Word of Mouth Marketing: How to Reach Out to the Influential Bloggers

Social media bloggers that have the most pull in a particular industry are few and far between. There tend to only be a handful but they also tend to hold the reigns when it comes to reader influence and having the most connections, followers, and most relevant, quality content. However, even with a following to be envious of, their power is more based on creating an awareness of things rather than actually influencing people on how to make decisions or what products to buy. Still, there is something to be said of the people who dominate the blogosphere and as a brand you want to be on their radar.

To do this you need to be persistent and friendly. These professional bloggers do not like traditional press releases or traditional PR for that matter. Their reviews are based on their own experiences with something, therefore you need to build a relationship with them and show that you are a respectful audience. Do not just send them information as it becomes relevant. Create a consistent connection so you become a familiar face and name. Professional blogger, Barb Dybwad suggests that you “develop customized offers that they cannot refuse, that reflect your understanding of their uniqueness and point of view.”

You also need to make this easy. The general group of influential bloggers are more apt to discuss things that come to them, not necessarily things that they have gone and found out about on their own. This is because they have so much at the fingertips, it is not necessary for them to go out hunting for new content since it all goes directly to them. You need to make your product, brand, idea, ect. so relevant and great that they spread on their own. And, when you are in between campaigns you should relying on the relationship you forged and work to maintain it so that you do not get forgotten about. The more consistently you share content, the more trusted and authoritative you will become and the bloggers with take notice.

In the end, its all about the word of mouth and you want to get their shout out. But remember, their power is in creating awareness. Once you have the bloggers attention, you will have the attention of hundreds and thousands of other people, all of which will ultimately make their own judgement on you. You cannot rely on these blogging influencers to be the the say all on your brand. Being mentioned is the big break but you need to have something to back up their support to keep your audiences captivated.

Check out these links that further explain why blogging is so important: 

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  • The Accidental Scientist » Blog Archive » Exploratorium in the … – Exploratorium floor As a museum, the Exploratorium has been on the Web since 1994 and we’ve developed online exhibits, artworks, live Webcasts, and other experiments. Before blogging was recognized as such we wrote expedition journals …
  • Publishing Presentation on Academic Blogging « Easily Distracted – Last week, I had a chance to talk about academic blogging in relationship to academic publishing at the Professional and Scholarly Publishing pre-conference event in Washington. Here’s the basic outline of my talk here, …
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