First of all, if you’ve missed any of the previous installments in my “This IS My Real Job” series please check them out below so you can get to know the heart behind it all:
The Road to Blogging for a Living
A Day in the Life
Blogger-to-Blogger Relationships
Today’s subject is basically exactly what the title says: it’s for companies that are looking to work with bloggers AND an encouragement for bloggers to not sell themselves short for the sake of working with brands. It’s a fine line, so I want to share my story and perspective in hopes that it will help both sides! Please know that my heart in this is to share what I’ve learned, and as always PLEASE do what’s best for you and your brand!
A LITTLE BACKGROUND
When I first started blogging I remember thinking that it would be JUST SO AMAZING to get all of the free stuff that companies out there were offering. It seemed like every blogger I was reading had a new product they were trying out for free, and it always seemed like it was just the most awesome stuff. I thought that surely that was how you made it big – by trying out free product and giving a shout-out on your blog. I was sure there would be life there, and that if I could just get a brand to give me stuff I would have “made it.”
First of all, I think this mindset shows that I was not in a great place at this point. Me getting stuff and me getting popular were what I was looking for, rather than working on creating an actual brand and wanting to better the lives of others through what I was sharing. I just wanted the things, nothing else, which is why it seemed to make me so unfulfilled. I remember the first email I got from a company to try some of their free product and host a giveaway: it was a teensy family company in Dallas wanting me to try their line of gluten-free granola bars.
Now this should have been a red flag to me, and I think that if I had really known what I wanted to accomplish with this blog I would have said no, but at the time I was just so excited to have been contacted by someone for all of the free things I mentioned above. I said yes, got the bars, tried them, and promptly wrote a post and hosted a giveaway. In all honesty I didn’t really like the bars, nor do I really care about gluten-free things for myself, but that whole “gimme gimme gimme” mindset had me proclaiming that these were, in fact, the best bars on the planet. Looking back now I’m really ashamed of that dishonesty, but I’m also thankful that I soon came to realize that it wasn’t all about saying things were great.
WHO ARE YOU?
When it comes to working with brands as a blogger I think it’s supremely important to know who you are, what your blog represents, and what you like beforehand. Going back to my first giveaway example I should have realized a few things:
- I don’t eat gluten-free;
- I typically don’t like gluten-free things;
- I don’t like granola bars;
- I don’t even really like bars of any kind;
- This product didn’t really represent anything about me.
But the thing is that I also had no idea who I was or what direction I wanted my blog to go at that time. I just knew that I wanted to seem cool, so I dove into something that I wasn’t really prepared to endorse well. It’s so extremely important to know who you are before you just say, ‘YES!’ to a company wanting you to try and giveaway product. You need to know the things you love, the companies you like, the person you are, AND the kind of blog you have before you just sign up for every company seeking you out. These days I only say yes to companies that I truly believe in and that line up with who I am, what I like, and what I want to be on my blog, which means that realistically I’m saying ‘NO’ to about 5-6 companies per day. It’s hard, but it’s more important to preserve my brand!
THIS IS REAL WORK
When a brand seeks you out the people contacting you will likely be super passionate and on fire about their product, writing the most exciting and complimentary email to you ever. It will be hard to look past the compliments and get to the part where you actually have to do work for it. In most cases you’ll probably want to try the product (whatever that entails), then photograph it, then write about it, then do all the necessary steps for a giveaway, then (typically) pay for the shipping to the winner, then promote it on all of your social media platforms.
You guys, this IS WORK. Real work.
These days my time means so much more. Besides the fact that being a mommy and wife are my first and foremost jobs, I also now have 4 years of blogging and social media experience under my belt. I have been really blessed to have worked with really huge brands and have been part of really cool campaigns. I want to put my (and whatever brand I work with) best foot forward on here, and it is important for me to realize that when I’m communicating with companies who want to work with me. This work is what I love and it’s what I have signed up for in terms of my job, but because of that…
NOTHING IS FREE
Unless it’s an organization that I really believe in I don’t say ‘YES’ to brands that are asking to work with me, PR people who want me to share information, or companies wanting to get their name out via blogs/giveaways unless there are two criteria that are met:
- It (whatever “it” is) has to be in line with who I am and what this blog is about;
- IT HAS TO PAY.
Now I know that the second criteria there sounds greedy. Really, I do. It took me a really long time to see that this blogging gig is my real job, and if that’s the case then part of its larger purpose is to help me provide for my family. It’s my business. It’s my brand. And if it was a business with a real office and other employees, I wouldn’t be doing things for free. Therefore I don’t do things for free. Period.
I also feel like I should say this: if you’re just starting out it may not be a terrible idea to do a few things for free as long as it’s with brands/companies you really truly support. It helps you build up a resume of sorts, and practice always makes perfect. I’m not saying do things for free forever, but til you gain a little experience in the blogging industry it’s not a terrible idea to support companies you really enjoy.
Another point in this matter is this: blogging is a REAL job (can you tell by the series title? ;)) and if every blogger out there was doing stuff for free for companies then it would lessen the seriousness of this online community. In general it costs practically nothing for most companies to send you free product, and they’re basically able to get really great and FREE publicity for doing so. I can’t knock that; it’s a smart and inexpensive business move. But (also in general) most companies have a marketing budget that exceeds sending free stuff out. I usually respond with something like this:
Dear _________,
Thank you for your email! It’s easy to see how passionate you are about ________________. Because of my ever increasing workload I am only accepting campaigns that are paid, with a minimum amount of $____. If this is something that is within your budget I would love to talk more!
Thank you again for your kind email,
Heather.
Most times there’s no reply or simply a statement that they can’t afford that. And that’s fine! No harm no foul, and kuddos to them for reaching out; every single time I am truly honored to have been “chosen.” But the key is to see that you, me, all of us bloggers are worth more than free work. So let me finish this little section with this:
BLOGGERS.
TAKE YOURSELF SERIOUSLY.
TAKE YOUR JOB SERIOUSLY.
DON’T BE AFRAID TO SAY NO – YOU WON’T BE BLACKBALLED FROM BLOGGING IF YOU DO.
YOUR WORK AND YOUR TIME ARE WORTH MORE THAN FREE.
FOR THE BRANDS
First off, please don’t hate me for the above section. I think that you’ll see a higher quality of work coming from bloggers who have more incentive than just free product – which is what I would hope you want anyway, right? Right!
I’m really passionate about the seriousness that is blogging, and just like you I can see that there is so much potential to get your name out by reaching out to bloggers. Here are 5 major things to consider that can help when you’re working with bloggers:
- Make room in your budget. As I said before it’s not fair to ask other people to carry the brunt of your marketing and advertising campaigns for free. Approaching bloggers you want to represent you with a paid opportunity will help ensure a better campaign and higher quality work from everyone.
- KNOW who you’re approaching. Please please please don’t just do a Google search and shoot an email out to the top 5 blogs you find. Get to know who they are, what they’re about, and what they have to offer. Whenever I get emails from companies that clearly know nothing about my blog I just delete them and wait for a REAL opportunity to come in. Getting to know someone will take more time, but it will also yield a much better return in the long run.
- Be fair. Don’t assume that offering a little pay for an exorbitant amount of work is going to win you any rave reviews. Be willing and able to work with bloggers and both of your budgets to really create a truly exceptional campaign.
- Understand blogging. It’s not just shooting out a Facebook message or Tweeting random facts these days. We’re talking tailored content specific to your company and the needs of very specific readers. You’ll want to make sure that you have an in-depth understanding of what all is going into a campaign to better understand what you’re asking a blogger to do. As mentioned before in this post it’s not just trying something and throwing a post up on the blog. It’s the photos, the post-processing, the wear and tear on all equipment used (kitchen/camera/computer), the custom-tailored blog post content, the SEO work, the promotion of said blog post, the responding to emails and comments, the continued support of your brand and the campaign, and on and on and on.
- Be easy to communicate with. Oh goodness me, I am so blessed to have worked with EXTREMELY easy companies thus far, but I have heard some major horror stories about really major companies. Companies that don’t pay when they’re supposed to, who won’t respond to questions for weeks on end, who totally disappear from the face of the earth after a campaign is complete. Guys, this is a long-term relationship we (both as companies and as bloggers) should be pursuing here, not a hit-it-and-quit-it scenario. It’s pretty simple etiquette: respond to emails/phone calls/voicemail/texts within 24 hours, even if you are just saying, “Hey, I don’t have an answer but I haven’t forgotten you and I’m working on it.” That small amount of communication will take you leaps and bounds ahead of your competition when it comes to working with bloggers. Oh, and also: bloggers talk. You can bet that if you’re a pain to work with most bloggers will know within a matter of minutes. Don’t create a bad reputation!
IN CONCLUSION
As I said before, this is a relationship between bloggers and brands. It should be something that is mutually accountable and easy to navigate. No one wants to play mind games, and scheming to get free stuff and/or promote things for free is just silly. Blogging is a real job that takes real work and real time. Working with brands is a fantastic way to not only grow as a blogger, but to create customized and creative content that will truly, if done correctly, help your audience!
Do what’s right for you and your brand, both as a company and as a blogger. When we’re true to who we are it can never be anything but beneficial in the long run!
As always please do not hesitate if you have any questions or want clarification! Much love y’all!
GREAT article! I totally agree with the whole thing — but I would amend the writing a few posts about brands for free to say that those should only be written about ethical, vega, small, etc. brands that wouldn’t have the budget to pay you anyway, and need the support.
I agree: if bloggers do reviews for free, then it’s kind of screwing over all bloggers because it makes advertisers perceive that there’s less value in blog posts in general, it also makes them less likely to pay for sponsored posts since they can keep hassling bloggers to do it for free, and it deprives the blogging community of value and much needed income.
You’ve heard that most people value things based on what they paid for them? I think that’s true in general and especially in the case of brands and advertising. If bloggers give sponsorships away for free, then it ruins the brand’s perception of the value sponsored blog posts have.
BTW – I would consider any mention of a brand as a form of advertising… from the brand’s perspective, anyway. They pay $10,000/month or more to PR agencies to get this form of advertising. It’s clearly valuable, so why should bloggers give that kind of value (…and writing skill …and time …and photography) away for free, when brands clearly have the $$ to pay for it (heck, they’re paying other people for it)? Not to mention, it’s most bloggers only chance at income!
Every blogger should have a page listing their sponsored post options and prices, and should direct brands who want coverage to that page. The key is to always be honest in your reviews, no matter what. If you can’t say something nice, then give a refund. Only write about products, hotels, etc. that you’ve actually experienced/tried for long enough to get a good feel for them.
It may sound harsh, but I really think that the bloggers who write articles about brands for free, or just for product, do a disservice to themselves (that brand will never pay you in the future) and to all bloggers, since it devalues the service and makes it harder for bloggers (in general, as an industry) to make a living. If bloggers can’t make money because others will work for free, then the quality of blogs overall will decrease, since most will have to give it up in favor of a better paying job.
If you want to write articles without payment, write about brands who are vegan, ethical, eco, third-world artisan, and doing good in the world. They actually need the support and likely can’t afford to pay anyhow. But when L’Oreal comes knocking — make sure your time is well-rewarded.
I find it so frustrating when brands / PR ask for coverage with zero compensation. They ARE asking you to not only work for free, but provide free advertising. They pay everyone else they work with, so it’s insulting that they would think that they shouldn’t pay bloggers…
IMHO – A sponsored article on a professional-looking blog should cost an absolute minimum of $10k+ (but probably more like $25k+ from large brands), and a sponsored social media post should cost $15 to $30+ CPM (per thousand followers), depending on what the brand wants and what is involved. For perspective, many social media stars make $50k to $100k per Instagram post alone. And an ad in a print magazine can easily cost a few hundred thousand dollars. These brands are paying for ads elsewhere, so why not in your blog? Don’t you give them value too?
Good luck, fellow bloggers! And remember: this is BUSINESS. Blogging is an industry, and your livelihood. You are providing a SERVICE for these brands, when you write about them. Never forget that!
Heather,
Thanks for this informative post. I especially like the sample response that you included.
Thank you for this! Already learning about expanding my brand so much, and this article really shows that I need to strategize in order to grow.
-Gabi
http://www.livehealtheasy.com
As someone that is thinking about starting a blog, I really appreciate this series! Thanks so much!
I’m so glad you liked it Ginny! Blogging is so rewarding – I so do it 🙂
Heather, what a fabulous post! Will definitely share on my social channels today. You have articulated so well what we at TapInfluence have been championing for years – blogging is a REAL job, adds REAL value to a brands marketing efforts, and should be compensated with REAL money. Thanks for taking the time to write this post – such a valuable message for both marketers and bloggers. Holly Hamann – co-founder, TapInfluence.
Thank you so much Holly! I so appreciate this sweet comment and thank you for sharing! You guys are truly a dream to work with 🙂
Heather – this is a FANTASTIC post!! It’s chock-full of incredible tips for both bloggers and for brands. Kudos to you.
Thanks Vanessa! I so appreciate you saying that 😉
Amen, Sister!
Great tips! I found your blog through a post on FB from someone else… glad I did. 🙂
I have a question: What do you do if you make the commitment, accept the freebie, and when you taste/use/wear it, it’s crap? Do you respectfully pull out of the deal, or offer a frank and possibly negative review? I haven’t had this happen, just curious. 🙂
That’s a great question Laurie! In my opinion what you SHOULD do is first contact the company and let them know your review. Giving them a heads up is a good way to keep that relationship going. Then definitely share your experience, but be sure to include the company’s response and if they made it right again. I think that gives the reader a better understanding of the whole situation and it kind of keeps you in the clear as well!
I hope that helps!
Heather, I really appreciate this series. I’ve learned to say no (nicely) too and I think you put it perfectly when you said that both bloggers and brands should take relationship-building seriously. Thanks for all the insight!
Awesomeness. Thank you. Loved all of that and good for you for being SO honest!! yay. 🙂
Aloha
This is such a well written post, Heather. You are so right about being selective and valuing your time and brand when considering relationships with companies. I think all of us bloggers have been blinded by the free, shiny offers that are often thrown our way at some point, but in the end the result of that kind of slapdash agreement doesn’t really do anyone much good!
Free and shiny is a great way to describe it Megan! They make it sound so great – which means they’re doing their job well! – but in the end we have to look out for ourselves!
Really well thought out information. Gives me real insight about how you work with companies.
This is a fabulous post, Heather. I’ve been blogging for 4 years, with hopes of my blog becoming bigger, and, well, it’s been tough. I’ve been trying to find my voice…the unique voice that sets my blog apart from others. What’s made that hard is the fact that right now, I’m facing more opportunities to promote what is, well, crap to me. Diets. Delivery diets. Supplements. Powders. Bets. “Secrets”. I’m not about ANY of that. I don’t believe in them. I’m not gluten-free, so I don’t focus on that. I don’t eat or support Paleo, so I don’t promote that. It’s tough! I am proud of myself, though, for standing my ground and passing on those opportunities. It really narrows down what I say “yes” to, but I’m sticking to who I am, and that’s what matters most to me.
Hey Melissa!
Girl, I totally know what you mean. It’s hard for me to say no to things that are paid but don’t fit within the things I care about – I mean money is money, right? But in the end you’ll gain so much more by holding out for a company or brand that is 100% in line with who you are!
You said it so, so, so well! I think we all started in that “yay, I love free stuff” phase. It’s all such a learning process!
Thank you Cassie! It’s so true, I love free things. It’s so hard to say no to free stuff, but in the end it’s really not all that free!
I have always wondered how brand relationships worked! As a new blogger, the thought of some big fancy company sending me free product sounds exciting- ok, maybe the poor college grad in me has something to do with it, too 😉 – but I know that as you said, nothing is free, so that product comes with a lot of work attached. I really liked how you compared it to any fully-staffed business operating out of a physical office; generally, if they wouldn’t do campaigns for free, then neither should a professional blogger who IS her own business!
Suffice to say- this is all very helpful, so thank you THANK YOU and please keep it coming! 🙂
I do have one question, though…have you ever initiated a relationship with a brand? How do you go about that?
I’m so glad this series is helping you Dominique! It has certainly helped me gain more perspective for myself as I write it all out as well.
I actually have not approached a brand about working with them, so I can’t really say EXACTLY what you should do. However, I do know that having a media kit (basically a blogging resume – you can google some really good ways to make one) is important. Also, know what your hourly rate is and then be able to give an estimate for the company. Going in with ideas and still being flexible in working with them is huge. The only other thing I would say is try to find out exactly who you want to talk to, as in don’t just send something to the “Marketing Department.” You can usually find who you want/need to talk to on company’s websites or through LinkedIn.
I hope that helps! I know it’s kind of vague, but be confident in you and in your blog. You can have major influence!!!
Love the post. When I first started blogging and really got into blogging as a food blog, I did things for free. I was over the moon excited that someone wanted me to try things and blog about them. Then the paid posts came, and then I was even more excited haha, but since the paid post started coming in my work load has doubled and I don’t have time for the free post anymore. I have done one or two for brands I love, but Most of the time, I don’t do free work. I almost feel like I”m reading a post about my own start to blogging with this.
Isn’t it funny how we all have the same story?! It’s true, when you only take paid posts it can make the other stuff go on the back burner, but I like that it always gives me a new perspective to blog from!
This post, combined with discussions from the weekend, have finally convinced me to make some changes to my media kit. Thank you for the encouragement.
Yay! I’m so glad Karen! I think it can be hard when we start our blogs as a hobby (without the intention of making money) and then changing our mindset when it comes time to monetize. I hope the media kit changes are helpful!
Thanks for the great tips! I’m both a blogger and work with bloggers for the company I work for so this is really helpful!
Oh, so you get to see both sides of it! I hope I said all the things that could help a company better work with us bloggers!
Thank you for doing this series. Your knowledge is so valuable and I have loved each topic so far.
I’m so glad it’s helping you Lauren 😉
Amen!!! Wonderful post Heather. You hit everything on the nose, especially how it is to be a new blogger and that excitement when that first company reaches out to you. Like you said, it’s important to know what your brand is. That’s something new bloggers may not realize. I know I didn’t. Thanks for sharing this great post 🙂
Totally agree Estela! It’s just so exciting to know someone “sees” you as a blogger that may have some influence that it’s hard to say no even when/if things don’t line up with who you are as a blogger. I’m so glad I finally learned what to think and say 😉
Thank you for this great advice! I’ve just recently been dipping my toes in the water of monetizing my blog. It’s hard to know where and how to start.
I’m so glad it’s helped you Rhonda! It really can be difficult and overwhelming to figure this all out, but I say the more you know the better!
What a fantastic series, Heather! I couldn’t agree more and I love your 5 points for brands – spot on! I think you get what you pay for and good brands know that!
Thank you Meghan! It’s so true – you get what you pay for!!! Free product and nothing else really doesn’t give anyone much incentive 😉
Excellent. Perfectly said, Heather. Hope you’re having a great week! 🙂
Thank you Brenda! And thank you for sharing on Twitter too – I hope that all of my hard-learned lessons can help others too 😉