Take your bloggers and social media influencers to lunch
If you have enough budget to do PPC campaigns, spend money on inbound links, or are willing to pay bloggers for their reviews, then you have enough budget to take the bloggers and social media influencers that you dream of sharing your content, announcing your news, talking about your brand and reviewing your products, then you really should put some time and money aside to make sure you reach out to the bloggers and influencers of your dreams individually when you find yourself in their town and take them out!
Breakfast, coffee, lunch, drinks, dinner, nightcap — you decide what’s appropriate.
They may well say no, but they may say yes. And, it’s so very rare that anyone who pitches bloggers and expects them (us) to do stuff for free ever asks bloggers (us) out to do stuff IRL (in real life). Yes, of course you should start with your hometown or city. And it could be coffee or lunch or even dinner. But pick up the tab. And tweet it. And get an selfie together (an ussie).
Don’t have the budget? Well, put time aside to do the same exact thing virtually. Comment on their blogs in meaningful ways. Share their posts on your personal social media profiles. But don’t stop there. Like their Pages, follow their Board, subscribe to their YouTube. Connect with them on LinkedIn. Follow them on Twitter. The whole 9 yards. Build it into your calendar because you should be doing this for ten, twenty, fifty, one-hundred influencers. And not just on wedding, anniversaries, and birthdays. But you also must remember that most bloggers have very rich lives outside of their blogging life. You should add each one of them to your Salesforce, to your personal contact. Bring them closer than a single row in an Excel Spreadsheet.
Clotilde Dusoulier’s Got a Posse
Do You Have a Posse of Online Influencers?
If you want someone to do you a favor, do something for free, or do you a solid, you need to be in a trusting relationship with them already. That relationship could be in the form of already being their legitimate fan — and not a double secret fan but a supportive, commenting, resharing, retweeting, Facebook Messenger and Twitter DM friend who repins stuff on Pinterest.
Dan Krueger’s Got a Posse
That’s the ideal.
You Should Be Passionate About What You Pitch
And if you’re doing blogger outreach to athletes and you’re an unfit shut-in, you may be the wrong person; and, if you’re doing influencer outreach for Ducati but think motorcycles are donor-cycles and you drive a Volvo for safety, you may well be the wrong person for the gig; and, if you’re not passionate enough on your own to actually be an influencer in your sphere of influence yourself, you may very well be the wrong person for the gig.
It Won’t Happen Right Away
Most people who start a blogger outreach or influencer marketing campaign give up right away. They puss out because they’re generally not expecting the sort of hazing associated with reaching to someone you’ve never met before and getting either dissed, harangued, or handed a pay-per-post price card. Influence outreach is sort of like converting to Judaism: rabbis would discourage potential Jews-by-choice, turning them away three times to test how serious they were.
Show your bloggers and online influencers how serious you are! It won’t happen right away but even I, when doing my outreach into communities that are not my native land, need to reach out three times total in order to get each influencer’s attention enough that they actually consider my pitch. It takes time and it might be embarrassing. People who have done sales are really good at this; do, too, are poets and novelists because anyone who has become used to heartbreaking rejection is just the kind of person who is made for the job of influencer marketing.
I do blogger outreach for companies, brands, startups, and nonprofits so I am not always reaching out to bloggers and online influencers who know me at all. And, to add to that, most of my campaigns are to thousands of bloggers and online influencers at a time. It can be awkward. But it can be done.
For me, it comes down to how I treat people (with respect) how I talk to people (I don’t BS them or pretend I am something I am not), the gift I give (it had really better be generous), the clients I choose to work with (crappy brands with crappy products and dodgy services have burnt me before — who would blog about something not awesome for free?), and I rely heavily on the fact that I am a fellow blogger, that I have been blogging since 1999, that I have a Klout of 79, 50.8k followers on Twitter, and all that stuff (and if you search me for a second, you’ll see that it’s all true).
Good luck and go git ’em, Tiger!
(Originally posted on the Biznology Blog)