As Summit Online Marketing and running the SEO Liverpool blog, we get numerous requests to guest blog. I’m not adverse to this, but sometime you simply can’t make the time.
We always stress to our clients the value of guest blogging and gaining reciprocal links for contributors, but I thought we’d give you another way to get bloggers onside.
Hold an event for influential bloggers you’ve either found on twitter via followerwonk or those you’ve previously identified. If your website is about fashion, then it’s simple. If you’re trying to get content for an accountancy practice, then you’d need to pick a theme. e.g. Starting your business and financial forecasting or new business start up guide in 10 easy steps.
Note: It’s important to get a couple of details right, such as an appropriate time and the venue to meet.
You need to get the word out, choose an appropriate medium to inform your prospective bloggers and get them to spread the word to the community.
Whats the Offer
You need an appropriate offer for the prospective bloggers audience. Discounts, free space, promo-code, a gift, or a draw with a valuable prize … whatever! If it’s a seminar the accountancy company is running for small businesses, grant them free entry. Offer your bloggers free infographics to add to their posts or at least some stock images.
You can offer the bloggers a discount just for mentioning your businesses name, but the readers will need something else to sweeten the deal. You’ve added creditability and drawn in a bigger audience using the bloggers, but what does the prospective customer get out of it. It’s not the bloggers or our responsibility to sign up clients, it’s all about harvesting data, get social links from readers or simply generate a ‘buzz’ about the event
If you’re an accountancy firm, and you want new self employed clients, the blogging will serve to promote the event. Give each blogger an individual product code and link to event invitation in the post.
From this you can monitor which blogger brought the most people and reward them appropriately.
The seminar needs to benefit the prospective clients, give away lots of good free information.
Tip At the presentation, you can offer them more free business tips if they friend your business on FaceBook or Google +
You should have blog posts written promoting your event, you’ll get bums on seats or at least email data from prospects requesting information… but that shouldn’t be the end of it. It is always good practice to keep in touch with those bloggers and offer little gifts or at least invite them round for a few free drinks.