The 4 Rs That Show A Brand Your Blog Is Influential

The 4 R's That Showcase Your Blog Brand post first appeared on Problogger.

Image created by Kava

One way to monetize your blog is to work with partner brands.

This can range from sponsored content and affiliate promotions to ongoing ambassadors or sponsorships. In any case, I consider several factors to determine whether a blogger is an "influencer" and whether or not they will be successful in getting opportunities with brands.

As you might expect, metrics tell part of the story, so let's see them through my proposed framework, but Nielsen has carefully defined the 3 Rs - Range, Resonance, Response. I'd actually use at least one more R for relevance, which we'll get to later.

1. Raise your hand

How many people in the target group does the blogger reach?

Actual output and reach are two types of metrics, and not all platforms offer both.

Most traditional marketing channels report reach, such as B. newspaper circulation figures. Your ad or story may be viewed by 300,000 people, which is the number of copies distributed, and may or may not have a "reader reach" multiplier, which is the number of people who read the same copy.

Fortunately, in addition to the availability of digital media, the actual accessibility of our content gives us a more qualitative approach. Below we look at the differences with some platform examples (non-exhaustive list).

Go to settings

Google Analytics: Unique Visitors (Available), Unique Page Views (Actual Access)
Facebook Insights: Page Likes (Available), Lifetime Reach (Real Reach)
Email Analytics: Total Subscribers (Used), Total Unique Opens (Actual Reach)

Above is an overview of Facebook Insights data. You can get more detailed data from the exported information.

2. Echo

Are the content and messages designed to address, remind or change their attitude or behavior?

One of the main reasons brands work with influencers is to resonate: their connection with their audience, their ability to tell a story that resonates more with their audience than the brand's message, and the influence their authority or trusted voice has on beliefs and actions. their readers.

The more your content resonates with your audience, the more likely it is to engage with them, and metrics like wait time, likes, comments, shares, and clicks are easily monitored.

Response/Participation Actions

Google Analytics: time spent on page (length of stay), % of visitors returning (the higher the better), comments, social shares (Facebook, Twitter, Pinterest, etc.), some blogging platforms may like it. they have entered
Facebook: Likes, comments, shares, clicks on links
Twitter: Likes, replies (comments), tweets (shares)
Pinterest: Likes, Comments, Pin/Save (Sharing)
Instagram: Like, comment, tag in comments (share)

Few link clicks - a great result if your content viewers follow links to your brand or product content. Make sure you choose a brand or brands that you can follow by following the link you provided, for example. B. Little by little. You can click on these links to see clicks on your blog posts and social media posts and you can also track the click-through rate, which is the number of people who clicked on the link divided by the number of people who viewed the content.

Answer 3

Is there a measurable impact on changes in public attitudes or behavior ?

All influencer campaigns are designed to elicit some kind of response, whether that be awareness, purchase (i.e. leads), or sale. . In this case, as a blogger/influencer you cannot measure the results. This is where rubber meets the road and the brand decides whether the investment will pay off. However, you need to understand what metrics you can drive and still ultimately be able to measure.

response parameters

Awareness - The more people see the message, the more they will know about it. However, access number or profile number alone does not guarantee this result. A brand could research things like more search terms for the brand, mentions of their brand on social media, unsolicited calls, and how they heard about the brand.

One way to help is to research your readers and ask them if they already know the brand or have bought it since you mentioned it.

Purchases - This can entice your audience to sign up for your brand email, even contests, download bonuses and sign up for their newsletter. Brands must track the origin of those registrations to attribute activity to your campaigns and identify spend on each front.

Sales - Did your audience buy something? This can be tracked with a promo code for online shopping, a member link, a printed coupon for in-store shopping, or a simple "How did you hear about us" question at the time of purchase.

4. Importance - most important

I mentioned that I use more of the 3Rs mentioned earlier. Before looking into any of these R's, you need to understand that no one type of blogger is effective in all situations. So your first task is always to show your brand how important you are with the opportunities that are available to you.

Its importance depends on your luck. These two main indicators will be.

1. Audience demographics, psychographics and sociography

Who is the brand for? The more specific you are, the better chance you have of showing the next blogger how important you are. We're not just talking about women between the ages of 24 and 45 - that's a lot of blog readers! What type of woman, especially at what stage of life, what problem is the brand trying to solve? Then look at your data for your audience and see how many similarities you can find between your audience and yours. Some places you can check without getting too technical:

Also Google Analytics country and city data: City data from Google Analytics

Facebook "People" Insights gives you a demographic view of gender, age, and location:

So to attract Melbourne women to local events, you can provide specific information about Melbourne on your blog and Facebook page.
Another way to get a more unique profile of your loyal readers is to do an annual survey. It's a great way to get basic demographics (education, income, and family size/composition) and detailed psychographic and sociographic data (attitudes, interests, and lifestyle preferences) of your blog readers. For example, your survey will tell you that your typical blog reader is a 25-year-old single woman with money problems who is happy to ask for fashion advice because she is too busy to figure out what to buy - ching! By the way!).

You can then use a combination of the above data to show how important your audience is to your product audience.

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2. What effect does the brand want to achieve?

The second factor that determines your relevance is the overall brand objective. How do you position yourself to get the exact results they are looking for? As mentioned, brands partner with influencers, bloggers and media to drive exposure, buying and selling. Some more specific examples below.

A) Cognitive goals:
Brands are running massive awareness campaigns and want a wide range of emotional articles written from your point of view. You need a blog post view.

Bloggers often rely on it
Monthly special visitors

What you need to show:
How many unique visitors (matched to your audience profile) can you direct to a single blog post, not just your blog. Calculate your average number of unique views per post based on sponsored posts and show some examples of similar posts you've written.

They want you to know that you can respond directly to blog posts, perhaps with a social network like Facebook or your mailing list. Show them where traffic is coming from and that "big numbers" isn't just good traffic.

For more brownie points:
Indicate how engaged you are with your posts using average response metrics for time on page, comments, and shares.

b) Purpose of acquisition:
The brand is trying to establish itself on Instagram and an increase in the number of followers of the brand will be the main indicator of the performance of the campaign.

Bloggers often rely on it
The media kit metric, which is the number of followers on Instagram

What you need to show:
Anyone can buy or "play" Instagram followers. Your first task is to remove this type of tag. While the number of followers you have on Instagram is important, it's not about how many people can see your posts, but about how many people click through and follow your brand. The average likes and comments on your posts show your brand how engaged your audience is with your content. Even better, show statistics for other sponsored posts you've posted.

For more brownie points:
Show them how you do shoutouts for other Instagram accounts/brands. Use screenshots and ask for testimonials. Here we go beyond quantitative metrics and look at qualitative data to assess your relevance to your campaign.

your most important goal

All of this should provide a solid foundation on which to build a brand beyond what a standard media kit can do. To be honest, I'm not a fan of media influencer collections. Remember that when you give a brand a shot, your biggest challenge will be to differentiate yourself from other bloggers, and all standard media tools reveal whether one blogger's audience is larger or smaller than another.

Be smarter and use the metrics and evidence you have to show that you matter more than others. By giving them access to deeper layers of data, you can at least teach them to ask questions like other bloggers, which can be great for you!