Outreach

Outreach (Twitter – Facebook – Email) – Gmail Boomerang
Handyman link building (Offer new logo, header, content refresh, graphics, etc.)
Find Broken Links

Reciprocation
Commitment and Consistency
Social Proof
Liking
Authority
Scarcity

Outreach

Build great assets.
Make them easily shareable.
Be honest & unique.
Build strong prospect list.
Pursue prospects.

Rapportive

Boomerang

Our most effective subject line, by far, is:
[Asset] for [Blog/Website Name]
For example: Outreach Data for Cool Marketing Blog

Look again at the calls to action above. For a lot of them, we just ask “Is this something you’d be interested in?” All it requires is a yes/no response. If they say “yes,” you get buy in and can then follow-up. If they say “no,” you can pivot and offer something else.

For the “I’d love for you to share this” CTA, notice that it doesn’t even require the blogger to email you back. You have given them permission to go ahead and share, and you’ve saved yourself from long chains of follow-up that tend to be time-consuming for little additional reward.

For a guest post, it looks like:
Hi [First Name],
[Brand] would like to contribute an article about [topic]. Is this something you’d be interested in?
Thanks,
[Your Name]

For an infographic, it looks like:
Hi [First Name],
[Brand] created an infographic about [topic] that has some interesting stats, like [interesting stat].
I’d love for you to consider sharing it with your readers.
Thanks,
[Your Name]

For a review, it looks like:
Hi [First Name],
[Brand] would love to send you a [product] for [Website/Blog Name]. You could use in a review, a photo, whatever you think would be best for your readers. Let me know what you think?
Thanks,
[Your Name]

Write like you’re writing to someone you respect in real life
Make sure every single sentence in your message adds value and contributes to your overall goal (which is usually a link)
Have a simple, single call to action
Keep it short
Use proper names just like the blogger does (e.g., call us SEER Interactive and not seerinteractive.com)
Be yourself. Send messages that you’re proud to put your name behind.

Those unfamiliar with outreach might wonder why three outreach attempts. Three is important because:
Any more and you run the risk of becoming annoying and/or flagged as spam
The first should be personalized, explain the point of the email succinctly, and have a call to action.
The second outreach attempt should be a simple follow up, two or three sentences max, attached to the first email, with another short call to action – ie “Emailed you on (date) and wanted to check in that you saw it. Are you interested?”
The third outreach attempt will be a switch to social media – again a short notification and call to action.
If you’re only going to attempt a single outreach, you’re better off not wasting your time outreaching – your response rate is bound to be dismal. People are inundated with email and information overload anymore. Your goal should be to contact them in a useful, brief, informative manner without causing further annoyance.

Start with the recipient’s name. Anyone else dislikes those “Dear Webmaster” emails? A lack of personalization is by far the first pitfall of the outreach email. In fact, the only way to get the person to carry on reading your email is to make it personal to them in the first place.
Build rapport in the first sentence. This one I am yet to see in those outreach emails I get. Sure, many claim that my site and content is amazing beyond description but starting off with a blunt statement like that is far from building any raport. Do it like sales people do, by showing what you have in common with the recipient. Perhaps you two know the same people, have common connections or have published for the same site? (See how important it is to research your prospects beforehand?). Sales people use this technique all the time. When they reach out to prospects, they try to sound as if the prospect had known them already, even if that’s not the case. And it always works.
Be Personal As tempted as it might be to write and use a generic template in your outreach, a personal email, one that includes at least one reference to the recipient will bring a much better result. It is also a good idea to first introduce yourself to the prospect before hand, perhaps by leaving a comment on their blog and then referencing it in the email. It can be a way to build rapport too.
State the benefits of your proposal early in the email. People buy into benefits. They are also super busy so you need to communicate the benefit of what you propose early in the email. I usually have it in a 3rd or 4th sentence, no later.
Make your email intriguing. Yes, most sales emails are boring. By making it a bit more intriguing (hint: it’s in what you propose), you can once again, increase your chances of getting your way.
Keep your email short, 2–3 paragraphs at most. If you can make it shorter, even better. We are all a busy bunch and the last thing we need is to spend time reading through a sales email.
End with a request but here is a catch. It has to be a request that can be responded to with either yes or no. This is the trick that will make your email a success. When you write to a prospect you have a goal in mind, state it in the email but do it in a way that responding to it will be effortless. Why? Becuase by doing so you increase your chances of getting a reply. If your prospects needs to stop and think about what to answer to you, they won’t do it. However, if all she needs to do is to type yes or no, your chances of getting a reply back increase by a mile.

Simplified, the system looks more or less like this:

Research prospects
Qualify
Establish connection, initial outreach
Outreach follow up
Proposal
Negotiate
Closing the deal
Follow up
Now compare it with the one usually practiced by SEOs and link builders:

Research link opportunities
Send outreach email
Cut the deal

Send emails one at a time. From you, to them. Be real and try to offer as much value as possible.
Don’t use full URLs or hyperlinks in your actual email. This increases the chance your email lands in the spam folder.
Find the website owner’s email address and real name. Cyber stalk them to get it. Google them, find their twitter and check WHOIS.
The email templates above will work even better if you personalize them more. Show some personality. Being unique and odd can be more effective than professional and stale. Be a person, not a canned response, even if you start your post from one.
Use a woman’s name.
End emails with a question or a sentence that implies they need to respond to you.
Always double check and proof your email. Using templates can be dangerous if you’re not careful. Make sure it is personalized to the right website.
If you do make a mistake in sending a templated email, come clean and do this.
Hustle. You will never get a link for an email you don’t send.

Overlooking something as simple as the inclusion of a url (such as in a signature), can demolish your response rate by increasing the chances that your email will go directly to their spam folder. This happened to me a lot in the beginning and it’s primarily why I no longer include the .com in their domain within the subject line, or the list of broken links, within the initial email.

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