OutreachInsights from my 5 outreach campaigns

Bedford: InfographicsBedford: Carbon MonoxideImaginFiresDrain DepotQuote Searcher: UK Gov Survey

The Challenge

Important and challenging skill

Culmination of several different skills: content creation, sales, programming, psychology and marketing.

Harder today: new algorithms take the quality of the links into account

Step 1: Research

Define the target audience and build a high quality database

Tools:

Gorkana SEO Moz, Buzzsumo, Tweepie, Followerwonk, …

What we want:

Highly authoritative: DA, PA above 25 Trustworthy: Spam score below 3 Look at the competitors: Who are they linking to?

Step 2: Craft the messageWhat we want:

No action without reaction, have to prompt an emotion to get a reaction. What will your target will respond to:

Money Friendship Write article for them Other need we can fulfil?

It’s all about relationship: make it human (short, type mistakes, sent from iPhone, …)

Asking for money

Average price

Bedford (Infographics) 1,20% £265

IF - interior design 15,00% £216Drain Depot 2,30% £150

Quote Searcher 0% £0

Step 2: Craft the messageKeep in mind:

Keep it simple No more than 1 action per email Be persuasive ≠ begging

Personalization is key: Find at least their name Do your homework: what do they write about, …

Ex: ImaginFires “btw, I love the article you wrote about … how should I … ?” Bedford “I’ve really liked what you done there and I think my content would bring further information on that”

Subject of the email: different tactics

Improve your template as you receive answers

In practiceGood afternoon James,

I hope you are well.

I would like to quickly introduce myself. My name is Floriane Magnin and I work on behalf of QuoteSearcher who are a niche insurance specialist.

We recently commissioned an exclusive YouGov survey to investigate the opinions of 700 SME decision makers on a potential UK exit from the EU and have created an interactive graph detailing their answers. The results are quite surprising and available here: https://www.quotesearcher.co.uk/eustudy/

Would this be something of interest to you to share or write about?

We can also provide you with extra data if you want an analyse from a different angle as well as data on regional areas, per gender or age.  

Thanks!Signature

Quick presentation of myself: Who is writing me?

What do they want?

No more than one link

Ask only one thing

Improvement

Make them curious, push them to answer

Personalization minimum

Brief greeting

Step 3: OutreachSend the emails:

eMail marketing providers (Experian: open rate, whether they clicked on the link, …),

Mail merge.

Connect via social media:

Followerwonk Tweepie …

Be organized! Keep track of every single interaction. Timing is key: Tuesday morning

Step 4: Follow up Persistence pays off: sometimes apologize

Follow up email: 7-10 days later (not be too forward or too needy)

When answer first mail can add more details.

Update your database: new email address, email address of colleagues

2nd email more friendly

Don’t get discouraged by rude people!People answering after 1st email 2nd email Response No

responseBedford Infographics 8.7% 16.5% 24.5% 75.5%

IF - interior design 5,50% 16,6% 22% 78%DD 11,10% 4,50% 14,80% 85,20%QS 3,80% 13,20% 18% 82%

In practice

Hey James!

Hope you are well.

I am just following up on my below email I sent last week. I am hoping you may be interested and I am really keen to hear your thoughts?

Floriane

Results so far

% of links

ImaginFires 7,40%

Drain Depot 9%

Quote Searcher 1%

DA Spam Score

Bedford infographics Personalfinanceopinions.com 20 3

ImaginFires houseandgarden.co.uk 58 3  liveliketheboy.co.uk 29 1  thedesignsheppard.com 29 2  tidyawaytoday.co.uk 26 3

Drain Depot sustainablehomes.co.uk 34 1  businesszone.co.uk 51 0

QuoteSearcher independent.co.uk 92 3  thecsuite.co.uk 27 4  outsourcemag.com 23 1  lightwater.wordpress.com 96 2  youtalk-insurance.com 30 0

Percentage of links compared to the number of emails sent

Websites that linked us