If you’re trying to get your products and services in front of actively engaged and interested audiences, reaching out to bloggers – to send products for reviews or produce content that features your brand – is a great start.
However, you only get one chance to make a good first impression and build a lasting relationship. These are our top tips for making sure you get this right.
Do your research first
Get to know bloggers, look around their site, download or request their media kit and look at their readership. By doing this you can get a good idea of whether your brand or client is a good fit for the blogger and their readership, before you even try to get in touch.
Bloggers and influencers can reject a collaboration based on a bad email. So think of it like a sales pitch. You’re proving why your brand or client is worth mentioning to a blogger’s readers. Personalise your approach (go beyond “I saw your blog and loved it!”). Include their name and put in some effort to send a really polished email.
You can’t expect bloggers to work for free. Not paying bloggers or having a budget can reflect badly on you or the brand you represent, which is never good for a working relationship. Don’t offer to pay with or provide exposure, that’s technically what you’ve gone to the blogger for.
Bloggers value honesty and transparency. Be clear on what you need to achieve from the moment you get in touch. If you’re open about what you need from the very start, things are much more likely to go smoothly. So give enough information upfront to avoid any nasty surprises and causing a strained relationship. A clear brief helps bloggers to know if the collaboration (and the cost) is worth their time and effort.
Links can be a major cause of conflict between bloggers and brands. Do-follow links and trying to sneak extra links into posts can really damage relationships. If the project you’re working on requires links, be upfront about it and work with the blogger to do this in a way that everyone is comfortable with.
It doesn’t take long to say thank you or finalise a payment via PayPal to a blogger. Being prompt and polite when dealing with a blogger encourages them to do the same. This means you stand to build better relationships with influencers.
If our 6 top tips have got you thinking and you’d like to find out more about how to get in the good books of bloggers, check out why your outreach might be annoying bloggers.
Meanwhile, we’d love to explore how our online pr team could help with your blogger engagement and deliver results for your business. To arrange a brief telephone conversation with one of our team, call 08447 550 350 or get in touch to find out more.