By Tim Bosch
Many people believe pitching bloggers is a waste of energy. After all, you have a less than 1% chance of success. Why should you spend time and resources fighting for your product to get mentioned in relevant blogs?
For one, if you don’t, you will be surrendering a valuable avenue for marketing! Bloggers want to help worthy product launches reach an audience. The hard part is being clever, persistent and dedicated enough to reach bloggers successfully. Here are 5 mistakes to avoid when pitching bloggers:
1. Do NOT hijack conversations to pitch your product
You should always use the appropriate channels when pitching bloggers. Sometimes bloggers will state how they would like to be contacted somewhere on their website. It is counterproductive to try to always start an email with “I loved your latest article”. Not only is it bad manners, it doesn’t work. Bloggers you want to review your product have seen every trick in the book. Don’t try to be sneaky by pretending to be a fan unless you are one.
2. Don’t offer to pay
Bloggers will think of you as sleazy. Even worse, you may have tarnished a potential influencer relationship. No reputable sites require payment for blog mentions. Your goal in the pitch is to earn media, not pay for it.
3. Don’t spam bloggers
Never “float” your email to the top of an inbox by replying to an unanswered email. If the blogger did not respond, they’re not interested. You’re not being slick. You’re just the newest resident of the spam filter.
4. Don’t send your email on a big news day
This one seems obvious, but I have seen it done. If you are pitching tech bloggers on the same day the new iPad hits stores, you WILL be overlooked. Check out similar sites you're reaching out to. If all the coverage is on one topic, wait a couple days before emailing. Bloggers will be excited, busy, and more importantly, not concerned with your pitch when a big story is being covered.
5. Don’t make the site seem like your 2nd choice
You should ditch namedropping other sites that have reviewed your product. No one wants to be thought of as a second choice. You are basically saying they were not important enough to be involved in your initial marketing roll-out.
The most important aspect of the pitch is that they are well-written and communicate excitement and passion. Remember to make your product the hero of the pitch, but always be mindful of the blogger’s focus. Be human—not a PR Robot.
What do you feel is the worst practice when pitching bloggers? Leave your answer in the comments below!