10 Most Common Blogger Outreach Questions
As blogger outreach experts, we get many questions about working with bloggers. In the hopes of bringing more clarity to this excellent and often underused marketing method, we compiled this post of the most frequently asked questions brands have for us.
1. What is blogger outreach?
Blogger outreach (or influencer marketing) is the practice of leveraging influencers such as bloggers and vloggers to review a product or cover an event with the purpose of promotion and building word of mouth, usually in exchange for free samples, exclusive access, or monetary compensation.
2. Why should I choose blogger outreach over another type of campaign?
Of course, ideally you would be able to do many different campaigns. However, often the budget and time in marketing is short and decisions have to be made. So why get involved with influencers instead of doing something more simple, like a banner ad? The answer lies in the quality of engagement. Ads are not ineffective but are rapidly becoming obsolete as adblocking software becomes more popular. If a large portion of your target market are likely never even seeing your ads, let alone clicking on them, logically you will have to invest in a different type of marketing. Blogging creates buzz and word of mouth that falls into the realm of valuable earned media, even if you pay the blogger for their original review. Some of the other benefits include:
- An SEO boost. Reviews stay on the web forever and will keep providing traffic and increased SEO long after the campaign is over.
- The endorsement of trusted bloggers, which will help your brand credibility.
- A direct connection to your target audience and the opportunity to gain new customers.
3. What are the top things to consider with a blogger review campaign?
Consider this question from three perspectives:
- Your target. Who is the audience you’re trying to attract? How old are they? What are their hobbies? What are their concerns? What social networks do they prefer? What kind of blogs would they read? Only after you’ve narrowed down the answers to these questions can you find the right bloggers for the job.
- The bloggers. When considering approaching a blogger, see if they fit these criteria: Is the blog content relevant to your brand? How many followers/subscribers/monthly page views does the blog have? Is there a high level of engagement with the blog (many comments, social media exchanges, etc)? Is the blogger PR friendly?
- The product and pitch. Now that you know your desired audience and your ideal bloggers, think about what you can offer them and how to do it in a way that will catch their attention. Check out our step-by-step guide to working with bloggers for more details.
4. How can I measure the results of the campaign?
Measurement and analytics are important in order to see whether the campaign was successful. You can study the effectiveness of blogger campaigns by, for example, tracking views of the bloggers’ posts, comments, and likes. Providing bloggers with trackable links back to your website is a simple way to tell exactly how many people came to your site from the specific bloggers.
5. Is blogger outreach worth it?
According to a comprehensive study by Burst Media, brands earn nearly $7 on average for every $1 spent on influencer marketing. In many markets, such as food, the number rises as high as $11. However, this very much depends on your budget, product, and the bloggers you choose. Very popular bloggers – celebrities in their own right – may charge up to thousands of dollars for a single sponsored post. However, the majority of blogger outreach is much cheaper as many bloggers write reviews in exchange for product samples and discount codes. The audience for such bloggers may be smaller but no less effective, as niche communities are often more active in ways of engagement.
6. What are some examples or case studies of successful campaigns?
There have been countless types of blogger campaigns over the years, by all sorts of brands, from tech to fashion, beauty, sports, food, and more. We have run some great campaigns for brands big and small (including L’Oreal, the Wlingua app, and Name Factory jewelry). Ford offers another example of an excellent influencer campaign that attracted 50,000 interested customers and millions of views.
7. How can I connect with bloggers?
Marketers and brand managers are often turned off by blogger campaigns because of the sheer time that needs to be invested in searching for bloggers. If you want to send a product to fifty fashion bloggers, you can of course google ‘fashion blogs’ and go from there, but it will be time-consuming to check all of their social media accounts, read several blog posts, and get information like monthly page views and subscribers right off the bat. Then once you do, the blogger may not even be interested in working with you. Blogger directories are more useful, as they often have more details available, but it’s better and easier to enlist a professional service to do the whole thing for you (BlogsRelease, anyone?).
8. How can I pitch influencers’ to get their attention?
Your pitch needs to be visual, catchy, and interesting. Pick an informative yet fun headline, an image that really stands out, and add enough info to get the bloggers interested but not so much that they get bored reading. Our blogger blueprint is a good resource for building the most informative and attention-grabbing pitch.
9. How many bloggers should I reach out to?
This is a question we often get and unfortunately there is only one annoying answer: it depends. Before reaching out to actual bloggers must first set your goals. What do you hope to achieve with this campaign and what resources do you have at your disposal? If you have a sizeable budget and can compensate 1000 bloggers that’s fantastic – but often unrealistic, especially for smaller companies. If you’re new to blogger outreach, start on a smaller scale to test out your pitch and to see how receptive influencers are to your product. Of course, this also depends on what you’re selling. Beauty products are easier to provide as samples so running a campaign with 50 bloggers is perfectly doable. This is more difficult if you want bloggers to attend and cover an event, for example. However, in that case, even just a few bloggers can boost your coverage!
10. What do I give bloggers?
Nobody likes to work for nothing, nor should they be expected to. Influential bloggers are professionals and just offering them ‘exposure’ can do more harm than good, and is often viewed by them as simply insulting. Smaller blogs often do reviews in return for product samples – this is the most popular type of exchange. Offering bloggers gift cards in addition to exclusive access is also widespread. However, the biggest blogs will have their own guidelines on fees for sponsored posts. Once again, it depends on what kind of blogs you’re looking for and how much you’re willing to put in. Ultimately, you will not get something for nothing. Simply posting a press release will rarely incentivize any bloggers to write about your brand.
We hope this post shed some light on common blogger outreach questions and inspired you to launch your campaign! If you have more questions we haven’t covered please share in the comments or contact us at firstname.lastname@example.org.