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Wednesday, 6 June 2018

Getting to Grips with Blogger Outreach

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Blogger outreach is a means of linking brands, bloggers, and consumers with the goal of creating content that is relevant, insightful and meaningful for all three parties. Although it may initially sound complicated, the truth is that more and more brands and businesses are beginning to recognise the importance of blogger outreach and the essential role that influencers can play when it comes to the online success of businesses and organisations in the digital age.

Over recent years, general knowledge and awareness of the blogger outreaching process has grown considerably - today, social influencers and bloggers are more important than ever before.

To an outsider reading this, it may sound as though I am understandably biased when it comes to blogging. However, in my day job, I work with a variety of bloggers, website owners and content creators on an extensive range of campaigns across a number of different sectors. I am in the position of knowing both sides of the coin - working with brands as a blogger and working with bloggers on behalf of brands.

So, with that in mind, I've put together a few top tips, hints and tricks.

Working with a Brand as a Blogger

  • Be wary of selling yourself out. Although a boosted paycheck may sound great, is it really worth selling out your blog and your integrity as an influencer? Try to avoid accepting collaborations from brands that clearly are not relevant to your blog just to gain extra cash - your readers will spot it a mile off!
  • Remember that you are the one in control. If a brand has approached you asking to work together, you are the one who is in the driving seat. If they really do want to work with you, they will be willing to compromise and accept a collaboration on your terms
  • Do your research and look around for the best blogger outreach opportunities. Although big-name brands are likely to be more desirable, sometimes smaller brands can actually offer more personalised, meaningful collaborations. Don't immediately discount them because you don't know their name or they don't have the large budget of a bigger business
  • Set realistic expectations. Although no-one should be expected to work for free, at the same time, brands simply will not pay ridiculous prices to work with you. Communicate with the brand to find a sensible collaboration at a price that suits both of you
  • Don't be scared to ask for fair terms. This point links to a few I have already made, but I feel it is worth remembering and reiterating. Fairly paid blogging is your right - don't be afraid to say so!
  • And last but certainly not least - avoid being rude. It is easy to forget that behind a computer screen, another human being will be reading your messages and talking to you. Although this one should be simple common courtesy, rude and sometimes downright nasty messages still appear in my inbox weekly

Working with a Blogger as a Brand

  • If bloggers don't reply to you, don't take it personally and don't let it dishearten you. Some bloggers don't accept collaborations or your brand may not fall within their niche. Instead of giving up, simply seek out different bloggers who are more relevant to your business
  • Be flexible. Every blogger is different and every blogger will approach content creation, sponsorships and collaborations in different ways. There is no one-size-fits-all approach to successful blogger outreach
  • Don't expect bloggers to work for free. While we all have targets to meet and budgets to stick to, it's simply not fair to expect bloggers to work for free, especially if you are asking them to spend their own time creating content for your brand
  • Get to know the individual behind the blog. Take the time to check out some of their recent posts and read through their About page. It is useful to know their personality, likes and dislikes, and the type of content they post, but above all, it is common courtesy. Similarly, always use their name (if it is shared on the blog) in messages as it is so much more personal than a generic email!

Of course, not every collaboration or partnership is created equal and sometimes, things just don't work out. However, speaking from my own personal experiences, blogger outreach is an incredibly useful, versatile and adaptable tool.

As more and more businesses begin to recognise the importance of online promotion and developing a strong online presence, bloggers and social influencers must look to shape the future of digital marketing together.

* This is a sponsored post

Have you ever tried blogger outreach? Share your experiences with me in the comments below!

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