If it’s simply awareness,
impressions are easy to measure. But if you’re interested in business goals
like increasing sales, you’ll want to put tracking in place to capture those
important metrics. If your blogger outreach campaign is part of a larger media
mix (TV, print, digital display), consider executing a marketing mix model to
determine your ROAS (Return on Ad Spend). This will allow you to statistically
attribute sales to each effort.
everyone who joined the webinar live or downloaded the podcast version.