Getting bloggers in your niche to promote your brand and content.
What is Blogger Outreach?
Blogger outreach, also called influencer outreach, is one of the most effective content marketing strategies nowadays. In a nutshell, it’s all about getting bloggers in your niche to promote your brand and content on their social media accounts and blogs.
However, we’re not only talking about just any blogger.
We’re referring to influential and well-established bloggers who have themselves active and loyal followers.
Why Blogger Outreach?
It's because it works. A blogger outreach quality process can transform any new blog or business into the latest expert within your niche. Blogger outreach is so effective that when it works, you could suddenly boom into one of the best in your niche.
Sounds like magic? Yes, it does. Except this spell is called blogger outreach.
When you take the initiative, the content you’ve worked on will get the attention it deserves. If you know how to approach them, blogger outreach can quickly increase the credibility of your brand. As such, you will notice that you will improve the domain authority of your site, and earn more high-quality inbound links.
You will also begin to attract better leads to your brand. You can convert these into customers efficiently. On a side note, you will build relationships with these influential bloggers which will ultimately lead to co-marketing campaigns.
So How Do You Go About Blogger Outreach?
Here’s a step by step guide to help you in including blogger outreach with your content marketing strategies.
Recheck your goals
Before you reach out to bloggers, recheck your goals to help you create your strategy on how to go about contacting bloggers and what you want them to do for your brand.
If your goal is to boost your site’s rank, then you should focus on link building. On the other hand, if you want to use bloggers to help increase your sales, you can do a roundup post. This will help build the authority and credibility of your business.
Make sure you align your business with your buyer persona
When it comes to blogger outreach, influencers are your primary target. However, you shouldn’t disregard your buyer persona. This will point you in the right direction where your content marketing activities should be.
Research the preferences of your buyer persona and use this to find out who are the top influencers that they follow. These will be the bloggers you need to include in your list.
Create a list
Now that you have your goals and you know your buyer persona, it’s now time to create that list of bloggers you need to tap. Using Google sheets, create a new document and use these headings in your list:
You can use Google search, AllTop, FollowerWonk, or BuzzSumo to find the best influencers to add to your blogger outreach list. How many should you put in this list? It depends on your brand. If you are running a SaaS startup, around 100 influencers are enough. On the other hand, if you have a niche-specific business, a minimum of 30 influencers will do.
Separate your list into tiers
Segment your list of bloggers into several tiers. Doing this will help you get the most out of your efforts. Since not all blogs are equal, you have to approach each influencer in your list in a different manner.
You can get straight to the point when reaching out with most bloggers. With industry leaders, you will need some more TLC.
When you segment your list, you will be able to maximize your time by gaining quick wins for both yourself and your brand, as well as generate some buzz.
Get on the blogger’s radar
One fact that you should know is that not all bloggers will closely watch how their content is performing. Take advantage of this and share or comment on their blog posts so they will notice you. Try not only to leave a general comment such as ‘Nice photo’ or ‘Love this.’ Be more creative and leave a well-thought-of comment. This will grab their attention and make you stand out from the rest who leave comments.
When it comes to sharing, mention them in the post or tag them. This way, whenever you share their content, they will receive a notification from you. If you’re lucky, they will leave some insightful thoughts about it, too.
You can also answer the questions they send to their followers. It will help add value to their followers and get you noticed. Who knows? You might get featured in one of their blog posts. Also, another way is to send the influencer an email about a content you wrote that can help them improve their resources. Keep reaching out to your list of bloggers, and you will not only get a link for free, but you will also get noticed by these influencers as a credible brand.
One more thing that you can do is featuring these bloggers into your blog posts then sending them a courtesy email. A lot of brands who do this testify of great results. In doing this, you are letting them know that you have mentioned them and included a link to their post. Most often, they will reply with a thank you note. The best case scenario would be having them share your content to their followers on social media.
Focus on building relationships
For the best results, focus on establishing and developing a genuine relationship with the influencers. Most industry leaders have their guard up, but when you have a real relationship with them, their walls will slowly crumble, and you can quickly ask them for some favor.
All in all, a good blogger outreach process can make or break your brand. If successfully executed, you will reap great benefits. If not, you might as well be just wasting your money. However, whether you win or lose, you will still learn a lot and be able to do better next time.
Johanes Bangao is an SEO content producer, web content writer, and travel blogger. She loves to go on spontaneous travels. You can check more of her personal adventures at wanderera.com.
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