I can honestly say that blogger outreach as part of a marketing strategy can create phenomenal brand lift on many levels. When done right.
To do it right, marketers need to consider the POV of the bloggers they want to work with and what it means to one’s time and life to run a blog. This simple disconnect between marketers and bloggers is the number one reason why some blogger outreach strategies don’t succeed.
The good news is, it’s a simple fix and only requires a change of perception and a little thoughtfulness.
On that note here are 7 ways to make bloggers sad or mad or just plain ole not like your marketing style.
Be lazy in your research
Want to know if a blogger wants to work with you or is a good fit with your influencer marketing strategies? Read the blog.
The about me section, the press page, the contact us pages are all a great place to start.
It doesn’t hurt to read a post or two either…
Basically a blogger can be successful and loved by their network but can still be a bad fit for your strategy for any variety of reasons. Simple research can save you and the bloggers that you email so much time.
Send a mass email
I know sending personalized pitches can take a ton of time. But stay with me here. What about meeting halfway and personalizing part of your pitch?
The meat of your pitch should talk about your brand, your strategy and goals with blogger outreach. This can be pretty much the same in all of your outreach emails.
But the beginning of your email should state why the two of you would be a good fit for partnering and how you want to partner with them based on their content. This just cannot be mass emailed.
Assume they would be honored to work with you
If you have a brand that is fairly well-known, then bloggers are just dying to be part of your network. Not.
Every relationship has a “give.” The give from bloggers is obvious—publicity and consumers. What are you giving them?
Sometime marketers think they only need to offer awesome content or social shout outs or an exclusive interview.
Yes, sometimes that works. I’m not going to lie.
Sometimes, though, it’s not enough. Writing and promoting a post takes time. How are you willing to compensate the time a blogger puts into a media mentioned for you?
Don’t think about their network
One thing that can make a blogger outreach strategy not reach full potential is not thinking it all the way through to the blogger’s network. Sure, you know they are your target consumers, but, what are they coming to this blog for? Why do they follow this blogger? Finding a way to fit your brand in with the blogger’s content authentically and appeal to their network and engage them (through giveaways, CTAs, contests, etc).
Create more work for them
Sometimes a blogger outreach strategy is full of creativity and genuinely great “gives” for the blogger but the courting or pitching process creates more work for the blogger than necessary.
Asking a blogger apply to be part of a campaign, fill out a ton of information, reply with information or research your brand may save work for you but it’s keeping bloggers from being part of your project.
Make sure when emailing them that you include a short and sweet description of the brand and product being pitched as well as clear information on how to move forward.
Attach images and files in your pitch
No one opens files from someone they don’t know. If there are high res images or files you just have to give to your influencers, at least wait until they have emailed you a few times and trust you a bit.
Lump bloggers in to groups
Lumping bloggers in to groups like “mommy bloggers” or “publishers” will destroy your blogger outreach strategy.
No humans are the same so why would you think bloggers would be all alike?
Brand-blogger partnerships take into consideration the unique qualities of the blog and their social footprint and works with those strengths. The only way to do this is to work with bloggers on an individual level.
Are you a blogger or a marketer or both? Weigh in on blogger outreach communication disconnects in the comments below. This should be a good conversation…