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How the brand & influencer relationship has changed
What keeps brands coming back for more
HELLO!
I am Sam BradyFounder and Editor of A Gentleman’s Row
www.a-gentlemans-row.com
WHOSE OPINION DO YOU TRUST?
1.Family2.Friends3.Bloggers
9. Brands
Trust drives conversions online, which is ultimately what every brand wants…more Sales!
THE ONLINE BLOGGER LANDSCAPE
SEO
Affiliates
Social
PR BLOGGERS
DID YOU KNOW?
Google recently released a statement saying they will penalise sites that covertly post content in exchange for free goods.
Bloggers should use the nofollow tag on all such links because these links didn’t
come about organically (i.e., the links wouldn’t exist if the company hadn’t offered to
provide a free good or service in exchange for a link).
Companies, or the marketing firms they’re working with, can do their part by
reminding bloggers to use nofollow on these links
FOR EXAMPLE
COMMUNICATION IS KEYBut how do you communicate correctly to a large database of bloggers?
KNOW YOUR AUDIENCE
Hi all or agentlemansrow
Here at ‘x’ we have just launched this fantastic new hoverboard.
Thought you might like to feature it. Press release attached.
Hi Sam
How are you?
We loved your piece on ‘Made to Measure vs Bespoke’ and thought you might be interested in learning more about our new suit range...
SEGMENT YOUR DATABASE
Gold○Top tier blogger○Tailored content○Audience spot on○High traffic levels○Good results○Brand
ambassadors
Silver○Potential if nurtured
to become a gold○Test bed for
coverage ○Medium traffic levels
Bronze○Long tail bloggers○No tailored content○Low traffic levels○Press release ○Event invites
How granular you go is up to you. But you could segment for each individual category, product launch or season for example.
“Free clothes don’t pay the
rent.
PAY FOR COVERAGE More bloggers are trying to earn a living from their writing these days. This needs to be considered by the brand.
SET DEADLINESDon’t be afraid to set a timeline to have content live. It’s a business relationship and should be treated like one.
MAKE CONTENT ACCESSIBLEWhere does a blogger go to get all the content (images, press releases, videos) they need after a relationship has been established.
THANKS!
Any questions?You can find me at:
www.a-gentlemans-row.com
