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Blogger Outreach 101: What It Is and Why It’s Important For Your Business

If you’re looking for an effective online marketing strategy that helps your business stand out, blogger outreach is your best bet. Are you a business owner trying to promote your products or service or a content marketer trying to promote your latest blog post?

With the plethora of content out there (70 million new posts on WordPress monthly) and the competition, how can you successfully put your content across to top bloggers and influencers? How can blogger outreach help you increase visibility? In this article, you’ll learn the importance of blogger outreach as a powerful marketing tool and how to build a solid strategy to help people see more of your content.

What is Blogger Outreach?

blogger-outreach

We’ve already established that blogger outreach is an effective content marketing strategy to promote your product or service. Blogger outreach is a process of building relationships with a blogger or influencer to achieve a set goal. Each time a company reaches out to a blogger to help review their product or write about their service in return for free products or prizes, that’s blogger outreach. Blogger outreach is a strategic process of raising awareness of your brand and making a wider audience aware of your products and services. The idea is to reach out to a blogger or influencer to help create buzz around your product or service. In return, you offer them something free.

For example, let’s say you run a real estate agency and want to implement a blogger outreach strategy to promote your services. You could partner with a blogger in that industry to promote your content. Not only do you get more exposure, but you also acquire new clients.  

How Your Business Can Benefit From Blogger Outreach

You can create the most amazing content out there. But if you’re not combining it with a blogger outreach strategy, you’re missing out a lot. How else can you reach and engage with your audience? Blogging is a cost-effective content marketing strategy. It builds trust, increases your visibility, generates leads and establishes you as an expert in your industry. (insert a link on the importance of blogging). People patronize those they trust. If visitors don’t trust you well enough, they might never buy from you. Expert bloggers and influencers are highly trusted people. 

Blogger outreach allows you to partner with top bloggers in your industry to create and promote content. In doing so, you build online trust and gain brand recognition.

  • Improve your brand exposure 
  • Boost customer trust and online reputation 
  • Build a relationship with your audience
  • Build a strong backlink profile 
  • Earn social shares and brand mentions
  • Increase traffic

Types of Blogger Outreach

There are a number of blogger outreach types out there depending on your goal. Are you looking to build links, build partnerships or promote your product/service? In this article, we’ll talk about 7 different types of blogger outreach. 

  • Link building
  • Content promotion
  • Partnership and collaboration
  • Product and service
  • Guest blogging

One of the main reasons businesses use blogger outreach is for link building. Why? 

Link building increases your website’s domain authority and helps generate massive traffic. 

Getting backlinks from authoritative sites can increase your website’s authority and help you rank higher on search engine results pages (SERP). 

A closer look at Google’s ranking factors and you’ll see backlink as one of them. It’s hard to improve your online presence without link building. Despite the importance of backlinks, not all are beneficial to your business. There are two important factors to look at.

  • Relevance: Make sure the links are gotten from sites that are valuable. If the link doesn’t hold value, you’ll probably be wasting your time. 
  • Authority: Backlinks from influential sites help you rank higher and improve online trust. 

Content Promotion 

The second type of blogger outreach is content promotion. Let’s say you have an eCommerce site and you recently launched some new products. Sales have not been very good so you need help promoting your content. What should you do? You can get in touch with professional bloggers and high influencers in your niche who can help promote your services through relevant channels. 

This is a good approach because it puts your content in front of your target audience. 

Keep in mind that these bloggers have a large following; people that are constantly updated with what they produce. Reaching out to them helps boost your content marketing efforts, boosts your efficiency of content distribution and ensures that you reach a wider audience.

Collaboration or partnership 

Blogger outreach is all about relationship building – creating partnerships with expert bloggers and influencers. It’s a mutually beneficial relationship. As you develop meaningful relationships with these influencers, you improve your visibility while strengthening the blogger’s following. 

As you proceed to reach out to professional bloggers who produce fresh and exciting content, you’re building relationships around your industry. You’re able to expand your reach, increase social shares, increase following.

You might catch yourself thinking, “I offer great services, produce great content and have some following, why should I bother reaching out to influencers?” Regardless of how great your service is, you need people to support and help create buzz around it; more like your brand advocates.

Product or service promotion

Another blogger outreach type is targeted to product or service promotion. The purpose of growing a thriving business is to promote it as much as you can. A great way to do this is by reaching out to high authority bloggers to write about your product or service. They can work on producing great case studies, product descriptions or product reviews. In the long run, you reap benefits such as: 

  • Quality backlinks
  • Online visibility 
  • Trust 
  • Brand awareness 
  • Organic traffic
  • Increase in followers
  • Generate leads 

Guest blogging / Guest posting

According to statistics, 63% of readers consider blogs with multiple authors to be more credible. What is guest blogging? It’s a content marketing approach that involves writing content for another company’s website. You can see it as social proof for your business. Whenever an influencer or top blogger writes about your product/service, they are verifying it.

  • Drives quality traffic
  • Build backlinks
  • Generate leads
  • Improves authority 
  • Referral traffic
  • Build relationship 

Creating the Perfect Blogger Outreach Strategy 

blogger-outreach-strategy

When done right, blogger outreach is effective. According to research, only 8.5% of all outreach emails get a reply. There are so many outreach emails sent on a daily basis, you want to make sure yours isn’t among the bad ones. In case you’re wondering if you need a blogger outreach strategy, the answer is yes! 

It’s more expensive to acquire a new customer than to retain an existing one. Trust must be established before one can purchase from you. Blogger outreach allows you to leverage trust already built and use it to scale your business. The influencers and bloggers you reach out to already have a number of followers who trust them. By relating with them, their audience will like and trust you. 

Effective blogger outreach strategy goes beyond sending multiple emails out of the blue. Your email is likely to get lost in their spam folder. You need an effective plan to get started and reap the benefits. 

Set a goal

As with any marketing activity, it all starts with a goal. Have a SMART (specific, measurable, attainable, relevant and time-bound) goal in mind before crafting that email. Your goals inform every other thing that follows. 

Start by asking yourself what you hope to achieve? Is your goal to drive more traffic? Build domain authority? Increase sales, generate backlinks or increase engagement around your content? Don’t reach out to any blogger until you first define your goal(s).

Who’s your ideal blogger?

Depending on your niche, this will vary. Who is your ideal blogger? Some of the things to look out for include:

  • Audience engagement – comments and social shares
  • Traffic
  • Domain authority 
  • Page authority 

Identify the right targets and contact information

Once you know the kind of blogger you’re looking for, the next thing is to build a list of prospects with their contact information. 

Create a detailed “target persona”

Before sending out emails, you want to do some research. Analyze the background and personality to build a persona of each blogger in your list. Do your homework well. This makes it easier to craft and tailor your message to your right blogger.

Develop an attractive bait

Remember, it’s a mutually beneficial relationship. What does the blogger stand to gain from partnering with you? What can you offer that’s valuable for your prospects? Think about anything you can offer that can be appealing to the bloggers on your list. Tailor it based on what each blogger likes 

Structure your messaging

This is a crucial point of your strategy. Carefully craft your message as it will determine the success of your blogger outreach campaign. You might have the right goals, the perfect bait and high influencers on your list, but if your message is wrong, your campaign will not be successful.

Don’t beat about the bush. People value their time so get straight to the point.

Measure and improve 

As always, if you’re not measuring, you’re not improving. What gets measured, gets improved. 

Blogger Outreach best practices 

Regardless of the type of blogger outreach you’re going for or the strategy in place, there are some best practices to keep in mind: 

  • Don’t promise what you can’t offer
  • Look for bloggers who care enough about your business, not the freebie you have to offer
  • Build a relationship that will last
  • Personalize your emails and go straight to the point
  • Be creative when pitching your ideas 

Blogger outreach tools

blogger-outreach-tools

It can be stressful and time-consuming to plan an effective blogger outreach strategy. Below are 6 blogger outreach tools that can help you achieve greater success. 

Choosing the Right Blogger Outreach Service

We can’t stress how much a blogger outreach campaign is good for your business growth. Consumers buy from who they trust and blogging is one way to build that trust. Also, when researching a product, consumers often turn to bloggers for advice. It’s important to leverage blogger outreach to promote your service and reach a wider audience. 

Let’s help you reach your blogger outreach goals. Our blogger outreach service is targeted to help businesses like yours with the right strategy to help you grow. Schedule your free consultation today.

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