Learn How To Leverage Bloggers to Drive Traffic and Sales 

Insight ⇒ Consumers Seek Blogger Advice When Actively Buying

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Insight  ⇒  Blogs Have More Purchase Influence than Facebook

Source: Technorati 2012

Do This  ⇒  Implement a Cogent Blogger Strategy and a Disciplined Process for Success

• Determine what value exchange (WIFM for bloggers) a brand needs to attract bloggers

• Unique and consumer relevant information currency or brand/product news
• Simple and exciting promotions
• Product sampling or giveaways
• Blogger payment to show respect for their time … usually in the $100-$250 range

• Discover and evaluate bloggers

• Content ➠ Is the subject matter consistent, relevant and genuine? This is important to achieve influence and to attract in-market prospects
• Interactivity ➠ How robust is the commenting section? How many comments? How many conversations? This is a critical indicator of viralness.
• Audience Size ➠ How large is the blog’s reach? This is important to get scale and impact in the blogosphere.
• Connectivity ➠ How many social sites, blog networks and directories is the blog listed in? This is an indicator or viralness and reach potential.

• Select and approach bloggers one-on-one
  • Contact bloggers with highest impact based on evaluation
  • Present bloggers a value exchange from the brand

• Constantly measure and optimize efforts
  • Monitor blogger conversion, posting, and sharing
  • Optimize outreach tactics and value exchange for maximum viralness
  • Continually build and deepen relationships with blogger

Not That  ⇒  The Blogosphere is Not PR 

• Contrary to popular belief, this is not PR.  Bloggers do not see themselves as editors, but as influencers.
• Stop sending them a torrent of press releases every month … it doesn’t work and it’s considered disrespectful

Case Study ⇒ Hoover Sells $220,000 in Vacuums in Two Weeks by Leveraging The Blogosphere

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