If you missed the first part in this series, we reviewed influencer programs and how to find influencers for your client campaigns. You can read more here.
As a blogger myself (check me out at Detroit Duchess), I’ve been on the other side of a blogger campaign and have seen both good and bad programs. Here are a few things to keep in mind when you are working with bloggers:
Develop a relationship
Familiarize yourself with the bloggers you are pitching. Read their blog and pay attention to what they like and dislike. Most bloggers are doing this as a hobby and also have a day job, so make it worth their while to come to an event or write a post by appealing to their content and audience.
Be clear on your expectations
The best campaigns are the ones where a blogger knows when the post is due and exactly what they have been asked for. Many times if you don’t spell it out you will have a great event and nobody will post about it…because you didn’t ask them to. Don’t be afraid to invite bloggers to attend an event in exchange for a post or social media promotion.
Bloggers love when an organization sends all of the information prior to the event and it results in more social media love. Make sure that bloggers have details like your website link, social media pages and relevant hashtags easily accessible. The last thing you want is for influencers to tag the wrong page or not mention your organization at all. We recently worked with bloggers for a special luncheon prior to Granite City Food & Brewery’s grand opening in Northville. You can follow some of the pictures on Twitter and Instagram using #GCNorthville. Here is an example:
Think like a photographer
Keep in mind your bloggers will need pictures. If your event is going to be dark and you are showcasing specific products or food, you might plan to have bloggers in a well-lit area before or after the event starts so they can get high-quality photos. If you are inviting them to an event, make sure that they are sitting in a place where they have a good view for pictures. If this isn’t feasible, make sure to provide pictures after the event.
Provide a gift bag
Just like you provide a press kit for media, you can do the same for bloggers. You might also think about giving them branded swag or something to give away on their blog or social media channels which will only help you extend the life of your campaign. For the Granite City event, we included a media kit (with menus), a membership card, growler and a gift card that the blogger could give away to their readers.
Have you worked with bloggers before? What lessons have you learned?
Elizabeth Robbins-Sabourin is an account manager at Franco Public Relations Group. You can reach her at (313) 567-5029 or [email protected]. Follow her on Twitter @DetroitDuchess.