A brand’s guide to working with bloggers:

19 Oct

Here at Teacup, we wish for bloggers and brands to forge relationships that are strategic, honest and effective.

Brands working with blogs

Brands working with blogs

There are so many brands and agencies out there who know they should be working with bloggers. After all, there are  many whisperings on how successful this can be for competitors, and how they too should be doing it. So they put a lot of pressure on the agency/ PR to start reaching out.

The problem? A lot of brands and agencies still don’t know how to work with bloggers. Here are some tips:

1) Don’t send out a mass email. No one is going to thank you for it. It’s impersonal and if not relevant, then it shows you’re not reading the blogs you’re trying to target.
2) When emailing, don’t get the name of the blogger wrong, or write ‘Dear Fashion Blogger’. How is anybody going to respond positively to that?
3) When working with a blogger on a sponsored post, don’t try and remove the ‘sponsored post’ from the blog. It has to be there legally. It’s the same as with magazines, the reader has to know when it’s an advertorial!
4) Don’t assume all bloggers will write for free. You’re getting that blogger’s time, readers (that they have personally built up) and reputation, aswell as content. That is worth paying for. If it’s not, then why are you talking to the blogger in the first place?
5) Remember bloggers are also marketeers, with rates for advertising. Write to them and see if you can work work with them on a commercial level.

6) Don’t send irrelevant content to a blogger. Why would a fashion blogger want to write about duck liver pate? Make sure you know you’re sending the right information, otherwise you will look unprofessional! And the chances are the blogger will tell their wide community of other bloggers.

7) Build a relationship with the blogger and make it personal (but professional!). You’re guaranteed to have more luck working with the blogger community, if you’re a part of it. Get involved in conversations, become part of their world. Then you might have a chance of understanding it.

Do you have any other tips you can add to this? Let us know in the comment box.

If you need help with your blogger outreach, we have a huge blogger database across fashion and beauty and as bloggers ourselves, we get it, so get in touch at hello@theteacupagency.com

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2 Responses to “A brand’s guide to working with bloggers:”

  1. Stéphanie GB (@MsBubu26) October 19, 2011 at 2:57 pm #

    Those are relevant tips. I have never really experinced bad PR, but I heard from other bloggers, this is true, bloggers do laugh at unprofessional/irrelevant proposals. The only thing that have bothered me from my own experience is companies adding my email to their mailing list without my consent… It has no impact whatsoever, as I only deleted them (couldn’t unsubscribed!) or if it has, it was a negative one.

  2. Rose October 19, 2011 at 4:06 pm #

    Great tips.
    I was asked, just today, to write about a new charger for a new eco friendly ipad chargers specifically made for americans.
    Really?
    At least make the email personal & say “I know you don’t usually blog about ___ but you might be interested because our ___ is super cool!”
    There’s nothing worse than a generic PR rep!

    Rose x
    http://www.thelondoner.me/

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