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Understand How The Blogging Community Works and Using it in Brand Promotion

Today, different kinds of information are shared and consumed in a digital format. We find bloggers in various fields using their mediums to give voice to valuable market insights, breaking news, unique brands and trendsetting styles. Blogging has become so popular these days.

But why are they popular? Well, they have a genuine perspective, are easy-to-read, and communicated in the unique style of the author- unfiltered, opinionated and colorful.

Whether you are blogging for a company, on your personal website, or trying to cultivate the blogging community to share your opinion, blogging is a very influential way of sending your message across. They are a very good way to entice genuine interest, create brand engagement and increase your brand awareness. But before you engage bloggers to promote your brand, there are things you need to understand about the blogosphere.

1.            A blogger is different from a journalist. Know that a journalist can be a blogger, but not all bloggers are journalists. While a journalist is usually expected to follow the usual procedures of their publication, a blogger has the freedom of expression regarding his opinion on the subject matter.

2.            Appreciate the blogging business.  Bloggers are increasingly becoming important especially since they are the online version of word of mouth marketing. There endorsements are becoming more credible and authentic than celebrity endorsements. Both bloggers and celebrities are extremely valuable in helping brands gain awareness and recognition, but bloggers are usually followed by their audience because of their unique style of sharing information and telling stories.

3.            Try to understand their disclosures. Reviews from bloggers are highly valued from their audience because they have trust on the information source- they wouldn’t be subscribed to the blog if otherwise.  It is therefore necessary to understand the required disclosures bloggers make to their audience. The FTC new guideline requires bloggers to indicate if they have received any form of complimentary services or compensation in exchange for any blog post they write. This is a positive development because it adds to the pedigree of the source sharing the information about your brand. This should be considered important when seeking to grow your brand with bloggers.

4.            Get involved in discussions that bloggers initiate. At times, the most genuine information about a brand is usually from discussions and comments on a blog. If there is a product adaptation or a potential concept you are trying to test, the discussions that blogs ignite can become very valuable. If you want to utilize a blog for discussion and feedback, be sure that you are very active in the thread, and respond to both the negative and positive comments in a manner that will translate to better experiences or products for your target audience.

5.            Keep track of results: When you focus on blog posts that are related to your brand, always keep watch and take note of any opportunity that will help you sell your brand to the audience. You may also develop a system that will track the experience and purchase patterns of the target market. Analyze the strengths and opportunities you have with every blog post related to your brand, and devise a way to be updated with how the blogging audience responds to news events and market changes.

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