A blog is an extremely time consuming activity. It is therefore natural at one moment or another to seek financial compensation for the work done. We have already covered the various solutions for intelligently monetizing your audience. Today, we are focusing on ways to make ourselves known directly to brands, opening the door of course, to opportunities for remuneration, such as affiliate links or sponsored articles.
Don’t take the “problem” by the wrong end of the stick. There is a prerequisite before hoping to establish direct relations with advertisers. It boils down to four words: having a qualified audience. And like Rome, it cannot be built in a day. It’s usually a long-term job, and it is better to focus on your traffic before you even think about the brands you could approach. Moreover, if you want to conquer and retain a loyal audience, it is better to be passionate. Otherwise, you might become discouraged, especially if the traffic does not take off as quickly as hoped (as often happens).
That being said, being legitimate does not necessarily mean reaching 10,000 unique visitors per day! It all depends on the main theme of your blog, the competition (how many blogs on the same segment), and the existence of big brands whose target of choice is among your audience. If you have chosen a specific theme, and bring together a loyal and growing audience, even with 1500 unique visitors you could interest a brand that operates exactly on the same segment, especially if there are few blogs that cover the subject.
Send out signals
If you achieve a certain legitimacy, the brands will come to you on their own. Even better, once you have published content in partnership with brand X, it is very likely that its competitor Y will approach you in turn!
It is not forbidden to send out signals, on the contrary. Proceed subtly. Why not start by following the most relevant brands on social networks, or even interact with them? They may follow you in return. If you share your content, it will appear in the community manager’s feed. You are now on their radar, it’s a good start.
Another approach is to go directly to a brand event, or to a trade fair where they have a stand. This is the best way to start a direct discussion and leave with a precious business card!
The direct approach: be transparent
Finally, there is nothing to forbid you from going head-on by directly contacting a brand. You can find the email address from any Linkedin profile using Skrapp ou Hunter. Search for “Press Relations” or “Influencer Marketing” profiles (see “Influencer Strategy”).
Have a pragmatic approach in your email: be short and to the point, be professional (zero spelling mistakes) but not too corporate: you are a blogger, stay authentic! Above all: mention your audience.
There’s no need to cheat about your traffic. A look at the number of comments under each article or your social reach will be enough to confirm whether your numbers are true or not. An over exaggeration of your audience would make you lose credibility. Don’t be overly transparent either; you don’t have to provide your Google Analytics details to a partner, whomever they are!
Save time: register your blog on an online networking platform
Updating a blog regularly with quality content is already a major investment. You may not have the time to constantly promote your blog in parallel, especially if your site is not your main professional activity. Similarly, maintaining direct relationships with brands can be tedious. Negotiation can be difficult, and toing and froing over a sponsored article (for example) can drag on. Therefore, it is sometimes better to use an intermediary.
While there are many powerful platforms for social media influencers, the equivalent for influential media is rarer. getfluence.com is a reference platform, with 500 advertisers and 2000 influential sites already registered. Join them and get your blog moving in the fast lane!