Hello SOTGC community,
Today it is not simply enough to have your brand featured on the pages of magazines or a few celebrities- we’re taking things digital! Fashion and lifestyle blogs have grown more and more influential over the past few years, as readers feel that they can truly relate to them. These bloggers are not big screen stars that seem so far removed from what audiences know at home; instead they are people like you and me who have taken to jotting down their feelings and sharing with the world outfits, recipes and home decorating tips just to name a few. Bloggers are easily accessible and therefore can be mimicked whether it be having their readers follow make up trends, cook up their favorite dish, or quickly click the link of the jeans they’re wearing to purchase them immediately.
Working with bloggers can allow for great exposure for both parties! However there are several factors to keep in mind to keep the experience mutually beneficial. One of the most important tips is to really research their blog and see what their style and taste is like before reaching out to them. Bloggers are unimpressed by pitches that seem impersonal or feature pre-written content. If you are trying to feature your brand on a beauty blog, for example, know what shade foundation the author uses or what their favorite color lipstick is. Not only does this increase your chance of being promoted on the blog, but it also sets the groundwork for a long-term relationship.
Keep your emails short, sweet, and to the point since these bloggers get tons of emails daily. The product you are pitching should be clear from the start so the blogger can decide immediately whether it is for them or not. Many of these bloggers have full time jobs in addition to writing in their blogs and don’t have time to sift through novel long emails. A short email with a catchy subject line is the surest way to get your brand noticed. In addition, use first names (spelled correctly!) and ask about something going on in their life that you may have seen on their blog or social feed such as personal vacations, engagements, etc.
Once you’ve formed a rapport andhopefully had your product featured, maintain the relationship by checking in with them every few weeks. Make sure you have their updated mailing address and ask if there is anything else they’d love to try! You can also think about sending them a gift that isn’t specific to your brand as a thank you, particularly for a special occasion or thank you like flowers or champagne. Whenever you do send them something, ensure that the packaging is picture worthy, you never know what will end up on Instagram!
One hot button topic of conversation surrounding bloggers is paid vs. unpaid placements. Our advice is to treat bloggers like any marketing effort your brand puts forth. Be realistic about how much product you have to offer and set a budget. If your brand can’t afford to work with some of the top tier bloggers and their agents, then find others who align well with your brand and perhaps are also up and coming. Emerging brands need to stick together!Regardless of who you choose to work with, make sure it’s someone who’s blog you enjoy reading. There are lots of genuine and friendly bloggers out there and are perfect for youto partner with!
Photo credit: Keiko Lynn