How Brands Can Effectively Approach and Work With Bloggers
Across the blogging spectrum, one thing remains the same and that is how brands should work with and approach bloggers. One of the key points I mentioned while at Hispanicize this week and that I try to hammer home wherever I am is that it takes time to build relationships with bloggers. Blogger outreach is not something that can easily be done through arbitrary lists or through the shovel approach to getting bloggers to spread the word about your message. Rather, brands really need to adopt the scalpel approach to blogging outreach. That is, take the time and effort to get to know bloggers, have a small “dating” period first by slowly letting bloggers know about your product and your brand. And then when the time is right actively engage them in the process of working further with your brand.
The brands that have adopted the scalpel approach to blogger outreach are invariably the ones that always (without fail) effectively reach the key digital demographic they’re gunning for.
Key Strategies for Effective Blogger Outreach
- Personalize your outreach: Address bloggers by name because it really makes the difference between them reading your pitch or chucking it in the trash.
- Understand the lay of the land. In other words, if you’re specifically pitching a blogger then you need to read her blog and figure out what makes her tick. If she’s an eco blogger don’t send her a pitch about a product she’s likely to think irreparably destroys the earth. You may wind up with severe backlash from that blogger.
- Get to the point. When pitching get to your point quickly. Let bloggers know what you’re looking for whether it’s coverage of your product or promotion or having a larger role in their outreach as a paid spokesperson or brand ambassador. Bloggers’ time is limited, so be precise in your initial outreach.
- Flush unreal expectations down the drain: There are a lot of PR firms, brands, and digital agencies that think bloggers should post about their brand or service with keyword links, cross-post that information on Twitter and Facebook, host a giveaway and oh, by the way, also run a branded widget or button on their blog’s sidebar, all without compensation. Bloggers get ridiculous pitches like this all of the time. Temper your desire to ask for way too much. Rather, take baby steps and also be prepared to compensate bloggers for multi-platform outreach.
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This is a great article, and I will be directing readers to it (in partial answer to Robyn & Connie!)
I write an amusement & attractions association blog focusing on marketing and social media for family entertainment centers. Some of our readers are family-owned businesses wanting to offer pre-school programs to moms for weekdays, but unsure of how to get the word out. I think reading and LISTENING to the conversations happening on community blogs by moms is a start, until they find one they have a connection with. Many of our readers have not undertaken a huge amount of traditional advertising, let alone blogger outreach. I’m glad to have some smart baby steps to pass on.
Again, excellent article—thanks!
Nala
Very helpful and direct to the point. Thanks.
It seems like this can´t be repeated enough. This topic eventually comes up in every single conference and blogger event I´ve been to. Yet, it keeps happening.
Great takeaways Jennifer. In thinking back, the campaigns I enjoyed the most and agreed to faster, were those sent my way by people who I had already met or collaborated with. The “dating,” as you called it, really works!
Now how do we get them to read what you wrote?
Amen to that Robyn!