Collaborations between brands and bloggers are a seamless fit and can have amazing success when both sides are on the same page. Here are some simple tips for a fruitful brand/blogger partnership.
Make Expectations Clear from the¬†Start
Begin the campaign with clear requirements and expectations. What type of post are you looking for? What does a successful campaign look like to you? What is our end goal?
If you’re wanting a campaign that goes nuts on Pinterest or another specific platform, make that clear. Experienced bloggers understand social media platforms and their audiences and know how to create content that will win in certain areas. Bloggers want your campaign to succeed, but need clear goals to make that happen.
Don’t Make the Campaign Too Narrow
Bloggers know their audiences. We know what types of posts will succeed on our sites and what will get shared. Allow some room in the campaign for a blogger to be creative and provide content that will score with their particular audience. Keep the lines of communication open so bloggers can present ideas and get feedback before the campaign begins. When I have a creative idea for a campaign, I’ll often chat with the brand beforehand to make sure my idea aligns with their goals and has full approval.
Think Outside the Box
In order to reach a broad audience, consider hiring bloggers in a variety of niches for a campaign. While a review blogger may promote a product in a clear concise way that’s perfect for their audience, a craft/DIY blogger will promote that same product in an entirely different way. For example, last year I worked on a campaign for razors. I provided key details about the razor but those details were embedded in a tutorial for DIY shaving cream.
This post, a year or more later, is still popular on Pinterest and other social media and that evergreen content will bring traffic to the brand for years. There are many ways to promote the same product or idea.
Be a True Partner
Your brand has an audience that’s likely very different than the blogger’s audience. Once a blogger has created content for your brand, share it! Retweet, pin, and share on Facebook. Brands rarely share the content they’ve paid a blogger to create. If you don’t want to skew early results on the effectiveness of a campaign, share it a month or so later. Good content is evergreen.
Blogging is a real and highly-valuable job. A recent study showed that it’s 11 times more effective than other types of digital¬†ads. That doesn’t come free. You will always find bloggers who¬†will work for free, but they shouldn’t, because quality content is worth something. The goal of most bloggers is to hit it out of the park on your campaign with¬†solid, creative, evergreen content will have a lifespan of years. When that tattered magazine with a faded ad has long ago hit the landfill, a creative blog post will still be circulating on Pinterest and bringing eyes to your brand. Don’t miss the value in that.
With clear conversations and clear expectations, blogger/brand partnerships are a win/win situation.
~This has been a sponsored guest post by Randi Dukes of Dukes & Duchesses. For more from Randi, visit her blog.