How to change outreach methods during and after the pandemic

Entering this year, who will guess what will happen. I don’t think it is necessary to list why 2020 is so crazy. People and companies have felt their due influence and have made great strides in adapting to the new norms. If part of your SEO or online marketing strategy includes establishing valuable links (which requires good manual promotion), you may ask yourself: “What changes should I make to the promotion?”

Well, I’m here to tell you, you don’t have to make any changes… If you get it right.

Google wants people to get the most comprehensive information. The actual link is an important part of the process. Real links come from people, and effective communication with people is your way to ensure high-quality links. No matter what type of link you want to establish, outreach activities will play an important role in successful or failed conversions. Great email promotion is time-consuming, thoughtful, and requires research, concentration, and concentration. Sometimes it feels like strenuous work. And don’t forget the social skills, influence and marketing skills that can really push your business to the end.

2020 is hard enough. Don’t let your promotional activities also be full of challenges. I will introduce some basic propaganda basics that can help you stay successful during and after the pandemic.

  • Know your business, products or resources

First of all, the first thing: This seems obvious, but in my experience, if you can’t summarize your business, the products you sell, or the content of the articles/guides you publish in one sentence, then your chance to successfully develop e-commerce Mail activity will be very low. You must understand the unique value it brings, because it will essentially help you persuade someone to add a link to your website. Remember, you are asking someone you don’t know to do you a favor, and it doesn’t seem to be in return.

  • Know your online audience

Similar to knowing your website, you should also keep your target audience/buyer role in mind. A full understanding of the characteristics of these groups can help you identify and talk about their value. Successful promotional activities will naturally pair companies or products with webpages/websites of similar value. If the asset my client wants to promote is a resource for female companies, then my online audience should have already found value in the topic.

organization

Obviously, if you don’t have a list of sites/people to send emails, you cannot send emails. Organization is the key. When starting a campaign, you should know how to centralize all the content related to the link building project (website, contact information, email, etc.). Although you can use Google Docs and Sheets to do this, I recommend using it only for small campaigns; high-yield campaigns will be difficult to manage and require promotional tools (such as Buzzstream or Pitchbox).

Link exploration

Once you know how to manage all the content, you can start to find and identify relevant authoritative websites. There are many ways to find the target website, but the two most common methods are to comb through the backlinks of competitors, find information that is also related to your backlinks, or use Google’s Boolean search to accurately specify the type of page you are looking for.

Reviewing the relevance and authority of the website is essential to ensure that you establish links to the website that will never be outdated. The link you established today should be able to exist on this page and be relevant for the long term. The important thing is to spend time first and thoroughly check potential customers to make sure you are after the best link. Given that it may take a lot of time to expand, you want to make sure that you don’t waste precious time not reaching the desired or unlikely to convert website.

In Page One Power, we evaluated various link metrics to help evaluate the quality of potential links. Some questions we asked when evaluating expected goals:

  • Does it make sense for my link to exist on this page?
  • Does the website have positive metrics from major SEO tools (such as Majestic SEO, Moz, SEMRush or other tools)?
  • Does the page contain spam or irrelevant links?
  • Has this website been updated recently?

Identify goals and contacts

When you find potential potential customers, make sure to also record important information about these goals in the outreach list, because you will need this information in the future. If you do not specify it now, it only means that you will have to waste valuable time searching for the information again in the future, and you will have to work harder. The information you should track includes the name of the contact person, their email, the company/website they represent, and any information related to your previous messages or contact details that you have with that website or individual.

In the crazy period of 2020, it’s especially important to know the status of the person you are trying to contact. Did they change business hours? Do they have to lay off employees? Are they getting help from the community? Recognizing how they are or are still being affected can help you decide what to do with them when you start sending emails.

Outreach concept

One thing I want to impress my employees is that they must accept outreach services themselves, which is very important. Think about the spam you received in your inbox. I receive more than 10 emails every day, including formatting errors, grammatical errors, misspellings of names, and other information that caused me to roll my eyes and move on immediately. Don’t make the same mistake.

Another motto may seriously affect your outreach activities and provide you with a good gut check: “If you don’t want to say it in person, please don’t send it by email.”

In the final analysis, you should never send an e-mail, so you won’t open, read, and reply. This is especially true in a world where people’s lives have been turned upside down, pressure is getting higher and higher, and people are trying to make themselves healthy and happy through this world.

Email basics

Every industry is different, but overall, there are some common practices to ensure quality and successfully expand your business.

  • Keep it straight and avoid containing too much information
  • Be specific and include key details that your contacts don’t need to search
  • Highlight the benefits of your business, product or resource
  • Avoid being too picky, too personal or spammy
  • Use intent and the URL or wording you use
  • Be polite and courteous to the person you want to contact
  • Think of it as building a relationship, not just building a link
  • Make editorials to avoid grammar and spelling errors

Components of the initial email

A clear subject line-this should be as specific and simple as possible. Not only is this the first thing people see in their inbox, forcing them to click open or move it to the spam folder, but you should also tell them what you want to send the email and why.

The correct address and recipient-this is the person you want to send the message to-webmaster, editor, club owner, secretary, list, etc. Even if the content of your email differs depending on the person you are trying to contact, using the correct email address will ensure that your email is displayed in the correct way, and by name as the contact (or website, if there is no single person Contact) to show respect.

Clarity and conciseness of the email-The information and requirements contained in the email are concise, easy to understand and easy to understand. You should be able to clearly explain why your services or resources should appear on the contact management page or website. You want someone to spare a day, so it’s easy for them. The long section is unnecessary, and if you need tl;dr, the operation is incorrect.

Call to Action (CTA)-You should include a few different CTAs in your promotion. First, you should first start with a request to email them: a link. If you do not ask directly, they may miss what you want them to do. The email can also include an additional CTA to remind your contact to take action, whether to send you more information via email, and to pass your request to a more suitable contact, etc.

Signature-To end the email, you should include the correct signature as well as your contact information and role. Your email signature should list the ways someone can contact you and prove that you are a real person.

Follow up email

These are very important. Most of the replies we receive are for our follow-up emails. The follow-up email should contain the same information as the initial email, which may be more concise. You can ask them if they have received your previous emails, rather than a comprehensive description. You may add your initial email and ask them to read it carefully instead of CTA prompting them to ask any questions you may have.

Sending follow-up emails is an art. How often should you send follow-up visits? with who? Are you sending them spam? When they have read your email and have not responded, do you send a follow-up message?

Our team usually sends no more than 2 or 3 follow-up emails (an initial email and follow-up emails: a total of 3-4 emails.), and within 3-7 working days after the last email Send them. The entire email sending process (initial email, follow-up email #1 and follow-up email #2) may take 2-3 weeks.

Remind you again that people’s lives have changed dramatically, and if things take time, you must show understanding. If someone responds and tells you that they will hang up your link, don’t send them another message the next day because the link has not yet taken effect. Also, be aware that people may not reply to you for weeks or months. In many cases, people will establish a link and let us know a few weeks after the last email is sent. It’s ok.

Tracking results

So, how do you know if you are successful? Obviously, if you are building a link, that is a good way to measure success. However, there are many other things you can check to determine what changes you might need to make to your campaign. In P1P, we use Buzzstream, which has its own convenient tracking indicators, but there are many other tools and applications that can help you manage and track success indicators. Some things to consider include:

Email open rate-check if anyone is opening your email. If people don’t open your email, you can consider changing the subject line.

Response rate-know what percentage of people respond to your emails. If someone opens your email but does not respond, you may need to adjust your CTA or spend more time determining the best contact.

Response type-did people say yes to your request? Are they saying no? Are they asking you to contact you in a few months or weeks? If you find that you have received a high number of rejections, please evaluate your presentation and describe your business, services or resources.

Editor’s note: Everyone likes the starting point! View this promotional template Power from the first page.

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