Blogger outreach involves more than just showing up.

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).

blog marketing

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. 



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  1. HI Louisa

    I am loving all your wisdom right now and enjoying reading your advice to brands.

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  2. Louisa I was wondering if you have any advice for bloggers when attending events. I recently attended my first media event as a blogger and I was too shy to do much other than chat to a couple of the other bloggers.

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    • I am sure I do Jasmine! Leave it with me 🙂

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  3. I found your article through a twitter hashtag. I totally agree about building on relationships with bloggers. So many times I receive pitches that aren’t relevant to me or my blog and I can either take hours answering each one of them or shoot them a quick email letting them know that this particular pitch does not relate to me but perhaps the next one will. A great way to get to know bloggers is by reading a little bit about their “about me” page . Target the person not the email address it’s okay to be personable.
    A good pitch will share details on what it is your trying to accomplish and how it can benefit the both of us. Thanks for the article Louisa I too love Amy she’s great

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  4. i believe in blogger outreach and that making a relationship with people who have authority and a large targeted audience that your brand has something to offer them and their audience.

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  5. Dear Louisa,

    thank you so much sharing such useful information with us.

    Sylvia Dewy

    Post a Reply

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