By Kate van Geldern Bloggers are the influencers of the web and great resources for brands that want to get their message out in creative ways. Outside of my job here at Likeable, I write a personal blog and receive pitches every week from brands and their agencies asking me to write about their products and services. More often than not, those emails get deleted because the person writing the pitch makes some basic mistakes -- like starting the email with “Dear Blogger” instead of taking the time to find my name on my site. Because I’m often on the receiving end of these messages, I’ve picked up a few best practices for crafting better blogger pitches when I have to write them myself. Follow these four steps to start crafting better blogger pitches:
- Prioritize Quality Over Quantity. I get frustrated when I see a brand offering the same giveaway for a small credit on their products on dozens of different blogs. In these cases, the campaign becomes repetitive and loses its luster for the audience – and for the bloggers. My advice is to prioritize just a few blogs that are going to be consistent with your brand image and values and pitch them about your ideas exclusively. Imagine the difference of commitment and excitement you’re going to receive from working with 25 bloggers on a $20 giveaway, versus a $500 giveaway from one blogger that is super-passionate your brand.
- Do your homework! This seems so obvious, but spending an extra 5 minutes learning about a blogger and their content can be the difference between your pitch getting deleted or responded to. It may seem tedious to customize all of your pitches, but learning about a blogger’s content and visual styles will give you the tools to make your case about why your brand is the right fit for their site (and remember, you’ve read step 1 and should only be sharing your great campaign idea with a few highly-targeted bloggers.) Ask yourself, given the types of content that this blogger has written about in the past, are they going to be excited to write about my brand?
- Make your case. If your answer is an enthusiastic yes, then you’re ready to make your case and pitch the blogger. Keep it short and simple and personalized; tell the blogger why your product or service or campaign is a fit for their site and give them an example of how it relates to something they’ve already talked about on their blog. And then do some of the work for them; offer the blogger a clear idea for how they can participate, give them ideas for their post, and be explicit about what the incentive is.
- Offer an alternative. Writing a blog post is a time consuming process and not every blogger you pitch will have the time to dedicate to promoting your brand. If a blogger comes back to you with a 'no' then offer an alternative that takes less of a commitment for the blogger; ask them to ‘Like’ your brand page on Facebook to keep in touch, or suggest that they tweet a link to their followers.
Do you have any tips for crafting better blogger pitches? How does your company work with bloggers? Share your thoughts in the comments!