Tuesday, April 16, 2013

How To Approach Brands and Getting Your Blog on the Radar

Do you sometimes wonder how some bloggers do it?  Lots of fabulous giveaways, attending wonderful PR events, stacks of side bar advertising and the opportunity to do sponsored posts.  Believe me, I am still working on how to engage with brands, but the 'A list' bloggers say they are constantly learning too.



There are a few things you can do to help your blog get on the radar with brands, if that's the way you want to go. Here are my take out points from two workshops at the Digital Parents Conference, which I found very interesting.

Firstly, Hannah DeMilta from Rocket Man Media and Grace Titioka from With Some Grace conducted a workshop called Pricing your adsSponsored Posts and Negotiating with Brands and here are my top take out points from their talk.

1. Grace talked about mind mapping.  In order to construct a mind map, write "me" in the middle of an A4 page.  Draw thought bubbles with arrows around "me" and fill them with reasons why a brand should deal with you.  This will form the basis of your pitch.

Here's a quick example of my mind map, to illustrate.



You can use the mind map to think about why a brand should work with you.

2. When thinking about approaching a brand, work on a general statement, you can use to pitch to brands.  Be specific and detailed about yourself in order to inform. Use the points you listed in your mind map. This is known as your 'Elevator Pitch'. Wikipeadia defines an elevator pitch as follows:

A short summary, used to quickly and simply define a person, profession, product, service, organisation or event  and the value it offers to the client.

Grace gave two examples of how she could introduce herself when approaching a brand.  The first one was  the wrong way.
"Hi I'm Grace and I blog over at With some Grace"

but a a better and more detailed version of her elevator pitch would be:

"Hi I'm Grace, an Indonesian born Australian and mum to twins.  I have a blog called With Some Grace......."

It's still concise, but immediately the brand knows Grace is a mum and she is cross cultural.  Two things that may be of interest to them.

3. Use as few words as possible when writing your elevator pitch.  Edit it well and keep it simple.

4. When thinking about which brands to approach,  go for the brands that you have enjoyed working with before.  If you are yet to start working with brands, approach the ones you really like. They can only say no.  I do this a lot, if I like a particular product and think my readers will too.

5. Do not even embark on a relationship with brands unless you intend to act professionally.  This means turning up if you accept an invitation to an event, being on time and basically doing what you promise you will.  It means looking professional too, both in person and online.

6. Start with baby steps when fostering relationships with brands.

7. Ask brands what their expectations are and whether they have worked with bloggers before.  Ask the brand if they have a digital budget.

8. When determining your rates, consider your time, cost of childcare, transport and your blog's overheads, the value of the product or experience offered and the value you are providing when engaging with the brand together with your readership.  There is also an opportunity cost.  For me it's that I could be in front of a classroom being paid a salary, rather than attending fabulous events and having a grand old time.

It was here that I piped up and said 'Bloggers doing things for nothing with brands, are doing other bloggers a disservice'.  Lots of people disagreed with me, because they thought I was talking about cash, but if the product is something you really want or the experience is what you enjoy doing, go for it.  But it was agreed....a bar of soap or the like, will not cut it anymore.

9. It's OK to take some time to reply to brands who pitch to you.  It gives you time to workshop your worth and develop a strategy, as to how you can help them and be remunerated fairly at the same time.


Another interesting speaker was Annabel Candy From Successful Blogging, who spoke about launching your business through your blog.  I was interested in what Annabel had to say, because I started a styling business and the blog was begun in support of that.  Never knowing, at the time, the power of social media and the opportunities it would bring me in the future.

Here are the top 13 take out points from Annabel's workshop

1. A 'Start Here' page is a way to channel new readers to the best posts from your archive.  It is sometimes referred to as a 'sneeze page'.. It is also a way to direct regular readers towards your better work too.
Here is Annabel's

2. Your content must be compelling.  The title to your blog post is important.  Be descriptive, so people can find what they are looking for.

3. If you ask a question in your title, then you need to answer it in your post.

4. 'Why?' and 'Do you Need?'  titles are always a good ways to grab readers.

5. Numbered list posts are popular.  For example '101 Ways To Be Happy'.  They are popular, because it's easy for your readers to pick and choose the information they need.

6. First impressions are everything.  It's hard to change a first impression, once it's been made.  So the look of your blog, it's ease of use and what you say to readers is important.

7. Check your 'About page'.  Let people know you want to help them.  It's not just about you.

8. Zero comments on every post does not give a good impression.  Either turn off comments or hide comment numbers.  You can set up a buddy blogging system & reciprocate comments.

9. As far as audience engagement is concerned, it takes 6-12 months to build up a relationship, just hang in there and keep going.

10. A regular posting schedule, helps your readers know when you will post and looks professional

11. Be completely consistent with how you look and what you say online in every social media forum, as it's all part of your online brand.  My advice is if you wouldn't say it in public IRL,  don't say it online either.  Use one or two avatars (photos of yourself) across all your social media.

12. Promote yourself with pride.  Become accustomed to promoting yourself.   Add a 'Hire Me' button.  Let people know the services you offer.  Here's Anabel's 'Hire Me' page.

13. If you stick around long enough in blogging you will reap the rewards.

So that's it for my summary of the best of DPCON 13.

 I have also blogged about Lorraine Murphy's workshop about how The Remarkables work here and also about Two must Haves for the Growth of Your Blog here.

For more blogging tips go here.

DIYers, don't forget my paint giveaway here.

for Australian residents.

I hope your week is travelling well.


34 comments :

  1. So much to consider here. Thanks so much for putting this down in easy bullet points. There's always so much to do and consider as a blogger! xx

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  2. This was one of the sessions I wanted to go to but couldn't make so thnk you for sharing. I've been thinking more about potential ways to make money from blogging, after doin it for 4 years as a hobby. My hubby said this morning "when are you gonna make me some money from all this computer time?" Lol! It makes sense I guess!

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  3. Some great hints there, thank you. I have just started thinking about brands and PR events, I need to work through this list. Thanks for sharing.

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  4. I have never intended to make iSophie into anything monetary, I just don't think I could, or that anyone would care. I do appreciate all of the effort that goes into making a successful 'business' out of a blog, I am just not ready for that(yet or ever).
    Great easy walkthrough, this will help alot of bloggers. #teamIBOT

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  5. I really like these bloggy posts you do so helpful and its otherwise a bit of an unknown topic so its great to have some insight so thanks again for sharing :)

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  6. Thanks for your sharing all this wonderful stuff you learnt at DPCON13, have enjoyed all your posts about it. :)

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  7. Thanks for sharing all this wonderful information from DPCON13, great for all of us that could not make it. :)

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  8. I love your round-up from the session. Great tips and I do agree that a bar of soap will not do it anymore ;p

    Ai @ Sakura Haruka

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  9. I need to print this out and start ticking off. Glad you were there taking notes!! After 2 years I now have lots of PR contacts and it is time for me to start approaching instead of waiting for offers. I have some ideas for posts that I know would work well and get traffic for years but do do them will be VERY time-consuming, so approaching a brand that would fit well and asking for some sponsorship would be a really good idea. Time-consuming too no doubt!

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  10. This is pure gold, thank you for sharing Carolyn!

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  11. Thanks so much for sharing, there are some simply fabulous tips here. I only struggle with your point that bloggers who review for free are doing others a disservice. I can see your point......in that it reinforces a wrong message to brands and undermines the genuine worth of the blogging voice....but I guess I feel the payment is appropriate to the voice. I review for free because I don't feel that my voice has the same value as many other bloggers, both because of audience and writing skill.

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    1. Never under estimate your worth as a blogger. There are lots of PR sharks out there who will abuse that doubt. Smaller bloggers often have a much greater relationship with their community than bigger bloggers, because they have the time to engage with individual readers and form a very trusted relationship.

      A recommendation about a product you like to a reader, is like gold to a brand. It has a sense of authenticity that the brand just cannot buy in mainstream media. So why should the brand, often a corporate giant, get that for free from a blogger. Even if it moves only a couple of products, it definitely has some monetary value in my view.

      Carolyn

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  12. Great tips!! It is very interesting to read through this stuff as I'm on the edge of deciding which direction I want to go!! X Karen

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  13. That was a very interesting post. I'm still new at all this and definitely needed to read that.

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  14. Very interesting and informative.

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  15. I've been thinking about this a bit lately and would love to work with brands in my area. I definitely need to work on the points you've mentioned here, especially my elevator pitch. Thanks for sharing

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  16. I hear you said it was the Pottery Barn bloggers who were doing others a disservice, which was a bit unfair as we have been in a tricky position with them as you know, as they have not been operational and there has been no product available for contra except limited samples on loan. The posts I have done have been teasers and raising awareness, and as a long time fan and customer of the brand I would have probably done them anyway. Going forward you can rest assured we will be receiving benefit for our work once the stores open and we are in a position to negotiate.

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    1. Yes it possibly was unfair, because in all honesty, I would have done exactly the same thing as you guys, because I like the brand as well. But as we have discussed there is a point at which you need to draw a line in the sand. I am glad they are going to pay you, as you certainly have helped sell their products. Big time..... I am sure.
      Carolyn

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    2. PS Mel The Pottery Barn comment from me, was not the only brand mentioned in the discussion. The gist of which is that some of these companies are huge corporate giants (I think Woolies and Coles were mentioned as well) so why should they get free publicity. Some people said it would be different if it was a plug for someone's etsy store or the like.
      Carolyn

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    3. Yes I agree with that and big companies with big budgets should pay and we all need to recognise and appreciate our value as bloggers. We have worked hard to create a following and loyal readership so it should be rewarded. These companies don't ask magazines for free ads so why bloggers.

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  17. Hi Carolyn,

    I love Hannah and Grace and was sorry to miss their session. Sounds like a good one.

    Thank you for mentioning my talk. The link to my start here page is actually here: http://www.successfulblogging.com/start-here/ (that link above goes to my about page.)

    I think it's a good to have a Start Here or New Readers page to help people find the best posts on your blog - that timeless content that will help them most. I've tried to divide mine up to help people find the content they want fast so on your blog for example that might be pointing them to the best tips on Interior Decoration, DIY, Recipes or Sydney Style.

    We've all got some great posts buried away in the depths of our blogs so it's about showing that off and helping readers at the same time :)

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    1. I've changed it Annabel. Thanks for letting me know. I just copied the link to your 'start here page', but obviously mucked it up. Sorry!!!

      I really enjoyed your insights.

      Carolyn

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    2. Hi Carolyn,

      Ugh, so annoying when that happens :) Thank you for fixing it.

      Just looking at your mind map again. A degree in law and economics should be good for working out how to approach those sponsored blog posts too ;)

      It's actually quite a nice quick look at who you are - could be a fun way to do a whole about page...

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    3. Good point. I think I shall add it to my advertising page as well.
      Carolyn

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  18. This is very helpful since I am still trying to figure out my own brand. Thank you for sharing.

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  19. Hi Carolyn, Thanks for sharing these great tips at the Open House Party! I am on my way to read more.
    Hugs,
    Sherry

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  20. Thanks for this summary! This is awesome and I've saved the link for further consideration.

    V.

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  21. Thanks for sharing this, I am a bit terrified to work with brands if I am honest. Haven't a clue about it so these tips are really helpful.
    Thanks :-)

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  22. Wow! Great summary, Carolyn! Better than my own :)
    Looks like you've gained HEAPS out of all the sessions at DPCON13! Look forward to seeing even bigger things for Desire Empire!

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  23. Great food for thought. Appreciate you taking the time to summarise the session!

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  24. I have never even allowed ads on my blog, but someday I might. Thank you for sharing this information - it is something we all need to know.

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  25. This is very informative and a great post. Thanks. Hugs, Marty

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  26. Thank you for sharing, I too look forward to approaching brands I love and use! Feeling rather confident to do so now.

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  27. This is brilliant, thank you for sharing! I particularly love the mind map idea, such a good idea!

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