If you browse the web, work in social media, are on social media, or have Googled a simple “how to” question, chances are you've come across a blogger. That may be as much thought as you’ve given to the blogging world; you know they’re out there, and that’s great. As a business, however, blogs and bloggers, should not be ignored - in fact, you should be paying more attention to them than ever.
There has been a noticeable shift in consumer behavior that indicates the average person doesn't trust companies.
This is where bloggers come in.
Bloggers are followed because they're someone the reader likes, admires, maybe even aspires to be like, and that, eventually, makes them someone that people trust. Companies, in general, have come to realize that their consumers possess a certain innate distrust for their messages, and more trust for blogs/bloggers, and they've therefore begun to curate successful, fruitful relationships between themselves and the blogosphere, which, in turn, enables them to establish more trust and better relationships between themselves and consumers. This has greatly changed marketing tactics, and even PR.
A blogger doesn't work as a company spokesperson - instead, the good ones give unbiased, honest opinions about products, services, or experiences. It isn’t hard to imagine how this can be a successfully leveraged by brands, should the blogger have a strong and active presence and following.
And when businesses are successfully able to utilize their relationship with personal bloggers they end up seeing results - research shows that up to nine in 10 prospective consumers (84%) go on to make purchases after reading about a product or service on a blog.
If your brand is looking to work with an influential blogger, here are a few ideas on how to do it.
Bottom line, businesses, small and large, if you’re not tapping into the blogosphere in a serious way, it's time to catch up.