Influencer Collaboration and Press: Getting Featured on Blogs and Social Media
A micro-influencer mentions your product. Their followers buy it. A blog features your story. Google ranks it. Suddenly you get traffic from people who've never heard of you. This guide teaches you how to pitch yourself authentically to micro-influencers and media, without paying for exposure.
Why Micro-Influencers (Not Mega-Influencers)
A celebrity with 1M followers costs $10,000+ and may get you 0 sales. A micro-influencer with 50K followers charges $500-$2,000 and converts at 5-10x higher rate because their audience actually trusts them.
Micro-influencer: 10K-100K followers. Engaged, loyal audience. Open to collaborations. Good ROI.
Mega-influencer: 1M+ followers. High cost. Lower engagement rate. Often fake followers.
Finding the Right Micro-Influencers
The influencer shouldn't just have an audience—they should have YOUR audience.
Find influencers in your niche. "Slow living" blogger, "sustainable fashion" creator, "handmade home" enthusiast. Not beauty, tech, or fitness.
Check engagement rate. 10K followers with 500 likes per post = 5% engagement. Good. 100K followers with 200 likes = 0.2% engagement. Fake.
Read their comments. Engaged followers have real conversations, not just emojis.
How to Pitch a Micro-Influencer
Never ask for free promotion. Offer something valuable (free product, commission, collaboration).
The Pitch Template
"Hi [Name], I've been following your [niche] content for a while and love how you [specific thing about their content]. I make [product], and I think your audience would genuinely appreciate it. I'd love to send you a product to try—no strings attached. If you love it and feel like sharing it with your followers, great. If not, that's totally fine. [Your website]"
Key: Personalized (not templated), specific (show you know their content), genuine (no pressure).
Getting Press Coverage (Blogs, Podcasts, Media)
Bloggers and journalists are always looking for good stories. You have a story.
Finding Journalists/Bloggers
Search "[your niche] blog" or "[your niche] podcast." Look for reporters who write about small business or handmade. Follow them. Read their work.
The Press Release (Short Version)
One-page story about YOUR business. Not your product details—your story. Why you started, what makes you different, what problem you solve.
The Email Pitch
"Hi [Journalist], I loved your recent article about [topic]. I'm the founder of [company], and I think your readers would be interested in [angle]. Would you be open to an interview?" Keep it short. Link to your press release.
Reality: 95% of pitches get ignored. But 5% get responses. Send 100 pitches, get 5 responses, convert 1-2 into coverage.
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