It’s time to adapt your media outreach strategy…
Scoring a hit in the New York Times is still amazing, but the value in reaching out to bloggers and other influencers online continues to grow.
Average people are building a following online, earning the trust of their readers, and looking for targeted opportunities from businesses.
Having more options can be overwhelming at first, but once you understand them, you’ll appreciate the advantage.
What’s different about bloggers?
- They usually have less traffic than “mainstream” publications.
- They’re often focused on a more specific topic and/or location.
- There’s a diverse range of bloggers with different goals, falling somewhere between professional and recreational.
- Many bloggers consider themselves “hobbyists”
- Their blogs are very personal to them and they will immediately defend it if they feel someone is trying to take advantage.
- Some bloggers write for a living, and are looking for ways to make more money.
- Many bloggers are a combination of points 5 and 6.
You can waste a lot of time if you don’t do blogger outreach the right way.
Out of the bloggers involved in the Technorati 2010 State of the Blogosphere study, 34 percent said that they’d never talk about brands on their blog, and a little over half of those bloggers said that they would never write a review about a product or service.
That means you could spend a lot of time pitching bloggers to review your product with no chance of success from the start. You have to do your research.
Getting to know the specific person you’re pitching and crafting a personalized, targeted message has never been more important.
So how can you approach blogger outreach the right way?
We covered this topic, and wrote and easy step-by-step guide to doing blogger outreach the right way. You can get it for free here.