This is a sponsored post.
As someone who has been blogging professionally in the lifestyle/”Mom blogger” arena for well over a decade now, many have picked my brains over the years to get my opinion on what the best pitching practices are for business owners who are wondering how to approach blogs in my niche. I even gave a presentation about it a few years ago! While there are a number of factors that go into the “Perfect pitch”, there’s a few core things to keep in mind:
Quality Over Quantity
Before you send out that press release, stop and ask yourself: Is your goal to get coverage, or is your goal to send out 1,000 emails that never get opened? Sure, you may have a database with thousands of generic media contacts, but that means nothing if it doesn’t result in placement – this is where data quality comes in to play. What is data quality? In this instance, it’s referring to your outreach list. If actual results are what you’re after, it’s worth the time to tailor your list for maximum benefit. Think about it: If you’re promoting a sale on organic beef and you email dozens of vegan bloggers, do you think that’s a topic that they’ll be jumping all over themselves to cover? Of course not – you’re just wasting everyone’s time.
Different Blogs, Different Approaches, Different Results
Before you reach out, consider the recipient. Let’s say that you have an innovative umbrella that you want to promote, for example. Generally speaking, established, higher-traffic blogs usually charge a fee for product features, simply because they have limited time and space. Newer blogs that are still building their audience and reputation are more likely to accept product samples in exchange for things like review posts or social media coverage. As with everything, this isn’t the case 100% of the time – a blogger might make an exception for a high-value product or publish a press release about something that fits just perfectly with their content, but it’s good to keep in mind general practices as you plan your marketing strategy and determine where you want to spend your budget. Which brings us to:
Remember That They’re Running a Business, Too
Sometimes, small businesses get so caught up in trying to get their product out there that they forget that blogs are a small business, too. If a blogger doesn’t have time to cover your product, or you can’t afford their rates, please don’t take it personally. I get pitches everyday for products that I would love to try, and my list of ideas for posts is far, far longer than I would ever have time to get through. I only have so many hours in the day, and since this is my business, I have to be selective with what projects I take on. So remember to be gracious when you hear a “No”, and keep in mind that no matter how amazing your product may be, no one owes you coverage.
So that’s my 2 cents – what do you think? Bloggers, feel free to chime in down in the comments!