Because even the top bloggers rarely get enough income from their blog to thrive, successful blogger outreach entails catering to a blogger’s niche and recognizing the hard work they put in to their craft.
Here are 5 ways that you can go beyond the pitch and perk the interest of influential bloggers. Good luck!
Send Them a Steak
Omaha Steaks sends foodie bloggers steaks! Leaping from this example of blogger outreach done well, what free swag, product or service can you send to bloggers in your niche?
From an e-gift card to a fashion item, sending bloggers something free is one of the best ways to get the attention from a blogger you want to establish a relationship with for your brand. Not to mention that a no-strings-attached free gift elicits a sincere product review or mention if they like it.
Actually Read the Blog
Sounds like I’m stating the obvious but based on conversations I’ve had with bloggers, it needs to be said again—read the blog before you pitch.
The easiest way to offend a blogger you’re jonesing to work with is to reach out for something that they clearly don’t do or pitch a topic they don’t cover. This will immediately show them that they weren’t handpicked and that you hadn’t bothered to read their blog before contacting them. Big turn off.
By doing your research, you can also eliminate reaching out to bloggers who are a bad fit and you can get a feel for their personality and gauge what your introductory email should entail.
Emphasize the Value of a Long Term Relationship
When M/C/C was reaching out to “mommy bloggers” for Chuck E. Cheeses, (read the case study here) they established “go-to-bloggers” instead of making the blogger feel like they were being used for a one time mention and then would never hear from the brand again.
This made the bloggers a lot more eager to engage in their outreach efforts. Not to mention game tokens and free pizza was involved!
Court Your Bloggers
Treat bloggers like you would your real life relationships. For example, you wouldn’t walk up to someone at a cocktail party that you just met and ask them for a favor so don’t do this to bloggers.
Personally, I’ve gotten the best results by not pitching a blogger in my first email. By simply introducing myself, reference a post of theirs I’ve recently come across and telling them I’d love to open the door for collaboration, I’ve created more successful blogger relationships.
Don’t to forget to engage on their social media channels before reaching. A blogger who has interacted with you via the comments section of their blog or on Twitter, they will be more likely to read your email.
Get Creative with Your Subject Line
The Subject Line is Your Virtual First Impression, make it a good one.
With communication being the impersonal form that it’s become, the subject line is the new first impression. Embrace it and make yours stand out.
Subject lines to ditch: hi, a smiley face, let’s talk, I’ve got an opportunity.
A subject line that’s to the point, states your purpose, is friendly all while losing any gimmicky qualities is best. I’m going to be honest, “We Need to Collaborate!” has given me the best response rates.
Enjoy Your Hard Work
Reaching out to bloggers “the right way” is certainly a lot more work than the traditional outreach ways that were once acceptable. However, the response rates and new relationships will make you so glad that you put the extra time and effort in to your outreach campaigns.
Are there any ways that you have creatively gone beyond the pitch when reaching out to bloggers? I’d love to hear examples in the comments below!