Unveil the mystery of blogger marketing and beware of five common myths: Only by stopping to read and listen before collaborating can you create a win-win and mutually prosperous situation.

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Long before the YouTuber internet celebrity trend emerged, through the popular [blogger](https://www.con tenthacker.today/p/blog.html) Recommending your own products or services to netizens is one of the [content marketing] (https://www.contenthacker.today/p/content-marketing.html) methods often used by small and medium-sized enterprises. Through the recommendations of “Internet celebrities”, the marketing effect on specific groups can sometimes be compared with that of big-name film and television stars.

But in the face of so many bloggers, how do bosses carefully choose the right ones to work with? The moderator of the Facebook group Blog Wishing Pool, and also the WordPress Website Treasure Box One of the webmasters, [Lan Junpeng] (https://www.facebook.com/lan0915) (Teacher Jincheng), shared with everyone in the lecture “How to find bloggers and do online marketing?” a lot of little-known blogger habits, as well as precautions to avoid making mistakes in the first cooperation.

Bosses who have worked with bloggers generally have the following five myths. In this lecture, Teacher Jincheng explained to everyone the situations that may occur:

1. I found a blogger to take photos and write articles, but it had no effect on my performance.

Actual situation: The audience managed by bloggers, or those who come through Facebook’s “+1” activity, are not entirely the target audience of the owner. Therefore, although the activity figures produced through cooperation are good-looking, they will not be fully reflected in the owner’s business.

2. It is difficult to become a blogger

Actual situation: Some bloggers have not been baptized by the market and do not focus on the overall situation. They focus too much on their own interests and ignore the business needs of the owners.

3. The top 100 bloggers are all very expensive

Actual situation: Some bloggers inflate their value because of promotions such as rankings. The price suddenly goes up, but the owner may not be able to afford it.

4. The blogger list provided by the marketing company cannot be used

Actual situation: Some marketing companies charge fees to business owners, but then go to bloggers to write articles for free. Or maybe the marketing company felt that some bloggers were worth a lot, so they deliberately quoted a sky-high price to the owner (unbeknownst to the blogger), in an attempt to get the owner to give up on the original candidate and choose the blogger suggested by the marketing company.

5. The bloggers failed to meet the conditions promised by the marketing company.

Actual situation: Some marketing companies will over-promise in order to accept a case, and do not communicate the service items and corresponding prices with bloggers in advance. As a result, bloggers will directly quote the price to the owner when encountering a situation, making the owner unable to understand why additional fees are added after having agreed in advance.

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In order to prevent bosses or marketers from encountering similar misunderstandings again, Mr. Jincheng shared some tips on how to find suitable bloggers and communicate and negotiate with bloggers. “Content Hacker” website excerpts are organized as follows for your reference:

1. Should I find a blogger, Facebook influencer or Instagram influencer?

Before choosing a partner, you must first understand the owner’s promotional purposes and the characteristics of the target audience in the field.

• Blog: Visitors usually search for purpose, so it is suitable for products that need to search for long-tail effects.

• Facebook: Most users are bored and swipe their mobile phones to find interesting information and then read it, rather than looking for specific purposes, so it is more suitable for one-time or short-term activities.

• Instagram: Since most of Instagram users are young people, it is more suitable to promote copper-plate delicacies; and restaurants with higher prices are more suitable to promote to groups with spending power through Facebook.

2. Do you want to help bloggers place Facebook ads?

Regarding advertising, you can discuss with the blogger to find out how much additional price will be charged? The blogger is then entrusted to place Facebook ads, or the owner directly finds an agency that often works with bloggers to place ads.

3. What data should bloggers provide to owners for reference? What should owners identify as fake data?

If it is a blog article, it is recommended to provide a screenshot of [Google Analytics] (https://analytics.google.com/) to understand the source of the traffic, such as what kind of keyword search this promotional article was found from, or the traffic was diverted from Facebook.

If it is a Facebook post, the screenshot provided by the fan page operator or internet celebrity must be able to see the information of Facebook Advertising Effectiveness, as well as user attributes such as the source area, age and gender of the target audience; as long as Number of Likes is usually meaningless. However, based on past cooperation experience, the amount of the case usually exceeds 3,000 yuan, so it is more appropriate for the owner to request these information. If the scale is too small, this step can be omitted.

4. Can I choose to use LINE@ for promotion?

LINE@ is usually a closed community and is suitable for industries with strong confidentiality, such as medical, beauty and other fields. The number of people in the group is usually inaccurate, and the “number of blocked people” must also be taken into consideration.

5. Which products are likely to cause controversy?

If the owner’s product must emphasize “curative effect”, bloggers will usually be extra cautious in accepting the case. In view of the fact that related products and services such as medicines, health foods, and weight loss may be punished by the competent authorities if they even mention the efficacy, so they must be handled with special care when promoting them.

6. Can the owner request to modify the blog article? Or ask bloggers to provide photos?

Bloggers usually have their own writing style, and the most modifications the owner can ask for are:

• Typo.

*Correct specifications of the product.

• List price.

It is recommended that the rest of the content should be modified less, as it will reduce the blogger’s customer attraction effect. The blog will definitely indicate that this article is “Industry Sponsored Article”. It is recommended that the owner should not ask the blogger to remove it, otherwise it will cause a backlash from readers.

If the owner likes the product photos taken by the blogger and wants to use them as official promotional photos, he must also ask the blogger to provide a separate quote. It is not a good idea to ask the blogger to provide them for free.

7. Who owns the right to use the accompanying text?

Articles written by a blogger are usually published only in his own blog. Therefore, if bloggers are required to post on Facebook, or merchants forward it as DM, the price needs to be negotiated separately. Of course, these can all be specified in the contract.

8. What should you do if you encounter a blogger who recommends himself?

Please don’t refuse on the spot. Some bloggers cannot get the opportunity to promote the merchants, so they will write negative reviews (https://www.contenthacker.today/2017/12/medpartner-greenvines-pr-part1.html). It is recommended that after consideration, when contacting the self-recommended blogger again, you must leave a written record of the back and forth or a phone recording to ensure the merchant’s own rights.

Learning: When operating self-media, you must also learn from independent bloggers, find out what the target audience looks like, and then think about how to have influence.

For friends who are currently using self-media for publicity, participating in this event can indeed get a lot of help. We found several extended learning ideas for self-media operators and shared them with you:

1. Owners or self-media operators must first understand the preferences of consumer groups During the Q&A process of the lecture, we can find that some small business owners are unsure about the positioning of their products and their possible target audiences? Therefore, I would like to test the market through blogger articles. But in fact, bloggers have their own writing style, so they will attract specific people to read, and these people may not be the target audience of the owner, so the test effect is often greatly reduced.

These test data can actually be obtained through self-experimentation through self-media channels to understand what content the target audience prefers to talk about product features. Whether you use a blog or Facebook fan page, you can get the most direct and quick response. In this way, the owner can have first-hand response statistics in hand, without the need for separate testing through bloggers.

Teacher Jincheng also suggested that Taiwan’s existing [fund-raising platform] (https://www.flyingv.cc/) can be used to put product information that is not sure whether there is a market and test it to see how many people are willing to pay? This approach may be more accurate than spending a lot of money to create a product without getting any response from potential consumers.

2. Can self-media creators, like independent bloggers and Internet celebrities, accurately grasp the appearance of their readers?

From Teacher Jincheng’s Q&A, we can actually understand that independent bloggers who accept promotional projects will mostly stick to their own style and also know their readers very well. Therefore, self-media creators should understand what kind of article content can be written to influence readers, and what interactive methods can be used to produce effects.

Therefore, when we operate [self-media] (https://www.contenthacker.today/2018/02/enterprise-owned-media.html), we should have the same mentality as independent bloggers, pay attention to the responses of the audience, and the actual background data. Only by being able to understand important attributes such as the regional distribution, age level, and gender of the audience can we produce appropriate and influential content for the target audience.

★ Photo Credit: Qin Zhenjia

★ Vista Reading Club May Special: “Scene Revolution”

★ To improve your content power, welcome to sign up for the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”.

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Further reading

• Activly cultivate content creators, PIXNET Community Academy is officially launched
• Xiaoka Bloggers’ Practical Strategies for Business: From Zero to One, Start Blog Marketing

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