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Blogger Partnerships: A Guide to Effective Product Promotion

My Blog Poster is a group of enthusiastic developers who decided to convert their common experience into this web store to help other businesses create high-quality content that is optimized, converted, and drives traffic to your website. Our prime goal is to help you, and your company get noticed and land more leads. We hope you’ll like it as high as we do and have a great purchasing experience.
  • What is the best way to get people to trust your brand and buy your product?
  • Is it advertising?
  • TV commercials, radio ads, web ads? Is it testimonials on your website?
  • Is it social proof?
While each factor plays a role, one of the best sources of potential conversions is a simple recommendation from a blogger. A review from a blog author can go a long way in referring visitors to your business, building trust, and attracting customers. That’s basically what affiliate marketing is all about, right? Brands want their products to be recommended, so they offer them incentives in the form of affiliate payments. An affiliate site is easy to spot these days. More organic reviews are harder to come by, but you can often win them simply by giving the blogger a copy of your product to review.

Why does your brand require bloggers and influences?

Advertising has traditionally solved one of the most difficult challenges to getting your products to customers. You are familiar with the modern strategy of spending money to get your product on social media or Google. However, there is another strategy in the field of marketing that is becoming more and more important. It passes several names: Recommendation advertising and marketing, performance advertising and marketing, and associate marketing. In affiliate marketing, you commission anyone who refers a paying customer to your business. Don’t be confused by the terms “affiliate” and “influencer”; they are often interchangeable. Affiliate marketing is a critical introduction made possible by a third-party partner, or in other words, an influencer. This introduction can come in various forms, such as a YouTube personality introducing a product, an Instagram influencer mentioning a product in a post, or a blogger including a recommendation or review in an article.

Affiliate marketing with bloggers

Bloggers are great for these types of introductions. Not only do they have an engaged audience that reads and engages with them, but they also create recurring content that can attract new visitors for years. But introductions are only half the key to success. Your brand’s reputation is also critical. That impacts customer relationships, engagement, organic rankings, and credibility. One way to improve your brand’s reputation is to make your brand known, and bloggers are a great way to do that. With that respect comes trust in opinion and the ability to influence thousands, if not millions, of a blogger’s followers. By tapping into the favor of bloggers, you can build your audience. With the decline of traditional advertising, affiliate, and influencer marketing can be a very successful and effective way to invest your budget. When you pair your brand with an influential blogger, they bring their audience and their audience’s network with them. They help drive traffic to your website, grow your social media following, and can sell a product through a review, recommendation, or testimonial. There is also little financial risk involved: you only pay a commission when an affiliate refers a visitor who buys your product.

What should you look for in a blogger?

Over 4.4 million articles are published daily, so knowing where to start can be daunting. With that kind of volume, finding a blogger that fits your brand is essential. When evaluating a blog, look for these three things:

Voice and tone of voice

This influencer will be introducing your brand to his audience. Make sure their posting represents the values that align with your brand.

Quality over quantity

The blog should show expert knowledge on the topics being written about. A good litmus test ensures the articles have depth, are easy to read, and tell an exciting story.


The last person you want to get involved with is someone who needs to be more professional. Please inquire about other brands they have worked with and how many page views they receive monthly. Check their domain authority (the higher, the better), audience demographics, and frequency of posts. Finally, look at their social media accounts to see their followers’ engagement.

19 Ways to Find Bloggers to Promote Your Products

However, it would be best to do more than track down an address and send out an unsolicited product. Chances are, the blogger won’t automatically write about you. You need to pitch the idea to the blogger, get them to accept the deal, and get your review organically.

1. Create a list of industry bloggers

5,000+ Priority List Illustrations, Royalty-Free Vector Graphics & Clip Art  - iStock | Priority list icon The first four tips will show you how to find an extensive list of bloggers as potential targets. First, do a Google search for various keywords in your industry and search the first four or five pages of Google for unique blogs. You can also use tools or blog networks like BuzzSumo or Alltop to find the top blogs in that industry. Create a comprehensive list that you will filter later.

2. Create a list of generalist bloggers

540,600+ List Stock Photos, Pictures & Royalty-Free Images - iStock | List  infographic, Checklist, List icon The first tip was to create a list of industry bloggers, but not necessarily bloggers that allow sponsored reviews. For this second tip, look for bloggers who cover a wide range of topics, including your industry, and who have previously published sponsored posts. Use keywords like “sponsored post” or “review copy” to find such posts.

3. Create a list of bloggers you mention

123,800+ Blog Illustrations, Royalty-Free Vector Graphics & Clip Art -  iStock | Blog icon, Business blog, Blog post The third variation of this tip is to look for bloggers who have previously mentioned your brand in contests. Ideal targets are bloggers who have used older versions of your products, bloggers who have written less-than-stellar reviews of older versions or issues you’ve fixed, and bloggers who have mentioned that they covet your products but need help to afford them or can’t justify the purchase.

4. Search for existing reviews

6,000+ Movie Review Illustrations, Royalty-Free Vector Graphics & Clip Art  - iStock | Movie review background Look for existing reviews of your products. Any blog that has already published a good review about your product should be added to a success list that you can continue to build as more people review your products.

5. Filter blogs for viable options

123,800+ Blog Illustrations, Royalty-Free Vector Graphics & Clip Art -  iStock | Blog icon, Business blog, Blog post Once you have your comprehensive list, remove all duplicates. I recommend using a spreadsheet for this as well. Start gathering information to filter out bad blogs. Eliminate poorly written blogs that need to be updated, have few readers, or need more engagement. Cross out sites sponsored by competitors, sites that don’t allow sponsored posts, and sites with different demographics. Also, cross out instances where the same blogger runs multiple sites.

6. Get to know the blogger’s audience

Concept Blogger Influencer Marketing Referral A Man With A Handheld  Megaphone From A Smartphone Attracts Subscribers Buyers To Promote New  Services And Goods Flat Vector Stock Illustration Stock Illustration -  Download Image As a final filtering step, look deep into the blogger’s eyes, beyond his retina, and get to know his audience. Look at what kind of people visit the blog – check their social media following and typical advertising – and see if they match your customer base. Sometimes an ideal-looking blog needs the right kind of people to buy your product, even if it has a good recommendation.

7. Customize your pitch to the blogger

486,600+ Blogging Stock Photos, Pictures & Royalty-Free Images - iStock |  Internet icon, Computer, Social media Before you write anything in the “To:” field for your email message, decide which blogger you want to send the message to. Please research and think about how you can personally and casually approach the blogger to get them to respond. If there is a contact page with advice on how to reach out, be sure to follow it, or you will likely be ignored.

8. Create a press release with relevant details

36,400+ Press Releases Illustrations, Royalty-Free Vector Graphics & Clip  Art - iStock | News, Media, Press conference Once you have a customized email presentation, it’s time to create additional materials. Some of these materials you should create before marketing, others before you even start researching bloggers, but either way, you should have them on hand. A press release is the first part; it contains the relevant technical information about your item so that if the blogger wants to refer to it, they can go to your website or the product itself to find something. Everything from dimensions to user guides and resources should be presented briefly.

9. Provide media that the blogger can use

1,100+ Social Media Platforms Illustrations, Royalty-Free Vector Graphics &  Clip Art - iStock | Social media, Social media icons, Facebook The other aspect you should provide is media, from high-quality product images to trailer/pitch videos, if the blogger wants to use them. Don’t try to force their use. Provide them if the blogger doesn’t want to take their images or doesn’t have the resources to create good versions. After all, an inferior photo won’t win anyone over.

10. Do not ask for glowing reviews

203,600+ Reviews Stock Photos, Pictures & Royalty-Free Images - iStock |  Online reviews, Customer reviews, Performance reviews One of the cardinal sins of recruiting bloggers for product reviews is trying to demand a positive review. If the blogger writes a positive review about something they didn’t like and don’t think their audience will like, they lose credibility with anyone who takes their advice. Bloggers want to maintain the relationship with their audience and the trust they’ve built for a long time, so they will only take you up on your offer if it far exceeds your willingness to pay. If you are worthy of a positive review, you will get it based on your product, not your sponsorship.

11. Don’t give direct incentives for a review

60+ Performance Review Discussion Illustrations, Royalty-Free Vector  Graphics & Clip Art - iStock Remember that the FTC – or other country-specific bodies – have specific rules and regulations for testimonials. Any financial or other compensation you provide as an incentive for a review must be disclosed to prevent unfair advertising. If your product is precious or you are trying to incentivize it, it must be labeled as a sponsored post, or the blogger could be banned or fined. If the product is of low value, the blogger must still disclose it.

12. Do not avoid the “sponsored” label

Sponsor Vector Art Stock Images | Depositphotos I must reiterate at this point: do not require the review to be labeled organic or otherwise to avoid federal laws. Many bloggers want to avoid taking risks. Just don’t do it. Even if you get away with it, you might get caught at some point, ruining a business. The FTC probably won’t find you. The agency does have the power to do so – they can even shut your business down for severe violations – but they generally don’t care about small businesses. Still, avoiding crossing the line or building a culture of disregarding the law is a good idea.

13. Share the finished review

10,100+ Finishing Works Illustrations, Royalty-Free Vector Graphics & Clip  Art - iStock | House finishing works, Finishing works construction Once the blogger has accepted your offer, received the product, and written the review, you must follow up. The easiest way is to share the review on your relevant social networks. You should also record the link to the published review in your spreadsheet and link it on your website as part of a testimonial. If the blogger agrees, you can even use excerpts as a testimonial for a landing page.

14. Continue the relationship

7,800+ Engaged Audience Illustrations, Royalty-Free Vector Graphics & Clip  Art - iStock | Captive audience, Excited audience, Audience listening Just as with guest posts and other forms of publicity, the most substantial element of such a review is not the review itself but the relationship you can build with the blogger. You can start linking to the blogger’s site in other contexts, and they will notice. Contribute to their success when you have the opportunity. Return the favor with a review of their product if they have one. If you launch a new product or update the product the blogger reviewed, offer to review it again, even if it’s just a pre-review, to generate additional hype.

15. Support bloggers with good reviews

52,000+ Quality Control Illustrations Illustrations, Royalty-Free Vector  Graphics & Clip Art - iStock If a blogger leaves you an excellent review or even becomes a paying customer themselves, it’s a sign that they’re precious to you. It may be worth looking for ways to contribute to their future blog, whether through a Patreon, purchasing a product, or sponsoring an event they’re hosting. The better the review – and the better the people who come because of it – the more willing you should be to help them out for a chance at future promotion.

16. Offer more products for blogger contests

103,600+ Gift Giving Illustrations, Royalty-Free Vector Graphics & Clip Art  - iStock | Gift, Gift exchange, Christmas gift giving One “incentive” you can use for a blogger is more than just a copy of your product. Offer them one copy to test; if they like it, offer them a handful more to give to their audience. If the product is sufficiently relevant, they’ll jump at the chance to give something away for free. Just ensure it’s something relevant, or at least something the blogger sees as relevant. Rule number one when running a blog giveaway is to give away something that will attract readers who are valuable to you, not just anyone who wants the product.

17. Make it easy on yourself with guest posts

250+ Guest Blogger Illustrations, Royalty-Free Vector Graphics & Clip Art -  iStock If you can’t get bloggers to review your product by giving them a copy, you can suggest a guest post instead. They won’t want a purely commercial review of your product, but you can be clever. Consider a problem the target audience will likely face, discuss how you can solve it, and mention your product as one possible solution among several. This way, you can get great value without giving away a product.

18. Consider paying for the placement

1,300+ Valuable Conclusion Illustrations, Royalty-Free Vector Graphics &  Clip Art - iStock Another option, if you’re willing to pay for it, is to bypass the entire pitching process and pay for placement. Some organizations will match you with an influencer in your industry and allow you to pay for the placement. That is most common on Instagram but can also happen with blogs and other sources of potential reviews. Just be aware that the top influencers won’t be cheap.

19. Hire a PR agency

1,500+ For Hire Sign Illustrations, Royalty-Free Vector Graphics & Clip Art  - iStock | You're hired, Help wanted, Will work for food If you’re willing to spend money, you can hire a PR agency instead. PR agencies often have their processes and contacts and can get you more reach on larger websites than you can create on your own. However, the cost of a PR agency is high, depending on what type of publicity you’re aiming for. Just remember that this is an option that can give you consistent results.


Unfortunately, only some bloggers will want to work with you, and that’s okay. However, those willing to work with you can add significant value to your brand. Consider blogger outreach as something other than a cheap marketing alternative. Instead, consider your relationship with influencers as a professional collaboration. Be sure to invest in these relationships; over time, your audience will grow accordingly.

Frequently asked questions

Q: How do you build relationships with bloggers?

A: Building relationships with bloggers starts with research. It would be best if you found blogs covering topics related to your product or service, then contact the authors. Reading their content and tailoring your offering to be relevant to their audience is essential. Also, make sure you offer something of value when you reach out. That could be a free product or service, special discounts, or exclusive content. Finally, stay in touch with the blogger and build a long-term relationship.

Q: What types of blog posts should I choose to promote my product?

A: It depends on the type of product you are promoting, but in general, you should look for posts relevant to your target audience. Consider tutorials, reviews, and comparisons if you have an existing product. If you have a new product, you should create a feature post or an unboxing video. You could also do a guest post on the blog. Ultimately, it’s about finding content that will appeal to your target audience and show your product in the best light.

Q: What are some tips for finding the right bloggers to promote my products?

A: When looking for bloggers to promote your products, it’s essential to consider their relevance and influence. Look for influencers with a large following and content related to your product or service. Also, pay attention to their engagement rate and the quality of their content – this will indicate how well their audience will respond to your product. Finally, make sure the blogger has a good reputation among their followers. That will ensure that your promotion is successful.

Q: How do I find bloggers to promote my products?

A: There are several ways to find potential bloggers to promote your products or services. You can search for relevant blogs through sites like Google Blog Search, Technorati, and Alltop. You can also utilize social media platforms like Twitter and Instagram to search for influencers in your industry who might be interested in working with you.

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