Let me start this post by saying blogger outreach is a constant process of education and re-education. I saw this clearly when I was at Blogworld/NMX last year and listened to the super lovely Amy from Resourcefully Mummy talk about how brands can work with mummy bloggers. As she spoke I felt encouraged (we are on the same page) and discouraged (they are several years ahead of us and still saying the same things).
If you are struggling with your blogger outreach, don’t be discouraged. There are some timeless truths you can apply that will save you a lot of time and a lot of money…
1. Don’t send a email pitch out to as many bloggers as you can and hope that someone bites. Send nothing until you know who to send it to then kill it by getting it right first go!
2. Don’t put yourself in a room with bloggers and hope they know what to do.
3. Don’t think creating a hashtag is a social media strategy.
4. Don’t forget who you are talking to (ie Mummy bloggers have children, 5pm is not a good time to host a blogger event).
5. Don’t wait for the perfect time. Now is the time.
If I were to sum it up in one sentence I would say blogger outreach involves more than just showing up. I hear people talk about how important it is for “brands to get in front of bloggers” but that’s only important if you know what do once you are there.
There are some amazing partnerships happening in the blogosphere and some great potential for Australian brands to succeed, it just takes a bit of thought. The best thing you can do right now that will instantly improve you success rate with blogger programs is stop thinking about campaigns and start thinking about relationships.
I know it’s going to take a shift in thinking and if you are an agency rep then moving your clients over to this approach might feel like a mammoth effort but trust me, it’s worth it.