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
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?