As a popular blog in the B2B space, SocialMediaB2B.com get lots of pitches from PR firms about a variety of social media topics. Most of them get deleted without even getting read. It is a PR pro’s job to get coverage for their clients and many still don’t understand how to do that in the blog space. Based on some of the emails we receive, here are the fastest ways to guarantee that your pitch email will get deleted and you will not get the coverage you are looking to attain.
1. Send just a press release
This is an insulting email. There is no greeting or even pretend personalization. It is also the quickest way to get a blogger to click delete. This says to bloggers that someone thinks blogger outreach is important, but I don’t. I’ll just email out the press release and check off the “blogger outreach” box on my status report.
2. Send off-topic pitches
Many bloggers have a passion for their topic, and no matter how broad that topic is, they rarely stray too far from home. Before pitching a blogger, make sure you have looked at the blog and read the last 5-10 posts to get an idea of what they cover and what kinds of posts they publish. Even with a name like SocialMediaB2B, you would be surprised how many pitches we get for consumer social media campaigns. If it’s not B2B, we are not going to cover it.
3. Send a blast email from an email service provider
I know email marketers hate the term blast, but in this context, it is the correct one. While it might make things easier for you to load up bloggers into your email program and send an email out to your whole list, it does not send the right message to blogger. We want to feel special. By doing this you are also giving bloggers an unsubscribe button. They will usually click that to prevent hearing from you again.
4. Don’t introduce yourself
B2B sales and marketing are about relationships. Social media is about relationships. Blogger and influencer outreach are about relationships. There seems to a trend here. Why not build a relationship with a blogger before your next announcement? You can make a blogger’s day by sending a short email introducing yourself as the pr person for a company that might be relevant to their space. Ask if you can help them with anything. Most bloggers have more ideas than time, and running the blog is a matter of priorities. If your company is indeed relevant, there probably is something on their mind that can move to the top of the pile now that they have a connection for information.
5. Forget that bloggers may not blog during business hours
Most bloggers have day jobs. Contact them via email, or another way if they suggest a preferred method of contact. Unless your pitch is the right idea at the right time, don’t ever expect a phone call back. It’s not how many bloggers work. If a blogger is knowledgeable in an industry, have you checked out to see if they work for a competitor. In niche industries that can be very likely.
6. Pitch an interview with the CEO
Maybe this is just me, but every time I read a pitch that offers me an interview with a CEO of a company I just laugh. Maybe that’s supposed to make me feel important, but if I want to cover a product launch, I would be more interested in talking to a product manager or an engineer. As a blogger, I would expect that CEO’s comments would be too prepared and not provide enough value to my readers. Bloggers are looking to provide the most compelling information to their readers, and you may not get that from the CEO. They are probably going to give you something very much like the quote in the press release.
What are other ways to guarantee that bloggers won’t read pitch emails?