You’ve probably heard that blogger outreach is an important step in the new digital age. Bloggers have highly targeted and engaged audiences. Furthermore, people tend to trust a blogger more than a company’s owned media sources.
With so many reasons to get involved with bloggers, what are you waiting for? Ok, right before jumping in, here are 6 tips to improve your results with blogger outreach, to achieve the best possible results!
Learn about the blogger before reaching out.
According to Kit Smith, you should research your influencers before reaching out.
Are you following the bloggers you intend to collaborate with? Here’s a couple mediums to stay in the know for their latest happenings:
- Follow their blog with an RSS reader like Feedly or by signing up for the email newsletter updates
- Follow them on their social media platforms, such as:
- Take note of other brands and bloggers interacting with them online. This will help you to get an idea of who and how they like to be interacted with.
Start interacting with the blogger before asking them to help you.
Now that you’re following the blogger or bloggers you’d like to work with, don’t just sit by and watch what they’re doing – interact with their content!
Whether it’s throwing them a link on Facebook or a favorite on Twitter, work your way up to being the person (or company) that stands out and acts as a brand ambassador for their content.
Then, progress to commenting or replying to their social media posts and on their blog.
Smart Insights claims that developing relationships is one of the most important steps in working with influencers… and I agree!
Share your target blogger’s content with your own followers.
Sharing is caring, not to mention it represents your support and agreement with what the blogger is writing about. They will appreciate you helping to spread the word about what they do, which will make it easier to work with them to spread the word about your own involvements.
Tell them what’s in it for them.
Even after all this work, finding bloggers, following their blog and social media outlets, then sharing their content… they’re not going to want to work with you unless they stand to gain something.
If you work for a nonprofit, this step may not be too difficult. Everyone wants to help if there’s a charitable cause at stake!
But if you’re a for-profit company trying to push a product or service, it’s going to be harder to get a blogger to see why they should help you spread the word.
So craft your messaging to them in a way that benefits them as well. Perhaps you’re a bigger brand that they can advertise working with on a media kit they send out.
Or, maybe you have a giveaway to offer them that will help you both get more followers.
Regardless, make sure that it’s not only you and your company that stands to gain… unless you’re prepared to pay for it.
Even then, the blogger has the right to reject your offer if it’s not in line with their blog’s audience and topics!
Determine fair compensation.
Some bloggers are happy to do things for free to build up their blog and brands they work with.
Some are OK with giving a product review for free in exchange for a product they want.
Most bloggers require some sort of promotional rate in exchange for a feature on their blog. This can range from very affordable to extremely cost-prohibitive for a small business.
You have to decide what makes the most sense for you and your company.
Maintain the relationship.
After all is said and done, follow up with the blogger.
Make sure your payment is prompt and that you share their feature on your own social channels.
Email them a message of thanks and maintain the relationship in case there’s potential for future partnership opportunities!
Every blogger will want to be approached and courted in a different way. You have to consider how they come across online, the type of blog they have and if they even partner with outsiders, and finding a way to make it worth their time.
If you can create a win-win situation, then you’ll be able to effectively use influencer marketing (blogger outreach) to promote your products and services to a wider audience than you’d be able to on your own.
What tips have helped you to reach out and work with bloggers? Or, if you’re a blogger, how would you prefer a company to interact with you? Please share in the comments.