Beauty Directory Digital Seminar


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I was asked to present at Beauty Directory's Digital Seminar in Sydney in July this year.

The audience was a mix of beauty brand managers and PRs and my talk was about how to best work with bloggers.

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Beauty Directory Digital Seminar

  1. 1. Beauty bloggers<br />And 10 tips on how best to work with them<br />©<br />
  2. 2. Blogger influence<br />More than 90 beauty bloggers listed on Beauty Directory<br />Rarely a day goes by when a reader doesn’t contact me to say they have bought a product as a result of my blog<br />Nuffnang survey: 78% respondents had purchased a product or service as a result of reading about it on a blog<br />New York PR firm DeVries found that 60% of women chose blogs as the resource most likely to prompt them to buy a beauty product.<br />
  3. 3. Tip #1<br />Get to know us<br /><ul><li>Follow us – and talk to us - on Twitter
  4. 4. Subscribe to our blogs. Using the RSS feed is a time efficient way of doing this
  5. 5. Ask us for our media kits – and stats
  6. 6. Find the blogs and writers that best fit your beauty brands and concentrate on them</li></ul>©<br />
  7. 7. Tip #2<br />Read the blog of the blogger you’re pitching too.<br /><ul><li>Before formulating your pitch double check that you’re chasing the right readership for your product
  8. 8. What style does the blogger normally write in?
  9. 9. Does she write straight reviews or themed posts or a mix of both?
  10. 10. What has she featured recently?</li></ul>©<br />
  11. 11. Tip #3<br />Consider whether your pitch will add value to the blog you are pitching too.<br /><ul><li>Bloggers want content that will add value to their readers.
  12. 12. A brand’s Facebook competition is merely a promotion for that brand. It doesn’t offer value to the reader of a blog.
  13. 13. Consider sponsored posts for straight advertorials.</li></ul>©<br />
  14. 14. Tip #4<br />email the blogger personally<br /><ul><li>A “Hi There!” email really annoys bloggers
  15. 15. They generally do not come from a media or PR background and are immune to a bulk email send
  16. 16. Take the time to address them personally and you’re more likely to get a bite</li></ul>©<br />
  17. 17. Tip #5<br />Please include all relevant details and an image with the media release you email.<br /><ul><li>Most bloggers are working at night – make it easy for us so that we don’t have to wait for a reply with a product price or image
  18. 18. If your product is on Beauty Directory then that’s ok too!</li></ul>©<br />
  19. 19. Tip #6<br />Send us media releases at least one month prior to launch.<br /><ul><li>Yes, we can get a blog post up super quickly if there is an urgency but generally we’re fitting our blogging in around other things – I schedule a month in advance
  20. 20. Also, this lead time gives us an opportunity to properly trial the product and place on our blog at launch time.
  21. 21. Embargo any information if required</li></ul>©<br />
  22. 22. Tip #7<br />Please understand that for most people, their blog is a labour of love.<br /><ul><li>Most beauty bloggers have a day job or something that provides an income.
  23. 23. There is currently little money being made from solely beauty blogging in Australia.
  24. 24. This is set to change as we model the US
  25. 25. Brand ambassadorships are also a possibility
  26. 26. Consider aligning your brand with a blogger</li></ul>©<br />
  27. 27. Tip #8<br />Consider inviting us to your media events.<br /><ul><li>Budget permitting
  28. 28. We like to be in the know as much as other beauty journalists
  29. 29. Consider those bloggers with the bigger influence and reach
  30. 30. Consider those bloggers who best fit your brand</li></li></ul><li>Tip #9<br />Bloggers and their readers love giveaways.<br /><ul><li>Has your client got product for giveaway?
  31. 31. Ask the blogger if they have a minimum value on giveways and what is offered in return?
  32. 32. Value the space you are asking for in return for a giveaway
  33. 33. Don’t offer giveaways to similar blogs at the same time</li></ul>©<br />
  34. 34. Tip #10<br />Value that bloggers are connected with their readers<br /><ul><li>Bloggers are seen to be more accessible than journalists
  35. 35. Blog readers trust what’s written on a blog and will be more inclined to buy a product based on a blog mention
  36. 36. Blog readers share what they’ve read on blogs via Twitter and Facebook
  37. 37. Bloggers will generally not blog about a product they haven’t tried first</li></ul>©<br />