Blogger Outreach: How To Pitch Bloggers & Influencers In Your Niche
Like it or hate it, blogger outreach remains one of the effective ways to get more people within your industry to know about your product, service, or brand. Not only that, it’s a white hat link-building strategy that can help you scale your SEO campaign.
But as with anything digital marketing, there are right ways and wrong ways to do blogger outreach. Unfortunately, many business owners and marketers struggle to get results. As a result, they often get frustrated with either a low response rate or negative feedback.
Let’s face it, some bloggers and influencers can be extremely brutal and ruthless in their response, especially when they spot spammy emails.
But the truth is, blogger outreach is quite simple. It doesn’t matter if you’ve been rejected before; you can learn to improve your approach to increase your chances of getting the attention of some of the biggest influencers in your niche.
So, if you’re looking to learn how to do blogger outreach effectively and get an immediate positive response from the top bloggers, you’re in luck because that’s exactly what this post is about.
In this post, you will learn what blogger outreach is, how it works, and what you need to do to ensure that your outreach mail doesn’t end up in the trash.
So, are you ready for this?
Let’s get started…
What Is Blogger Outreach?
Blogger outreach, also known as influencer marketing, is the process of building relationships with influential bloggers in your industry to convince them to talk about your product or service.
Let’s break it down.
As a business owner or marketer seeking awareness for your product or service, you outreach to influencers who have a large targeted, laser-focused audience, asking them to write a review about your product or service.
This is usually done in exchange for free access to the product or service. Sometimes, money can also be exchanged; it depends on your relationship or agreement with the blogger.
Considering the fact that several other businesses are probably outreaching to the same bloggers, the competition can be a little high. The best way to get the bloggers’ attention is by sending them personalized emails.
A personalized email is specifically targeted at the individual blogger. It highlights the value proposition of your product or service and the benefits that the influencer stands to gain for promoting it on their platform.
If targeted at the right influencers, blogger outreach can prove to be the best and the most cost-effective way to put your product or service in front of your target audience.
This brings us to the question, how does blogger outreach work, and how can you get the needed buzz in terms of likes, visits, and tweets for your product or service online?
The following steps explain the process involved in blogger outreach:
STEP 1: Find Prospects
Once you’ve decided to do blogger outreach to promote your businesses, the first step is to look for bloggers or influencers who might be interested in what you’re bringing to the marketplace. There are different ways or methods to find outreach prospects.
Here are three practical ways to find quality outreach prospects, regardless of the industry you’re in:
Look for people who are featured in your article
This is relatively easy and straightforward to do. If you mentioned or linked to valuable resources from other websites or bloggers in your content, then you can reach and let them know about the mention.
You can get a list of all the mentions on your blog either by looking for them manually or using tools like Screaming Frog or Scream Frog.
Search for people who have written articles on the same topic
If someone has written an article about a similar topic as you have, there are chances that they will be interested in working with you. You’re most likely going to get positive results when you pitch to someone in your niche or industry.
Can you imagine someone in SEO pitching to a blogger in fashion? There’s no connection, and such a pitch won’t lift a needle.
To do this, head over to Google and search for some keywords related to your product or your content topic. Let’s say you’re looking for bloggers who have written on “Blogger outreach tools”…
Get the list of articles that appear in the search results and filter based on relevance or recency using the “Tool” option on Google.
Search people who have linked to your articles on the same topic
You can do this by searching online for articles related to your product or the topic of your article.
Head over to Content Explorer and search for something related to the topic of your article. After that, you can look for those sites referring to the content using tools like Ahrefs, or SEMRush.
To do this on Ahrefs, copy the URL of each article you’ve collected from search results and paste them into Site Explorer.
Navigate to the referring domain and click the option. You will see the sites that are linking back to each of the websites. Sift through each website and hone in on the best prospects.
STEP 2: Segment Your Prospects
After you’ve compiled a list of prospects for your blogger outreach, you will notice that all the candidates will not be on the same scale in terms of relevance.
This is why you need to group them into different categories according to their level of influence.
The term to use in naming each category is up to you; basically, you want to be realistic in your approach and make sure that you’re shooting the right shot.
For example, you can categorize using phrases like “Very famous”, “Famous”, “Not so famous”.
Some of the factors to consider when segmenting your prospects include influence (in terms of social following), authority, and domain rating.
If you’re in the marketing and entrepreneurial space, some of the very famous influencers you might want to outreach to include Gary Vaynerchuk, Seth Godin, and Tim Ferriss.
But the issue is, some of these people may not even have time to read emails from strangers. So, your only chance of reaching them is by a personal introduction or by doing something outstandingly creative.
Instead, you can try the famous influencers. Although the famous ones aren’t as influential as the very famous influencers, they still have large audiences that’s enough to give you the buzz. You might want to consider people like Brian Dean, Neil Patel, and Jon Loomer for this category.
There’s a good chance that you’d be able to get their attention by sending them a nice, personalized email (not a generic or template email).
Not So Famous
These people don’t have a big audience yet, but they’re actively promoting themselves by contributing to niche communities.
They have a couple of guest posts on popular sites and are often seen participating in events.
You can get these people to talk about your product or service by sending them personalized and value-adding emails. If done right, there is a big chance that they will reply to you.
Although links or tweets may not carry as much weight as those from the very famous and famous influencers, they’re usually more open and eager to build relationships. And over time, you can see the relationships start paying off big time.
Compile the final list of your prospects and get on to the next step.
STEP 3: Get The Right Contact Details
As simple as this may sound, it’s one of the most critical steps when it comes to doing blogger outreach. For some bloggers, you can easily get their email addresses from their websites, but you might have to go out of your way to get them for others.
Finding the correct email address of prospects can be time-consuming and tedious, especially if you care about finding the right contact emails. A lot of marketers use some automated tools to scrape emails, while some even guess.
There are many automated tools out there that help you find email addresses on the web, but you need to make sure you’re using the right tool.
To get the correct email address of your prospects, you can try out a tool called Hunter.io. This tool can help you to find email addresses associated with a particular website.
If you install their Chrome extension and hit it while browsing a particular website, it will return the email addresses of a few people associated with that website. This way, you might be able to get the exact person you’re looking for.
The tool also allows you to search for a name and website to find the specific person’s email address. The good part is that they have a bulk version of this tool, which means you can upload a list of names and websites, and Hunter will try and fetch each person’s email address.
STEP 4: Create Your Pitch
This is where you get to sell your brand, product, service, or idea to the target blogger. A good pitch communicates your message in a clear and precise manner. Unfortunately, this is where many marketers get things wrong.
A lot of marketers rely on email templates.
Does that mean you shouldn’t use a template for your email?
Not exactly. If anything, templates provide insights that guide you through writing and choosing a format for your email.
But there’s an issue with writing based on a template: you may end up coming with a pitch that looks banal and rehashed since several other people are also using the same template.
So, how can you create a unique, personalized, and winning pitch?
Here are some tips to help you get started:
Create a curiosity-evoking, compelling and catchy subject line
Influential bloggers receive tens of emails daily, but there are chances they might not even open your email unless there’s something that gets them interested in doing so. This is why you need to come up with a creative subject line. This will help your email to stand out from others.
Show that you know them by personalizing your message
Your email should show that you know about the blogger you’re writing to. Is the person a basketball fan or someone who cares about dogs? Do some basic research about them. Also, show that you follow their writing and you’re a big fan (but not in a flattery manner).
Don’t make the mistake of shifting away from the point of contacting them in the first place. Briefly comment on the things you think they are doing right, talk about your encounter with them (online) and then move on to the crux of the outreach.
Explain why you’re contacting them
This is important. In doing this, you want to tell them the value you’re bringing to the table. People are attracted to value and benefits. For example, you might want to tell them how your recent post complements a similar post they’ve written or how it offers additional insights that may help their readers.
End with a clear call to action
Be clear enough about what you need them to do for you. Are you requesting a tweet, a review, or a link back to your site? Make sure you clearly express your needs.
Review your email
Don’t send out any outreach emails in a hurry. Before sending your email, take a moment to review your email to see if there’s any important information you missed or mistakes in your writing. Mistakes such as grammatical errors or misspelling will leave the receiver with the impression that you’re probably a disorganized or careless person.
Send out the email
Send your mail. If you’re targeting more than one blogger, make sure each email you’re sending out is unique and personalized to all the target bloggers.
STEP 5: Follow-up
Not all the bloggers you reached out to will reply to your email. But most of the links, mentions, and review opportunities you will get will come from follow-ups.
So, you need to send a follow-up email, reminding them of your previous email and letting them know you’re still looking forward to receiving it.
Always have it in mind that no blogger owes you a responsibility to reply, so don’t take it personal if you still get no feedback after the follow-up.
As a general rule of thumb, send a follow-up letter once. You don’t want to bug them with constant write-ups.
Blogger outreach may not be a no-brainer task, but it’s not rocket science. Before you get your feet wet, you should take time to reread this article and familiarize yourself with the process and steps explained therein. Over time, you will get used to it and can even get creative with and come up with your system. As long as you’re bringing value to the table, your blogger outreach should begin to pay off with this method.