If you’re a jewelry designer, store, or brand looking for extra publicity, getting attention from jewelry bloggers can be a great boost for your online presence. But how do you get jewelry bloggers to feature you?
There are no surefire ways to make sure that Influencers will want to spotlight your brand, but there are definitely some things you can do to increase your chances of being featured and to making sure you’ll be thrilled with those features when they go live.
Jewelry bloggers get tons of pitches every day from people looking to be featured. This kind of cold calling often goes nowhere…but sometimes it pays off, and when it pays off it can pay off big. If you think your designs are a good fit for a certain jewelry blogger’s audience, reach out and tell them so. It can’t hurt, and it just might work.
Make it easy.
If you’re doing an email intro, be sure to include at least a link to your website and/or Instagram if not actual photos, lookbooks, or Dropbox links to photos. If a blogger has to reply to your email and say “Okay, but what is the name of your brand?” there’s a 99.9% chance they’ll just hit delete instead.
Jewelry bloggers always need content. If you make your materials accessible, you’re halfway in the door already.
Invest time and/or money in photography.
Online Influencer content is a visual medium. If you don’t have attractive, professional looking photos at the ready, you’re shooting yourself in the foot.
There’s no better way to send images than with a link to a well-organized Dropbox folder. WeTransfers expire, zip files are unwiedly, and there’s nothing worse than getting a big batch of photos one attachment at a time in a big flood of individual emails.
Include a PDF in your Dropbox with identifying information on the pieces pictured and you’ll be every blogger’s dream come true.
Label everything clearly.
Do you know what I have in my Dropbox? Dozens and dozens of folders called “Diamonds in the Library.”
85% or more of the brands who send me images use my name or the name of my blog for the name of the folder.
I totally understand the logic here. You’re packaging up photos for me, why not label it with my name? But it makes it really hard for me to find your photos later if they’re just another one of my 62 or so folders called “Diamonds in the Library.”
I can’t say this enough times: the easier you make it for a jewelry blogger to feature you, the more likely they are to do so.
Do you have a Twitter account? Instagram? A website? Go make sure your email address is on ALL of them.
Most successful jewelry bloggers are Millennials. They’re never going to call you on the phone and they’re not going to spend much time tracking down contact info if you make it difficult.
If you admire an Influencer’s work, comment on their posts. Actual thoughtful comments, not the ubiquitous and self-serving “wow! Check out my work!”. If a jewelry blogger starts to recognize your name in their notifications, they’re likely to get curious about who you are and go check out your profile.
Be cautious with freebies.
It’s a common assumption that when it comes to jewelry bloggers, a freebie = a feature. But a jewelry blogger with true integrity will be discerning about what they’ll feature, regardless of gifts and they’ll disclose it if they do receive a gift.
If someone will feature anything in trade for a freebie, they’re not an Influencer you want to work with.
Listen to the blogger.
A jewelry blogger is the world’s leading expert on their own audience. If they want to spotlight one particular aspect of your brand or collection, it means that is what they think their audience wants to see. If you try to bully them into featuring something else instead, you’re wasting the opportunity.
This one may seem silly…but jewelry bloggers are people too. If someone features your brand, consider sending them a thank you email. Social media sharing is always great too (more publicity for everybody!), but don’t underestimate the impact a simple thank you can make.
Consider sponsored content.
Most big time jewelry bloggers have gone professional (like yours truly) and that presents you with an opportunity. The right sponsored collaboration can be a great way to further your reach, especially if you’re trying to communicate something specific to a jewelry blog’s audience or if you want a publicity push at a certain time – like a sale, a new product line, a website launch, etc.
If you’re considering sponsored content, be sure you research the jewelry bloggers you’re considering working with. Don’t hesitate to ask them for examples or even references: sponsored content is a business transaction and they should be able to handle it like one.
Know the law.
The Federal Trade Commission has regulations regarding disclosure requirements for sponsored content on blogs and social media.
Before entering into a business relationship with a blogger, you should do enough research to understand the FTC requirements and how they could potentially affect you. You can find links to more information through here.
Do you still have any questions about working with jewelry bloggers? Ask in the comments and I’ll give you my best answer!
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