Guest blogging is a great way to further build brand awareness for a company, but you can’t just pick any ol’ blogger to help build and engage your target audience. Finding a guest blogger that is the perfect fit should take time and research if you want to execute a strategic social media marketing plan. It should in no way substitute your current marketing program, but complement it instead.
Many benefits come from building relationships with a guest blogger such as “developing business opportunities and professional connections, setting brand value and, of course, acquisition of link juice”, According to MOZ.
1. Set goals:
One of the first approaches you should take when designating a guest blogger is first to set goals. Ask yourself what you really
want to come from the guest blogger relationship. Are you looking for more clicks to your website, increased sales, more followers? What ever your goals may be, defining an objective will help you narrow down the niche of guest bloggers you are looking for.
2. Investigate:
Use tools that are available online, for example FollowerWonk, that can help you determine who is an influencer in your industry. Checking their blog, Twitter, Facebook and Instagram for engagement is a must when picking the right fit. Research their platforms to discover what their audience engages with. Is it promotions, events, social issues? Figure out what sparks the audience’s engagement and strategically collaborate with the blogger to create a way your brand could fit into one of the popular categories.
3. Mirror Image
Finally, before making any final decisions to reach out to a blogger, make sure the blogger mirrors your brand image and personality. This blogger will work as the face of your brand and a spokesperson, whether it short term or long term, so make sure they hold the same values and image as your brand. If your brand has a fun and quirky brand image, pick an influencer who is
known for their fun and corky personality. We often see fashion brands choosing a new ‘face’ for the brand the parallels the brand image, for example, Bryce Dallas Howard as the face of Kate Spade or Tilda Swinton as Chanel’s ‘new face’. This strategic decision-making process should be translated in the digital world when selecting bloggers to blog about your brand.
If you’re thinking about initiating a digital marketing plan that involves guest blogging let Agency Entourage help develop a strategy that directly aligns with your brand’s goals.
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