Advertising
Advertising

How to Get a Blogger to Promote Your Product

How to Get a Blogger to Promote Your Product

You have a product or service to promote. You’ve heard great things about “conversational marketing”, “viral marketing”, and the like. On the surface, it seems easy: identify a few big bloggers, schmooze with them a little, and wait for the flood of sales as your chosen bloggers start talking up your product.

It’s a good idea. So good that thousands marketrs and PR folks have been deluging bloggers from the Technorati Top 100 on down with press releases, insulting emails, even bullying tactics to get them to promote their products. So good that Lifehacker’s Gina Trapani posted a list of PR spammers and blocked emails from their domains. So good that the best way to get bad PR from bloggers these days is to try to get good PR from them.

Advertising

What went wrong?

One reason this wonderful idea isn’t working the way it was expected to is that while bloggers have something pretty valuable to offer marketers, marketers so far have had little to offer in return. Likewise, while it costs marketers little to reach out to bloggers, it can potentially cost bloggers quite a bit in terms of lost integrity and lost audiences. Offering a blogger your product for free seems nice, but a blogger can quickly lose their readers’ goodwill if they’re perceived as a shill for some company.

Advertising

Another reason marketers have had a hard time connecting with bloggers has to do with control. Bloggers are, as a rule, a pretty independent bunch. They often feel used when marketers approach them, out of the blue, and ask them to promote their product or service. And bloggers don’t like being used. Most popular bloggers are strong writers and good marketers; they could easily be working in the media, in advertising, or indeed in public relations or marketing if they wanted to (or were able to) sacrifice their independence.

Advertising

But all is not lost…

Reaching out to bloggers is still a good idea, though. Good bloggers have a special kind of rapport with their audiences, and are pretty adept at getting near the top of search engine result pages. Which means that a few kind words about your product on the right kind of blog can have a lot of life — piquing the interest of their regulars and turning up again and again in search results.

The trick is to treat bloggers with respect, both for them as people and for their relationship with their audience. Which means rather than the drive-by pitching that has characterized most efforts to reach bloggers so far, you need to think in terms of building long-term relationships with bloggers.

A few pointers

  • Do your research. Instead of spamming hundreds or thousands of blogs with pitches for your product, identify a handful of bloggers whose audiences will find the most value in your product. Show respect by learning something about the blogger — we make it very easy!
  • Take them seriously. Bloggers fight an uphill battle for legitimacy. You can show a great deal of respect by recognizing both the hard work and the talent that goes into creating a successful blog.
  • Explain yourself. Show that you’ve done your homework by explaining clearly what your product has to offer a blogger’s audience and how you think you can work together.
  • No strings. If you’d like a blogger to have a look at your product, make it absolutely clear that you don’t expect a positive review. Show your respect for the blogger by allowing him or her to make up their own mind about a product and to explain their opinion to their readers in their own way. Asking a blogger to lie for you is the quickest way to a) lose their interest, or worse, b) pan your product mercilessly.
  • Offer gifts, not bribes. This follows from “no strings”, but often marketers want to send t-shirts, pens, or other schwag to bloggers they work with. Nothing wrong with that, but again, make sure you’re not offering goods in return for positive reviews. Offer a gift as a thank you for a blogger’s time and consideration.
  • Do the groundwork. Treat a blog just like any media outlet — provide the blogger with everything she or he needs to properly evaluate your product or service.
  • Follow through. Keep in contact after a blogger has written about your product. Send them a thank you note, a testimonial, figures showing any impact their work might have had on your sales. Link to them from your site. Remember that a lot of blogs are businesses, and a lot of bloggers do related work as their day jobs — knowing their writing helped you increase sales 43% can help them sell ad space, gain new clients for their freelance business, or benefit them in other ways.
  • Ask for private feedback, too. A lot of bloggers will write a selective review of your product geared towards their readerships, while holding a separate personal view of the product. SHow your respect for them as an individual by asking if there’s anything they’d like to say that they chose not to include in their review.
  • Take your lumps graciously. Don’t attack bloggers who pan your product or service; if you’ve done your research and selected appropriate bloggers to pitch to, they’re disinterest in your product is probably a very important piece of information for you! Thank them for their time and move on — don’t, under any condition, “go after” them!

Remember, with rare exceptions, bloggers don’t make a lot of money blogging, and so their audience and their standing in the blogging community are their main rewards. Approaching them with respect for their position and their needs will gain you a lot of respect in return, and you may well find that the blogs you maintain relationships with have become a central part of your marketing strategy — and a set of important relationships in and of themselves.

Advertising

More by this author

How to Become an Expert (And Spot out One Nearby) The Importance of Reminders (And How to Make a Reminder That Works) Is Procrastination Bad? The Truth About Procrastination Revealed Back to Basics: Your Calendar Learn Something New Every Day

Trending in Communication

1 50+ Best Motivational Quotes To Prepare You For Any Challenges In Life 2 A List of 100 Questions to Ask Your Partner on Date Nights 3 21 Best Tips On Making A Long Distance Relationship Work 4 The Top 10 Dating Apps That You Won’t Regret Downloading 5 10 Ways To Step Out Of Your Comfort Zone And Overcome Your Fear

Read Next

Advertising
Advertising

Last Updated on October 18, 2018

50+ Best Motivational Quotes To Prepare You For Any Challenges In Life

50+ Best Motivational Quotes To Prepare You For Any Challenges In Life

Life is filled with highs and lows —happiness and struggles that will test your resilience and integrity, push you to overcome challenges and leave you with lessons that will make you even stronger on your way up.

It’s the way you feel and think about yourself, including your expectations and beliefs about what is possible to you, greatly determines everything that happens to you.

It all starts with your thoughts. When you change your thoughts, you transform the quality of your life. (Right, Nancy’s story is a typical example!)

Below is a list of the best motivational quotes to inspire you to start your day with a blast:

Quotes for self-assurance

1. Don’t downgrade your dream just to fit your reality, upgrade your conviction to match your destiny.

    2. You are braver than you believe, stronger than you seem and smarter than you think.

      3. You are confined only by the walls you build yourself.

        4. The man who has confidence in himself gains the confidence of others

          5. You attract what you are, not what you want. If you want great, then be great.

            6. It’s not who you are that holds you behind, it’s who you think your are not.

              Quotes about positivity

              7. Stop being afraid of what could go wrong and think of what could go right.

                8. You should never regret anything in life. If it’s good, it’s wonderful. If it’s bad, it is experience.

                  9. Falling down is an accident, staying down is a choice.

                  Advertising

                    10. If you have the power to make someone happy, do it. The world needs more of that.

                      11. Always believe that something wonderful is about to happen.

                        12. Don’t be afraid to give up the good and go for great.

                          13. Remember that life’s greatest lessons are usually learned from worst times and from the worst mistakes.

                            Quotes for work and success

                            14. Don’t talk, just act. Don’t say, just show. Don’t promise, just prove.

                              15. Never stop doing great just because someone doesn’t give you credit.

                                16. Discipline is doing what needs to be done, even if you don’t want to.

                                  17. Work while they sleep. Learn while they party. Save while they spend. Live like they dream.

                                    18. The key to success is to focus our conscious mind on things we desire, not things we fear.

                                      19. Never apologize for having high standards, people who really want to be in your life will rise to meet them.

                                        20. If it doesn’t challenge you, it won’t change you.

                                        Advertising

                                          21. Never give up on a dream just because of the time it will take to accomplish it, time will pass anyway.

                                            22. Don’t fear failure. Fear being in the exact same place next year as you are today.

                                              23. A hill is just another opportunity to leave your competition behind.

                                                24. Don’t quit. You’re already in pain. You’re already hurt. Get a reward from it.

                                                  25. Hustle until you no longer need to introduce yourself.

                                                    26. You didn’t come this far only to come this far.

                                                      27. Be selective in your battles for sometimes peace is better than being right.

                                                        28 If we keep doing what we are doing, we’re going to keep getting what we’re getting.

                                                          29. You will never know your limits until you push yourself to them.

                                                            30. Do what you have to do until you can do what you want to do.

                                                              31. The man on top of the mountain didn’t fall there.

                                                              Advertising

                                                                32. If your dreams don’t scare you, they are not big enough.

                                                                  33. If you can’t handle stress, you won’t manage success.

                                                                    34. Don’t be pushed by your problems, be led by your dreams.

                                                                      35. Don’t mistake silence for weakness. Smart people don’t plan big moves out loud.

                                                                        36. Simplicity is the ultimate sophistication.

                                                                          37. Obsessed is the word the lazy use to describe dedicated.

                                                                            38. You become who you spend your time with.

                                                                              39. Be stubborn about your goals and flexible about your methods.

                                                                                40. Hard work beats talent when talent doesn’t work hard.

                                                                                  41. If you don’t build your dreams, someone else will hire you to build theirs.

                                                                                    42. Between stimulus and response is our greatest power –the freedom to choose.

                                                                                    Advertising

                                                                                      43. What comes easy won’t last, what lasts won’t come easy.

                                                                                        44. Don’t limit your challenges, challenge your limits.

                                                                                          45. Work until your idols become your rivals.

                                                                                            Quotes about money

                                                                                            46. Formal education will make you a living. Self-education will make you a fortune.

                                                                                              47. I create new enemies every day, it’s called business.

                                                                                                48. When you have a Million Dollar vision, don’t surround yourself with 1 cent minds.

                                                                                                  49. You can’t get rich thinking poor.

                                                                                                    50. Doing what is comfortable is rarely profitable.

                                                                                                      51. If you can count your money, work harder.

                                                                                                        If you find yourself feeling lost and frustrated, it’s never too late to change things up. Check out this guide:

                                                                                                        How to Start Over and Reboot Your Life When It Seems Too Late

                                                                                                        Read Next