When it comes to generating online buzz, building great word of mouth momentum and obtaining mentions from online influencers is hard to bear. If you’re about to embark on marketing with Houzz or any kind of interior design SEO, it’s worth adding some blogger outreach to your tool kit.
The role of blogger has evolved massively over the course of the last 24 months and is now a bona fide job in its own rights. Bloggers are publishers and content creators and the best ones are celebrities in their own right. Aimee Song of Song of Style is one example – she is an LA-based interior designer but spends a large chunk of her time jetting around the world. Check out her blog or Instagram and you’ll see countless images from hot spots all over the world. Chiara Ferragani from The Blonde Salad is said to make over $8 million a year, has her own fashion line and was the subject of a recent Harvard School of Business case study.
Some of the best paid bloggers and vloggers rack up millions of followers and earn millions of dollars each year. This makes them valuable allies but also means that you need to have a strategic and structured plan if you want your blogger outreach efforts to be successful.
Before you can begin to physically reach out to bloggers, creating a solid foundation of knowledge is an important first step. Before you begin creating a pitch letter and emailing it off, you need to set a few goals and decide on a few metrics.
The first and most important thing is to determine what exactly you want to achieve. Are you looking to generate reviews? Publish a post on another blog to show your authority on the subject matter? Or get a respected guest blogger to write a piece for your blog to give credibility to your own brand?
The answers to these questions will determine how your approach your whole campaign so they need to be given due time and attention. If the purpose is to generate reviews, you’ll need to then decide how much product you have to give away to support this or if you’re willing to cover expenses for key bloggers to visit your project or case study. If you want to get a post published, you’ll need to actually select an article or prepare one which leads to a host of other questions.
Once you have these decisions made, you’re ready to proceed with part 2 – identifying relevant bloggers.