Influencer marketing - How does blogger collaboration affect your business? 

Influencer marketing and the use of blogging as a marketing platform are becoming increasingly common. At its best, marketing through bloggers is effective and easy, as a skilled blogger knows how to twist collaborative posts like riding a bike.

However, there are a few things a marketer needs to consider before deciding to advertise on blogs. WordPress sites were also originally built for blogs, and Kubla’s website is built on the world’s most popular website platform.

Knowing your target audience

The best but often untapped aspect of influencer marketing is that bloggers know their audience. They know who is reading the blog and what they are interested in. 

So, the right approach to influencer marketing is to ask the blogger themselves, would the product be suitable for the blog’s readers? 

Too often, this mindset doesn’t materialize. Many companies just assume that the product is suitable for readers without consulting the blogger as an expert. So, why not use an expert who already knows the channel’s audience?

Products presented in the wrong way

You can promote some products on blogs, and then you cannot promote some products on blogs. Sometimes this line is blurred, so both the company and the blogger need to confirm whether the product fits in with the overall look and feel of the blog before starting to work together. 

Recently, I came across a collaboration with a detergent manufacturer on several blogs. After all, there is nothing wrong with this in itself; detergents can well be marketed on blogs as long as it is done without underestimating the audience. Almost all of these collaboration posts were illustrated with Laundry Detergent in places where it is not (hopefully) used: in bed, on the floor, in the kitchen, etc.

The Internet woke up, and the company was ridiculed for such clumsily implemented collaboration. Would it have been so difficult to instruct bloggers to use a detergent package on top of a washing machine, for example? No, but apparently, they didn’t.

Too much praise

Let’s continue with the detergent example, as it fits perfectly in this category too. In the posts mentioned above, detergent was praised as the best in the world, a lifesaver, and the stuff that washes anything from anything. This kind of excessive praise will not appeal to any reader or make them buy the product. 

Too much glorification gives both the blogger and the company the impression that they will do anything to sell the product, rather than the blogger honestly telling you that they use it every day because it is simply good. We also did a blog on content production, which you can find here.

A well-chosen blog works brilliantly.

Influencer marketing is growing in popularity because, when done right, it’s a great way to market products and build brand image. 

If chosen correctly, blogging can bring both the company and the blogger great visibility among the right audience. In the right partnerships, the blogger genuinely believes in the product or service, thus convincing the reader with his or her enthusiasm. 

In addition, the product is presented in a representative way but without unnecessary hype, with complete honesty, which is much more appealing to the reader than excessive praise.

Trustworthy blogs build trust in the product.

Readers of some blogs trust bloggers more than others. The history of the blog influences the audience. If a blog is full of empty collaborative posts praising every product and touting it as the best ever, you can’t be sure if the blog is praising everything because it got paid to do so. 

A reliable blogger can also bring out the “negatives” of products in a way that still leaves the reader with a positive impression of the product.

It’s also important to interpret the comment thread correctly: are the comments just positive feedback? In this case, it is possible that the blogger will not post negative comments, i.e., give an honest picture of the opinions of his readers. 

It is, therefore, worth studying the portfolio of a potential partner before starting to work with him or her.

In marketing, it is also important to consider the other channels the blogger might use. Instagram and Snapchat can be excellent for quick marketing and reach an audience at least as well, if not better than the blog itself. 

These channels can be used, for example, to direct the audience to the blog page or to tell them about a partner’s campaigns. Utilizing all potential publishing channels can boost your digital marketing campaign’s effectiveness.

It’s also important to remember that, open collaborations that don’t hide the collaborative posting work much better: readers aren’t stupid.

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