The Do’s and Don’ts of Blogger Outreach

You’ve launched your amazing new product or brand awareness campaign. You’ve used the tried and true, traditional routes: email marketing, print, social media, blogging, PPC. But you still need that extra push to put you over the edge. That’s where a blogger outreach campaign comes in. business-person-writing4

In every industry, there are successful bloggers who boast a significant, loyal following and serious influence over their readers. But getting the attention of these influencers isn’t always as simple as you may think. Their inboxes are flooded each day with brands just like yours hoping to catch their attention. So how do you stand out in a sea of pitch letters?

DO include a personal touch. Show that you read their blog regularly. Comment on one of their recent posts, or simply express that you’re a fan of their work. Nobody wants to be approached for a favor by someone who hardly knows what they write about.

DON’T get too personal. Most bloggers don’t care where you went to school, what your dog’s name is or how many kids you have. Once you begin to build a relationship with them, you can get a little deeper with the information you share. But on day one, try to keep it simple.

DO be brief and to the point. Bloggers are busy people. The more you’re able to condense your point, the happier they will be.

DON’T include attachments in an email. Avoid the risk of getting sent straight to the junk folder or trash. If the blogger is interested, he or she will request attachments like your logo, a press release, etc.

DO follow up. Bloggers generally don’t have a lot of free time. It’s possible that they missed your email, or meant to respond and got sidetracked. Follow up one to two times after your initial email, leaving about a week between contacts. Any more may be overkill.

DON’T ask for too much from the get go. It may come off as rude. Nobody wants a stranger contacting them out of the blue requesting the world. If you want to ask for more, try to do it gradually or you may run the risk of never hearing back.

DO reach out via social media. Email may seem like the obvious choice, but social media is sometimes just as effective, if not more so. Build a rapport on Twitter or connect on LinkedIn to help stand apart from the masses.

Have more “do’s and don’ts” to share? Let us know in the comments!