Appealing to the blogger ego

Everybody has an ego, and it’s the marketer’s job to appeal to it.

When the blogger universe exploded, marketers beheld a population of influencers somewhere between everyday folks and professional journalists, but with serious word-of-mouth marketing power. So they met the blogger ego.

As someone who’s been a journalist and a blogger receiving hundreds of public-relations e-mails per week, I’ve seen the good, bad and ugly ways marketers solicit coverage. And no one is more jaded these days than bloggers.

Bloggers, who now compete (or join forces) with journalists in news gathering and reporting, require a different communications strategy in order to effectively reach them and, hopefully, develop a rapport.

Step 1: Know your audience

The biggest misconception about a blogger-outreach strategy is that it is simple and easy. Blogger lists take serious resources and hours of labor to create. At Mullen, we have spent years cultivating good blogger lists, which we are constantly adding to or updating.

To begin building your list, think about who may already be talking about your product. Find them. Next, think about who isn’t, but should be, talking about your product. Find them, too.

Once you have a name, you must read the blog. Read at least the past three posts, but look for regular features or other specialties they write about. This will make sure you are pitching relevant information to the blogger, and you can flatter them by showing that you know what they write about and can speak to why it’s a fit for your product.

Pay attention to how bloggers suggest you contact them. Contact forms may seem like a hindrance, but I’ve had great blogger response when I take the time to fill these out. Additionally, start following them on Twitter and Facebook, so that you are engaging with them across mediums. This could also lead you to further bloggers to target for your outreach.

Step 2: Seduction

Once you’ve built your blogger list, you are ready to begin dialing (or typing) and smiling.

And, above all, do not act like a spammer.

Your first introductory sentence elicits a dance with the blogger ego:

1. Salutation: Always include the blogger’s name, some reference to the title of the blog and proof that you actually read it (comment on a recent article, let them know some common ground they share with the company you represent, or add your thoughts to something they mention in the “About Me” section).
2. Body: Write something personalized that explains why this blogger is being pitched. It doesn’t have to be lengthy, but it does have to be authentic. Then include the approved release or pitch materials.
3. Following up: The absolute worst thing you can do is not write back if the blogger comments on your pitch. Always be prompt with responses – part of showing them that you care.

Step 3: The Gift That Keeps On Giving

Remember: bloggers like to feel special. Whenever we do any sort of blogger-outreach strategy for clients, we emphasize that exclusive offers and giveaways are a key ingredient to getting their attention. Before you do this, make sure you are well-versed in the FTC regulations about sending gifts to bloggers.

You also need to give them something they can offer their readers. Most bloggers will tell you that, for the most part, they are in it for altruistic reasons – sharing the untold, impressing knowledge on the populace or spreading their wisdom or information. Don’t just send them something to try; send them something their readers can try, too.

Step 4: Listen

If you are doing something wrong in your outreach efforts, the bloggers will tell you.

Christine Hohlbaum is an author, “mommy blogger,” and ex-patriot now living in Germany (an important fact she says is overlooked by many PR pros who pitch to her). Her blogs, The Power of Slow and Mama’s Musings, get 2,000 to 3,000 unique site visitors per month, primarily at Mama’s Musings. She receives dozens of pitches from PR professionals each day, even more during the holidays.

As a PR consultant, she is sympathetic to time- and resource- strapped marketers who are trying to get the attention of a robust list of bloggers. But as a blogger, she sees good intentions go completely bad.

“Many people e-mail blast, which is something that you do not want to do with bloggers,” Hohlbaum said. “If you’re going to take the time, actually talk to me.”

That means be personable. Hohlbaum likes it when a pitch begins with “Good Morning” or “Happy Monday!” or comment on a recent post. Anything that shows they did more than look a contact up on Cision. These are things that separate the savvy PR professionals and the spammers, Hohlbaum says.

Susan Kessler is writer of The Frual Diva, a blog about frugal living that also has appeared in the Los Angeles Times. As someone who regularly receives marketing pitches, Kessler offers her own tips:

• Don’t assume the blogger will want this deal or company.
• Don’t hide who you are or the nature of your product – this is an ethics red flag.
• Don’t tell the blogger that everyone else you contacted is interested (in other words, don’t lie).
• Don’t ignore the blogger to push your own agenda when they tell you what their readers are interested in.
• Don’t let the e-mail conversation end negatively – always thank people for their time.
• Do try again politely at a later date if the blogger is uninterested – attitudes change.

And finally, she said, “Do flatter – it still works!” Everybody’s ego likes a little stroking, but that doesn’t guarantee you’ll get a write-up.