Link building is crucial for search engine optimization (SEO). It has a direct influence on how well you rank on search engines. Yet, the reality is that many SEO experts and marketers have a challenge getting the process right.
Research shows that 41 percent of SEO practitioners consider link building the most difficult part of SEO. It could explain why a significant percentage of a marketer’s budget goes to link building – 46 percent will spend about $10,000 and above every year, while 22 percent stay within the range of $1000-$2,500.
The fact is the right backlinks will get you noticed by search engines. That is why a portion of your marketing budget should go into the development and implementation of an effective blogger strategy.
Let’s look at the right way to do this.
Blogger Outreach: What Is It?
You could develop tons of content, and put them up on different online platforms. But you may realize that the search engines do not seem to be noticing.
The problem could be that the quality of your content is simply not good enough. Another issue could be “infobesity,” a portmanteau of information and obesity that means information overload. After all, everyone is competing for an audience that has a very limited attention span.
Blogger outreach services provide a powerful tool that can help you cut through the noise. Through outreach, you create relationships with influential bloggers for specific goals, leveraging their popularity to get links and traffic to your site.
The beauty is such individuals already have tons of followers. When influencers speak positively about your brand, their audiences will start getting interested. If they tweet or link to your content, you are likely to get more people coming to your site.
But, the process is not as easy as it sounds. You must be strategic in your approach. Here’s how.
1. Find the Right Bloggers To Work With
One thing you will find plenty of in the online space is people who position themselves as influencers. They may very well be if the number of followers alone was anything to go by. But, it is important to be discerning about who you work with.
Think about the relevance of the influencer to your industry – the blogger should be someone within your niche.
Let’s say, for example, that you have a budget that can afford Kylie Jenner. But, your niche is motor vehicle accessories. Working with someone like Kylie Jenner, you may not get the traction you desire because she would be better suited to beauty products.
Your money would find better use if it goes to someone like Supercar Blondie, who has fewer followers but significantly more clout in your niche.
2. Have a List of Prospects
Develop a list of top bloggers within your niche. It also helps to check what kind of comments they attract and the number of social shares they pull. You can find prospects on social media or with a simple Google search.
For the latter, use relevant keywords and you will get back tons of results. Look at the screenshot below for an idea of how to go about the process.
From the results, it becomes easy to develop a top 10 list.
3. Segment the List
Segment the prospects depending on their influence.
- Mega prospects have large numbers of followers, solid reputations and are easily recognizable by their audiences. Mention Neil Patel, John Mueller or Barry Schwartz, and SEO experts immediately come to mind.
- Macro prospects may not have a very large following, but it is clear to see that they enjoy massive popularity amongst their audiences. They would also be easier to reach than mega prospects.
- Micro prospects are very active within their industry. They are the most visible and interactive in social media groups and other networking channels. Even though they do not have the numbers in terms of followers, they can be very useful. So, do not dismiss their potential when looking for blogger outreach prospects.
4. Start Developing Relationships
Now that you have a segmented list, it is time to contact the bloggers. Be patient because it takes a bit of time for them to notice you.
Step 1: Become active on their social media posts. Tweet, subscribe, like and share their content.
Step 2: The next step is to contact them through email. At this point, you are still focusing on building relationships. Talk about how much you admire them or what they do. Introduce yourself and drop hints about what you do.
Do not use hard-sell language at this point. Also, keep emails short – no one has time to read long emails. You want them to see how a partnership with you can be a win-win for both parties. If you do not see a response within five to seven days, make sure you do a follow-up.
Develop a thick skin because some of them will not agree to work with you. That is why you need a list, and not just one person, as a prospect.
Step 3: Ask them for permission to link your comments to your blog. They are not likely to refuse because they also benefit by connecting with your audiences. Like you, influencers need numbers to stay relevant.
Step 4: This is the most critical step because you will be asking the influencers for a service. It could be a product or website review. You can even ask to be a guest blogger with links back to your site. The idea is to link to their site so that you direct traffic back to yours.
Step 5: Keep up the communication with the blogger so that you remain top of mind. You can imagine how many people come to them for different services. Also, work at ensuring that the content is engaging enough for audiences to want to know more.
Follow the guide above for your blogger outreach campaign.
As you can imagine, it is a process that takes a lot of patience. But it’s worth it because partnerships with the right influencers will generate tons of interest. High-quality links will get traffic to your website, which is critical for SEO and being found by your ideal audience.