Actually doing social media right

A Quick Guide to Actually Doing Social Media Right

Social media. It’s easy. Tap a few sentences into Twitter, share a cat pic, broadcast a link, Facebook, retweet, LinkedIn, piece of cake right?

Right. And yet so very wrong.

Having been tweeting since millennials were just eight years old, we’ve been there, seen that, done it and got the t-shirt. [Seriously, we actually have the t-shirts! – Ed]

Social media IS easy. Anyone can set up an account and just throw out and regurgitate stuff on whichever platform they choose. But getting it right, actually doing social media right, is both an art-form and a science.

So how do you get actually get social media right?

1. What’s the Best Social Media Tool?

This may seem an odd question to start with. But, to so many people it’s all about the tools. Just like wannabe web designers ask about Dreamweaver first and not HTML. What’s the best social media tool? Hootsuite? Tweetdeck? Buffer?

No. It’s your brain. Use it. Use it first, everything else follows.

And secondly, let’s make this very clear: tools do not make you a whizz at social media. Knowledge and experience do and you need to learn, learn well and learn fast!

So, first and foremost, THINK!

Think about your brand, think about what values you want to convey.

Think about your tone of voice.

Think about the messages your audience might expect from you.

Think about which channels your potential customers are on, think about what your competitors and suppliers will see.

So your brain is the most valuable social media tool you have. Use it and be clever about your social messaging, tactics and strategy.

2. What’s the Second Best Social Media Tool?

Trick question, right? This time it’s got to be Hootsuite!

No, it’s Tweetdeck, yes?

Nope. It’s quite simple: A command of the English language. Sending out social media posts littered with typos, grammatical errors, incorrect capitalisation etc. will damage your reputation and your brand. If you can’t get something as simple as written English right then what are you going to be like with the rest of your services? It’s not just your target audience who will see any errors but potentially the whole internet. And you really don’t want to be fluffing your lines on the world stage do you?

Be clever. Be accurate.

Craft your messages using your English language skills. And if you’re not 100% confident of your ability, get help from a colleague who has those skills, or learn them yourself. The term “Grammar Nazi” may have many negative connotations, but in the world of having potentially millions of people seeing your message, the language police are your best friend.

Assume your social media posts are going into print or being written in stone because, even though social media can seem transient, screen-grabs of your mistakes are not.

Anyone running your social media accounts is a brand ambassador. As such they must speak clearly, communicate correctly and in the right tone of voice for your brand.

So if you want to be seen to be clever and articulate then actually BE clever and articulate. Watch your capitalisation, watch your sentence structure, keep an eye on your spelling and you’ll be just fine.

3. Take Your Time

Hold fire. You’ve used your brain and finely-honed English language skills to craft a beautifully-written tweet or post. You saw something that you really liked and you’re just about to re-post, re-tweet, share it: Do you press send straight away?

As the old military saying goes “Put brain into gear before engaging mouth”.

Social media history is littered with examples of people who just don’t get this simple concept. The biggest and most high profile social media rule breaker is the current U.S. President who has been bad-mouthing opponents, making racist, misogynistic and derogatory comments, re-posting questionable and unreliable sources yet accuses others of doing what he is guilty of. We very much doubt you are going to be that level of awful.

But even saying things that are incorrect, mis-spelt, irrelevant or misleading are not going to do you any favours. So take your time when you devise and craft messages.

And even when you think you’re ready to “hit send” just sit back and take a look at what you’re about to broadcast to the world…

Is it on brand? Is the tone of voice right? Is there a meaningful message? Will users enjoy what you just said? Will there be an action? A reaction? Does it serve a purpose? Does it pass the “so what?” test? Did you just say something but there’s no link to your website or service? Why would you do that?!

You may be under pressure to create and broadcast regular social media but don’t let the pressure get to you. Remind your superiors that you need to take your time and the quality of your social media activity will show that taking time is a worthwhile step.

4. Map It All Out

Now that your brain is in gear, you have your brand guidelines to adhere to, your tone of voice all sorted and you’ve got your William Shakespeare hat on ready to tweet with the eloquence of a professional journalist…

…it’s time to map out your posts.

You need to plan your goals. Do you want to create brand awareness? Do you want to drive traffic to your website? Do you want to create leads? Convert visitors into customers? Or do you just want to share, entertain, socialise, inform? Maybe you’ll want to do all of these things?

This is where you’ll map out how much of each thing you want to do.

Let’s say you have a news feed that pumps out a story or two every day. You have a blog post written and published once a week. Product launches happen roughly once a month.

Do you have any old content that is still totally relevant? Evergreen content that can be used again because you didn’t shackle yourself with a time constraint? Then use it. Take a look at the content on your website and see the wealth of information that you can share with your audience.

This is a great starting point to see the landscape over a week, a month, a quarter or more.

Think ahead… are there any seasonal times when your messages will align with the time of year? Christmas greetings, Easter campaigns, New Year messages, holiday offers? Are there any events in the calendar of your industry or your customers’ industries?

What hashtags will you use? Are they the right ones for where your audience hang out?

Put this all in a spreadsheet and have your team go through it with you. They’ll spot any typos, adjust the messaging, keep you honest and be your quality assurance team.

5. Look at the Data and Adjust Accordingly

There’s an old saying that “You can’t adjust the wind but you can adjust your sail.”

In social media this means looking at your results and being honest about what works and what doesn’t. You want to do more of what works and less of what doesn’t. But if the messages that don’t seem to work because they have a high number of views but no engagement – they could still be useful for brand awareness.

Another point to bear in mind is social media analytics is about “measuring not counting” as the short guide from MRS, the Market Research Society, said back in 2015. That’s still important to remember.

Did you get really great engagement out of something unexpected? Was it the cat pics? Do you really want to post more of those?

Also look at the time when you post. Does this need to change? What if you post more often? Will you get double the amount of traffic to your website if you post twice as often?

We’re well aware we’ve been asking a lot of questions but only you have the answers. Every brand, every business, every social media account is different and you should reflect that in whatever you say.

Stand out from your competition by showing why you are so different from “all the others”.

Connect with your customers by showing them why they should come to you.

Use all the analytical data at your disposal to generate more of the appealing content for your social media channels. And don’t stop with the usual Twitter, Facebook, LinkedIn or even Instagram and TikTok data but use your Google Analytics and Search Console data too. It’s well worth it.


Clever Marketing - Hampshire Digital Agency

If you don’t have the time or expertise to get your head around the myriad of things you need to do to run a successful social media campaign then give us a call.

We’re on 01276 534 680.

Alternatively fill in our easy contact form or use the chat box to let us know what you need help with.

8: Get Social

8 Steps to Increase Traffic to Your Website: Part Eight

Get Social is the last step in increasing traffic to your website.

You’ve done everything you can from installing all the right tools, doing your keyword research, auditing, refreshing or rebuilding your website, reviewing your content strategy and doing your Search Engine Optimisation (SEO) and your Pay Per Click (PPC).

Yet, whether you’re a new or an established business, no matter how hard you try you just need that extra little something to get more traffic, more enquiries, more leads, more sales…

Web 2.0

Web two point oh. Web two zero. However you say it, this was a turning point for the world wide web. Because once upon a time, websites were boring. you had a Flash intro splash page (Remember them?) and web pages with some images and text. That was it. No interaction, no nothing. Just static web pages.

But when Web 2.0 came about, extra dimensions were added to websites. For instance – blogging, user generated content and that all important social media.

The web became a much livelier, much more dynamic place. And social media was a big part of this.

Nowadays you just can’t get away from it. Social media is here to stay.

Donald Trump is infamous for his daily Twitter rants. Facebook is regularly in the news as privacy concerns put Mark Zuckerburg in front of panels of concerned officials. LinkedIn was brought by Microsoft… so you know that social media is big news.

So How Do I Get Social for My Business?

Well, as long as you’ve followed all the other steps in this guide to increase traffic, you should have everything in place to fly on social media.

The biggest focus here is driving traffic to your website. And if you’ve optimised your landing pages to convert that new traffic then you should see an increase in leads and ultimately sales/conversions.

But first, ask yourself this… where are your audience in the social media world?

If you’re a B2C business then your potential customers might be members of the general public. Twitter and Facebook are good grounds for getting your message in front of everyday people. We recently grew a Facebook following of a consumer lifestyle product from zero to nearly 4,000 followers in a very short space of time. Primarily a brand awareness social media campaign, we generated sales off the back of this work too.

For our B2B clients, Twitter and Facebook have certainly played their part but we’ve found LinkedIn a happy hunting ground. With the demographic controls in the platform, we’ve managed to focus our clients’ campaigns by getting them right in front of the specific audience – by job title, industry, by region… You can even specific schools and qualifications to really drill down to a fine target audience.

So select the platform(s) where your audience are and start posting.

If you’re not sure which channels to use then may you should set them all up and experiment. Post the same content on each social channel at the same time and monitor the stats to see what works best. It may be worth keeping a presence anyway, so keep your activity optimal so that you’re not wasting any time on channels that don’t convert.

But What Should I Post?

That very much depends on what you do.

Do you run brand awareness posts to spread the word and get your name out there?

Informational posts on your products or services? What’s new and innovative and how does it benefit your audience? Got a video for them or a whitepaper download? Post links to those on social media.

You can post industry updates and keep your audience abreast of what’s happening in your wider world. What’s the latest industry development that you’ll soon be incorporating into your own products and services?

Entertaining posts are welcome sometimes, if that fits your business’ character. This all ties in with your corporate identity, so be careful and post thinks that will add to your brand.

Does your website have content that will benefit from popular hashtags? Is there something beneficial that can be tagged with #MondayMotivation or #WednesdayWisdom?

And remember to join in and promote your favourite followers – with a #FollowFriday tag – you may be thanked for that and gratitude adds to your brand.

How about sharing other people’s content? Sharing is caring as the saying goes. There’s karma in there that when you share others share your content too.


Get Social with Clever Marketing - Hampshire Digital AgencySocial media is easy to use but can also be a bit of a “time suck”. If you need professional social media management then do let us know; we’re happy to provide our extensive social media consultancy services.

Call us on 01276 534 680 or complete the simple contact form.

Clever Marketing, digital agency in Hampshire - Call 01276 534 680.

Our Favourite Summer Social Media Campaigns

As it’s already August, we’re preparing for what autumn and winter have in store here at Clever Marketing. The summer seems to have gone by in a flash, so we thought it would be a great idea to round up our favourite social media marketing campaigns of recent months. How many would you agree with?

Turkish Airlines

Turkish Airlines have become the first airline to promote themselves using live video streaming app, Periscope.

The campaign was designed to give social media users a sneak peek into what a flight from New York to Istanbul with Turkish Airlines looks like, and it also revealed “behind the scenes” crew clips and flight preparations.

So how successful was the campaign? It earned the airline around 5,000 new followers and 300,000 likes – but more importantly, it proved the impact and versatility of Periscope for brands.

Tesco

Here at Clever Marketing, we were big fans of how Tesco used carousel ads on Instagram. Carousel ads appear on users’ feeds as one image, but you can swipe to reveal more pictures, like a gallery. What’s more, the ads are clickable – a novelty for Instagram, as the only other place you’ll find a link is in a user’s bio.

Tesco excelled in this space by using separate cuts of one larger image to form their carousel, encouraging users to swipe to reveal the next portion of the picture. Factor in that the images were all of particularly mouth-watering BBQ food, and you’re onto a winner.

Post-it

No one likes being followed around the web by omnipresent re-targeting banners. They’re flashy and intrusive, to say the least.

Post-it has made it their mission to find a way for us to experience banners on our own terms (and obviously, there’s the little matter of a revenue-generating benefit in it for them, too).

We purposefully choose to stick post-it notes places that we’ll see them, so the thinking behind it is that by letting users “scrawl” (type) their own notes onto a digital Post-it note which then appears on subsequent websites, the whole process becomes less aggressively “salesy” and more customer-centric.

It’s simple, novel and clever.

Coca-Cola

Share a Coke social media campaignDue to the phenomenal success of their Share a Coke campaign, Coca-Cola is no stranger to these kinds of “best marketing campaign” lists. But one of their latest moves in the social media space really caught our attention.

Coca Cola’s ethos is centred around happiness and sharing. From this, came the idea to reward Twitter users for their positivity. How does it work? Coca-Cola (in collaboration with advertising agency The Cyranos McCann) set up a vending machine, into which you need to enter your Twitter handle before making your selection. Based on the overall positivity of your tweets, the can of coke becomes cheaper. Hey, if you’re a happy go lucky kinda chap, you could even get it completely free. The more negative your tweets, the more expensive your can of coke gets.

The experiment took place in El Prat de Llobregat in Catalonia, which was identified to be one of the most negative cities in Europe, and generated 2.5 million (optimistic) impressions.

WWF

EndangeredEmojisAnimal charity WWF turned to Twitter to help spread the message about saving endangered species, in a very unusual and modern way.

They encouraged users to use the hashtag #endangeredemojis (and one of 17 relevant animal emojis) to promote the cause and make a donation to the charity. The emojis in question are all already existing and include elephants, koalas and penguins. Each of the Endangered Emojis that you use on Twitter is worth $0.11, and the WWF will tweet you your total every month, along with a link to make a donation. There is, of course, no obligation, and you can choose how much you donate.

What we loved about the #endangeredemojis social campaign was how it tapped into the current trend for emojis, and removed all obstacles between tweeting and donating.


Clever Marketing - Hampshire SEO, social and PPC Digital AgencyIf you need help with your own social media campaigns then give Clever Marketing a call on 01276 534 680.

As a premiere Hampshire digital agency we can increase your brand awareness and engage with your potential customers.

What not to do on Twitter

What Not to do on Twitter (with real life examples!)

There’s no denying that Twitter is a fantastic social platform for brands of any size, particularly small or new businesses trying to make a name for themselves. It opens up a world of promotional and networking opportunities, and the best part? It’s free.

However, it’s not enough to simply open a Twitter account and post randomly about what your business has been up to. In fact, Twitter needs strategy and patience to work well, and there are a lot of brands guilty of using it in the wrong way.  In recent years, some businesses have even risked their company’s entire reputation through the mistakes they’ve made on Twitter. Read more

Clever Marketing, digital agency in Hampshire.

Meerkat and Periscope – is Livestreaming the Future of Social Media?

If there were ever evidence needed that the social media world moves quickly, video live-streaming apps Periscope and Meerkat are it. Both have sprung up out of the blue in the last few weeks alone, and have been causing a frenetic furore online about what they mean for social media marketing.

Live-streaming apps are platforms which allow you to stream live video taken on your smartphone online. While this concept isn’t new (comparable software can be dated back to as early as 2007), Meerkat and Periscope have emerged as the most usable and exciting prototypes, and both are desperately vying for your attention. But what do they do, and why should you care?

Here’s everything you need to know about Meerkat and Periscope, and why live social video streaming is about to change the way you – and your customers – consume information and interact online.

Periscope

The aptly named Periscope was recently unveiled by Twitter. Available only on iOS (for now), it allows others to watch your lived streamed video feed and comment. This can then be shared on Twitter. You can save videos to watch for later, removing any limitations of purely live content.

Periscope has reportedly been under development for over a year, however Twitter failed to quickly bring it to market, which allowed its main competitor, Meerkat, to poke its head over the parapet.

Meerkat

The Meerkat live-streaming app garnered major attention at the SXSW Texas conference in March. Much like Periscope, Meerkat relies on Twitter for social sharing and at time of writing is said to have more than 400,000 users.

It hit a roadblock recently when Twitter withdrew Meerkat’s permission to use its social graph, which it had previously used to gain momentum and information about followers. It’s also emerged that in order to help secure success for Periscope, Twitter has turned to even dirtier tactics, such as directly contacting celebrities and prolific Meerkat users to tempt them over to Periscope.

Who’ll come out on top?

It’s fair to say that the two apps are more similar than they are different, and both surfaced only weeks ago. While Periscope was comparatively late to the party and therefore hasn’t yet made the same impact as its rival, it does in fact offer the more polished and pleasant user experience. But this hasn’t dampened the enthusiasm for Meerkat; Madonna recently unveiled her new single, Ghost Town, on the platform.

According to Meerkat founder Ben Rubin, there doesn’t necessarily need to be one winner in the livestreaming social sphere.

“We don’t look at [Periscope] as a rival. In fact, we’re very happy to see a big company moving in this space”.

Judging by the crumbling of Bebo and MySpace at the mere sight of Facebook, the truth of these words remains to be seen.

UPDATE: And indeed, Meerkat was discontinued in October 2016 so Periscope is the winner.

Live streaming – what’s the big deal?

Prior to both Periscope and Meerkat, video as a medium was restricted by time – clips could be edited and shortened before being uploaded. This placed an extra step, or a barrier, between creator and viewer. Live video removes this, leading to an instantaneous sharing of information, mirroring the appetite for quick, real-time content on social media.

Social media as a movement has always hurtled toward real time commentary, and live-streaming apps are perhaps its final tactic to move into the current moment.  A look into someone else’s life, as it unfolds, becomes just a tap away. You can even influence and change the course of events by interacting with the content creator.

However, just as Facebook, Twitter and even Snapchat have evolved from frivolous consumer playthings into powerful content platforms for brands and news producers, both Meerkat and Periscope show potential for long-lasting value. For example, the apps have already been recognised for their live news broadcasting qualities, as they allow journalists and news channels to stream video straight to consumers from live events as they unfold. Surprisingly, The Economist, which is 171 years old, was one of the first platforms to trial Meerkat for news commentary, while Sky News gave Periscope a go when providing viewers with a behind the scenes look at a pre-election Q&A recently.

These platforms are in such early stages, that it’s near impossible (and probably futile) to attempt to predict their future, especially in terms of business and brand usage. But there’s one thing we can say for certain: the world social media is speeding up more than ever, and live-streaming is one of the most exciting developments we’ve seen in a while.


Clever Marketing - Surrey Digital AgencySo there you have it. What do you think of Meerkat and Periscope? Do you think live streaming is here to stay?

If you need any assistance with integrating Meerkat and Periscope into your digital marketing strategy then do let us know. We’re on 01276 534 680 or you can write to us via our contact form.

Clever Marketing, digital agency in Hampshire.

How to Use Instagram for Business

How social is your business? You might be on Facebook and Twitter, but the opportunity many companies are missing out on is Instagram. Owned by Facebook, the social photo sharing network now has over 200 million active users, making it one of the 10 most popular smartphone apps. Visual content is set to drive social engagement in a big way next year, positioning Instagram as one of the most powerful platforms for businesses to be part of.

Only if they use it correctly, however.

Yes, Instagram is popular, but that doesn’t make it appropriate for every business out there. In addition, its focus on short video and imagery means it’s essential to have resources and a solid plan in place before you embark on establishing your presence in this arena. Don’t know where to start? Read on for our comprehensive beginner’s guide on how to use Instagram for business.

How Do Customers Use Instagram?

The first step in identifying how you can successfully use Instagram is to analyse how your customers are using it.

Unlike Facebook or Twitter, Instagram focuses solely on image sharing. People use it to snap photos of their everyday life to share with friends. So far so ordinary, but how Instagram really attracts users is through the provision of filters. For every picture a dozen editing filters are offered, changing your photo from dull and boring to bright or retro in a click (and thus improving the selfies of millions). Users of Instagram aren’t scrolling their feeds looking for information, products or news; they want to admire beautiful, aspirational imagery that represents an idyllic lifestyle.

Is Instagram Right for Me?

As we mentioned before, not every brand will work effectively on Instagram. Do you offer plumbing services, or divorce law consultancy? These businesses are unlikely to lend themselves very well to an image-sharing platform, and efforts might be better placed on information gathering sites such as Facebook or Twitter, or instructional ones such as YouTube. However, if you sell jewellery, are a makeup artist or own a restaurant, Instagram is the perfect place to craft a visual identity and showcase your products.

It’s also worth noting that, according to Search Engine Journal, over 90% of Instagram users are under 35. Consider your target demographic carefully before investing your time and budget.

How Do I Get Started?

Instagram is free to download for desktop, tablet and mobile, so you can get started right away. But before you start snapping and uploading, think about how your brand might translate on a purely visual platform.

How you decide to use Instagram must also fit in with your wider social strategy. Different platforms can – and should – be used for varying purposes to get the most out of your efforts. Above all, Instagram is an authentic lifestyle app. People want to see photos that yes, are beautiful, but that also look genuine and accessible. Instagram is not the place for marketing stock shots. For this reason, you may wish to focus not just on your products and services but the personality of your brand and bring this to life through Instagram. For example, if you’re a sportswear manufacturer it’s a good idea not to just show photos of your kit; but to also include shots of it in action on real athletes, and incorporate this into a wider spectrum of healthy eating and lifestyle images in order to build your personality.

Our Top 5 Tips For Succeeding On Instagram:

Connect With Your Other Social Channels

When you first set it up, link your Instagram account with your Twitter, Facebook and Google Plus accounts. This way, you’ll be able to share content simultaneously across your channels when you publish it. Your followers on other platforms will also be able to see you’re on Instagram too, and are more likely to seek you out and follow you.

Make Use of Hashtags

Much like on Twitter, hashtags represent a powerful tool to get your content found by users. Use at least one hashtag per post to boost your chances of being found by, and attracting new followers.

A few words of warning; don’t over use hashtags in one post. A one word comment followed by ten hashtags just looks desperate and disingenuous. Also, be careful to only use hashtags that are relevant to your post or brand; you want to attract new followers, but only the right ones.

Engage With Your Community

Instagram by nature lends itself well to user generated content. As you begin to grow your community, keep them interested by inviting them to share their own photos, tagging you or using your hashtag. An exemplary brand using this tactic is Starbucks; who regularly invite customers to share their snaps showing them enjoying a festive drink. When you respond and “regram” a user’s post you give them exposure, too, providing the incentive for them to share.

Vary Your Content

As we mentioned before, Instagram users are looking for inspiration, not a sales pitch. Keep your content output fresh by mixing product shots with natural lifestyle images to get users interested in you as a brand.

Keep Track of Your Efforts

As with any other platform, it’s important to measure your success in order to get the most out of Instagram. Analytics tools such as Blitzmetrics will help you to track your performance, allowing you to decipher between the posts which worked well and those that didn’t. Keep paying attention, engaging and creating on Instagram, and you might soon find that you have a powerful new platform on your hands.


Clever Marketing - Hampshire Digital AgencySo there are our tips on how to use Instagram. If you need further assistance, do call 01276 534 680 or use our easy contact form to get in touch.

As part of your digital marketing mix you’ll want to make sure that you’re maximising your use of SEO and driving qualified traffic to your site with successful PPC campaigns. If you’re stuck, Surrey digital agency Clever Marketing do all that too!

 

Clever Marketing, digital agency in Hampshire.

How Using Bloggers In Your Content Strategy can Help Broaden your Reach

Ten years ago, all of the big brands were using high budget celebrities to market and promote their products. These days, you’re much more likely to see a completely different type of brand ambassador at the helm; and you’ve probably never heard of them.

What we’re referring to here is the rise of the blogger.

Engaging with bloggers is a growing trend and is an increasingly integral part of online marketing and digital strategy. Brands who’ve yet to get in the ring risk falling behind and appearing irrelevant in the eyes of customers. So how do you work with bloggers, and how can it benefit you? Read on to find out.

How Can I Work with Bloggers?

If you’re new to the world of blogging, let’s recap. Bloggers post online about their specific niche or industry, for example, beauty or cooking, and combine frequent and original content with a distinct tone of voice to amass a number of followers interested in their area.

This makes them a prime target for brands. Say you run a B&B, and as part of your content strategy, you’ve identified a particular blogger who gets 30,000 unique web hits to their travel blog a month. By reaching out to this blogger and offering them a complimentary stay or meal at your B&B in exchange for a blogpost detailing their experience, you expose your business to those 30,000 captive and relevant readers.

The Worlds of SEO and PR are Combining

In last week’s post, we touched on the importance of integrating your SEO and PR strategies. Now more than ever, it’s important to use PR tactics to get people talking about you in order to gain those all-important back links and improve your search rankings. A great way to do this is through the use of influencers.

Traditionally, PR specialists have engaged with journalists to spread the word about a brand and put a positive story out into the industry space. Now we’re in the digital age, bloggers are the new media – only they’re independent and have distinct personalities, as well as hordes of dedicated followers.

Unlike with the traditional press, blog readers get to know their favourite bloggers personally by reading daily updates on their lives, interests and relationships. Therefore, they are much more likely to make purchases and buying decisions based on their favourite blogger’s advice or recommendations.

The essential element here is trust – unlike celebrities, bloggers are seen more as friends, as normal people audiences can relate to. Our recent post on the rise of YouTubers touched on the influential nature of “vloggers” (video bloggers), whose success is owed to their normality and relatability.

Content Creation

Working alongside bloggers not only means you’ll have some influential new PR advocates, but they’ll be doing a lot of the content heavy-lifting for you, too. Blogposts on third party websites, especially relevant and authoritative blogs, can do wonders for your backlink profile and therefore search rankings.

Our recent post on Google’s search algorithm updates discussed how useful, authentic and relevant content is rewarded above all else by search engines. Working with others in your industry to proactively create even more shareable content and buzz around your brand benefits not only your image, but your SEO, too.

Choosing The Right Blogger

Aligning with the right blogger can help bring your product to life. So, the more followers the better, right? Not exactly – hold on just a second before you start going after Zoella or Alfie Deyes. The kind of blogger you work with will depend largely on your industry, goals and budget.

The best partnerships are the ones born from mutual interests. For example, if you offer industrial cleaning and approach a beauty or fashion blogger, it doesn’t matter how many followers they have or how much money you spend – you’re unlikely to see much return on investment as your product just won’t be relevant to their audience. Instead, select the area you’d like to pursue and concentrate on prolific bloggers in that space.

If you’re a small to medium business and don’t have a budget of hundreds of thousands, you’re better off identifying a group of up-and-coming bloggers with just a couple of thousand followers. As well as being cheaper to work with, they’re more likely to work independently rather than under a management company, so you’ll both have more control over the creative direction of your partnership. The blogger you choose also reflects on you and your brand, so make sure your values and interests are similar before starting out.

Who’s Doing It Right?

There are many examples of brands who have successfully identified and worked with bloggers. Fashion brand Uniqlo recently commissioned a number of emerging fashion bloggers to create content around their collaboration with designer Celia Birtwell, effectively expanding their reach into a younger, more fashion-savvy demographic.

Another innovative method of working with bloggers comes from electronics giant Samsung, and their well-conceived “Bloggers Challenge”  running from August – December 2014.  Open to tech bloggers in South Africa, the challenge involves partaking in a series of quirky tasks, such as preparing a list of meals using just a microwave. Obviously, all challenges must be captured using a Samsung Galaxy 4 phone and uploaded to that blogger’s personal blog or channel. This activity increases Samsung’s share of voice and also supports digital content in South Africa.

We can see here that at the core of a successful blogging partnership are shared values and trust. When choosing bloggers and approaching them with ideas, keep in mind that the content you produce should be beneficial for them, as well as you. In this way, you can build a valuable community, as well as a profitable partnership.


Clever Marketing - Hampshire SEO & Digital AgencyIf you’re not using bloggers to boost your content marketing strategy then get in touch with Surrey digital agency, Clever Marketing. We have content writers to cover many areas and the search engine knowledge to ensure that your SEO is up to scratch.

In addition we can drive traffic to your website with PPC campaigns and social media management.

Call us today on 01276 534 680 or complete our contact form.