Before you continue reading, know that I’m a long-time blogger across multiple disciplines, so… I’m “inside the family” on this topic. Here we go.
I recently reached out to a number of fashion bloggers to inquire about advertising on their website. I inquired for a personal project, and it’s nothing remotely controversial or anything of the sorts.
Of the eight I emailed, guess how many I heard back from?
What’s even better than that? That one blogger couldn’t tell me what I could get for X amount of advertising dollars and wouldn’t even begin to brainstorm options.
What a joke. When did getting free publicity become easier than buying advertising?
I’ve previously stated that blogging most certainly can be treated like a business, but from this experience it’s clear many bloggers aren’t business savvy, even by the most elementary terms. No, I’m not talking about every blogger, but I fear the percentage is very high.
Now back to the one blogger that did respond.
I’m still wildly confused as to why this individual couldn’t outline a pricing structure for their site. I practically said, “I want to spend $X with you, what will that get me?” yet no details could be provided.
My gut says that this particular blogger didn’t want to establish any sort of “menu” because that could potentially set a precedent and he/she is used to brands just pulling a number out of the air and asking for a laundry list of things. Heck, that’s not even a good reason… so I’m clueless.
Most bloggers that want to make money with their site will have a media kit of sorts – even in its simplest form – and it’s now time to have a pricing guide for advertisers.
Yes, you very well might be pulling numbers out of thin air, but you HAVE to start somewhere. If your widgets are priced low and you are selling a ton, increase the price due to demand. If you aren’t selling widgets, consider lowering the price or adjusting what you are offering.
One final thought.
When people make advertising inquiries it’s because they are interested in the brand/audience you’ve created. No matter if you think the brand is too big or small, take time to respond and respect the fact that someone has reached out to spend money with you. It’s a privilege.