Why Blogger Outreach Needs to Be a Part of Your Marketing Plan

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Take a closer look at what exactly blogger outreach is and why it needs to be a part of your business marketing plan.

Every business needs a good marketing plan. One that will help your business, and your products and services get in front of the right people.

Of course, advertising and social media work, but I'm talking about something that will get you tons of traffic and exposure from the right people.

It will also help build up your SEO, so your chances of getting found organically increases too. What am I talking about? 

Blogger outreach. Wait. Blogger outreach? For businesses? That's right! Let's take a closer look at what exactly blogger outreach is and why it needs to be a part of your business marketing plan.

Related Article:The Do's And Don'ts of Stellar Blogger Outreach

What Is Blogger Outreach?

Let's start by correctly defining blogger outreach. Blogger outreach is literally reaching out to bloggers to build a relationship and collaborate on any number of things. This could be just about anything; from securing a guest post on their blog, to having the blogger link to your site, or even having them write a post about your products or services.

Why? Because readers trust bloggers. In fact, 81 percent of U.S. consumers say they trust the information they receive from blogs. Many of these niche bloggers have taken the time to build up an audience that trusts them and listens to what they have to say. So when bloggers introduce your business to their audience, those readers pay attention. Those readers are much more likely to visit your website and become paying customers. Simply because a blogger they trust has recommended your business.

Also, bloggers know how to use social media well. They have the capability to reach a far wider audience than other traditional forms of advertising can. Just through blogger outreach, your business can increase website traffic, sell more products and services, increase your SEO power and search engine ranking and raise your social clout.

How to Get Started With Blogger Outreach

A good blogger outreach strategy takes much more than just reaching out any blogger and asking them to review your business. Bloggers are busy, so not only do you have to get noticed, but you have to get your pitch accepted. Here is a four-step process that will do just that. It will not only get you noticed but get you the results you want with your blogger outreach campaigns.

Step 1: Do the research

This first step is critical. Not only does targeting the right bloggers help you get more opportunities, it will help you boost your business more.

Start by looking for bloggers in your industry. You want to make sure the bloggers you are targeting write about topics that relate to your business. This will ensure that their audience will be interested in your products, services or content too. Turn to Google to look for blogs in your industry. You can also check popular social media networks to see which profiles get the most followers and the most retweets and likes. This should give you a good idea of how well-known the blogger is, and also how engaged their audience is.

Related Article:5 Costly Blunders That Could Compromise Your Blog in 2016

Step 2: Read the blog

Bloggers get solicited many times a day. So take the time to actually read their blog a bit and get to know their content, the audience and the blogger. This way, when you do reach out, you’re not totally cold pitching them, with a cut and paste email. Bloggers can tell if you’re just sending out a mass email, and will readily reject it. But writing a different email for each blogger you want to pitch is time-consuming, right? This brings us to Step 3.

Step 3: Make contact using a proven email template

Customizing each email takes time, but failing to customize your emails could greatly affect your pitch success rates. Find the perfect middle ground by using a customizable email template that has been proven to work.

The infographic below provides a step-by-step blueprint for developing your own customized blogger outreach email template.

infographic: Step by Step blueprint for developing your customized blogger outreach email template

Special thanks to Infobrandz.com for their great design work on the infographic.

By using a crafty email template, you can cut down your emailing time, while still proving that you have familiarized yourself with the blogger and the blog. This highly-successful email template will allow you to customize just where you need to while keeping the rest of your emails the same, talking up your business and showing bloggers just why they should consider partnering with you.

Related Article: The Best Plugins for Successful Lead Generation From Your Blog

Step 4: Follow-up

If you don’t hear back from the bloggers, follow up! You know what you have to offer and bring to the table, so don’t be afraid to send another email reiterating your request. Often times, the blogger has been busy and just hasn’t had the time to respond but is genuinely interested in working with you and your business, especially if you’ve done your research, picked the right bloggers and used an email template that works.

This is where blogger outreach management systems like Buzzstream or Pitchbox can be helpful. Today’s bloggers have the ability to influence their readers. For bloggers with dedicated readers, they have the power to influence what businesses those readers patronize, and what products and services they use. If you’re not tapping into the power of industry bloggers, you could be missing out on a lot of opportunities for sales, traffic and fans.

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