Working with Bloggers to Promote your Business

Have you ever had an experience with an influencer or blogger that has gone wrong? Unfortunately, this can happen in many ways. A sponsored article was not written and published as promised. They over-promised and under-delivered. They have done a shoddy job that reflects badly on your brand.

Working with bloggers to promote your business Have any of these situations happened to you?

Fortunately, in my experience online, most influencers and bloggers are professional and trustworthy. But there have been a small minority who have not lived up to their commitments.

Just as in real life, there are some bad apples. This can be especially frustrating when it affects your own reputation or your relationship with your customers or readers.

Contrary to the popular adage, not all publicity is good publicity. Just because people are talking about you or you are exposed online does not mean it is good for you or your brand. Once something is on the Internet, it’s probably there, somewhere, forever. So a poorly written review, a blog post with incorrect information or an unflattering image can hurt you for a long time.

When you are marketing your business and looking to build brand awareness, you want it to be positive in nature. It is important that the image you (and the people who write or post about you) portray is accurate and flattering. As your business grows, it can be difficult to control what is said. However, it is important to be aware of as many public communications as possible.

So how can you make sure you are working with reputable influencers and bloggers? It’s not always possible, but there are some safeguards you can put in place to reduce the likelihood of getting burned. Don’t be lazy. A little time and research can go a long way.

Here are five useful tips for collaborating with bloggers to promote your company and brand.

1. Get referrals.

Is there a way to talk to former clients or associates? Do they have a testimonial page with contact information? Especially if you’re getting started on a major project, don’t be afraid to ask for referrals. And if you send them a valuable product in exchange for a product review, that’s certainly a good idea. Discuss with others how quickly the shipment was made, whether they were satisfied with the quality of the review, etc. When shipping products, be sure to track and request delivery confirmation. This can help resolve a problem later. Be upfront and honest with the people you plan to work with and make sure they reciprocate. If you have a bad feeling, chances are your instinct is right and you should pass on the opportunity.

2. Check out their website.

Go through their website and read a few articles. What does it look like? Are comments turned off? Are posts rare? Is their content edited? Do they use professional images? These can be red flags that give you clues about the type of blogger you’re dealing with. If you see something that makes you wonder, don’t hesitate to ask for clarification.

3. Google them.

If they have an online presence, chances are you’ll get results when you do a search. If the results are generally positive, that’s fine. However, if you see a pattern of negativity, it may be a good sign to look elsewhere. Obviously, not everything that is written and posted on the Internet is the truth, but a consistent pattern is a good indication that something is wrong. An internet search can be a great tool and can uncover some very interesting information.

4. Make payment when the work is completed.

If you can, make payment after the service has been performed. Or at least pay half up front and half when the project is completed. Ask to review the post or image before the asset is published, so that you can assess whether the information is correct and of good quality. Honest bloggers and influencers will have no problem with such requests. They will be understanding and cooperative. On the other hand, if you get discouraged, it may be time to look elsewhere.

5. Put everything in writing.

One of the best ways to ensure that everyone involved is in agreement is to create a terms of reference, insertion order or legal contract. Set out all the details of the campaign, what is expected of each party, timelines, compensation, delivery of campaign statistics, and make sure both parties sign and date it. This way, if there is a disagreement later, you will have a signed copy of the contract to fall back on. It is also advisable to keep all emails on file so that you can document the conversation and dates in case you need to go back and clarify any information. This also helps to avoid “he said, she said” scenarios.

Conclusion.

Of course, these steps help facilitate the process, but they are not always a guarantee. Despite your best efforts, sometimes bad things can happen. But if you do consistent due diligence, you increase your chances of working with positive people. If something negative happens, do your best to resolve the situation and then move on. It’s always better to take the high road than to get into a public altercation, even if you’re right.

Have you had any negative experiences with bloggers or influencers? How did you deal with them? Feel free to comment below. If you liked this article, share it on your favourite social networks.