Calculating Your Blogger Outreach Campaigns

Many pros say that blogger outreach campaigns can’t exactly be measured; however, we need amazing to take back to our boss, right? We need to be able to compare blogger relationships against each other to decide who to keep working with; not to mention knowing whether or not your movement as a whole was even worth the money, time, and effort.

Though we may not be able to measure blogger outreach ROI to an exact level, we have got to give it a “community college try” so that we have some sort of launch pad.

As of now, there are no industries standards for measuring blogger outreach campaigns, so it’s up to each group or brand to establish an “in house standard.” From estimated impressions to lead generation, each company has different goals and thus dissimilar standards to measure.

Since blogger outreach is a marketing method that is ongoing, the ROI can’t be measured to an accurate number but we can still get close. One thing that many CEO’s don’t know when it comes to this form of marketing is that the earned posts live in cyber space, and they bring in traffic long after the campaign is “over.”

In order to decide some sort of ROI for your outreach campaigns or a measurement standard, a goal needs to be determined before you start reach out to bloggers in your niche. Next, you need to optimize your movement and linkable assets for that goal. Here are some ideas:
 

Optimize Your Campaign According to Your aim
 

Lead creation: Build a landing page that you construct in advance so that you can give your blogger something to link to in its place of just your brand’s homepage. Whether the landing page prompts company sign up for a free software demo, an eBook or a webinar, the lead capture info is yours forever and allows you to measure how many people filled it out for a more accurate standard than simple web traffic.

Move Customers through the channel: Provide the blogger with downloadable possessions such as white papers, case studies, and eBooks. Your potential prospects will fill out a quick form with their name and email address to get the free giveaways. Case studies and eBooks that talk about how your brand can help reach a goal are great income to move customers to that next level.

Increase New Customers: Using your handy Google Analytics, keep track of all new visitors to your site from the post. Set a “conversion goal” to track how many take a positive action while on your site, not just how many people visit.

Gain power for Your Brand: Reach out to bloggers who want to link to your brand or a store from your brand as an authority on a topic in your niche. Social media shares and blog comments (positive ones anyway) are great metrics to look at.

Brand Awareness: Since brand awareness is such a broad goal, simply track social media shares and site traffic via Google Analytics or use a link shortened like bitly.

Product Purchases: Have the blogger present a coupon in their post or a code for a discount. This way you can track where those purchases came from.

Estimate on an Individual Level

Using your spreadsheet or measurement tool, it’s important to evaluate the metrics that agree with your goal for each blogger. It’s also wise to examine the post tactics, titles, and etc. of the successful and unsuccessful dealings so you can encourage tactics that moved your goal forward for future campaigns.
 

Analyze the operation as a Whole
 

To see the success of your campaign as a whole, it’s significant to look at totals from all the bloggers posts. This is crucial reporting to show to a boss or a client. Not to declare it lets you know if your tactic was successful.
Keep track of your time and money spent on your operation and compare it against the total amount of leads, new customers, clicks, and social media shares that you got from your bloggers’ posts.
 

Repeatedly Track
 

If blogger outreach is something you plan on doing a lot of, then you maybe want to invest in a blogger outreach tool that also tracks and monitors your campaigns continually like Group High to save time.
If blogger outreach is something that you don’t plan on doing on a regular basis, then plan to spend time staying organized and allot time every week to update your spreadsheets so that you can keep track of the post URLs and the metrics that contribute to your goal. Keep track even after the campaign is over—mentions from bloggers are evergreen content.