Whether you’re trying to promote an event or product, you NEED to get in good with bloggers. Here’s what sponsors need to know before contacting bloggers. These tips will help you get in good with beginning to powerhouse bloggers alike.
Make Sure Their Blog Relates to What You Are Looking For
Nothing is more annoying and a waste of your time and their time then to randomly message EVERY SINGLE BLOGGER. Address the blogger by name, show you did your due diligence and looked through their website. You want to see what kind of promos they have already done and see if they have information anywhere on what they WILL DO.
You definitely don’t want to message a conservative blogger to promote a burlesque event or your lingerie line. If you want to promote a local event, you don’t want to contact a blogger in another city or country. Use common sense when it comes to your event and product to find a blogger that’s the right fit.
It may be a blogger with a smaller audience, but one that is more refined to a specific style and/or location.
Be Ready to Explain Immediately What’s In Your Proposal For THEM
I can’t tell you how many emails I receive that are all DO THIS FOR ME. Why? What exactly are you offering? It’s similar to that line when I was just doing photography and people would say, “It would be a great opportunity for your portfolio”. No one really cares as a blogger, who you’ve collaborated with before. What’s more important is your audience and engagement. You don’t need a single sponsor or collaboration to grow your audience. So know before you message a blogger, that they don’t need you, you need them. Work out some sort of benefit for them that will help them and their blog. Will you give them a shout out on your business social media? Free samples? Paid advertisements? Paid promo post? Be specific and make sure it’s a real benefit. This is a real person you are talking to and they can tell a fake benefit a mile away.
What are you talking about? I don’t have time to click your link to “learn about your company” or “read up on your event”. Just TELL ME. Exactly what you want me to do and what you will give me in exchange. No, it doesn’t have to be a paid post. Will you share my post, tag me, etc. or otherwise promote me. Maybe you will send me samples or full-size products. Invite me to a tasting. Whatever it is…say it. NEVER EVER EVER EVER…. ask me to reply for more information. Tell me exactly what I will get in return, upfront. Keep it quick and to the point.
We Can’t Review What We Haven’t Tried
Know that most bloggers will only accept products to review when you offer them FREE samples of it. They are not going to put their reputation on the line to promote a product they have never tried. It’s not good business and it can ruin their blog. Bloggers are some of the best advertisements for your brand nowadays. No one trusts ads. Who they DO trust are their favorite bloggers. Don’t undervalue that trust. Free samples, donated products for a contest, and a paid post is your best way to go. It’s some of the cheapest advertising available.
Blog Collaborations and Sponsorships Are The Cheapest Effective Form Of Modern Advertising
You know the stats, big companies are listening and working with bloggers more than ever. They see first hand the long-term payoffs a good collaboration can bring a brand. Finally, smaller brands can afford the same effective advertising as larger ones.
You don’t need the biggest blogger for the biggest payoff either. So those uber expensive bloggers may reach more people, like a Super Bowl ad (well, except for people who don’t watch sports like me lol), but a niche blogger already speaking to YOUR TARGET MARKET will have more power than even that ad. The more targeted they are the less their audience size matters.
Blogger Advertising lasts a long time. For the life of the blog. When proper keywords are used, that blog article will pop up when your product reviews are searched. And if you still think people don’t do this, you are sadly mistaken. One bad review on a TRUSTED blogger’s site can destroy a huge chunk of profit or your entire business. Worst of all, it may never go away. You want to drown out the few bad reviews, by fixing your product or formula, reaching out to the blogger, apologizing and making it right, etc.). Once that is done make as many bloggers as you can happy. Bloggers can even help tell you what your product is missing. Listen to them. Let them try your products and be responsive and open to feedback. When they write reviews pay attention to any possible negatives. Most will be as nice about it as possible, but look for them…or ASK them privately. You want to know if something is wrong, right?
The Happier The Blogger Is To Work With You The Better Your Results
It’s no secret the more you spend and offer a blogger the more they will promote you back. If they are earnestly excited to work with you because THEY KNOW YOU VALUE THEM ENOUGH TO PROPERLY COMPENSATE, the more persuasive they will be to their audience about how wonderful your products and business are. How hard would you work for minimum wage vs. proper compensation? You could have the best product, but if you are cheap and show you don’t value a blogger they will give a lackluster mention at best. Treat them in the way you would treat your best customer. You need to win them over just like you do them. They ultimately ARE your potential customers.
Case in point: I was in a very long-standing lucrative relationship with a makeup brand. Even after it ended, I continued to have such a good feeling about them and their products that I honestly became a fan for life. I recommended them and continue to do so without compensation. They left such a good impression that their return on investment has far exceeded their expectations. I continue to purchase their products and sing their praises.
Always remember, “Bloggers are potential customers.”
Bloggers Are Not Stupid
They know how to run a website, market, negotiate, etc. Don’t ask them to “share something with their audience”, “do a spammy blog post with tons of questionable links”, or “post your spammy infographic and link YOUR SITE”. Do real advertising. These spammy methods not only do NOT WORK, but they can lower their rank or make the blogger’s entire site be marked by search engines as SPAM. This can destroy the blogger’s stats and reputation. So it doesn’t get you clicks and you’re potentially hurting them. Just no.
Trying To Get Bloggers To Go To Blogger “EVENTS” That Only Benefit Your Business
It’s not a blogger event if you’re having a “sale”. That’s just called a sale. We don’t care if it’s exclusive. More often than not, it’s open to anyone who happens to pass by as well. I’m not interested.
Offer something to the blogger for their time. If it’s a goodie bad, tell them the value of it. No, junk with your logo printed on it does not count.
Offer them a free high-end product, service, etc.
Or just PAY them for their time and negotiate what you want for promoting your event. Do you want Instagram posts? A blog post on the event? Work out the details up front.
Do not LIE about what they will get for their time. If you offer a $100 product, don’t say you ran out and hand them a $2 item. Be true to your word.
Treat all the bloggers there the SAME. We notice when one blogger gets this and the other doesn’t an event. We don’t forget. Never judge a blogger by their appearance. The charismatic blogger that looks like a model may never update their blog and have no audience, while the average looking blogger may have a huge audience that trusts her.