A 'novel' experience for Facebook Messenger
There isn’t an exact science to blogger outreach. After all, as I pointed out in Part 1 of this series, bloggers are comprised of varying beliefs and work styles. Despite there being a variation of personalities and types of bloggers, there are some simple things PR professionals can do to strengthen their blogger outreach. Here are best practices to integrate into your blogger relations strategy:
- Make a personal connection with bloggers i.e. relationship building. For example, don’t start an email with, “Hello blogger.” Do the research and you will usually be able to find a name or ways to connect with the blogger in a more meaningful way than cookie cutter messaging.
- Show that you’re reading their material. This goes back to research. If you read their blog and follow their social channels, you can tell what products are a good fit and how they prefer to be worked with.
- Don’t go to a blogger with demands. Work with them to think of ideas, not just make them do something. Bloggers are creative and have their own styles, so be opened to allowing them to offer up their own ideas if you aren’t comfortable giving them 100% control, then brainstorm ideas together. Collaboration is key.
- Think of creative ways to leverage their social media properties. You don’t always have to ask for a blog post. Getting an influential blogger to retweet your content or reply to it can be very valuable for your client’s brand – often with audience sizes equal to or larger than their blog views.
- Don’t pitch something that doesn’t make sense. Make sure that you’re offering something that seamlessly integrates into the blogger’s content and coverage. For instance, if you are trying to get mommy bloggers to use a specific device, position it to help educate their kids, homeschooling, educational games.
Are there other best practices you can suggest when working with bloggers? Please feel free to share in the comments section.
This is Part Three and the conclusion of a three part series on blogger relations. You can find Part 1 and Part 2 here. The findings from these posts are from my personal research and conversations with parent bloggers.