The Long Tail Last week, I wrote about how to succeed with B-list bloggers, but maybe some of you aren’t convinced. So, this week, I want to draw an analogy to successful Google AdWords approaches so that you can see how to apply that same technique to blogger outreach. When it comes to reaching out to bloggers online, there’s a … Continue reading
When it comes to inbound marketing, honesty and transparency reign supreme. When it comes to blogger outreach, Socialmedia.biz’s Chris Abraham advises, ‘be honest and everything else will follow. No tricks. No sleight-of-hand. Just honest, reaching out with relevant material.’ Continue reading
I had breakfast with John Bell of Ogilvy a number of years ago. He didn’t see the value of investing limited budget, time and resources on the long tail when those treasures would better be used to woo the high-fliers, professionals, top-cows and A-listers. That’s fair enough, and surely a common question, and a question we must address close to the beginning of every sales call we make at our agency when we propose blogger outreach to a prospective client.
The value comes from penetration, permanence, perseverance and persistence. There are only a finite number of members of every organization’s email list. Mashable and TechCrunch have a sizable but vertical (narrow) audience. Continue reading
Last week I told you how not to pitch a blogger in your PR outreach, so it raises the pregnant question of what exactly should you do?
For about five years now we’ve seen an extraordinary number of clients and potential clients who have frankly been afraid of blogger outreach because of the poor practices of companies and brands that have stumbled in their attempts to engage the blogosphere. So today I wanted to walk through our process to show you how it’s done. Just how do you pitch a blogger? Continue reading
Many people are keeping their circles of influencers small, believing it is better to invest limited time and resources on the most influential. Find out why a wider and more open-minded audience has more positive effects than we can realize. Continue reading
Look to the Long Tail to recruit brand ambassadors Well, as regular readers of this blog know, I am a Cluetrainian. This means I put more trust in the value and impact of the online influencer long tail than I do in the impact of the couple of dozen top influencers that most social media consultants and digital PR teams … Continue reading