How To Follow Up When A Brand Goes Silent

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Yesterday on my Facebook page, Erica asked “What do you put in follow up emails?” I wasn’t sure what she meant, so I asked if she was talking about email newsletters or automated email sequences. She quickly replied and said that she meant following up with a brand that had expressed interest in working together, but that she had not heard from in a couple of weeks.

I asked her a little bit about her previous contact with the brand…

  • Did you talk about why you love the brand?
  • Did you say why your blog would be a great fit for the brand?
  • Did you provide information about your blog?
  • Do you have a media kit?

Then I told her that if she had included all the right information in the first email, I would just send a follow up with a call to action. Something like “Would you be open to hearing more about some collaboration ideas I’ve thought of?”

After chatting with Erica for a few minutes, I thought about the advice that I had offered her and although I don’t think it was bad advice, it just felt like it fell a little bit flat. Especially since I don’t personally have a lot of experience working with brands.

And since I wanted to help Erica, I decided to reach out to some other experienced bloggers to see what advice they might have for her. The responses that I got were so helpful that I wanted to share them with you.

Here’s what Jeff Proctor of Breaking the One Percent had to say..

Find a few blog stats that have improved since the first communication, then tell the brand about those new stats.

Jeff even offered this helpful fill-in-the blank template that you can use:

“Hey ___! Just wanted to touch base and see if you were still looking to work together on a campaign. Since we last spoke, our email list has increased __% and traffic is up __%. This would be a great opportunity to partner together if you are still interested!

[BLOG NAME] has one remaining sponsorship slot available for April — would you like to hop on a call this week to discuss?”

Kelan Kline of The Savvy Couple had this to say:

Send them an updated Media Kit with your new follower numbers. We also like to include social media reach. Create a little urgency and tell them the prices are increasing soon due to your readership growth. Remind them of the value you can add to their brand and marketing efforts.

Amber McCue of NiceOps offered these amazing words of advice…

Keep in touch – love them up. Not aggressive or extra salesly, but more from a relationships management POV. Just because it didn’t work before, doesn’t mean it won’t work in the future.

Send a note you see an article that makes you think of them, share said article.

Congratulate them if you see they hit a big milestone in their business.

If you know personal information (planned vacations, birthdays, etc) send notes around those events.

Weave into that communication rotation a check in to see if there is an opportunity to partner together.

Liana Ling of recommends a strategic stay in touch process…

Source: Michael Port, Book Yourself Solid

You may want to try a strategic stay in touch process with a list of 90 people you want to nurture. Make a list of up to 90 people which can include prospects. (Your list can be as small as 10 people – it doesn’t matter. Try not to go over 90 people) If you have up to 90, pick 3 different people each day to do this:

1. Send one person something of value like an article and tell them why you thought of them. Don’t send them to your blog. Send them somewhere else so it doesn’t trigger any subconscious sales triggers.

2. Send a different person an empathy note. Find something to cheer them on or congratulate them or send them a note commiserating with them. I would just check out their LinkedIn and website to see if they posted anything noteworthy.

3. Send a different person an introduction to someone else in your network so you’re seen as a connector.Tell them why you are connecting the two of them and you can say something like – if you two see synergy in connecting I”ll leave it from there.

If you keep doing this, you usually get some type of response from people because they realize you’re there providing some type of value.

Erica, I hope this helps you.

And for the rest of you, if you find yourself in a similar situation, don’t forget these tips from the pros!


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