When it comes to advertising, nothing is more trusted than product or service recommendations from friends and family. And according to the Nielsen Global Trust in Advertising report, this trust extends beyond our immediate circle, and now includes reviews and opinions posted by others online.
Because of this, bloggers have become so influential when it comes to purchasing decisions. In fact, research indicates that 84 percent of consumers have made purchases after reading about a product or service on a blog (source: Research Now). It’s easy to see why partnering with bloggers should be an important piece of any pet brand’s overall marketing strategy.
When working with a blogger, product reviews often spring to mind first. And with good reason! They’re an effective, fun way to drive traffic, build brand recognition and increase sales. But don’t overlook other opportunities to partner with bloggers in the pet space, including:
Developing content for blogs other than your own is a terrific way to establish yourself as an authority in the industry, reach new audiences and drive traffic back to your site. The first step, of course, is to identify blogs that align with your target market and accept guest posts.
Before you reach out to bloggers, familiarize yourself with the blog owner, as well as their site, audience and niche. What types of pets do they have? What topics do they frequently write about? This will allow you to craft a personalized, targeted pitch for each blogger. Let them know who you are and why you’d like to write for their site. Give them some ideas of the types of content you could create for them. Above all, remember that this is not about advertising your product or service. It’s about offering value, resources and useful content to their audience.
Giveaways and Contests
Who doesn’t love the opportunity to win a valuable item for themselves or their pet? That’s why giveaways and contests are so successful. Whether tied to a product review or as a standalone campaign, both are great for creating engagement and word-of-mouth. The more valuable or in-demand the prize, the more interest it will get from both bloggers and their audiences.
Many contests and giveaways simply ask readers to submit an entry via an online form on the blog. For example, Caren Gittleman of Cat Chat with Caren and Cody recently partnered with our client, PetSafe® Brand, to do a product review and giveaway of the Flitter Cat Toy. Giveaways like these often encourage the audience to earn additional entries by taking other actions like commenting on the blog post, visiting the brand’s website or following the brand’s Facebook page and other social media platforms – further increasing engagement.
Fetching Communications can help grow your brand by connecting you with the pet industry’s most influential bloggers. Click here for a free blogger campaign quote from Fetching, or email us at firstname.lastname@example.org or 877 703 3824 x105.