In the world of brands and bloggers, communication is key. In most cases, we are relying on emails to get our point across for efficiency’s sake. While email communication is certainly more efficient than a phone call, it does leave room for interpretation or misinterpretation.

What Brands Need to Know About Pitching Bloggers

What Brands Need to Know About Pitching Bloggers

If you’re a brand that hopes to work with bloggers, there are a few things that you need to consider before hitting the send button on your email.

  • Know who you’re pitching. Take a moment to visit the blog you’re pitching. When was it updated last? Is the focus of the blog one that fits with the pitch you’re sending? No on wants to be pitched diapers when their blog focus is recipes.
  • Use their name correctly. When addressing your email, use the blogger’s name. Be certain you get the right name and the right spelling. No one wants to be addressed as Jennifer when their name is Jill. Even worse, no one wants a “Dear Blogger” email.
  • Do they create the type of post you want? If you want them to share your latest coupon/deal, do they have posts like that on their site? If you’re looking for a review, see if they offer this service. Not all bloggers post about the same type of things. Look for a media or public relations tab on their blog and see what their preferences are for working with brands.
  • Offer something they want. When sending your pitch, be certain that it benefits the blogger in some way. Most bloggers receive hundreds of emails a week asking them to promote something for free on their site. In most cases, these are deleted without much thought.  Make sure your offer is mutually beneficial. You should both get something from the post.
  • Build a relationship. Sure, a one time post is good. Even better is a relationship that works for you both and improves over time. Have you worked with the blogger in the past? Mention that in the email. Did you really love their apple pie recipe you saw on their Facebook page? Tell them that but please be sincere.
  • Let them know your expectations. A mass press release isn’t appreciated by most bloggers. If you’d like them to consider writing about your new product or covering your event, let them know what you’d like and what you’re offering. A simple straightforward email offering them tickets, a product, payment, etc. in exchange for a blog post or social media promotion will be appreciated much more than a vague press release.

Blogger / Brand relationships can be wonderfully rewarding or completely frustrating. How yours turns out will largely depend on the research you do before hand and the way you approach the blogger. Do you have any more tips or suggestions to add?

What Brands Need to Know About Pitching Bloggers

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July 28, 2015

What Brands Need to Know About Pitching Bloggers

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  1. tara pittman

    July 28th, 2015 at 11:33 am

    These are all great points. It frustrates me when companies think we have all the time in the world to promote for free.

  2. Victoria Sconion

    July 28th, 2015 at 3:23 pm

    These are exactly what frustrates me. It can take me a few hours to do a blog post up to their standards and even longer if I do a video.

  3. Lynda @MommyPowers aka: Sandy Gram

    July 28th, 2015 at 4:30 pm

    Yes, I totally agree- AMEN!

  4. Leandrea

    July 28th, 2015 at 5:52 pm

    Yes to all of the above. My favorite (<—– sarcasm) emails are the ones that just say Dear [Name] and the sender didn't bother actually looking at my name. Or when they get my name or website totally wrong. Really people? Don't expect me to email you back. But there are several brands who have great PR/Media people who are great at building relationships, and I love them!

  5. Beeb

    July 28th, 2015 at 6:43 pm

    This is a good overview, I agree with these points. Social media is such new territory that everyone is still feeling their way around it to figure out what works. There is a lot of pressure on PR reps to send out masses of emails, but what good does it do to blanket email outlets that aren’t going to write about the topic? Taking a little more time to target who you pitch gets much more effective results in terms of coverage, as you’ve touched on here.

  6. Stephanie

    July 28th, 2015 at 8:03 pm

    I love that first tip about knowing who you’re pitching to. So funny to see what some companies want us to promote!