Share this:
As a small business owner, though not one that would benefit much from working with bloggers, I was excited about this session on Working with Small Businesses with Michal Chesal and Julie Cole. I love to support small businesses, and I’d like to work with more of them.
Know Who You’re Getting in Bed With
- Are your brands aligned?
- Is it the correct audience?
- Is it a “fit?”
A good fit can include everything from aesthetics of your blog to how you communicate on social networks (like cursing, trashing other people or businesses regularly, etc) to your history of working with brands because it was good money but not very authentic.
Pitching Pitfalls
- What works and what doesn’t?
Mabel’s Labels was one of the first companies to reach out to bloggers…and do it WELL. - What to include
Do your research, and don’t be too general. Do someone of the background research for them by linking to some of your posts that would be relevant to the type of pitch you’re making. Try to be flexible and offer different options for different budgets, as small businesses don’t have the same financial resources. If you’re asking for money, be sure to tell the brand what they’re getting in return.
Have a Relationship
Foster a long-term relationship, not a one-night stand. Relationships are so important because there is so much future potential for growth on both sides, brand and blogger.
Think Outside the Box
It’s not all about product reviews. Listicles are of interest to small businesses. Social media posts on Facebook and Twitter. Twitter parties. Giveaways. Multi-brand and multi-blog giveaways or other campaigns are other things to consider. Organize focus groups.
What are Small Businesses Looking For?
How is working with a small company different than working with a big brand? Big corporations often have very set guidelines for the types of promotions they will or will not do. Small businesses can be more flexible. You get a more personal connection.
How to Connect
Does the small business have existing programs with bloggers? Make sure you’re easy to contact. If you have to re-brand, be sure to include information for people who knew you under your old blog name and handles. Some small businesses don’t like contact forms. (But many bloggers are hesitant to just toss their email addresses out there. Because spammers.)
Bigger is Not Always Better
Smaller blogs (*cough*) often have better engagement and more unique audiences than bigger blogs with better numbers. Smaller brands can give you more personal attention and longevity.
Always tag brands where you share about them! They can’t share it with their audiences if they don’t know you shared it.
That’s me: Christina Gleason. I’m a writer, editor, and disability advocate. I'm a multiply disabled autistic lady doing my best in this world built for abled people. I’m a geek for grammar, fantasy, and casual gaming. I hate vegetables. I cannot reliably speak, so I’ll happily conduct business over email or messaging instead.
