Suh-wing and a miss!

Wow, I am batting .1000 in baseball references lately. You’d think my home team must be on some sort of tear or something.

Everybody knows that email pitching is a necessary part of not just a social media marketing campaign, but also of increasing your blog’s readership. It’s an art, though. Think of it like this: You can’t email the managing editor of a major newspaper with the latest news on, say, your community’s chapter of the Texas Federation of Republican Women and expect a response, right? Well, you can’t just email a blogger and expect him or her to fawn all over your product just because you say so. It’s just not going to happen.

Before you ask something from a blogger, contribute something. Subscribe to their RSS feed and comment on at least one post a day. At least. Submit their content to social bookmarking sites – bloggers often check to see where their content is and will notice who is submitting it. Add them to your blogroll and mention or link to their blog in your posts as you see fit.

Do that for awhile before you would even think about emailing the blogger. You’re not trying to fool them into thinking you’re a fan so you can mooch off their readership or influence. You’re trying to contribute to their community and show them that you’re legit.

Here’s the tricky part though. Even when you do email the blogger, don’t launch into your product, blog or website on your first email. Start exchanging emails with the blogger. They might ascertain that you’re eventually going to pitch something to them, but they will most likely respond better to a little finesse.

Anyway, bloggers are writers. Writers love to hear their work praised. Start by mentioning a specific post that you liked and what you found appealing or helpful about it.

Oh yeah: DON’T lavish love on their most recent post. I’m telling you; bloggers live to pick feeble marketing strategies like that apart. Let them know you’re a long time reader and poster. Let them know what you’ve submitted where and that they’re on your blogroll. Don’t mention your pitch until you’ve exchanged a few emails.

When you do make your pitch, hopefully, you’ll have a better sense of how best to communicate with the blogger and your communication will be more natural. You want your blogger to appreciate and respect you, too.

Blogging is such an organic form of communication that it shouldn’t come as a shock to know that bloggers don’t want to be manipulated into endorsing something.


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This entry was posted on Thursday, May 22nd, 2008 at 8:24 pm and is filed under Social Media. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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