Commentary
Working With Bloggers? Follow These Rules
- by Patti Minglin , June 13, 2012
In addition to being the owner of a sales/marketing company, I am also a blogger in the B2B space. Being a blogger has actually educated me more on the brand/blogger relationship than any campaign I have implemented on behalf of my clients. It is through my role as a blogger that I see some of the biggest missteps brands make when it comes to blogger outreach strategies—especially when they are looking to engage moms who blog. Want to avoid the biggest missteps? Follow these rules:
Read the Blog: As obvious as this tip appears, you would be amazed at how many brands and agencies fail to actually read the blog they are preparing to pitch. Better yet, be involved with the blog community and conversations by commenting on posts, following via social media networks, etc.
Consider the Blogger’s Goals: We sometimes get so caught up with our own brand campaign goals that we forget to consider what the blogger is trying to accomplish. In addition to knowing their overall theme or writing style, really look at the type of online environment they have created and what they try to provide to their audience. Do they like to do giveaways or reviews? Or are they more interested in having an exclusive scoop on a new product or event? Make sure what you have to offer would be of real benefit to the blogger and her audience.
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Make it Personal: Even if you are sending an email, you should not only mention the blogger by name, but you should specifically tell them why your product/service/event would be a good fit for her blog. This step allows you to find a possible disconnect in your pitch—if you can’t find a reason why your brand is a good fit for her blog, you shouldn’t be pitching her.
Timing is Everything: A blog is a real business, and bloggers are real people—be respectful of their time in addition to being respectful of their talent. Make sure you give them plenty of lead time on deadline dates for posts, allowing them to easily integrate your campaign with their ongoing content schedule.
In short, do not take away from the blogger’s mission; enhance it—and in doing so, you will not only win her respect, you will win her influence.
Nice post Patti,
While blogging is a hobby for some bloggers, many of the larger bloggers have their blog as a business. When asking a blogger to do something for a brand, they expect to be paid in one form or another - either with inbound links to promote their site, with cash or with an opportunity. Simply keeping that in mind can make this difference between a successful and unsuccessful relationship with a blogger.
Thanks, Maryanne--you are spot on with your comments. Thanks for sharing!
Patti this is great information and i think you're right on the point when describing this Blogging busness.
Thanks, Tracy! We hear a lot about what brands want out of the blogger/brand relationship, but we sometimes forget what the blogger is trying to accomplish. It really can be a win/win situation for everyone.
Definitely some good suggestions Patti. Simple, straightforward and to the point. I like that. I will share with my Twitter and Facebook audience as I think that this could be very helpful.
Thanks, Heather! Sometimes the very best things we should be doing are the most simple--that rule applies for all areas of sales & marketing!
So true.