Blogging and vlogging is now a huge business in its own right. Some of the top UK vloggers are earning thousands every month from their collaborations with brands and through advertising and endorsements. This is still very much the exception, rather than the rule; but, for retailers who want to work with bloggers and vloggers, there are ways in which to work effectively (and to a scalable budget) with lots of different types of online influencers, which enable you to measure ROI and the benefits they are bringing to your business.
Choose your bloggers wisely
When searching for bloggers or influencers to approach when planning a campaign, there are lots of considerations.
Making sure you fully map out what part(s) you want the bloggers or vloggers to play in your campaign is vital to making the most of their involvement.
Making sure you clearly communicate your expectations to bloggers early on in your contact with the bloggers/influencers means that there is no room for ambiguity or confusion on either side.
It’s become the norm now to use contracts or written agreements when working with bloggers and vloggers. This doesn’t necessarily mean a hefty legal bill for all brands getting lengthy contracts drawn up, it can literally be a one-page doc that sets out:
A simple contract or written agreement that the blogger/vlogger can e-sign online and return within seconds via email, is an effective way of making sure that all parties are fully in the loop about what is expected, and when.
Giving each of your bloggers and influencers a unique, trackable link to use when they’re promoting your campaign means that tracking any traffic they send to your site, through their own site or social media posts, is really straightforward, via your website analytics. Whether you have a campaign landing page or just want them to link to product pages, you can easily see how many people they have sent through to your site and what these people do once they land there. This is one way to measure how valuable the blogger or vlogger activity has been to your business.
Another way you can attribute a value to blogger is to look at how much it would have cost you to advertise the same content to their social media audience. Using a variety of tools and data from Twitter Ads and Facebook insights, you can put a monetary value to what you would have spent if you had used social ads targeted at the same audience, instead of the collaboration activity.
Working with bloggers, vloggers and influencers can be highly rewarding for any retail business when all of the ducks fall into a row. However, as a constantly evolving industry that is still in its infancy, it’s essential that retail brands adopt a professional and strategic approach when implementing outreach and influencer campaigns, to make sure that any collaborations are reaching their full potential.
If you’d like help with running blogger, vlogger or influencer activity for your retail brand, we can help. Contact us today.