AJ Feuerman

Publicist | Social Media Strategist | Brunch Fanatic

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You Might Be Looking For Free Advertising

February 27, 2017 By AJ Leave a Comment

Dear bloggers, I get it. And I know. I know you’re sick of it. The marketers and brand representatives who don’t get it. You are not a journalist, you’re a business owner. You’re an entrepreneur. A business owner. You don’t make a full-time salary and you certainly don’t get health benefits. Your website draws a crowd so if you’re going to put up information about a product and encourage people to spend money on it, it’s likely a lot of people will listen to you and that product is going to profit. So why shouldn’t you? I get it.

Now pardon me for a second whilst I talk to the other side….

Dear marketers, I get it. And I know. I used to be you. I was so “you” that if you had told me then that I’d be the “me” I am now, I would have muttered some profanity in your direction and held a dismissive hand up to your face. But I get it now and I want you to join me in the light. Yes, bloggers and influencers are looking for content, but bloggers and influencers are not journalists. They own a piece of the internet that influences their readers to do things; if you want some real estate on their turf, it’ll cost you. And gone are the days where you can “pay” them with things that are not money. Exceptions exist, but my goodness, a lot of y’all need to wake up and get with the program. And I am not addressing the publicist who’s just doing what their boss is making them do. (That’s another letter for another time and lord knows I feel you.) I’m talking to the people who control the decisions, the budgets and the strategy.

Still think what you have to offer is “just as good as money?” It’s not, I promise. If you don’t want to do your own job for free, please assume a blogger doesn’t either. And they do consider “this” their job. Do TV networks give away advertising for free? Of course not. And one might argue nowadays, advertising on a blog that draws a huge amount of unique monthly visitors is even more valuable than TV advertising because a call to action (CTA) is much more executable in the space. So let’s work this out.

The rest of this post is for both of you. 

You Might Be Looking For Free Advertising If....

If you want to “guest post” for my blog….

See also: “Are you open to contributors?” Sigh.

Your pitch starts off something like: “Dear _________, I was wondering if you would like to feature a post that I would be happy write for you about a subject matter I know your readers would really enjoy.”

Marketers, in doing this you may be unaware of how many insults it includes. For starters, by not offering a financial incentive, you’re implying that the blogger’s time is not valuable. You’re also indicating you’re lack of familiarity with best practices in the space. And you’re insinuating that the blogger could not write a post about your product on his/her own (for which, again, they should be paid).

Bloggers, please realize as marketers we often find ourselves in positions subject to a supervisor or client’s wishes. That our expertise doesn’t matter and our knowledge of best practices isn’t heard. We have to be able to demonstrate we did everything they wanted us to and/or provide a list of outlets we reached out to. So have a heart. No need to be snarky and risk your own reputation. Consider that in any reply you may flail back.

Note: Some pitches are so bad. SO. BAD. And even, oftentimes, insulting. All bets are pretty much off in those instances. Even I’ve been known to reply and “school” some tacky folks.

If you say anything about links….

Agencies that troll the web for free linking opportunities give me all the creeps.

The FTC mandates that should I include a link to any third-party site at the behest of someone else and if that someone else, or I am to earn profit from said links, I need to disclose as much in my post somewhere. You know what that means? It means it’s a “sponsored post” or, basically, an advertisement. A spokesperson needs to disclose a business relationship. Business. So no, I will not just post a few links for you. Nor will I go back to a post from five years ago where I happened to mention your product and add a link in — you should just be thankful I mentioned it.

Marketers, you gotta get smarter about this. You can start by learning the difference between DoFollow and a NoFollow links because bloggers will use those terms with you. And then go get schooled on the FTC guidelines. But if you’re working in a sweatshop where they just have you trolling for links and offering a few paltry bucks here and there to bloggers to post them, your solution is really to find a better job.

If you’re offering an asset that my readers “will enjoy”….

I do just fine crafting content that my readers will enjoy on my own. If you think they’re going to enjoy your faux contributed content, infographic, photo or short video hocking the latest yoga pants/statistics about flu season/breast pump/etc., I promise they won’t.

Also, do not offer a blogger:

  • A 5% off code “exclusively” for their readers.
  • A discounted meal/admission/purchase.
  • Photos from an event they were not even invited to.
  • Pictures of a celebrity wearing your product. Unless it’s a blog solely about that celebrity, maybe.
  • An invitation to stand outside an event and take pictures of people going into it.

If you’re incentivizing me with a giveaway….

“Write about my product and be entered for a chance to win $500!” Oof. I know we can’t always afford to pay every individual blogger who crafts content for us and this may seem like a really cool opportunity. And I know bloggers, this is often a fun, enticing draw. But it’s really just an easy out “payment.” It affords the opportunity to only, really pay ONE person. It is, in my opinion, a con. (And no, I’m not gonna lie, that doesn’t mean I haven’t done it. Someday I’ll regret having this blog and laying all my cards on the table….)

If you’re offering me exposure in exchange for my hard work….

Exposure is not money. Exposure does not guarantee conversion. Exposure is subjective. Please offer more than exposure. No worthwhile influencer is going to spend their valuable time on you in return for a “spotlight” on your website. They’ve just give you real estate on their turf — real estate that could convert to sales for you. What does real estate on your site do for them?

It is not an even trade.

That said, bloggers, if you are building up your brand and trying to establish a portfolio, in the early stages of your career, you may actually find it valuable to enter a few of these deals so that later, you can tell potential partners that your past clients have included Mercedes, Kraft and Living Spaces. (I just arbitrarily picked those brands from advertisements in my Facebook feed.)

* * *

MARKETERS! What are your challenges in trying to work with influencers? How is your brand moving forward with influencer marketing? 

INFLUENCERS! In what (annoying) ways are you still being approached to work for free?

You Might Be Looking For Free Advertising

Filed Under: Pro Tips Tagged With: Bloggers, Influencer Marketing, influencers, Marketing

Overheard at #Dad2Summit

February 13, 2017 By AJ Leave a Comment

This ain’t that mom blog conference you’ve been to 20 times, y’all.

While I attended the Dad 2.0 Summit, I kept hearing things said aloud that made me think “oh, you’d never hear that at a mom blog conference,” or, “that wouldn’t mean the same thing if a woman had said it.” Sometimes those were hilarious things… and sometimes they were poignant moments that made me recall all the reasons I was dismayed by my last experience at BlogHer. Either way, in sharing all these things “overheard at #Dad2Summit,” let me tell you what I thought of my first Dad 2.0.

Overheard at #Dad2Summit

By the way, Dad 2.0 makes a really comfy tee.

“Hey, would you like to join us?”

The first thing I was not prepared for at Dad 2.0 was how friggin’ friendly everyone was! I showed up to the kick-off happy hour late be design because then I would not have to stay long, nor would I have to suffer from not knowing anyone there for a long while. But as soon as I walked in, I ran into someone I knew (thanks, Jessi!) and it put me at ease. Not wanting to monopolize her for the rest of the event, I strapped into my big girl pants and walked further into the room. And true, the event was nearly over by the time I got there, but so many bloggers introduced themselves to me in that time. I had amazing conversations with smart, kind men who’d hug me when they saw me for the rest of the weekend. People were inviting me to join their conversations, or pulling up a chair to join one I was having. No one flinched or judged the new people. No one stuck to their clique — I saw people moving around all over the place. It was really refreshing and I knew then that this was going to be a different conference experience.

Overheard at #Dad2Summit

“There’s a pretty high concentration of bald guys with beards here. What is that all about?”

I overheard one woman say that to another woman and it just cracked me up. But the bigger picture to consider is that this was/is a really diverse group. White dads, black dads, white dads with black children, stay-at-home dads, gay dads… The diversity was apparent, even advertised, praised, embraced, celebrated… What’s more, another thing I really loved at Dad 2.0? It wasn’t a fashion show. Oh sure, a lot of guys were dressed up, there was style for days, but I never felt like anyone was trying to compete with anyone else. And frankly, as I was a woman at this show, I certainly didn’t feel like I had to compete with anyone, which was liberating and left me free to focus on more important priorities.

“Would you like to drive a KIA?”

Um, YES, I would! Because in my blogging niche, no one’s ever offered me an opportunity like that before. And at blogging conferences, I’m not usually invited to the private top tier events. I’m relegated to my little corner of the “lifestyle,” non-mom blogging world and have always watched family bloggers with envy, taking cars on road trips and for test drives. So I was just a giddy doofus when a delightful Kia rep handed me the keys (metaphorically, because I drove an electric Kia Soul) and sent me on my way. It was a treat. Plus, the Kia Lounge was a lovely space to relax for a bit, chat with more new friends, and they also had a talented photographer doing free headshots for people!

Overheard at #Dad2Summit

“I’m really excited about this sausage, guys.” or “There’s meat. I checked.”

At a women’s blog conference, everyone obsesses over “gluten free” and “whole 30” and “OMIGOD WHERE IS THE VEGETARIAN MEAL?” It’s such a part of the dialog that my eyes don’t even roll anymore. No one obsessed over that here. I’m sure there was a veggie option and I’m sure anyone with allergies handled it like a grown up, but I never heard about it. But I did hear a lot of folks excited that breakfast always included a meat. There were dudes eating plates of only-bacon for breakfast on Friday and to them I say: RESPECT.

“There’s no line for the ladies room!” 

Oh yeah, that was said by me. Every time I had to pee.

“Hang onto yer blazers!” 

This must be the modern-day man-version of “hold onto your hats!” It just cracked me up.

“Are you sharing a room with a guy you don’t know?”

Well, let’s face it, at a lady conference, this would mean your Saturday night got out of control….

“Use your strength for service, not for status.”

One of our keynote speakers among the many I enjoyed at the Summit (and kudos, by the way, for not letting any of them run waaaaay too long as is often the case), was Charles “Peanut” Tillman, retired football player (Chicago Bears, Carolina Panthers). WHAT A COOL GUY. He wasn’t up there talking to hear the sound of his own voice, he wasn’t up there to be a product “evangelist.” He was dropping amazing bits of wisdom, he was asking us questions and he was aware of where he was and what he was doing there. And afterward, he left the room to take care of some media and no one chased him down for a selfie or to try and claim him as a BFF. It was a classy bit.

“Use your strength for service, not for status.” #Dad2Summit @peanuttillman

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THE PANEL

The primary reason I was at Dad 2.0, by the by, was to participate in a panel on Saturday morning called “Where We Are: Influencer Marketing.” Sharing the table with John Dominguez (Kia), Patrick Quinn (Life of Dad), Mike Satterfield (The Gentleman Racer) and our moderator, Stefania Pomponi (Clever), I found this to be one of the best speaking experiences I’ve ever had. We had a great pre-conference call to get a lay of the land, everything was organized, and the questions from the room afterward were really on point. I was also relieved that the workshop was well attended. It’s the worst feeling to prep for something like that and have no one show up. It’s happened to me a couple times now because conference attendees are veterans who don’t feel there’s much left to learn, or it’s late into the conference and they’re burnt out, or there are so many workshops happening simultaneously and it dilutes the audience. But a total blast doing this and I hope I get asked back.

Overheard at #Dad2Summit

* * *

Blogging has been the longest commitment I’ve ever been a part of. I began blogging in 2003 before the word was even mainstream. And so I mean it quite sincerely when I say there’s not a thing left for me to learn about the “business” at this point. I even swore I’d stay away from conferences for a while because I’d pretty much had it. And I think if you’re a super experienced blogger or influencer, you know what I mean. (Full disclosure: I only attended one educational workshop at Dad 2.0 but checked out the moment the speaker told the room how to use a social media tool but left out some of it’s best features.) But in Dad 2.0, I found a reason to keep going to conferences like this – -though I’m not sure any conference is like this one. You go for the relationships and to be around like-minded people. In this rare instance, you go to meet new friends and to try new things. You go because, as Peanut Tillman actually said (paraphrasing), “you should get comfortable being uncomfortable.”

I’m trying to keep myself from sounding corny – can you tell? But I loved Dad 2.0. I’m obsessed with it. I hope I’m asked back next year. These are people I will keep in my life and continue to work with. I encourage you to do the same.

P.S. Dad 2.0 is a sibling-conference to Mom 2.0 and I mean absolutely no disrespect to them in any of my mom-blog-conference digs because I’ve never been and I hear it’s actually quite wonderful — but let’s face it, unless I’m invited to speak like I was here (and I would be more than thrilled to), I’m never going to arbitrarily attend. 😉 

Filed Under: Pro Tips Tagged With: #Dad2Summit, Charles Tillman, Dad 2.0, Dad 2.0 Summit, Influencer Marketing, Mom 2.0

"Today I will be classy and elegant. Or, I will spill on my shirt and trip over things."

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