10 Tips for Developing Better Blogger Outreach

10 Tips for Developing Better Blogger Outreach

Do you feel like your blogger outreach strategy lacks some oomph? Or maybe you are working on an influencer marketing strategy but something just doesn’t feel quite right?

My career centers around working with bloggers and becoming a go-to source for blogger outreach advice. The following ten tips, I assure you, will take any blogger outreach strategy from “meh” to “yipee!”

1. Reach out to a new niche

Take your buyer personas a little bit further and think of a new niche of bloggers to get in front of. Extend your brand’s presence outside of the genres it has been solely existing in.

Example: An athletic apparel company could reach out to travel bloggers and offer them free clothes for their adventures. This spices up the earned posts and gets the apparel company in front of new audiences instead of only the bloggers who write about yoga and running.

2. Master the art of personalized pitching

This is one I’m really passionate about. I see so many busy marketers justify mail merges when contacting bloggers and then wallowing in disappointment when they don’t hear back from the bloggers they want to work with.

It does take some extra time but writing personalized pitches is worth the time.

When reaching out to a blogger, you can let them know you’ve actually been to their blog by reading the “about me” page and referencing something. Or, reference a post that you read that showed the two of you were a good match.

3. Run your campaign across many social platforms

As you’re promoting your business, bloggers are promoting themselves across many social channels for maximum reach.

Utilize this by creating an outreach marketing strategy that makes use of a blogger’s many social channels instead of only focusing on the blog.

For example, I could be promoting a fun new kitchen gadget. Of course, I want to score an awesome blog post but I may also equip my bloggers with a hashtag to use on Twitter and Instagram so that the mention of my gadget extends further than the blog. I could also ask the bloggers to pin a recipe they created with the cooking gadget.

4. Grow a network instead of campaigning

Instead of trying to scale your blogger outreach and segmenting it in to different campaigns, you may want to consider growing a network of “go-to bloggers” who write about your brand on a regular basis.

Mentions that occur more than once are more trusted and thus cause more action as opposed to awareness.

Keeping in touch with bloggers who genuinely love what you offer is important. Send updates, new products and random gifts to stay on their minds and show up in their posts. Furthermore, when you need help promoting a piece of content or a new product, they’ll likely assist with authentic posts.

5. Give their audience something pretty to look at

Don’t lose sight of the value of visual appeal. Whether you encourage bloggers to weave in many photos of them with your product or you give them high res images, make sure that your blogger outreach strategy emphasizes scoring posts that are visually appealing.

6. Authenticity over numbers

Maintain a focus on the bloggers genuinely like you and who fit in to the niche that your brand falls in to. This passion comes out in posts and is more effective than a large social following.

7. Keep in touch

Don’t let your bloggers ever think you just used them for a post. Send thank you notes for mentions, send out a monthly newsletter to give them exclusive information about your brand, send them free swag and products from time to time. This way you can work with them on further projects.

8. Promote on your own channels

Bloggers are building up their personal brands so share their posts on all of your social channels.

9. Ask for their input

Don’t hesitate to have your bloggers weigh in. It just fosters healthy communication and gives you tools to improve your strategy.

I’ve seen brands survey their bloggers on their outreach and ask them what they like and what they’d like to see improved.

I’ve also seen brands ask bloggers to recommend other bloggers to work with. Communication is great!

10. Think outside of the box

All of the best blogger outreach campaigns weave in an element of creativity and something “new.” Modern marketing is all about thinking outside of the box instead of following a stiff set of rules and blogger outreach isn’t any different.

Want to be inspired by other brands thinking outside the box? Check out Some Brands Thinking Outside the Box for Blogger Outreach, it’s full of creative strategies.

Each of those ten tips were derived from blogger outreach projects I’ve been working on lately or have helped clients implement. They are solid and easy to implement strategies.

Feel free to reach out to me with any questions pertaining to this tactic at any time, I’m all about lending my advice!

Of course there are plenty of ways to supercharge your strategy. Weigh in with your tips in the comments below!

Kristen Matthews
This monthly Blogger Outreach column is contributed by Kristen Matthews. Kristen is the marketing and community manager for GroupHigh in Boulder, Colorado. A constant thirst for creativity has driven her in to this profession because it's full of writing and new ideas. Kristen is passionate about content marketing and blogging because of the collaborative aspects these trends in marketing have taken. Kristen on Google+
Kristen Matthews

@KristenWords

Outreach marketing enthusiast. Creative Strategist. Social Media Appreciator. Lover of red wine, nature, adventures and the written word.
12 Outreach Marketing Blogs to Bookmark http://t.co/0squet0KCN - 1 day ago
Kristen Matthews
Social Media Marketing World

Comments

  1. says

    Your post is very timely and I really like your idea about growing your network versus campaigning. Also the idea of cultivating relationships with the bloggers who comment, share, refer and promote your content.

  2. says

    Thank you so much for this post. I just signed up with two platforms to write blogs articles for brands or to create guest articles. I am always over the moon when I am asekd to write for someone for the second or third time because this means that their readers are happy with my articles and of course it is a good way to promote your brand and drive visitors to your page.

    Have a great day.
    Brigitte

    [Note: Link deleted by admin - your bio photo already links back to you. Thank you for your understanding.]

  3. says

    Great post Kristen! I think what it really boils down to is being a decent human being (like you would be in real life) but over the web. That means keeping in touch, sharing each others successes, talking to each other (commenting on each others blogs) etc.
    We’re always talking about how we need to sound less robotic in our content marketing, and I definitely agree that this should translate over to our communication with fellow bloggers! Outreach is literally about reaching out, and nobody is going to reach back to somebody who sounds false,
    Thanks for this!

  4. says

    These points are very helpful. I work for a B2B brand and even though I know it is all about H2H, I still have trouble sometimes finding that network. I think reaching out is the best way to gain that awareness. You can’t expect to get something you don’t ask for, right?

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