You’ve most likely seen your favorite blogger connect with big name brands and been super excited about it! At the same time, you might be wondering how you can do the same. Even if you don’t have as big of a brand right now yourself, partnering with big brands is a huge help. Lucky for us, Rachel Shingleton ofPencil Shavings Studio is here today to spill her secrets on how to be successful with brand partnerships! Even though it may seem a little scary at first, you will realize that when you put yourself out there, good things are bound to happen. Read on below for Rachel’s seriously helpful advice and you’ll be partnering with brands in no time!
“One of my favorite things about blogging is the opportunities that come from brand partnerships. In my seven years of creating online content, I’ve worked with both large and small brands including the Land of Nod, Benjamin Moore, Lamps Plus, Garnet Hill, and plenty more. But it’s taken me several years and plenty of failed attempts to get it right. I also have a unique perspective as a shopowner and designer who frequently receives pitches from bloggers who want to partner with Pencil Shavings Studio.
Creating a relationship with a brand is a lot like dating. You see each other and think “We could be so good together!” But this is where it gets tricky. In the beginning, you want to be cool, calm, and confident while still revealing your personality and what you can offer without being a total creepy girlfriend stalker. In other words, be the girl who’s like “Yeah, we should have coffee sometime – I’ve got some great ideas for you.” Not the one who’s like, “I LOVE YOU AND WANT TO HAVE YOUR BABIES!” (I’m only halfway kidding).
Here are a few tips on sealing the deal:
1. Showing up
The best way to connect with a brand is in real life at an event, be it a conference or workshop. The majority of the brand partnerships I’ve gotten are because I’ve met the right people face to face. Bottom line: you just can’t beat creating a personal connection with someone. Attend a conference in your niche, look for local events, create a blogger event, find a workshop, join an industry-specific group. Get out from behind the computer and rendezvous in real life.
2. It’s about them. And you. But really it’s about them.
The best question you can ask when working with a brand is, “What are your goals as a brand in the next quarter/year/etc?” Position yourself as a listener and the problem solver. It’s not what YOU are going to get out of it. As a business owner myself, I delete emails immediately that say “I love your product line; would you send me something to review?” Um, no. What does that really get my business? How are you going to help the brand achieve their goals? What do you offer that nobody else does? What is your unique spin? What’s a creative way to present both yourself and the brand in alignment?
3. The art of the email
Maybe you haven’t met someone from the brand you’re interested in working with in real life but you want to connect. In order to avoid the terrible cold call/email, I highly recommend connecting via social media. Instagram and LinkedIn are both great ways to get your foot in the door. Again, avoid the stalker girlfriend connotation. Don’t be creepy. But engage frequently and genuinely with the brand to build a relationship (see a theme here?).
4. Be professional
Being someone who is professional and easy to work with will take you far when working with a brand. Be known as someone who is gracious, on time, and communicative. Ask questions, offer clear deliverables, a contract if needed, and don’t make big promises that you can’t deliver on (i.e., “I can totally get you in ____ magazine!”). Underpromise and totally overdeliver. And when the project is over, send a nice thank you or a gift.
5. If it doesn’t work out
If you don’t hear back from the brand immediately, don’t panic. It takes time for approval for certain projects. Don’t be afraid to send a friendly quick email after a couple of weeks if you don’t hear a response. But beyond that, don’t pester them as it’s incredibly annoying, and leaves them with a negative impression. Don’t burn the bridge – you never know if something else might work out in the long run.
Finally, a few quick notes that I’m not going to park on: work with brands that share your values and aesthetic. If it’s not a great fit for both of you, then it’s a no-go. Don’t forget your well-designed media kit and/or rate card with accurate information that’s easily visible in an email. Make it easy to contact you with informative email footers and an easily visible email address on your site. ”
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