So you want to work with bloggers do you? Perhaps you saw the wonderful campaign Canadian Tire recently put together featuring decor bloggers. Or you read an article that said “influencers are the next big thing!” Or maybe your competitor just pulled off the most epic blogger campaign and you’re left in the dust thinking “why didn’t I think of that!”
Harnessing a blogger’s power and credibility is not as easy as sending them a press release or a basket of free product. You want bloggers to authentically tell your brand story in order to drive engagement, sales, and conversation within their community.
Here are five do’s and don’ts you should be aware of when working with bloggers:
1. Do Make Contact in Advance // Your relationship with key influencers & bloggers shouldn’t start as soon as you want something from them. Lay the groundwork a few months ahead of time. Start to build a relationship!
2. Do Your Research // Research the blogger before reaching out. Check out their media kit to gain insight into their reach/following and fees. See if they have used your product before. See if they are using your competitors products. Taking the time to read through their blog will give you plenty of answers.
3. Do Have Compensation in Mind // If you want high quality & authentic content created by your blogger partners, then it’s best to have a budget in mind before reaching out. You can either ask the blogger what their post rate is, or use your budget as a jumping off point.
4. Do Use a Creative Brief and Contract // Writing out the campaign details in a creative brief will ensure your vision is concise and well thought out. It will also help the blogger know what you are expecting out of the partnership. A contract signed by both parties will seal the deal, and ensure accountability.
5. Do Continue the Relationship // This is not a one night stand type of relationship. You put time, effort and money into building a relationship and a piece of content that you and the blogger should be proud of. Continue to converse with the blogger. Share their posts in the future.
1. Don’t Send “Dear Blogger” Emails // Nothing says “I am not interested in getting to know you” like addressing a pitch email with “dear blogger.” Read the bloggers previous post, get to know them, address them by name.
2. Don’t Offer “Exposure” // Nothing turns a blogger off like the offer of exposure. Never tell a blogger that if they write a post about your product or service that you reward them by sharing it on Facebook and Twitter. This type of pitch is not only inconsiderate of a bloggers time and talent, it’s embarrassing.
3. Don’t Keep it to Yourself // You spent time and money to partner with a blogger to create an excellent piece of content, so don’t just keep it to yourself! Share it with your followers. Help spread their word of their amazing experience. Bloggers look to you to share their content!
4. Don’t Try to “Edit” a Post // It’s important to keep in mind that you selected and partnered with a blogger because you trusted them to carry your brand message in an authentic way. You want them to tell a personal story. Don’t ask to edit their post before it goes live – it destroys the trust you’ve built.
5. Don’t Close the Doors // Keeping the doors of opportunity open after that particular campaign has ended is a great way to build an ongoing relationship with your blogger partners. They should feel as though they can come to you with more great ideas for future partnerships and you’ll support them. Keep those doors open!
And while this whole outreach thing sounds easy, it’s important to note that if you don’t have the time or energy to build the relationships with bloggers, hire a professional that already has these trusting relationships built (like GroupTalk << shameless plug!).
You want your blogger outreach program and campaign to not only be a success, but truly reflect how great your product or service is!