How to reach out to bloggers

Posted by on Jun 8, 2015 in Blog | 0 comments

The concept of blogger outreach isn’t new. Many brands have been working with bloggers for years, valuing the contribution they can make to their campaigns. You’ll find bloggers on press trips, at product launches and even fronting television adverts.

Bloggers typically write with passion about a particular niche from fashion to travel, politics to parenting and more. Their voices are authentic, their online followings large and loyal. They update their sites regularly with good quality content, which means they rank well on Google.

It is not surprising, then, that bloggers are attractive to brands. But before you start sending out emails it’s worth considering the following:

The importance of research

There are thousands of bloggers out there so take time to research the market to find bloggers that are a good fit for your brand. Read their blogs; identify the topics they write about and the tone and style of their writing.

Check out the blogger’s ‘About’ page to see if they like to work with brands and to find out more about them. Inviting mummy bloggers to an event about your new brand of pushchair won’t be effective if they have teenage children.

Research their social media channels – Twitter, Facebook, Pinterest, YouTube and Instagram. Many will have a presence across multiple channels. Their online exposure extends far beyond their blog.

The initial approach

Many bloggers will receive hundreds of emails from brands each day. Take time to make sure your offering stands out from the crowd and is interesting and relevant to the blogger you’re contacting.

Don’t expect bloggers to write about your brand for free. Appreciate that writing a blog post, sourcing images and uploading content takes time, which should be compensated for in some way.

Don’t send an email saying you love their blog if you haven’t read it. It doesn’t sound authentic and will no doubt look identical to many of the other emails bloggers receive.

Tailor your email to the specific blogger. Address them by name if it’s provided on their about page.

Be upfront about what you are looking for. If you’re inviting bloggers to an event because you want them to write about the brand on their site, say so upfront. Don’t email after the event requesting the post if that wasn’t agreed in advance.

Respect bloggers’ time and skills

Don’t tell bloggers what to write. The benefit of working with bloggers is that their voices are authentic and they have earned a level of trust with their readers. Once you’ve done your research and onboarded your bloggers, trust them to get on with it.

Note that bloggers have other commitments. Many have full time jobs and childcare commitments. Very few can drop everything and attend a blogger event at a day’s notice.

Thank bloggers for working with you and nurture the relationship. Many bloggers like building relationships with brands and if you build up a database of bloggers you can reply on, you can call on them again in future.

Blogger outreach can be time consuming, but get it right and the rewards are worth it. Your brand can get a degree of online exposure that’s more authentic than a paid advertisement with a message that’s targeted directly to your target market.