Finding travel bloggers from a specific region can be tougher than one might expect, because (you guessed it) they tend to change their location a lot. I was inspired to write this post after a Sydney friend, Colette of Arribaa.com asked a question around finding travel bloggers based on location to work with. I wanted to share my knowledge with five key tips on how I would tackle this search in order to find the right bloggers for a campaign.
- Check directories where bloggers list themselves. There are several PR-friendly directories out there where bloggers can list their blog and their most up to date information. This could include their current location, or where they are originally from (and have moved to). I love the expat directory network that shows where the blogger moved from and their current home country by using tiny pictures of flags. It also helps to give you an idea of what countries their audiences may be focused in.
- Use free local search tools. Do some research to see if there are localised free tools in the country you’re looking for bloggers. E.g. Aussie Twitter Search is a free web tool that allows you to search through Twitter user profiles, which can be filtered about specific topics.
- Check blog rolls and blogging communities. Travel bloggers often feature blogging friends from their hometown or country. They might have a separate list for “UK Blogger” on a page of their blog. Also look to blogging meet-ups, Facebook groups, online nings and sub-groups of these online communities.
- Use paid search tools. Sometimes a paid search tool is worth the investment, depending on your company size and how much work you do with bloggers. We are fans of GroupHigh, a blogger research tool based in the US, which allows you search globally for particular locations. It also lets you search by content topics, so you can find bloggers that are talking about a specific destination.
- Outsource your influencer research mapping. Again, depending on your company size and available spend, you might consider having someone else do this research for you. Companies like Kred will compile “Top 10, 50, 100” lists for specific categories based on social media profiles. Also, not to give ourselves too big of a pat on the back, we do this type of blogger outreach mapping at Rocketman. Data mining can be time-intensive, but if you’re starting with zero knowledge of the landscape and you’re unsure of what you’re looking for – it can take even longer.
In the end, there is no “trick” or quick answer to the question of finding the appropriate bloggers for a campaign. However, as you start to learn more about where you can go for information about bloggers and become more comfortable in this research process, it becomes an easier job. Ask bloggers both where they are based geographically, but also where their audience is based (if this isn’t explained in their media kit).
What tips would you add for researching bloggers from a specific region or country?