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How to Guarantee a Zero Percent Response Rate from Blogger Outreach - Content Marketing Show

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Revisit Hannah's talk from the Content Marketing Show which took place in Brighton in November 2014. Her talk covered ways to get blogger outreach wrong, as well as her tips in order to get it right. Contact @HannahWarder on Twitter if you have any questions about the slides.

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How to Guarantee a Zero Percent Response Rate from Blogger Outreach - Content Marketing Show

  1. 1. How to Guarantee a 0% Response Rate from Blogger Outreach (Although you should probably aim a bit higher) @whitedotnet
  2. 2. Digital Marketing Specialist Food blogger (beersandburgers.co.uk) Lifestyle blogger (pinaforesandpies.co.uk) @whitedotnet
  3. 3. Get in touch on Twitter: @HannahWarder
  4. 4. Introduction
  5. 5. It’s easy to get blogger outreach wrong, so learn how to get it right
  6. 6. But first, here’s how to get it wrong:
  7. 7. Don’t make a plan with your outreach, just…
  8. 8. … Start emailing anyone and everyone “Hi, Hannah! My name is [name hidden], and I'm the community manager for Kabbage.com. I love your site, Pinafores & Pies! Your recipes look delicious! Here at Kabbage, we see ourselves as a service to help entrepreneurs succeed. Every day, people are working to achieve their own personal and professional goals. Perhaps your goal is to start a new business, buy a home, or maybe get promoted - whatever it is, we want to hear about it. We are reaching out to a select group of bloggers to create a post on your blog talking about your dreams and goals. If this is something you are interested in, let me know ASAP and I can send over more details. We look forward to sharing some of our favorite posts on social media - the more creative, the better! Best, [Name hidden] Community Manager Kabbage.com”
  9. 9. … Generally make no sense and certainly avoid using names! “Good morning ladies, We have a favour to ask all of our lovely bloggers, can you please tweet ‘It’s #NationalDivaDay as declared by @alexsilverpr’ ? We are trying to get the hashtag trending to teach a certain someone the lesson that’s nothing wrong with being a little bit fabulous, we’d love you to get involved and wouldn’t normally ask a favour but us girlies have got to stick together aye? #girlpower Looking forward to reading some inventive tweets- let’s get the boys back  [Name hidden]”
  10. 10. … Make the blogger to do all the work for little gain! “Hi Hannah, I hope you're well? Did you know it's less than 100 days to Christmas now? Mad! To celebrate, we're working with travel brand Transun, who do amazing experience holidays. We've got a day trip to Lapland to see Father Christmas for four people (four adults, or two adults and two children, it's your choice!) to giveaway.To enter: Write about your favourite Christmas experience on your blog. Full details are available here. Tweet your entry to @Transun with the hashtag #TransunXMAS and you'll be in the hat to win this once-in-a-lifetime prize worth around £2,000. The deadline for this is Tuesday 21st October at 11:59pm. Let me know if you're interested or have any questions. Thanks, [Name hidden]”
  11. 11. … Send emails and press releases with sexist statements and bold claims! ????
  12. 12. … Have a go at placing guest posts whilst you’re at it! “Hi, I wanted to get in contact as we are looking for places to host content and adverts for a number of our clients. Typically we would like to provide you with some content with a link already inserted that you can quickly add to your site or work with you to create a post that suits. The clients in question are all well known UK brands and I would be very interested to understand under what agreement you would be happy to place that content for us? Please let me know if you have any interest in the above and thanks in advance for your consideration. Many Thanks & Best Regards, George Brown [Fake name not hidden]”
  13. 13. Doing all of this means you can do “fun” things like: • Waste your budget • Waste your time • Negatively affect your brand https://www.flickr.com/photos/66239816@N08/15112727606/
  14. 14. Wait, “fun? ” Not in my book.
  15. 15. Now it’s time to get it right!
  16. 16. “Most bloggers aren’t going to blog about your brand out of the kindness of their hearts” - Dana Forman http://www.seerinteractive.com/blog/good-bad-blogger-outreach-examples
  17. 17. So get them to do it for better reasons. https://www.flickr.com/photos/33909206@N04/8585742797/
  18. 18. But first, why do it?
  19. 19. Isn’t it an outdated approach?
  20. 20. Identify your goals
  21. 21. Does blogger outreach fit?
  22. 22. Are you interesting enough?
  23. 23. Time to start research
  24. 24. Who? https://www.flickr.com/photos/90198349@N04/8194963107/
  25. 25. Yes, I love hot dogs! Hello! We’d love you to come along to our super exclusive PRESS LAUNCH! There’ll be a Cocktail, Hotdog & Bubbly reception between 7 & 8pm onWednesday 8th October. All down at Joe Perks & Co. - 76. St. Clements St. Oxford OX4 1AH… Please R.S.V.P to me (Laurence) here or info@joeperksandco.co.uk for party treats and birthday cake! Full names needed for guest list please. Look forward to seeing you there! Joseph & Friends @joeperksandco www.joeperksandco.co.uk
  26. 26. How can you find them?
  27. 27. Try other methods too
  28. 28. How can you keep track?
  29. 29. Choose your targets
  30. 30. Who gets selected?
  31. 31. Influencers? Brand ambassadors? https://www.flickr.com/photos/38999923@N06/3728604649/
  32. 32. Make your proposition
  33. 33. Make your email relevant
  34. 34. Hi Frankie, I’ve been checking out your blog – it’s great! You already follow me on Twitter, so I had a look and found your post about your meal at INK. As such I thought I’d get in touch now with a very relevant event you might be interested in covering… Chef Martyn Meid will be hosting an evening of Nordic-inspired gastronomy at a Chef’s Table event on Wednesday 24th September between 7pm-9:30pm. See him bring local produce, micro herbs and simple preserving techniques together with delicious precision, then taste the results. Taking cues from Noma and Maaemo, Martyn’s fusion of Nordic and French influences has been impressing diners at INK. You’ll discover the secrets behind his simple, elegant dishes. If you would like to come along to this event, I can arrange you a place free of charge (the usual cost is £75 per ticket). It will be at 15/19 Cavendish Place, London, W1G 0QE. Please let me know whether this is something you would be interested in, as well as if you have any further questions. Kind regards, Hannah Hannah Warder Digital Marketing Specialist | WHITE.net Lifestyle Blogger | pinaforesandpies.co.uk
  35. 35. What are you asking of them?
  36. 36. Be patient
  37. 37. Bloggers know about link building. https://www.flickr.com/photos/28968923@N08/3048960189/
  38. 38. Hi Hannah, I hope you’re well? Working with one of our brands Simplyhealth we’re running a competition to win a couple of cool prizes for a recipe of your choice. It could be a healthy soup, your favourite meal, a smoothie or anything you like! The only criteria is the recipe must use one of the ingredients from the ‘Eat It’ column on this infographic about teeth friendly foods https://www.simplyhealth.co.uk/sh/pages/healthy-you/ dental/healthysmiles To enter write a blog post including ingredients, the recipe and photos (if you wish) and tweet the link to @SimplyhealthUK and include #SHhealthysmile. There are two prizes on offer including most creative recipe and best use of ingredients for the chance to win the following: Kenwood JE720 Juicer and a £100 Waitrose Voucher, Kenwood SB056 Smoothie Maker and a £50 Waitrose Voucher The deadline is Friday 31st October and full terms and conditions including more about the campaign can be found here: https://www.simplyhealth.co.uk/sh/pages/healthy-you/dental/healthysmiles/blogger-competition. Please do let me know if you wish to enter and be sure to include a link to the infographic when you submit your entry. I look forward to hearing from you. Cheers, [Name hidden]
  39. 39. Be helpful and friendly
  40. 40. They want to be loved. https://www.flickr.com/photos/84894254@N03/12748262703/
  41. 41. “Do you know which bus is the best one to get?” - A blogger’s email to me
  42. 42. Always follow up
  43. 43. Email, tweet, or call.
  44. 44. Get recommendations
  45. 45. Keep a list of blog commenters
  46. 46. Ask bloggers openly
  47. 47. (Yes, yes, yes!) Hi Hannah, I wanted to drop you a line to say a massive thank you for arranging last night's chef's table with Anna. It was a truly amazing, unforgettable experience. I spoke to Anna as I didn't manage to write down the exact name for everything we ate, and she said that you'd be able to get a full menu emailed to us - would this be possible please? Including the canapés? Also, I know a lifestyle/food/restaurant blogger who would be very keen to attend such events - am I ok to pass your details on to her so she can get in touch with you? Many thanks, [Name hidden]
  48. 48. Use research tools again!
  49. 49. Build conversations
  50. 50. In summary…
  51. 51. Identify your goals Do your research Stay organised Choose wisely Don’t ask too much Be polite Stay in touch
  52. 52. Thank you! Get in touch on Twitter: @HannahWarder

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