We get approached on the regular by bloggers interested in working on paid opportunities with companies. Considering that’s what we do it’s not really a huge surprise! And, I am more than happy to get these emails and approaches.
I love meeting new bloggers, especially bloggers who really put their heart and soul into what they do. And I am always looking to make new connections.
However, I have noticed that many bloggers don’t really know the best way to present themselves and their talents in these emails.
It’s probably quite confusing to know how to present yourself, there isn’t really much advice out there for this kind of approach.
And, it’s difficult to the get into the mind of a Marketing Manager or a PR person or an SEO manager etc etc.
Bloggers need to get their name out there and pitch to a wide number of different people so, how to know the right approach for the right person?
Well, I’m going to make it super simple for you. Because, you might think that you need to present yourself entirely differently for each group of people, but actually that is not the case and not the most important factor in your outreach email.
The most important factor is how you position yourself in your outreach email.
Do you come across as hard working, passionate & reliable?
Do you come across as someone who just wants to make a quick buck.
To highlight exactly what I’m talking about, this is the type of outreach email you should avoid!
I am (name) and I run (name of blog)
I have (x number of traffic) and high DA of (DA) and I write about (one top level topic). I’m reaching out because I’d love to work with you on any sponsored content opportunities you have coming up.
Look forward to connecting with you!
Unfortunately, the majority of the bloggers who have approached me place themselves into category 2 and send the above kind of outreach email.
So, if you are a blogger reading this and your outreach email does look like this, don't worry you are not alone on this.
Around 95% of the emails I get are like this.
I’m not saying that those bloggers do just want to make a quick buck but that’s what I feel from this kind of approach. In a second I will give you a view of my thoughts as I read the above email to help you understand what a marketing person or PR agent might think whilst reading this email.
But before that, I just want to ask for your support - lets go heart to heart, because I want you to understand why I'm writing this post & why I am so passionate about working with up and coming bloggers.
This is important, because I don't want you to feel as if I am writing this to tell you off, or looking down on you in anyway.
Reasons why I choose to work with up and coming bloggers
Running a blog & gathering a loyal audience is not easy, making a business out of it is even harder. I personally know that, being someone who has failed at it many, many times !! I have a lot of respect for a single individual who has managed to form any kind of community because it takes hard work, dedication and a lot of soul journeying.
I also love writing.
There is something very powerful about written words.
It gives more opportunity for the reader to reflect, unlike video or podcasting which tends to be more passive, words connect in a way that sound can't.
Number one, I just respect and admire what you do.
As a Marketer I've always seen HUGE merit in working with grass roots communities. Small but loyal audiences are very powerful. I've always believed that, and I have always chosen to support those bloggers. Planetd is one example, now one of the most popular travel blogs of all time.
I was the first person to work with them on a campaign, to continue to support them on their travels. What's more, they remembered that, they thanked me for believing in them at that time, that really touched me.
Because really, it was the other way around. I was shocked by their gratitude.
Because, the audience they already had at that time was so much more valuable than they could have imagined. We tend to lean towards bigger is better. But actually, no, that's not true. It's about quality and connection. That's what is lacking online.
Number two, small communities still have this connection and therefore huge value.
So, here is the truth
Everytime you send an outreach email which doesn't fully represent your true passion and goals, your ambition and your tenacity, you undercut yourself and all of the other bloggers out there trying to make it happen as well.
Up until now companies have not seen the true value of what small bloggers offer, but that is starting to change.
It would change a lot more quickly if bloggers communicated in a way which truly represented their value. I can see why you might send an email like the one above, there are so many people to connect with, you just want to monetize your blog and make a bit of money out of something you've worked so hard for.
But, as with all businesses, short term thinking rarely gets very far.
So, if you have ambition to become a full time blogger then please hear these words. Take a moment to reflect on them and look at how you communicate your talents.
Let’s break it down line by line and I will tell you what I am thinking when I read this, hopefully this will give you an idea into the psychology of a Marketing person reading this kind of outreach email.
Hello (name) - no comments, can’t go wrong with this!
I am (name) and I run (name of blog)
My comment - okay, but this doesn’t tell me much. I’m wondering, why do you run this blog, what started it, what is your why?
I have (x number of traffic) and high DA of (DA) and I write about (one top level topic).
My comment - thanks for including your traffic figures that’s helpful but what about your engagement? What about your audience? Who actually reads your blog? Because I’m trying to think of the right opportunities but I have no idea, if I don’t know whether your readers are high net worth professional men with families who like golf & tennis or millennial women in their late 20’s who like yoga, meditation, health + fitness. I also don't know what traffic means. Does it mean pageviews or unique visits? And, the fact you haven't given me any detail here also also makes me think you don't know you audience which means that you are unlikely to have a highly engaged one.
Thanks for telling me your DA it does give me a rough indication of where you blog sits but what about previous campaigns or content you’ve done before? Has it gone well? Are you new to this kind of engagement or are you a blogger who has worked with hundreds of other companies?
Thanks for including your top level topic, yes that helps me to define roughly what niche your blog sits in but what about breaking it down. So you are a beauty blogger, does that mean you like natural products or cheap products or you mostly focus on promoting skin products or maybe make-up. I need to know specifically what you write about so I can tie in the right companies.
I’m reaching out because I’d love to work with you on any sponsored content opportunities you have coming up.
My comment - Maybe I’m wrong but as soon as I read this I just assume all you care about is the money. This just makes me think that you don’t actually care about which products or services you promote to your audience which makes me think that you probably don’t have a particularly high engagement or a loyal following because readers just see straight through that.
I want to know WHO you want to work with and WHO you enjoy promoting so I can find the RIGHT opportunities for your audience.
I feel like honesty is the best policy here. There are a lot of complaints about SEO companies, PR Agents not treating bloggers correctly and currently the relationships are tense.
It would be really, really helpful if bloggers stopped outreaching in the above way.
In a second I’ll give some tips about how you can approach in the right why but first; why is this so important?
The reason a blogger should not approach a Marketing Manager, PR person, SEO manager in this way...
1. The Marketing Manager will come away from reading the outreach email thinking this blogger only cares about making some money now and is not interested in a long term relationship which in the end would be more fruitful for both parties.
2. The Marketing Manager can't send over the right opportunities either, because there is limited information.
3. The Marketing Manager is inclined to think this blogger doesn't know their audience very well, and doesn't have a clear purpose, so assumes the blog is low quality.
Those are the truth bombs.
Let’s move on to some tips about how you can approach companies in the future.
Who do you prefer to work with long term?
The person who emails you and immediately asks for something. Or the person who just reaches out to say hello and establishes a connection?
So, that’s the first thing to tackle.
Remove any mention of paid + sponsored opportunities from your email. If you feel you need to, state that you are open to paid collaborations. But, there is no need to ask "do you have any campaigns for me" right in this instance.
Think of this email as an introduction. You are just reaching out to someone to say hello, get on their radar and make sure they know exactly what it is you write about so if future opportunities come up they can get in touch.
What to include in your outreach email?
Here is a breakdown of items to include in your outreach email:
We are always looking for new bloggers to connect with. So, if you are an up and coming blogger then please get in touch with us via our Enquire form.
Use it as practice for your new type of outreach email if you like, please include the details from the list above!
You can also sign up to our platform; Guest Bloggers Wanted for free and apply for new opportunities there.
I’d love to know if you have experience introducing yourself to other companies. What has worked and not worked for you? Tell us in the comments and let’s grow together!
You want to deliver a micro influencer campaign for your client because you know it’s going to spark real conversations which will turn into traffic and sales. But you have know idea how to go about finding, identifying and building a relationship with a micro influencer.
Before we get into the detail of how you can find micro influencers let’s identify what exactly we mean by micro influencer. Because, this is a relatively new term.
A few years ago marketeers talked about influencers and bloggers.
Influencers were those people who had amassed a celebrity like following of millions of fans. They could be a youtube star, Instagrammer or blogger. Usually they’d have a presence across multiple platforms.
Working with an influencer is likely to cost anywhere from $50,000 and up for a campaign. But for that, if you work with the right one your brand is likely to take off.
Gary Vee for example just did a collaboration with K-Swiss. They sold out in a matter of days. And created a lot of exposure for the brand.
Then marketeers talked about bloggers. Of course split down into different levels, but mostly split by the domain authority of their website.
Influencers were about brand awareness and driving direct traffic and sales. Bloggers were about building links and organic traffic.
That has shifted.
Because now Marketers are recognising the huge opportunity that some small blogs represent. And that is small but very engaged and loyal following of readers. So, there are now two categories we talk about.
What Is A Micro Influencer?
A micro influencer is someone who has a highly engaged audience. They are everyday people with an authentic following of 3000 people or more.
What To Look For In A Micro Influencer
When looking to engage a micro influencer there are two main areas you must focus on.
Just because one person writes about beauty doesn’t make them a great fit for your brand. For instance, say you are promoting a natural skincare product like Bull Dog.
You don’t want to work with an influencer who doesn’t care about using natural / organic products. So, it is very important to really look into who you want to work with and why. Make sure you understand what they are about further than a top level scan of their site.
It is also vital to understand how engaged their audience is. They cannot be categorized as a micro influencer if they don’t have anyone listening to what they have to say.
Remember, we are talking micro here, so it doesn’t need to be a landslide of engagement. But a blog which doesn’t have any comments or social shares should raise alarm bells.
The best micro influencers also engage with their audience in the comments. They take the time to offer additional value and get to know their audience. This is where the real value comes from working with a micro influencer.
How To Find Micro Influencers To Spark Real Life Conversation
So, now that you are all clued up on what a micro influencer is, how do you find them! Since there are different ways you can work with them to promote your clients products or services its going to change depending on your campaign.
Some influencers have a bigger presence on one platform over another. Let’s go through some different techniques now!
How To Find Micro Influencers On Instagram
Instagram is a great place to go and it is very easy to tell who has engagement and who doesn’t on this platform. Search for influencers by using hashtags relating to your product or service. Make sure you build your list on engagement levels instead of just pure follower count.
Or, use a marketplace like Starngage which connects brands with influencers.
Use an outreach or a relationship management tool
Another way you can find micro influencers is through an outreach or relationship management tool. There are a few different ways you can do this. And these work best if your campaign revolves around producing guest post content on the influencers website. Let’s go through a couple of those tools now.
This is every content marketers central tool! Enter a keyword and discover the most popular content on that topic. For the basic tool Buzzsumo is $79 per month which gets you an unlimited number of searches. The paid plan is needed if you are looking for micro influencers because rarely will they appear on the first few results you get when you trial the tool for free.
I used Pitchbox for several months and found it a fantastic tool for outreach. The great things about Pitchbox is it can integrate your email management which can get to be a bit of a nightmare when trying to connect with hundreds of influencers.
What I didn’t like so much was their prospecting, I found that I was doing a lot of manual work and creating lists which the platform told me it could do. So, I moved on.
3. Ninja Outreach
I moved on to Ninja Outreach. This is a tool which is focused more on the prospecting than it is on the emailing.
This tool will help you discover micro influencers and build lists of potential contacts to reach out to an engage with. You can also conduct your communication through the platform as well.
For a different way to go about prospecting Marketplaces like tribe are really intuitive and easy to use. You don’t have to mine a ton of data.
The influencers are already inside the platform and willing to work with you! Pricing is already set and everyone is clear on expectations. I find it a lot easier to go about prospecting in this way.
5. Guest Bloggers Wanted
This platform is one that we at Ginger Marketing built! It helps companies hook up with micro influencers from the UK specifically for the purpose of creating epic blog content.
It is still a small community but that is actually beneficial in many respects as there is not a ton of contacts to go through and sort through.
I love using Guest Bloggers Wanted for our our content marketing campaigns at Ginger Marketing. A marketplace is definitely the type of tool I personally like to work with.
As usual let us know your thoughts in the comments below!
Today's guest post is about a very important topic, longtail keyword research and I'm excited to introduce Sameer Panjwani the CEO of Mondovo.com to take you through what is the foundation knowledge you need to execute SEO now and in to the future!
Mondovo.com is an online marketing toolset that helps you track your rankings, monitor your site stats and research your competitors'.
A man of many talents, Sameer is currently on a mission hunt to help 1 million businesses grow organically through his products and services.
Without further ado, let's get in to it!
Long tail keywords are longer, more specific keyword phrases you can use to draw traffic to your site.
Using keywords is a highly useful marketing and SEO tactic, but long tail keywords are even more valuable because they drive better and targeted traffic.
Using a free keyword research tool can help you find the right long tail keywords and save money.
Using Long Tail Keywords
Long tail keywords seem counter-intuitive because they are very specific and seem not to optimize well. However, if a user searches Google for ‘shoes,’ the results will vary greatly in design, quality, size, brand and other innumerable variables.
However, if someone searches for ‘brown suede knee-high boot,’ the results are tailored specifically to that user’s needs.
These types of users have buying power because they already know what they want. By searching for narrower terms, they expect specialized results, and they more than likely already plan to purchase an item when they find it.
Not only that but for smaller companies, it’s harder to increase traffic by generic search terms alone. There’s too much competition.
Long tail keywords are an integral part of any marketing and advertising strategy. It may take more work, but in the long run, the results speak for themselves.
Managing long tail keywords requires establishing better lines of communication between a business and the market actively shopping for their products. If you understand what people want about your product or service, you can optimize these keyword phrases to your benefit.
Benefits of Long Tail Keywords
Long tail keywords draw less traffic, but the traffic is more focused, committed, and desirous of the product or service.
Long tail keyword searches comprise roughly seventy percent of page views. It seems like generic search terms generate more traffic, but that’s only the case for a select few who already have a large percentage of the market voice.
Just ten to fifteen percent of searches involve single keywords, so the likelihood of a user finding your site amongst all of this noise is low.
Optimizing for long tail keywords is cheaper than single keywords because there’s less competition.
Advertisers or marketing teams working within a budget find that running paid campaigns on long tail keywords pay less per click because there are fewer bids on these keywords.
Using a free keyword research tool also saves you money over the expensive subscription-based products.
Long tail keywords also improve search engine ranks because the market isn’t over-saturated with them and there are fewer pages that show as a result of the search.
Businesses that use long tail keywords inevitably display near the top of the results because they’re one of the only websites optimized for that keyword phrase.
How to Find Long Tail Keywords
Getting past the same keywords everyone else uses is tricky. There are a lot of tools on the market to analyze keywords and optimize websites, but when everyone is using the same tools, it’s hard to generate unique suggestions.
Here are some ways to circumvent popular tools and find long tail keywords the competition isn’t using.
Scrolling to the bottom of the search results on Google displays related searches. If someone searches for ‘delicious coffee,’ longer phrases Google suggests might include ‘iced coffee drink recipes’ or ‘coffee recipes with pictures.’
Using close variations of the original keyword yields better results because they’re not as popular as head or body keywords. On rare occasions, may even get lucky enough to find a related term that’s not a direct variation of the original. These are keyword gold.
Brainstorm ideas by checking out industry forums or question and answer boards. These online communities host hundreds, if not thousands of people asking questions related to specific industries and products.
If someone is asking a question in a forum, they’re also asking that question on Google. When Google didn’t have what they were looking for, they found a forum that might help.
These are gaps in Google’s search results of which marketers and advertisers can take advantage.
Google Trends shows high-volume keywords before Google Keyword Planner finds them. Google Keyword Planner suggestions are optimized, but the problem is everyone is using them.
Google Trends is a little-known tool, and the Google Suggest feature quickly checks a keyword’s popularity over time, providing valuable insight into which long tail keywords perform most consistently.
Keywords, tools to analyze keywords, and sites that rank using the same keywords as everyone else saturate the market. There’s no one-size-fits-all formula for how to find and use long tail keywords.
Research is a critical piece of a long tail keyword strategy because it identifies gaps in the market where success is more likely.
By using a free keyword research tool, you can stay ahead of the curve by understanding and appropriately using long tail keywords to increase site traffic and conversions, rank higher on search engines, save money, and steer clear of the competition.
As usual please let us know your thoughts in the comments below. Do you have a strategy for optimising your content around longtail keywords? Do you have a specific tool you use for your keyword research?
Written by Cheryl A Clarke Chief Happiness Officer & Content Marketing Freelancer @ Ginger Marketing (unless stated otherwise)
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