Since Canada’s Anti-Spam Legislation came into effect a month ago, communicating with anyone – including bloggers – has become more challenging.
This week, the APEX team was part of a Blogdash demo – a tool that enables contact with bloggers through a platform in which individuals opt in with their preferences – hence the CASL-friendly outreach. The benefit to bloggers is compensation (whether paid or not) should they choose to be part of your opportunity.
While there is a cost to use the platform ($250 USD/month, $995 USD one-time for additional features), they offer a free 15-day demo to check out the tool (without the ability to pitch).
With a free demo you also get a guide to blogger outreach, which includes details on the five step FREPT blogger outreach model:
- Find: using tools like blog databases (Technorati, BlogCatalog, Alltop), Twitter directories (WeFollow, Twellow); and Twitter chats (Blogchat, Journchat, pr20chat)
- Research: compile info like recent posts, location, social accounts, other publications they write for, frequency of posts, network and site analytics (they also recommend narrowing your list to 10-20 bloggers)
- Engage: comment on their posts, reply and retweet their links
- Pitch: once you have consent, provide them with a succinct pitch tailored to each individual
- Track: use tools like Google Alerts, Tweetbeep (Twitter alert) and other paid tools to keep track of any activity
The beauty of the tool however is that it helps you manage the steps above within its platform.
Once you’ve logged in, you can create a new Blogdash campaign in the five following tabs:
- Create: add a start/end date, opportunity name, title, digital assets, blogger compensation (paid or other types like entry into an event)
- Find: search for bloggers by name or type or upload your own lists (remains private)
- Pitch: you’ll then see who opened your pitch, accepted or declined
- Engage: this tab then keeps track of any blogger activity related to your campaign
- Profile: this tab is for your own personal profile, to help build trust between you and bloggers
While the tool holds a lot of promise to be an effective way to engage with bloggers, a few things that were disappointing are the use of Klout scores to rank bloggers (since the score is not reliable), limited Canadian bloggers with about 3,000 in their database (at the time of the demo) and the absence of an overall reach/impressions score for individual bloggers.
Need help with your blogger outreach program? Contact us.