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Being a blogger and online marketing professional, I have witnessed the problems which both sides face and the existing “collaboration-barriers” which have appeared over the years.

by JERRY SILFWER aka Doctor Spin
Expert in corporate communications and online persuasion

This is a guest blog by Maël Roth at Rankseller International.

Being a blogger and online marketing professional, I have witnessed the problems which both sides face and the existing “collaboration-barriers” which have appeared over the years.

Let me sing you the song of the long tail and the blogger outreach paradox.

On the Blogger’s Side

As I mentioned, I am a blogger myself (lovable-marketing.com and several others) and I have experienced the annoying pitches of SEOs and digital PR professionals in which I could just tell that it was a copy / paste of a pre-defined text, mostly because my Name wasn’t anywhere in it or because it’s so stereotypical and generalizable in its structure, that it can’t be serious.

As a blogger, I interpret not taking 3 minutes to quickly read the “about” section and checking for a name as a lack of respect, so the email goes straight into the trash.

Let’s be honest, bloggers have a big ego getting the very same email than a bunch of other bloggers is just insulting, right? But why do advertisers do it?

On the Advertiser’s Side

Being in charge of the international expansion of rankseller international, I am in charge of a team whose job is to get in touch with bloggers on a regular basis. I know how painfully time-consuming two aspects are: the search for bloggers and reaching out to them in an effective way.

Have you ever heard of the long tail? If so: it also applies to blogging! It’s not difficult to find the most influential bloggers. Where it gets difficult is when you want to get in touch with long tail bloggers i.e. those who aren’t that “mainstream-famous” and don’t drive enormous traffic: niche blogs. They are very difficult to find and there are just so many of them!

Moreover, the response rate is so low, that many advertisers much rather go with the template, hoping that 1 out of 10 answers rather than to customize 10 emails and getting 5 answers.

This is why the bloggers in the Long Tail get these annoying copy-paste pitches.

The Potential is There But Not Taken Advantage Of!

A recent survey in France among 150 influential bloggers found that 2/3 of them are not satisfied with the way they are approached by brands, even though 9 out of of these bloggers said they were interested in working with brands. We also did a survey in Germany, this time with a larger panel.

Over 2,300 bloggers participated and the very same percentage said they were interested in collaborations. However “only” 67% said they receive these pitches (which are often not replied to).

These two studies show that there is a huge potential in the collaboration between brands and publishers which remains to be taken advantage of.

Why Marketplaces Could Be The Answer

Our company, rankseller international, was founded by two entrepreneurs who recognized this potential.

One of them used to be an online marketer looking to collaborate with publishers and the other one was in charge of establishing partnerships and monetizing online magazines.

Both worked on a marketplace-based platform allowing both publishers and advertisers to connect more quickly and more efficiently, optimizing the conditions and processes in the best possible way to satisfy both.

Why does it work? Today, one and a half years after the launch in Germany, the company is the market leader in Germany and went international (which adds even more value for international advertisers). This was made possible by a crowdfunding campaign during which 200 micro investors trusted the concept.

The biggest problem in blogger outreach is the vicious circle which emerged: advertisers don’t have enough time (and money) to establish an extensive list of blogs and customize each pitch and bloggers don’t feel respected by these standardized emails, often sent from anonymous addresses or sent from people which can’t be found in person when googled.

The marketplace represents a central platform allowing both to connect more effectively: the bloggers can trust the outreach is serious and their payment is guaranteed and the advertisers gain up to several days of work through pitches sent to bloggers, who apply for it!

The Revenge Of The Blogosphere…

The current trends in SEO (Penguin update), Public Relations, Inbound Marketing, Content Marketing and Native Advertising have boosted the blogosphere’s popularity.

A couple of years ago, many announced its decline because of micro blogging through social media, but it appears that they have much more boosted the influence and reach of bloggers than it harmed them. And Blog Marketing was born.

Thank you Jerry for getting the opportunity to talk about the problem most professionals face in the blogger outreach process and for getting the opportunity to introduce our marketplace in this guest post!

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Author:

Jerry Silfwer is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.

DISCUSS THIS POST HERE:

ronnie-intlgiveaways

I love Rank Seller, and I’m using it as both an advertiser and publisher. It’s a great way for me to find relevant campaigns for my blogs & make some extra money. As an advertiser, I can easily publish a campaign and receive bids from interested blogs. I think the English-language websites still have ways to go as the database is just building up, but I’m excited about where it’s heading.

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DoktorSpinn

hughforth rankseller Thanks for sharing, Hugh!

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DoktorSpinn

arkarthick proudlyonenaija AnglePisani RebekahRadice iagdotme rankseller Thnx for retweets, guys!

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Jerry Silfwer

ronnie-intlgiveaways Me too, I will definitely keep them on my radar as my own business grows, but also for clients. I love the idea of connecting bloggers with companies in innovative ways and I think we’re seeing a lot of exciting developments in this space now.
Thanks for stopping by, Ronnie!

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arkarthick

DoktorSpinn Sure thing, Jerry!

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MaelRoth

Jerry Silfwer ronnie-intlgiveaways Thanks so much guys :-)
We’ve just had two incredibly tiring days at the dmexco 2013, we were 4 people and we were fully booked with appointments, it was coming from all sides. The thing is that bloggers and online magazines are so important in the digital landscape, that it’s interesting to gain several hours per campaign for advertsiers from all segments: SEOs, ecommerce, digital PR, guest bloggers etc. 
We’ll have some huge announcements in the following months as we were able to clse deals, so I’ll keep you posted. :D

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GrowMap

Rank Seller would get more U.S. bloggers if they had a less Euro-centric signup process. Unlike Europe where people are used to interacting across countries, most Americans will not know how to get their form to accept their phone number because most Americans do not know their country code because they rarely phone outside the U.S. unless they’re originally from somewhere else. 
The same bloggers who use PostJoint, MyBlogGuest, GuestCrew and/or GuestBlogIt would potentially use Rank Seller. I will add it to our blogger resources to raise awareness. This post was shared with our Blogger Mastermind group by Mary Green of SocialMediaFuze.com.

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MaelRoth

GrowMap Thanks for the tip, I added it to my list of ideas and recommendations! We’re grateful for every feedback we get, especially from insiders like you who know the markets!

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MaelRoth

kathmography Thanks Monika :-)

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kathmography

MaelRoth you’re more than welcome. Would love to get that insight on Somewhere :)

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MaelRoth

kathmography I’ve never read or heard about Somewhere what is it? ^^

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kathmography

MaelRoth I just DM’d you :)

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MaelRoth

kathmography cheers I’ll check it out tomorrow, the #dmexco killed me these last 48 hours :-)

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kathmography

MaelRoth that’s a nice feeling somehow, isn’t it?! :D #dmexco Talk tomorrow :)

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MaelRoth

kathmography awesome when you & your #startup gets this much attention indeed :-)

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CoachNotesBlog

Hi Mael Roth (and Rankseller Team) – Nice to know about Rankseller.  Those survey results are interesting and aptly support your point about the room available for more collaboration between advertisers and publishers.
One more tip about signup process especially for U.S. people: everyone is not either Mr. or Mrs. :) As your form requires a salutation handle, since ladies are not “Mr.” they have to choose “Mrs.” even if not married or if they’d prefer the “Ms.” designation. (small thing, I know)

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Mael Roth

CoachNotesBlog Small thing but you are absolutely right! Cheers!

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Gail Gardner

Yes, I forgot about that. In America such titles have primarily been dropped from usage. If you choose to retain them you do need to offer Ms. in addition to Mrs. or Mr.

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Gail Gardner

Have you successfully had anyone from the U.S. sign up? It does not like any variation of a phone number I can think of to put in your fields. Country code 011 turns into 11. Trying to use 1 didn’t work and neither did 11.

U.S. phone numbers have 3 digit area codes followed by xxx-xxxx usually written like this: 214-555-1212 or 011-214-555-1212 or 011.214.555.1212.

Most Americans will not know their country code unless they have relatives in another country and have tried to phone home while traveling abroad. So if you want Americans to use this service they need to know what to put in the phone number field.

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Alexandra Sommer

Hello Team,

I am a blogger and link building service provider. I have 3000+ blogs like Business/ Tech/Fashion/ Health/ Car/SEO/and much more.

If you are interested then please feel free to contact me as soon as possible.

I am waiting for your good response.

Best of luck!
Alexandra

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