Building connections, growing awareness, and building your brand's image is what outreach marketing is all about. It involves doing outreach emails to connect with influencers, bloggers, journalists, and other businesses relevant to your niche. The connection is not just to widen your network but ultimately leads to increasing your brand awareness.
Why is Outreach Marketing Important
With effective outreach marketing through your marketing public relation, you can get valuable links to improve your SERP position. Not only will it bring more traffic to your site, but it also helps you reach new audiences. In addition to that, you get a huge potential to promote your content and expand your network by partnering with various like-minded individuals or organizations.
How to Build Backlinks with Outreach Marketing
Here's one that directly affects the online reputation of your brand but also influences your search ranking. Brand mentions happen everywhere on the net, but the key is to know where it creates much noise for your business. That's the reason why tracking your brand mentions is essential and a must-do.
Here are some ways on how you can build your brand mentions:
Social media presence
It's like an online diary of sorts where everyone posts about almost everything. In a space where thousands of people go from sun to dawn, you wouldn't want to miss the vast exposure, not to mention the power of the social media buzz.
Reviews are vital to your brand as it lets users know that your business is alive and interacting with real-life customers. It also puts you on the map and provides more online visibility, such as those reviews left in Google Maps or Yelp.
Collaborate with Influencers
Suppose you have a good partnership with an influencer with a solid follower base and likes your brand. In that case, you can already have a significant chance of increasing your social media presence and having an excellent traction review. Define a PR Strategy to be more efficient when outreaching partnerships.
HARO (Help A Reporter Out)
HARO is a backlink outreach technique that's known to earn you highly credible media backlinks. You can take the vast opportunities in this service, and it's practically easy too. All you need to start off is to sign up as a source, and you'll be able to receive daily queries from journalists looking for different sources.
Like backlinking, becoming a source in HARO isn't about sending hundreds of pitches to just about any query you'll receive. With the bulk of emails that you'll get in a day, it can be a little overwhelming. Choose to be specific in your pitches and narrow down your responses to those queries relevant to your niche and what you believe you are qualified for.
Some practical tips when crafting your pitch is to cite your authority right at the start - on the subject line. With the many pitches that a journalist gets in a day, you need that subject to grab their attention. Always explain your relevance and make an easy-to-read pitch. It's also ideal for putting in your website, social media handles, and link to your photo in your email signature to reduce back-and-forths. Lastly, be genuine in your responses, you can surpass writer’s block and get a creative responses using HeadcomAI.
Who knows, your pitch could just land you the opportunity of your life.
Local Resource Pages
If you're a local business or with a physical address, you can take advantage of local links. There's definitely an opportunity here to build authority as local links inform local search engine visibility. The goal is to be a valuable and quality resource that people or organizations in your local area will likely share or link to.
Since local resource pages are basically web pages that link to sites in a particular industry, educational community, or any other local resource, it's a much easier strategy. You can find relevant resource pages using a Mozbar Chrome extension or keyword search strings in Google, Bing, or other search engines.
Some examples are:
- Keyword "community resources"
- Keyword "resources"
- Keyword "helpful links"
- Keyword "useful links"
- Keyword "links"
Podcasts are everywhere nowadays and talk about anything under the sun, from business to daily musings. What's so good about it is that you can build connections by either having your own podcast or being a guest in others.
Say you're a financial planner and hosting a podcast about personal finance and money management. You can invite a well-known businessman or an investor to talk about entrepreneurship or investment. Most likely, they'll link your site and share it with their social media handles. You'll get to have additional listeners and exposure right then and there.
Or you can reach out to relevant podcasts in your niche and offer to become a guest in one of their episodes. If it's the latter, it's best to stick to podcasts that are relevant to your business or industry, something that you can share truthful information with and have a high social media engagement. Suppose you have a particular skill set or knowledge on a specific topic. In that case, it should be relatively easy to pitch as a guest as most podcasts are regularly looking for resource speakers to interview.
One of the reasons you should improve your press page or invest in making one if you don't have it yet on your website is that it can be one of the elements to support your PR initiative. After all, media coverage gets you incredible site traffic and, in turn, boosts your SEO.
As an inbound PR strategy, it's easier for journalists to look for information about your business. They wouldn't necessarily need to scour through other sources or go through several long emails to get the information they need. However, if you have an outbound PR strategy and you're pitching to journalists or media, your well-established press page can support your initiative.
Building a press page may differ in terms of the type of audience that you intend to attract, but there are general elements to include, such as:
- Company overview (short summary about your business, contact information of your brand marketing or PR group, and essential details)
- Visuals and snippets of your press release statements: users can get a quick glimpse of what your press release is about even without fully opening it.
- Media assets (office photos, company activity photos, logos, headshots, and bios of your executives, if applicable)
When you guest write an article for other blogs, you get to exchange your content for backlinks. The links can be placed within the article in the form of a hyperlink. Or this can also be placed as part of your author's bio.
To earn quality backlinks through guest blogging, pitch for sites that are relevant to your niche. If you're hosting a site about beauty and fashion tips, it makes sense to reach out to fashion websites instead of a business in the automotive industry. When readers see your content as an authoritative resource, chances are they'll get to explore more about you through your website.
Ideally, you'd want to guest write on strong blogs with good domain authority. You'd want to take advantage of the high traffic that they're already receiving. You can also search on google for websites looking for guest blogs, and you can send a pitch.
What are outreach strategies?
Outreach strategies involve a process of creating valuable links from external sites to your own website. As backlinks still significantly impact search engine algorithms, outreach strategies can either make or break your site. There are many ways to earn backlinks, but search engines generally look at links from trusted, authoritative, and relevant websites.
What is a marketing outreach plan?
Outreach marketing is also often called influencer marketing because the main focus is pitching your content to influential people. Beyond influencers, it's all about building relationships with people and organizations who already have a strong relationship with your target audience. By reaching out, partnering with them, and reaching a mutually beneficial outcome for both parties, your goal is to increase brand awareness and grow site traffic.
Is outreach a part of marketing?
Outreach marketing is a marketing strategy that focuses on building human connections. It emphasizes prioritizing relationships first before directly marketing a product or a service to a consumer. It doesn't just partner with big-name influencers but even consumers who have had a positive experience with your business. All these stitched together in your outreach marketing campaigns help create your brand's story.
To Sum Up
With the different ways we have shown above on how to build backlinks through outreach marketing, one thing remains to be a vital part to remember:
It’s all about building relationships and making connections.
Like any plan or initiative, a properly-outlined approach wins the day. This, together with the guiding principle above should get you ready. All that’s left for you to do is to plan out that email outreach.
There you have it. Whatever backlink-building way you implement, it’s important to track your results to know what went well and what to improve the next time.