Whether you’re a business or a blogger, blogger outreach has a place in your content marketing strategy.
Consider Buffer, who grew to 70k users with content marketing, primarily guest posting.
As well as Sue Anne’s post, How To Get Traffic To Your Blog, listing Blogger Outreach at the top.
Blogger outreach can be an incredibly effective method for increasing your traffic.
And luckily, bloggers are generally easier to get a hold of than journalists, and there are much more definable metrics to judge how much authority they have.
But how do you find them, analyze them, and reach out to them?
How Do You Find Bloggers To Reach Out To?
I'm going to show you two ways. The first is the manual process via search in Google.
The second is to use our tool, NinjaOutreach.
The Manual Way
The manual way looks a bit like the following:
1, Search in your target niche. For example if you are targeting travel bloggers you could search “backpacking tips for bangkok”
2. Run a search in Google and open some interesting looking websites.
3. Identify the specific metrics that matter to you. Interested in their traffic? Consider Alexa. Want to see their social following? Visit their social media pages. Looking for engagement? See how many comments and social shares their posts get.
4. Find their contact information such as email or contact URL.
5. Create a personalized pitch based on your research, possibly referencing a recent article you read.
6. Send it and repeat.
The process can certainly be daunting. To reach out to a few dozen bloggers could easily take hours.
The Ninja Way
Luckily, there are tools to help you out.
In this 5 minute video, I reveal how you can effectively find dozens of bloggers in your niche, analyze their statistics, organize them into lists, and reach out to them in minutes with our blogger outreach software, Ninja Outreach.
How Do You Evaluate Bloggers?
Now you’ve got a large list of bloggers in your niche.
Perhaps too large?
If we recall the 80/20 rule, we know that 80% of our results will come from 20% of our efforts.
The key is to try to identify the sweet spot where bloggers will be. Here is what to look out for in terms of metrics and data availability.
Without a doubt the availability and accuracy of contact information has to be the most important.
If you can't contact the blogger, then what good is it?
Luckily, most bloggers make it easy by making their contact information available, such as:
– Contact URL
– First Name
Location is becoming more and more important.
If your target audience resides in a certain geographic area, then you want to tap into bloggers in that same area.
An example would be a restaurant in New York looking for related food bloggers in the area.
What social platforms are most important to you?
Are you trying to grow your Twitter following?
Does your brand tend to be more visual, in which case you might want to focus on Pinterest or Instagram?
Or do you have a video story to tell, where YouTube might be your angle?
Try to align your social strategy with the blogger’s strength.
Traffic and SEO Authority
Traffic can be difficult to gauge. We have tools like Alexa and Compete to provide indicators.
Additionally, there are a whole host of SEO metrics that serve as benchmarks for Authority.
– Google Page Rank – One of the methods Google uses to determine a page's relevance or importance. Important pages receive a higher PageRank and are more likely to appear at the top of the search results. Google PageRank (PR) is a measure from 0 – 10.
– Domain Authority – is a measure of the power of a domain name and is one of many search engine ranking factors. Domain authority is based on three factors: Age, Popularity, and Size. SEO gurus Moz can be credited with the metric known as DA or domain authority.
– Page Authority – Page authority is an SEO term used to describe the probability that a specific page from your site will be found on a search engine. Page authority is based on a logarithmic scale from 0 to 100 and deals with the relevance of information and links within site pages to one another.
How do you want to work with the blogger?
Here are a few ideas:
- Have them write a sponsored post or a product review.
- Do a giveaway.
- Invite them to participate in a round-up post.
- Request a guest post.
- Partner with them as an affiliate.
- Feature them on your podcast.
How Do You Pitch Bloggers?
Alright, you’ve found and segmented a list of top-notch influences in your niche.
Now you want to write the PERFECT pitch.
I break it down into a simple 5-step formula.
1. Introduce yourself – Who are you and why do you matter?
2. Define the relationship – Cite a few instances where you've built the relationship to jog their memory.
3. State your intent – What do you want?
4. Explain your idea – Give a more in-depth response. If you want to guest post, what is the topic?
5. Convey the value – Why should this person care?
Here’s an example of a guest post request I sent to Sean Ogle. See if you can identify the different parts.
1. Defined the relationship i.e I’ve been a subscriber for 6 months.
2. Request to guest post.
3. Personalized it with research about his blog.
4. Clearly stated the idea and connected it with my research.
5. Explained the value to his audience.
This pitch was extremely detailed and would have stood out through the amount of research I had clearly done on his blog and audience before crafting a guest post title.
What You Should Do Next?
Blogger outreach is a process, and it requires relationship building, which takes time.
Start shadowing bloggers in your niche, engaging with them, and good things will happen!