Many advertisers are starting to use bloggers to write specific articles about their company to help increase the awareness or product advocacy. But the key question is how to find these bloggers.
There are a few key common rules that should be followed to find relevant social influencers for your brand:
- Read what he/she writes about – A blogger will typically not change his/her topic, if he/she doesn't write regarding your brand or industry, move on.
- Make initial contacts: Post comments/links of their blog to catch their attention
- Reach out to the person for advice or questions on how you can improve your business
- Provide incentives example: Free visit to your plant, samples of your new product etc
Also, please don't feel that a marketer needs to connect with each and every blogger who writes relevant posts. A blogger with a very small following and who doesn't update often is not that important vs. a blogger who has a huge following and provides update every often. These bloggers are similar to the media companies. Consider being close, connected to the bigger companies or bloggers who have the biggest impact.