With a population of 101.1 million, brands operating in the Philippines have to work very hard to reach as many buyers as they can. Hiring celebrity brand ambassadors have always been effective at customer outreach; their charisma inspires trust in legions of fans. However, marketing budgets have been growing smaller while famous actors and musicians are becoming more expensive. Instead of forcing your brand to gamble on the success of an expensive horse, it might be more prudent to pick an animal that has a proven influence on your target audience: bloggers.
44.2 million Filipinos are active Internet users. Many read blogs which they check regularly while many more discover blog content when the first group shares them on Facebook or Twitter. Top Filipino blogs command a regular viewership of over a hundred thousand readers. And when one of their posts turn viral, they can potentially reach almost half our country’s population. Bloggers as brand ambassadors have the reach and influence to increase awareness for your brand. But their advantages aren’t only about numbers.
1. Bloggers Directly Engage with Your Market
For ordinary Filipinos, it’s difficult to engage with their favorite actors and musicians. Most of the time, they see celebrities from afar and know only of their public persona. Not with bloggers. Each piece of content that bloggers produce reflects the minds and opinions of the author. Blog or social media comments are often quickly answered by the bloggers themselves instead of an agency. Bloggers bond strongly with their audiences, and their opinions, which they explain thoroughly on their websites or channels, are rarely ignored. If a blogger likes your brand, he can quickly convince his audience to like it too.
2. Bloggers Tap Very Specific Audiences
According to McKinsey & Company, a multinational management consulting firm that counsels 80 percent of the world’s largest corporations, targeted marketing can increase sales by 20 percent. Other studies and applications of the technique demonstrate even higher gains. In a way, bloggers can help your brand reach out to your target market. Through their content, bloggers attract a following of like-minded individuals. Travel bloggers entice travelers while mommy bloggers appeal to mothers. By gaining an endorsement from a blogger whom your target audience follows, your brand can expect increased conversions.
3. Bloggers Provide Instant Customer Feedback
Sometimes, the most difficult part of marketing is understanding the customer—yet it is undoubtedly the most crucial. Brands need to know how they think to accurately leverage their advantages and downplay their disadvantages. In blogs, customers often freely give away their opinions about your brand and product, allowing you to gauge your popularity.
4. Bloggers Offer Measurable Results
Data matters. The difference between a recklessly spent marketing budget and a smart investment can be found in the quality and quantifiability of the metrics used to determine the effectiveness of the campaign. While celebrities can provide you an estimate number of their fans, bloggers can offer you an accurate number and demographics of their regular readers, the page views of each article, and even where the readers went afterwards. You can easily measure the return on your PR investment without resorting to guesstimates.
Bloggers are an interesting and profitable alternative for brand ambassadorship. Their high customer engagement, data-driven content, and laser focus on their target market give them greater influence with their readers than most celebrities with their fans. M2.0 can help connect you with bloggers that attract your target market while assisting you in crafting stories that will excite their enthusiasm for your brand. To learn more, visit our website and send our team a message. We’ll show what bloggers can do for you.