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Can Companies Engage Independent Bloggers? Ask @RealLifeSarah

 

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If you're launching a new product -- or even just putting new energy into an old product -- the holy grail of marketing is a hearty endorsement from a popular independent blogger.

But how do you do that? What can you as a marketer do to get bloggers talking about your product?

In the video below, Sarah Pinnix (@RealLifeSarah on Twitter), a popular and prolific independent blogger based in Boone, NC, explains. 

 

 

Sarah is well qualified to give this advice.

When she and a handful of other bloggers began using and enjoying Nintendo's new exercise/video game platform, WiiFit, they decided to setup a blog dedicated to the product.

The blog, Wii Mommies, has been a huge hit. It caught the attention of EA Sports, which then sponsored the group of bloggers to attend the Blog World conference on behalf of the company. 

In the video above, Sarah points to three keys for companies trying to engage independent bloggers: 

1. Find those who are already talking about you. Engage in their conversation and learn what they love. Add fuel to their fire and get to know the fans of your products. 

2. Create space where bloggers will create content for you. Invite writers to guest blog on your site or post in forums. Let them know that content creation is encouraged. 

3. Reach out and give them something to write about. You can offer giveaways, contests, products for review, or sponsor a blogger!

What do you think? Do you have any other tips for companies trying to engage independent bloggers? Please share them in the comments. 

 

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comments Comments

Posted by Rebecca Corliss on Wed, Sep 30, 2009 @ 07:11 AM

COMMENTS

Thanks, this was very helpful. I am on the cusp of rolling out a new social media strategy and blogs are somewhat intimidating to our staffers. These tips will help us get started!

posted on Wednesday, September 30, 2009 at 9:03 AM by Lawrence Perea

Great article and video with very practical and doable concepts. Thanks for the encouragement.

posted on Wednesday, September 30, 2009 at 9:06 AM by Sharon Faust

 
 
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posted on Wednesday, September 30, 2009 at 9:48 AM by semsark

 
 
Live Matches , Match Highlights here at koranetwork.com
 
 
شاهد جميع المباريات و ملخص المبارايت والأهداف على كورة نت ورك دوت كوم 
 

 
 
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posted on Wednesday, September 30, 2009 at 9:51 AM by koranetwork

Great advice Sarah. I would add that companies can reach out to several independent bloggers, create a mom panel and have them conduct surveys of their peer groups, both on and offline to see how the product is being accepted in the mainstream. In response to the commenter above whose staffers are intimidated by bloggers- I just wanted to let him know that most of us don't bite! As Sarah said we are passionate about working with companies we believe in and promoting their products to other moms.

posted on Wednesday, September 30, 2009 at 9:55 AM by Melissa Multitasking Mama

Great point, Melissa! You can get valuable information for product development!

posted on Wednesday, September 30, 2009 at 10:18 AM by Real Life Sarah

This is a great video Sarah. I enjoy working with brands that I love and discovering new brands and products.

posted on Wednesday, September 30, 2009 at 11:58 AM by Maria@SavingQueen

Great video. I totally agree that they companies/people that are scared of "what people are going to say" should be more involved than those who aren't. The fact is, people are talking and we must know what they are saying, good or bad. As our current president once said..."don't tell me what I want to hear but tell me what I have to know."

posted on Wednesday, September 30, 2009 at 12:26 PM by Matthew Trogdon

What do you recommend concerning disclosure of relationships created with bloggers. Should companies have their own set of guidelines or do you have specific recommendations for bloggers. Thanks for the pointers.

posted on Wednesday, September 30, 2009 at 10:03 PM by Fred H Schlegel

Good question Fred. I believe everything should be disclosed clearly. I have a disclosure policy page, and a list of all sponsors on my blog. The vast majority of bloggers I know go above and beyond with disclosure.  
 
I think it's between the company and the blogger which policy you use, but it's good to have an idea of the parameters before approaching a blogger. You can usually find it on their blog.

posted on Wednesday, September 30, 2009 at 10:23 PM by Real Life Sarah

Comments have been closed for this article.