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Blogger Outreach: What You Need to Know

What you need to know about blogger outreach
Reaching out to bloggers can generate ultimate business exposure to an untouched audience. Image credit: Unsplash @dancounsell

Blogger outreach is important to grow your business. Building relationships with bloggers can help you get more traffic to your website, resulting in more sales. 

It’s more than just reaching out to other bloggers, however. It takes planning and certain actions to be successful. In this blog we will cover everything you should know about blogger outreach.

What is Blogger Outreach?

At its heart, blogger outreach is about building relationships. The idea is to build relationships with people whose opinions matter to your audience, and use these to gain exposure for your product or service. 

The most common and effective way to do this is to offer your product or service for free in exchange for them posting a review on their blog, YouTube channel or Instagram stories.

Why Is It Important?

It can be difficult for new businesses to become known to others. There are so many products out there that it’s easy for consumers to push them aside. Blogger outreach is a great way to get the name of your product or brand out there in a more personal way.

You can also gain exposure through the links found in the blog. SEO is no longer just about keywords – but relevant content. Blogger campaigns allow you to let the bloggers create this content for you.

Keep in mind that popular bloggers are very trusted and influential with their readers – 81% of consumers trust the information they get from bloggers. This means that an influential blogger can build trust in your brand as well as interest.

Businesses blogging achieve a higher return on investment
Marketers who prioritize blogging as a marketing strategy report 13-times the ROI of companies that don't. Image credit: CreativeMarket

Finding the Right Bloggers

Your entire campaign depends on finding the right bloggers for your business. You’ll need to identify people who write about products in your niche. There are a few ways to do this:

BuzzSumo is one way to find relevant bloggers. It allows you to search for specific topics. You can filter your results to include bloggers, journalists, influencers, and brands. You can also find the best performing content based on the number of shares on social media and even filter it based on the content type and date.

StarNgage is an influencer marketing platform that enables brands to analyse, customise, manage, measure word-of-mouth marketing and connect with top content creators. It shows you who is connected to these influencers, and allows you to track their content. Influencers are scored based on their reach, resonance, and relevance. StarNGage also gives you profiles on influencers in the ‘spotlight’, including their social networks, blogs, and contact information.

Once you’ve found bloggers using these blog tools, you’ll want to visit their blogs. This will give you a better idea of their specific niche, audience, and influence. Hopefully it will confirm that they are a good fit for your blogger outreach campaign.

finding the right blogger
Finding the right blogger can connect the right people to your brand. Image credit: Unsplash @hayleylyla

The Pitch

Once you’ve found bloggers for your campaign, it’s time to reach out to them. When you make a pitch to a blogger, it should contain three parts. 

First, you should let them know that you took the time to read their blog. Tell them what you like about it, and why you feel that they would be a good fit for your campaign. 

Second, you should let them know how they can benefit from working with you. This could include free products, monetary compensation, more exposure, and any other benefits that come to mind. 

Then you should briefly mention what you would like them to do for you. Would you like them to write a product review? Tell their readers the latest news about your company? Write a guest post for your company blog?

You can also send a pitch with information about your brand and offer the blogger a free product without any strings attached. When the blogger tries your product, they are likely to tell their audience about it, and they will be more sincere because they weren’t obligated to do so. This will result in more bloggers following suit.

Bloggers are passionate and creative people. If your approach is too business like, you may put them off. Your tone should be professional yet friendly. Let them know that you are passionate about what they blog about. 

For example, if you run a service like Reuben’s Gourmet Meal Plans then you should be passionate about cooking. You would reach out to cooking and food blogs, particularly those focused on using fresh natural ingredients, and let them know that you share this passion.

Pitching collaboration to blogger
Showcase the value proposition you can offer the blogger with a collaboration. Image credit: Unsplash @headwayio

Use ‘Follow Up Then’

You’ll need to keep in touch and follow up with the bloggers you reach out to. It can become difficult to keep track of who to follow up with when, especially as you gain more contacts.

Follow Up Then is a tool to remind you when you need to send a follow-up email. You can set a follow-up email for a specific day for a specific contact. You can also set recurring reminders. 

Follow Up Then will send you an email reminding you who to follow up with each day. This can help save you time and headache. It can also build trust with your bloggers and make them feel important. 

Give Bloggers the Tools They Need

Focus on giving bloggers everything they need to accomplish what you would like them to do. Brochures, high-resolution images, and interviews with company executives can all help a blogger get a better picture of your company and convey that message to their readers. 

What the bloggers will require will depend on your industry and what you are asking the blogger to do. Try to be catering and give them everything they need before they ask. If they do ask for a specific resource, you should get it to them in a timely manner. 

Writing up a contract is also a recommended way to record important details including the blogger’s name, the date of activity, any task details, social handles to be tagged, any links to be added, the inclusion of ‘AD’ when the content should go live and the blogger’s signature.

Give bloggers the tools they need
Providing the blogger with everything they need from you enables them to create content accurate and engaging content on your business. Image credit: Unsplash @linkedinsalesnavigator

Make Sure to Share

If the blogger posts about your product, be sure to share it on your social media accounts. This helps you as well as the blogger. It makes your brand more credible and gives the blogger access to new potential readers.

Why Long Term Relationships Are Important

The ultimate goal of your blogger outreach campaign should be to build long-term relationships with bloggers. This has several advantages.

First, you have put considerable time and effort into building relationships with bloggers, so it makes sense to maintain a relationship with them instead of starting over for your next campaign. This can be done by commenting on their comment so they remember you and keep you in mind if they wish to collaborate with a company again.

Second, when potential customers read about you on a regular basis, they are much more likely to make a purchase than if they just saw one post. It’s also easier to work with someone that you already have a relationship with than someone you don’t know. 

There is always an adjustment period when you begin working with someone new, which can be avoided by maintaining blogger relationships.

Maintaining Blogger Relationships

After the campaign is over, be sure to thank all of the bloggers for their hard work. You can send an email with analytics that shows how helpful they’ve been, or you can go old school and send them a handwritten thank you. 

You’ll also want to stay up to date with their blog. Comment on it occasionally to let them know that you still read it, and be sure to ask them the next time you are doing a blogger outreach campaign.

You can also choose a few bloggers to write about your brand on a regular basis. Perhaps they always review your new product when it comes out, or maybe they write about your brand on a set schedule like once a month. You’ll want to extend this invitation after you’ve successfully worked together on at least one post.

Maintaining blogger relationships
Maintaining relationships with bloggers opens opportunities for future collaborations with mutual rewards. Image credit: Unsplash @erik_lucatero

Blogger outreach is an essential part of marketing today. You can get great returns for the investment that you put into it, when done correctly.

For more information, get in touch with us here.  

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