…..From the influencers themselves!
Bloggers are a powerful force in a brand’s marketing campaign. Some of the most successful ones can reach audiences of millions via their site and social media profiles. One even managed to influence the President on prison reform.
But because so many companies have realised this potential, they’re spamming bloggers with emails lacking creativity and demanding coverage for free. Do that too many times and a blogger will not only never work with you again, but they’ll warn others away from you too.
So how do you get your blogger outreach right? And which tactics are to be avoided? Upmarketry asked some established as well as up-and-coming UK bloggers for their views and here they are:
Do your research on the influencer first
“Have a good read of my blog and a whizz through Instagram. Check for real engagement from real people (not bots or comment pods)” – Lynn James of money saving blog Mrs Mummypenny
“Do think about whether the blog is a good fit for the brand and audience you want to reach. I write about simple living and making the most of your money, so I’m unlikely to cover super-expensive elctronics brands, for example.” – Faith Archer of frugal living blog Much More With Less
“Do please mention something from one of my blog posts. That shows that you have actually read the blog and taken time to research me. I have also had brands that have asked how Tilly is, or mention her. This shows me they’ve read the blog and adds a personal touch.” – Vicky Hall-Newman of family blog Miss Tilly and Me
“Spending 30 seconds on my blog/instagram will tell you exactly what I write about, so I don’t want to receive an offer for something really ‘off brand’. Also use my name! (And make sure it’s the right name!) – Sam Crooks of home decor blog Dove Cottage
Be flexible on the creative idea
“Let us know if there is any wiggle room on the ideas, we know our audience best so if we can tweak an idea to make it fit more for our audience it’ll get your more clicks and come across as ‘our voice’ which is what you should be wanting” – Charlotte Millington of finance blog Charlotte Musha
Approach with a clear idea of what you have to offer and what you need in return
“Things that I’d love a PR to include in their initial email are:
– a brief; this should include specifics if the brand requires them.
– scope of work required (blog/vlog/social media shares/photos).
– if the brand have a specific idea/angle, this should also be communicated up front, rather than being left to interpretation.
– what their budget is.
– a realistic timescale/deadline for the work to be completed” – Jade Ring of parenting blog Raising the Rings
“Have a clear brief, of what deliverables you need. Don’t go adding things on afterwards” – Emma Bradley of parenting blog Emma and 3.
”Do be genuine and clear on what you are asking for. Do you want me to write a post, do you want to contribute a post, do you want to place an advertisement?” – Michelle Bailey of money saving blog Time and Pence
Be aware of the blogger’s time and experience
“Be clear with what you want from the blogger – most bloggers today know about PR and marketing, but some don’t. Go back to basics and make it as clear as can be, and remember the blogger needs something out of it too!” – Carolanne Johnson of lifestyle blog A Literary Cocktail
“I’d love it if brands were direct and gave you all the details in one go rather than needing to go back and forth.”- Alex Iveson of travel and lifestyle blog Better Together Home
Get the basics right
“Get my name right!!” – Emma Maslin of personal finance blog The Money Whisperer
“My name is Joy – you can even call me Pinkoddy – it is not Hey! And certainly not Babe, Hun or Love!” – Joy Jackson of lifestyle blog Pinkoddy
”It would be great if a brand’s team would work more closely together. I’ve been approached by one team member of the brand for collaboration for a certain payment and then a few days later I was approached by another team member of the same brand for the same collab saying there was no budget.” – Raimonda Archimio of lifestyle and parenting blog Cosmo Mum
Have a budget to work with
“Be aware that by asking someone to do something, you should be paying them. Coming back to questions around budget trying to convince them that they should do it for free is insulting. By all means be upfront and say you have no budget and you understand that it’s not for everyone, but don’t expect people to work for free and act like you’re doing people a favour.” – Frances Taylor of parenting blog Whinge Whinge Wine
”I can’t stand when brands want you to promote their stuff and expect you to pay to do so. “hey if you buy our products and promote them we may or may not regram you on Instagram, but here’s a discount code for your followers…” LOL. Either give an influencer free products to promote or pay them.” – Fashion blogger Olesya Grabovskaya
Tailor your approach each time
“For me, I hate when brands use templates for their emails but forget to update all the details – my name and blog should be pretty easy to include if they really want to work with me. I also hate when they say they’ve been readers of my blog for a long time and then select a really random post that they say is their favourite post ever. Just be honest, tell me what you want and what your budget is and I’m happy.” – Cass Bailey of money was saving family blog Frugal Family
Be courteous – you’re building a relationship after all
“I always need really good communication and honesty from a brand. Don’t leave a blogger hanging with no reply for days and weeks.” – Danielle Duggins of lifestyle blog Someone’s Mum
“Don’t address them as Dear Blogger and don’t tell them they should be thankful you’re even contacting them. It’s a two way street. You need each other.” – Kathy Kenny Ngo of lifestyle blog Life is Kulayful
“Don’t expect me to offer my services for free or send back an essay length email of why I should work for free after I send my rates.” – Victoria Sully of lifestyle blog Lylia Rose
“Show some excitement to work together!” – Catherine Morgan of The Money Panel
“Please just be genuine and sincere, and get to the point quickly. If we are a good fit, and I think that you can offer my readers good value, then I will be excited to hear from you and be delighted to work with you.” – Eileen Adamson of personal finance blog Your Money Sorted
And there you have it, 8 powerful ways to improve your blogger outreach. Importantly, all of the above is based on real-life experience. PRs are actually making these mistakes! So even if the above seem obvious to you, is your PR team getting it right?