We continued our monthly digital marketing meetups this week with a session focused on influencer marketing.
Whilst print media still has sway over thousands, online is gaining ground and fast becoming the new influencing sphere. Our Head of Account Management, Tamara, talked about this growth and the rise of the blogosphere along with top tips about how to approach online influencers.
She also highlighted three examples of how brands have successfully worked with bloggers. These were:
The Telegraph realised it wanted to access a younger audience and so offered parenting blogger More Than Toast a column on their website. In return the blogger promoted the column on her channels, and the result was new readers directed to the Telegraph from the blog, and new readers directed to the blog from the Telegraph, so a real sharing of audiences making it a really mutually beneficial partnership.
The subscriber beauty brand linked up with lifestyle blogger Cupcakes and Cashmere, asking her to curate one of their monthly boxes. The result was just five beautiful images shared on the blog’s Instagram page, but this generated 18,000 likes and 550,000 people reached. That’s 550,000 potential buyers of the brand’s product.
Instead of sending their latest laptop to techy and computer bloggers, hp chose to target fashion bloggers. Sites such as Hollyhoque shot beautiful photos of the laptop as part of their daily life, making readers feel the product was really aspirational. The result? hp was able to influence an audience who they would never normally have reached – and the chance to plant the seed for a purchase.
Tamara was joined by Birmingham food blogger Laura Creaven from Full to the Brum who shared really great insights from the good and the bad brand approaches she’s experienced, to revealing her do’s and don’ts of how to get in touch and convince her to say yes to an opportunity.
Top highlights from the session:
- Influencer marketing is focus placed on a key individual rather than a market as a whole – key individuals who have access to their own audiences and therefore potential buyers
- These bloggers are normal people writing about an experience or product but their honest feedback and authentic images and words mean consumers believe them more than mainstream media
- Blog posts stay online so they serve as a constant signpost back to your brand
- Regional blogs have bigger circulations than some regional papers!
- Most bloggers are hobby bloggers, so bear this in mind when suggesting activity
- Brands need to be clear with what they are offering and what they are expecting from a blogger
- Exclusive opportunities are more desirable than blogger ‘en-masse’ events
- Get familiar with the blog and pitch accordingly
Don’t miss out on the next meet-up! Sign up here to join us for Search Marketing 101!
Posted by: Greta Baker on