Blogger Spotlight: Angie Silver of SilverSpoon London
Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines, and to successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens of great bloggers from around the world.
Since bloggers rarely talk about themselves – they tend to talk about everyone else instead – we hope to showcase their skills, expertise and opinions in this blog series. Get to know them, learn from them and hopefully you will find an innovative way to collaborate with them.
Today’s blogger is Angie Silver, the founder and writer of SilverSpoon London. Her blog reflects her two passions: London lifestyle, especially the restaurant scene, and luxury travel. Angie’s uses her personal experience and recommendations to ensure her readers will be informed about the very best a destination has to offer.
Every blogger has a different story on how they got started blogging. What is yours?
I was working on another business venture and I started to develop the blog as part of that. I found that I enjoyed the blog even more than the other business and I decided redirect my focus. When I came to the decision that it was what I wanted to concentrate on, I renamed and rebranded to reflect my chosen style. I’ve always been passionate about food and luxury travel and my friends had constantly asked me for my advice on where to go and where to stay, the blog was the opportunity to collate this information all in one place and to write a personal diary that I can always long back on.
Like most successful bloggers, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I prefer to mostly work with brands I know of and I will certainly only work with companies that share my values and are of interest to my readers.
What is your take on press releases? Do you like receiving them or do you simply discard them?
I always keep abreast of luxury travel news and trends through websites, news and other bloggers. However, it’s very useful to receive a press release straight from the source. It’s inevitable that I’m going to get some irrelevant ones but these can be filtered out and discarded very easily. I don’t run stories on my blog purely based on the press release, as my blog is all about my personal experience. However, if the news was of interest to my readers, I would certainly share it on my social media.
What would make you choose to work with a brand on a giveaway campaign on your site?
I prefer to work with brands that I’ve heard of and already have some sort personal connection with. However, if the brand espouses the same values as me I am certainly open to working with them. I’m always careful when I choose what prizes that I give away as I want to make sure it’s they are right for my blog and my audience.
If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
I prefer to be contacted via email so I have all my communications in one place. I also think it’s safer, some brands want to send me samples of products and I prefer not to give out my address over Twitter.
What is the coolest gift you have received from a luxury brand in a blogger outreach program?
I’ve been fortunate enough to stay in some beautiful hotels and dine in amazing restaurants. I’m very grateful for the opportunities that my blog has given me.
Of all the social media channels you engage on, which one do you prefer and why?
I really like the interaction that you get over twitter. I’m able to network with brands I’m interested and have a personal connection with my readers.
Which social media channels does your audience interact with the most?
Mostly Twitter, but I think Instagram is also huge for the luxury travel market. The visuals of beautiful places, hotels and scenery just can’t be fully appreciated in words.
In your opinion, what does it take to become successful on social media?
Dedication. A continuous and consistent social media presence in vital, as is networking and interaction with the right people. Good content is also important as well as eye-catching visuals.
What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
Both! Blogging is my business but I’m absolutely passionate about it so much so that you can rarely pull me away from my computer or phone!
Apart from blogging, do you offer additional services to luxury brands who choose to work with you?
I have a strong background in events planning and I’m happy to help with organizing group blogger events.
If you had to mentor a new blogger, what is your go-to advice to become successful?
Definitely focus on what you love to write about and with so many bloggers out there, make sure that you have a niche. You won’t become an overnight success, building a blog takes time and dedication. One of key ways I’ve found of growing my blog is networking both online and offline. I have a strong relationship with other bloggers and my readers on social media, but I also meet them face-to-face at events and meet ups.
Reach out to Angie on Facebook, Twitter, Instagram or Pinterest. You can also email her directly. Or, connect with us for an introduction.
Blogger Spotlight: Yasmin of Luxury Travel Diary
Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines, and to successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens of great bloggers from around the world.
Since bloggers rarely talk about themselves – they tend to talk about everyone else instead – we hope to showcase their skills, expertise and opinions in this blog series. Get to know them, learn from them and hopefully you will find an innovative way to collaborate with them.
Today’s blogger is Yasmin, a travel addict in love with the finer things that life offers. Her blog, Luxury Travel Diary reflects her devotion to her passions – travel and fashion. Be it a boutique hotel or the latest haute couture collection, you are sure to get a glimpse into the world of luxury, as she perceives it.
Let’s find out her take on the luxe side of life.
Every blogger has a different story on how they got started blogging. What is yours?
I was a regular poster on Flyertalk and TripAdvisor but I felt that TripAdvisor was getting diluted by a lot of unfair posts and pictures of defects within the hotels (hairs in plug holes, rust on radiators etc) rather than focusing in on the overall experience. I wanted to write honestly about the beautiful hotels I have been fortunate enough to stay in, but focusing in on how special and individual each hotel is. I have extensive experience of luxury hotels and products. My husband is a brilliant developer so he made me a beautiful website. Now people read and like what we are doing which is an honor. Every day it gives me great joy to share our wonderful stories with other travelers. I hope it inspires people to take the trips we have done and stay where we have stayed.
What is your take on press releases? Do you like receiving them or do you simply discard them?
This really depends what the press release is. If it is, for example, a high end brand hotel opening or a fun fashion release with beautiful photos, we will certainly consider running it.
What would make you choose to work with a brand on a giveaway campaign on your site?
Holidays always work well and are wonderfully visual so our readers love them. We have no problems setting up a competition as long as the prize is appealing enough.
If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
Email is always the best as we get so many DM messages particularly on twitter that we can occasionally miss them.
What is the coolest gift you have received from a luxury brand in a blogger outreach program?
We do get offered many wonderful hotel nights (usually not in the highest season) and have received wonderful ski equipment and gear as well as some superb jewelry. My current favorite is a piece of luggage kindly sent to me from Dressage Collection. It is truly beautiful!
Of all the social media channels you engage on, which one do you prefer and why?
Twitter, the audience is absolutely lovely and sends me kind messages suggesting places to go and feedback on my articles. I love this kind of interaction and to know that people enjoy reading what I write… well there is nothing better!
Which social media channels does your audience interact with the most?
Twitter is our most interactive channel.
In your opinion, what does it take to become successful on social media?
Hard work, more hard work, more hard work and when you go away to review places you have to remember you are taking your audience there too and must keep up the live tweets so a holiday is never quite a holiday! Suits me though, I’m not a sunbathing kinda gal – I get bored easily!
Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
Yes I think Klout score is very important as there are a lot of social media accounts out there, and this is the easiest way to differentiate between the offerings. We currently rank 65 and we are still going up.
What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
Both!
Apart from blogging, do you offer additional services to luxury brands that choose to work with you?
I am open to suggestion.
Do you think luxury brands should understand that blogging is also a business for some?
Yes, it is for me- I don’t think you can write a good blog part time, it needs to be a full time occupation and passion. Some brands like to get coverage for free and get upset if it is not offered – Not cool.
What would you say is the best thing about being a luxury blogger?
It is a passion of mine. Luxury Travel in particularly is what I love and by writing my blog I am able to share this with my readers. It makes me truly happy!
If you had to mentor a new blogger, what is your go-to advice to become successful?
Pick a subject that you really truly love, then just do it. I think a lot of blogs are started, and then the writer becomes busy with something else. If you really want to be a blogger you need to give up pretty much everything else and put all your energies into your blog. As always, there is no magic to success, it is unbelievably hard work, but if you love what you do, and I do, it is absolutely worth the hard graft.
Reach out to Yasmin on Facebook, Twitter, Instagram or LinkedIn. Or, connect with us for an introduction.
Blogger Spotlight: Carlos Melia, Luxury Travel Curator
Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines, and to successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens of great bloggers from around the world.
Since bloggers rarely talk about themselves – they tend to talk about everyone else instead – we hope to showcase their skills, expertise and opinions in this blog series. Get to know them, learn from them and hopefully you will find an innovative way to collaborate with them.
Today’s blogger is Carlos Melia, a Travel Agent/Travel Blogger/Concierge/Hospitality Consultant/Wedding Planner specializing in bespoke luxury experiences. With 25 years of experience in the luxury travel industry, he is sure to be the best guide you can have when it comes to tailoring your travel plans according to your tastes and inclinations. Direct access to exclusive suppliers and services makes him the best luxury travel curator you may have.
Every blogger has a different story on how they got started blogging. What is yours?
Way before becoming a travel blogger, I have been a travel agent and I have a bachelor degree on hotel and restaurant management. Travel blogging happened as a consequence of that. Clients always asking where to go, where to eat, where to stay, what to do. At that time, I was mainly doing inbound travel to Buenos Aires, Argentina (where I am original from). So I decided to start a blog, with all the info. So when a client would ask me, I would just send them the link and done, instead of writing the same exact email over and over. Well so I did, and it become very popular by viral effect. The word-to-mouth began, and I started to receive invitation and pitches from around the world… from there one…. here I am.
Like most successful blogger, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I base my decisions on those that represent true travel and life experiences foremost. If I see there is an interesting angle to cover, explore and share, then I am all over it. Other than that perhaps my second criteria goes by destinations. Finally I do consider travel icons… I love to experience them and learn about them, we do not have that many of them anymore.
What is the best pitch you have received from a luxury brand? What is the worst?
I always repeat myself, but the best one ever was and has been living with the elephants at the Four Seasons Tented Camp in the north of Thailand, in the region called Golden Triangle. Second best, to add something new, has been two of the Orient-Express Trains I did, once in Scotland and second from Thailand to Singapore. Hmmmm worst, ha ha …. in my case, anything that has to do with the heavenly island of Jamaica. I am not a fun at all.
What is your take on press releases? Do you like receiving them or do you simply discard them?
I read them, only if they are short and to the point. I keep the once I find an interest on….. and that’s it. I mean it helps me to be inform and up-to-date. Now I never do write ups or posts based on press releases. I am an experiential travel blogger, so I only report on things I have tried myself and based only on my own travel experiences. This is, I think, the key to my success. Over the years, I have managed to gain the respect and trust of clients and readers, based on this commitment.
If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
Any mean of communication is good, either conventional or unconventional. This way, in the past, I have managed to discover true gems that are completely off radar, and truly represent the soul and spirit of the destination and culture to feature.
In your mind, what makes a successful blogger outreach program? Is it the incentive, the brand itself or the relationship you already have with the brand?
In my case has always been the relationship you have with either the brand or the PR firm that represent them. This not only to their own products/services, but as a referral to fellow brands. Many times I have been referred from one group to the other, or even better, when one group sees the work you have done for their competition, then that’s the best introduction.
Of all the social media channels you engage on, which one do you prefer and why?
For the last year and a half, I am in a full on love affair with Instagram. I think is the one that best allows me to express, show and share what I experience while traveling. It is also a great way to connect to new and potential brands.
Which social media channels does your audience interact with the most?
Instagram, but I must be bias here… since this is the one I spend the most time on, and people know can reach out to me instantly, regardless where in the world I am.
In your opinion, what does it take to become successful on social media?
Find a voice, find a niche, be consistent but don’t overdo it. I am guilty of all that, and over the years I have learnt, paid the price and still learning.
Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
Hmmmm I do every month or so. Anyhow they remind you periodically. The last I recall, my KLOUT Score was 68, but I must admit I don’t even know that it means, nor if its high or low. Brands approach me, because they know that I having been around for quite a while. I have managed to become a brand and referent. Despite that my readership is very diverse, brands are well aware that I have managed to become a referent for Luxury Gay Travel. This is a niche within the niche, one of the most difficult to access, and one of the most daunting to find the right ambassador to do it with. Over the years, groups like Belmond, Four Seasons, Mandarin Oriental among many others, have chosen and trust me as one of the few to carry their message to this affluent niche of market.
What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
Both. My business is my pleasure. I love what I do and I am very passionate about it. I grew up in a family of commercial pilots, I have been around the world three times and counting for the forth. As I become older, I have transitioned organically from back-packing to luxury travel. I have over 25 years of experience working within the travel industry, for travel agencies, hotels, airlines, printed and digital publications…. so travel it is my DNA.
Apart from blogging, do you offer additional services to luxury brands who choose to work with you?
Yes of course. The ROI - Return on Investment, behind my blog, is that I am a full service Travel Agent. So most of my clients follow my travels around the world, looking for their next travel experience. It is not rare that I review a hotel or airline, and days after a client calls or emails me to book it based on my reviews. Other than that, I am the founder of LGTNetwork - Luxury Gay Travel Network. Our goal with this networking group, is to narrow the existing gap between mainstream luxury brands and the leading gay travel professionals, press, bloggers and influencers. Our pillars we cherish and promote are: Good-Fellowship, networking, communication, experience, education and trust. So there you see…. I have my blog CarlosMeliaBlog.com which mainly caters to the direct client and then LGTNetwork.org with caters to the travel professionals, conventional/unconventional press and influencers.
Do you think luxury brands should understand that blogging is also a business for some?
Of course. But I think that those that are taking it seriously, do know that. Bloggers have come a long way in the last five years. I always remember my beginnings, seating at the end of the table, being the new kid on the block. Now I seat among the leading travel publications from around the world, offering a more dynamic and global approach.
Do you manage more than one blog? If so, which ones?
Yes. !!!! I do my main blog CarlosMeliaBlog.com - www.carlosmeliablog.com. Then I manage the blog for LGTNetwork - www.lgtnetwork.wordpress.com. For the last 4 years I have been the official blog master and social media master for Les Clefs d’Or UICH - www.lesclefsdor.wordpress.com and for the last 3 years, I have done the same for Fashion Designer RUBINSINGER www.rubinsingerblog.com
What would you say is the best thing about being a luxury blogger?
Ha ha ha …. I always joke about this. Life of champagne with salaries of beer. !!!! You are allowed to experience things, which many think impossible or unreachable.
Have you rub shoulders with the rich and famous through your work as a luxury blogger?
Yes… but that is not something that impresses me. I have been connected to the world of Luxury Travel since very young age. I always believed, and I might be proven wrong, that to work in Luxury, you either had to be born in it, or work for it. Mine was the second, and I feel that I truly understand it, beyond the mere concept of self-indulgent.
If you had to mentor a new blogger, what is your go-to advice to become successful?
I get emails all the time, from new bloggers, looking for advice and inspiration. I always tell them: find your voice, find your audience and do what you enjoy doing, if you want it to come natural and be successful.
Get in touch with him on Facebook, Twitter or LinkedIn. You can also email him. Or, for an introduction, reach out to us.
Blogger Spotlight: Dr. Paul Johnson of A Luxury Travel Blog
Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines, and to successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens of great bloggers from around the world.
Since bloggers rarely talk about themselves – they tend to talk about everyone else instead – we hope to showcase their skills, expertises and opinions in this blog series.
Get to know them, learn from them and hopefully you will find an innovative way to collaborate with them.
Today’s blogger is Dr. Paul Johnson of A Luxury Travel Blog. With over 25 years of experience in the travel industry, he is a repository of knowledge for the discerning traveler, whether you want to find out about charming hotels, gourmet restaurants or other finer facets of travel. The Daily Telegraph named A Luxury Travel Blog as one of the world’s best travel blogs, and that’s not for nothing – today it attracts more than 400,000 unique visitors per month. And the popularity is only increasing.
Let’s take a look at what he has to say about luxury travel.
1. Every blogger has a different story on how they got started blogging. What is yours?
I started with A Luxury Travel Blog ( www.aluxurytravelblog.com ) back in 2005. In blogging terms, this makes me quite an early adopter and probably accounts, at least in part, for the site’s huge success. Prior to that (and still to this day), I have been a Director of The Dedicated Partnership Ltd. ( www.dedicate.co.uk ), which specialises in internet marketing for the tourist industry). I had been dabbling with a personal blog for a year or so prior to this and saw that most travel blogs at the time were backpackers documenting their travels. My interests lay in luxury travel, which didn’t seem to be catered for well by blogs, and the rest is history. Today, A Luxury Travel Blog is widely regarded as one of the most successful luxury travel blogs out there. It was voted “one of the world’s best travel blogs” by The Daily Telegraph and “best for luxury” and now enjoys in excess of half a million unique visitors per month. (Few travel blogs even achieve a tenth of this figure.) I am also a Director at Kendal Holiday Cottages Ltd. ( www.kendalcottages.com ).
2. Like most successful bloggers, you probably receive hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
Actually, in my case – and I’m not exaggerating – I get thousands per month, not hundreds! What makes me decide to work with someone is the nature of the approach and the suitability of the proposal. Those that contact us are referred to our guidelines that explains a variety of ways in which they can work with us. Many take no notice of the guidelines and just fire off a press release. Others will pitch some kind of counter-proposal which doesn’t interest us. A minority (sadly) take time to go through the material we send them and carefully pitch in accordance with the site’s guidelines. If the fit is there, it’s the latter we choose to work with.
3. What is your take on press releases? Do you like receiving them or do you simply discard them?
A big no-no. We don’t like receiving them and we state as much in our guidelines, yet so many still insist on sending them or adding us to their mailing list to receive all future releases. On receiving a release, we remind people of our guidelines for pitching to us. If they still persist after that, we just mark any such emails as spam (which is ultimately bad news for the PR company as all their emails to us then won’t be seen at all).
Picture it from the blogger’s point of view: assuming the blog is popular, the blogger is getting lots of these on a daily basis. Adding to an already busy inbox with unwanted releases is only going to serve to irritate and make a poor first impression with the blogger. Furthermore, press releases – by their very nature – are invariably duplicate content (something which Google isn’t too thrilled about) so any blogger worth their salt will find little incentive in copying and pasting content from press releases.
4. What would make you choose to work with a brand on a giveaway campaign on your site?
First and foremost, I’d be looking at whether the giveaway is a good fit for the site. Secondly, I’d be looking more closely at the prize itself – is it attractive and of significant value? If it’s not, it’s less likely to generate interest with readers of the blog, and so that would be of less interest to me. I would also be looking at whether the prize is open to all – we have a worldwide audience so a prize of two nights in a luxury hotel in Barcelona, say, is only really appealing if flights and transfers are included. I don’t like to run giveaways where the winner might have to spend money (on flights, for instance) in order to take up their prize.
5. If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
They should use the contact form on our site – >www.aluxurytravelblog.com/contact-us
6. In your mind, what makes a successful blogger outreach program? Is it the incentive, the brand itself or the relationship you already have with the brand?
All can be a factor but, perhaps most importantly of all, is how it is pitched and how good a match it is.
7. What is the coolest gift you have received from a luxury brand in a blogger outreach program?
A trip across Nepal and into India with Land Rover in 2013, trialling the brand new Range Rover Hybrid (it wasn’t even available to the public until the following year). We even got to go on an Everest flight as part of the trip.
8. Of all the social media channels you engage on, which one do you prefer and why?
Probably Facebook although we have an even greater following on Twitter. I just find the interface more intuitive, easier to use and less overwhelmed by ‘noise’.
9. Which social media channels does your audience interact with the most?
Facebook and Twitter. We’re also semi-active on Google+, LinkedIn and Pinterest, but it’s Facebook and Twitter where we have the greatest following (over half a million followers across the two combined) so that’s where we also tend to have the greatest engagement.
10. In your opinion, what does it take to become successful on social media?
A lot of time, dedication and devotion, where possible, to individual, personal relationships. Constant, on-topic engagement is key to continued social media success.
11. Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
No, I pay no real attention to Klout although, because I’m a member of a blogging association that uses it in their database, I am aware that my own score is seemingly rather favourable.
12. What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
For both. It’s for business (my blog is my full time job) but I’m lucky in that I love my job, so it’s a pleasure also.
13. Apart from blogging, do you offer additional services to luxury brands who choose to work with you?
Yes, I offer online marketing consultancy services for the tourist industry. This can cover anything from helping with website analyses, SEO analyses, travel writing, travel photography and social media training and assistance.
14. Do you think luxury brands should understand that blogging is also a business for some?
Yes! For serious bloggers, it is very much a business. I think brands are slowly waking up to the fact that some bloggers carry a hugely significant influence.
15. Do you manage more than one blog? If so, which ones?
I have run several blogs in the past but currently I am focusing purely on A Luxury Travel Blog. Keep an eye out for www.aluxuryfashionblog.com and www.aluxuryhomeblog.com too – when the time is right, I might just launch them also. I also oversee the content on blogs for a few travel-related clients.
Follow Paul’s new adventures on Facebook, Twitter, Google+ and Pinterest. Or, get in touch with him via the site’s contact form. Or, if you are feeling a little shy, reach out to us for an introduction.
Ten Tips For Reaching A Luxury Blogger
After sending dozens or even hundreds of press releases to bloggers who are online influencers in your niche, you might wonder why you have received so few replies. Could it be that your pitch went into every one of these bloggers spam folder? Or could it be that you didn’t send anything of value to the bloggers? Wouldn’t it be nice if bloggers took the time to tell you why?
At LuxeInACity, our digital showroom, we have received thousands of press releases by luxury and luxury travel brands that hope to get exposure on our blog and social media channels. Yet we have worked with only a handful. Why? Because we felt that these PR pitches were simply not addressed to us.
To help you reach us and other bloggers like us, stand out from the mass by applying the recommendations below.
1. Don’t spam
This is probably the most important thing to remember: Never ever send a message or press release to a mass distribution list. Why? Because no one likes spam. There is absolutely no difference between receiving an unwanted press release from an agency and receiving a sales pitch by a random email marketer trying to sell you fake goods. We treat them the same. Unless you are LVMH and have major news to tell, your mass message will most likely be ignored by all. It’s just too easy to overlook. And if you keep sending weekly emails without ever actually trying to connect with us, you might just make us mad. If we have talked over the phone and you still send me emails via your distribution list, you just lost some hard-earned privileges. Simply don’t spam.
2. Engage 2-3 months in advance
Yes, you read it right. Don’t expect to build a relationship with a blogger in two days or worse in two hours. They need time to get to know you. Bloggers receive hundreds of emails a week and barely have time to reply to the most important ones. Take us for example, we are a boutique luxury agency with real life clients who want us to build their brand’s image, to create engaging content for marketing, social media and SEO and who expect us to work on tight deadlines. If you send us a press release but we don’t know who you are, what do you think we will do? That’s right; we will most likely simply skip over the request and continue working on our paying gigs. But if you are our friend, we will most likely make a last minute exception and work with you.
3. Introduce yourself or your PR/SEO agency.
Before you start talking about how great a brand, product or event is, start by telling us who you are. Makes sense doesn’t it? How can we establish your credentials if we have never heard of you? Don’t be shy to tell us about your agency and share your personal profiles on LinkedIn and Twitter. You don’t need to write a full paragraph about yourself but do give a little insight, something other than what’s in your signature.
4. Pitch to a real-life person not a robot
I never thought I would say this, but consider talking and getting to know us a little before you reach out to us. Use our name in the email instead of “dear blogger” and remember to spell the name correctly. My partner/sister’s name is Maxine yet we get so many emails written for Maxime. If you start with dear blogger or a simple hello, you tell the blogger that you don’t care about them enough to find out their name. We have even posted our names and linked our LinkedIn profile on our homepage yet few refer to us by our names or take the time to connect. No name equals no replies.
5. Pitch to a blogger not a journalist
Remember, bloggers write about what they want to, not what they have to. They don’t have to cover the news or tell your story. They do as they please and write because they are passionate about their niche. Here at LuxeInACity, we love luxury and especially luxury travel, we have writers who roam the globe, so invite us for a drink or a snack and get to know us a little. If there is no possibility for a rendezvous, show us how your brand would appeal to our audience instead of simply summarizing the content in a press release. If you are a hotel and have a new killer summer menu, invite one of our fans for a complimentary meal. Remember, we are in a new media era and our fans want us to interact with them, so we need to be able to interact with you.
6. Don’t copy/paste
Please, never do this again. You can attach the press release and all related images, .pdf and videos in a Dropbox folder but don’t include everything in the email. If you are like me, you have a smartphone linked to your emails. You get a ping and you instantly check the message. If I see that it’s a copy/paste of a press release, I simply click delete. If I see that it is a personal message with an outline of the pitch, I will keep it for a further review. Also, if you get my personal email from a reply, don’t take it as an “I want to subscribe to your mailing list for all ongoing press release distribution” sign. Unless I personally sign up to your mailing list, don’t sign me up.
7. Make it easy
Time is money and a blogger has little time to run around trying to get images to promote your brand. So make it easy for them and provide everything in a convenient Dropbox folder. Also, make yourself accessible to the blogger for questions or additional resources as needed. Bloggers have editorial calendars and if they tell you they hope to publish your article on a specific date, don’t make them chase after you! Remember that they are working for you and you want them to be on your side.
8. Don’t ask for stats
Again, do your research. If you find a blogger and have taken the time to reach out to them, it’s probably because you believe their audience is a good fit for your brand. So why do they have to prove to you that they are online influencers? If the blog ranks under 500 000 on Alexa, has thousands of social media fans, you should know they have all the influence you need.
9. Make it Win-Win
Not every blogger hopes to make money from their blog but do respect bloggers who write for a living. When you ask a blogger to write about your brand, you ask them to do the work for you. If you are a PR agency, your clients pay you to try to generate some media exposure for them. So, why is it so hard for PR reps to understand that bloggers with huge followings should get compensated for their hard work? Try getting thousands of fans to read your blog and follow your social media channels and you will see why bloggers should be compensated. It’s not easy and it is very time consuming. Think of a blog as a business because that is in fact what it is. If a brand has money to pay a PR firm to find bloggers, then they should also put money aside to pay the bloggers to actually promote them to their desired clientele. Would you work for free? I don’t think so, so explain to your clients that bloggers shouldn’t have to either.
10. Say Thank you.
So many PR reps forget to send out a simple thank you email. Everyone appreciates recognition for work well done. If you forget to thank a blogger, don’t even think of reaching out to them in the future with another pitch. If you have joined the social wave, keep in touch and join them in any interesting discussion. A little love will go a long way for your next pitch. Trust us on this.
After reading this post, try sending us your pitch at LuxeInACity and hope for a quick reply. If you get one, it means you have mastered the art of pitching to bloggers.
After reading this post, try sending us your pitch at LuxeInACity and hope for a quick reply. If you get one, it means you have mastered the art of pitching to bloggers.