You’ve been tasked with finding bloggers for your clients or your own next blogger campaign. Suddenly what you thought was going to be an easy Google search for “DIY Blog” turns into an overwhelming sea of editorially-curated blogger lists and re-upholstered chairs. In fact, a recent report from Fashion & Beauty Monitor in partnership with Econsultancy cited that 73% of marketers say that identifying the right influencer is the greatest challenge to influencer marketing.
Step 1: Pinterest
Pinterest can be a great channel to begin your prospecting process. By searching on Pinterest, you’re able to find relevant content, more often than not, from bloggers who produce high-quality photos and engaging content, both of which are important factors when finding the right blogger for your next campaign. You need to define the search terms correctly. They often use free blogger templates. Therefore, you can read them to better understand the slang of the target audience. For example, If you’re a brand like Ziploc and you’re targeting busy young moms, try searching “quick kids lunch ideas” or “kids snack ideas.”
If you’re looking for fashion or beauty bloggers, Pinterest or Instagram is where you may want to begin. Searching commonly used hashtags and browsing through the “Top Posts” section can be a quick and easy way to find bloggers on Instagram.
Step 2: Qualify your first set of bloggers
Once you’ve found your first set of bloggers by using the strategy above, I recommend using a couple of free tools like MozBar and SimilarWeb to make sure each blog aligns with the KPIs of a given campaign. For example, if your client is focused on increasing their search engine rankings, the Domain Authority of a blog will be most important. However, if the primary goal of the campaign is to drive traffic to your site, Monthly Unique Users and overall blog engagement should be at the top of your checklist.
Step 3: Investigating link parties
Now that you’ve qualified your first set of bloggers, utilize their blogs to gain insight into organic networks of bloggers and their communities; the relationships bloggers form with one another, and the circles that are formed around those relationships.
There are a few different ways to tap into the organic networks of bloggers. My favorite tactic is investigating link parties. If you’re new to the Blogosphere, a link party (also referred to as a linky or link up) is when a host or group of hosts invite others to link up a post on their blogs each week at a given time.
Step 4: Use backlink tools
You can also use backlink tools like Majestic or SimilarWeb PRO to run a report on each blogger, showing you the referring domains to that site. The report will likely pull up other blogs, and by looking at the number of backlinks, you can get an idea of their relationship. For example, they may host a blog event together, be a part of a link party, or simply value the content and enjoy sharing it with their readers.
ink up a post on their blogs each week at a given time.
Step 5: Qualify bloggers (again) and build your initial outreach list
Your last step is to qualify your final set of bloggers by using the methods discussed earlier, and compile the bloggers into an initial outreach list— your target list of bloggers for the campaign.
In addition to using SimilarWeb and the above tactics, don’t be afraid to ask for media kits! Most bloggers have a media kit which serves as their online portfolio showcasing their blog statistics, social following, sponsorship/advertising rates, and past brand collaborations. Some bloggers make their media kit available on their blog (usually under the ‘Contact me’ or ‘Advertising’ section), but if it’s not listed, don’t be afraid to send a friendly email introducing yourself and asking for their media kit to review. Media kits can be a great way to get insight into what the blogger is able to offer, and what your brand could expect to receive in return.