Today, there are many different aspects that form a fully comprehensive online promotional campaign, including content marketing, social media marketing, search engine optimization, and pay-per-click (PPC) advertising.
However, influencer marketing is perhaps one of the most powerful forms of digital marketing. This approach draws upon the reach of reputable bloggers and domain authority to improve brand visibility and boost reputation through trusted associations.
But influencer marketing isn’t always as easy as it seems because businesses need to build and nurture relationships with the right online resources.
Businesses can build customer relationships through blogger outreach. You can create a mutually beneficial relationship by contacting valuable blogs and websites.
Google is a great resource to learn about prospects. The search engine gives marketers insight into the types of businesses they may be looking to associate with. In addition, Google Maps enables companies to identify prospects by location or connect with businesses that have similar target audiences.
Although this approach is simple, it is also limited and has few benefits.
The Google Factor
The “Google Factor” is the limitations that come with using a search engine to find potential bloggers during an outreach campaign. Some bloggers will have more information publicly available than others.
Some bloggers make themselves accessible to outreach campaigns by sharing their opinions online. Such people have a high “Google Factor,” which enables marketers to tailor content to a specific blogger more easily.
Others may they have a lower “Google Factor” because they choose to not provide this information publicly.
It’s likely that marketers will have valuable prospects but won’t be able to find them easily through a simple Google search. Different processes may be needed for success.
The Benefits of Outreach Tools
The graph below shows earned media ROI achieved with influencer marketing strategies. These campaigns are more effective than simple Google searches.
While successful blogger outreach campaigns require more time and a larger financial investment than a Google search, the effort is usually worth it. According to the above chart, businesses can see an average $6.85 return for every $1 spent on a thorough outreach campaign.
Using an outreach tool is an effective tactic because it simplifies or automates an outreach campaign’s most important components.
The graph below shows how powerful influencer marketing can be. Research shows that influencer marketing is the fastest-growing online customer acquisition method.
Influencer marketing is successful because automation streamlines manual processes. Automation in marketing has become increasingly important and is changing how we think about digital marketing methods.
An outreach tool may be a good investment for marketers who are investing too many internal resources into manual blogger outreach.
Here are 5 signs that your campaign could expand and become more valuable through the use of an outreach tool:
1. You’re Running Low on Inspiration
Outreach can be a thankless exercise unless you have something to offer bloggers and influencers. After all, there’s no point in reaching out if you have no ideas. The problem, of course, is that inspiration doesn’t always come easy, and it’s not always simple for marketers to identify the type of content that will perform best among audiences. Generating ideas can be time-consuming and tiring.
There are many inspirational resources — TED Talks, media, discussion forums — but there’s no guarantee that related content will perform well with select audiences at certain times.
While there are never guarantees in marketing, an outreach tool that analyzes top-performing content across the web (most views, greatest engagement etc.) increases the chances of success.
2. Your Email Open Rate is Decreasing
Email remains one of the most effective ways to reach out to bloggers, but the tool is only effective if the recipient opens the message.
Email open rates vary by industry. Leisure and hobbies tend to perform best, while sales deals and e-coupons perform the worst. The average email open rate is just 21%, which means most email efforts are not achieving their goal.
It’s important to consider the possible reasons for low open rates and click-through rates. Two of the biggest aspects cited for email ineffectiveness are lack of customization and contacting the wrong person. These issues can be addressed with an outreach tool.
Tools that offer customizable templates and automate scheduled emails can improve the open rate of email communications.
3. Prospects Are Not Engaged
When prospects aren’t immediately interested in a marketer’s submission, it can be tempting to move along and try again with another blogger. However, it’s important to remember that it takes time to build a relationship with an influencer. You need to invest time nurturing these relationships.
Additionally, it’s essential to touch base regularly. Bloggers will usually send a positive response on the second — or even third — contact attempt.
Outreach tools with conversion tracking features and the ability to send automated “touching base” responses can streamline those early days of communications with prospects.
4. You’re Struggling to Find New Opportunities
Some bloggers will naturally be easier to reach than others, and marketers may find that forming a connection with a top influencer is a more difficult task than reaching out to a lesser-known blog owner. While it’s easier to “play it safe” and go for the most accessible bloggers, this approach can significantly impact the business’s overall visibility. It’s always worth attempting to reach those big names and acquire higher DA links to your site.
Outreach tools make initial contact with big-name bloggers easier, particularly those who come with an integrated audience of other influencers.
These tools may include important statistics, such as traffic data, about bloggers within an influencer list. This information helps identify the best performers within a particular niche.
5. You Feel Overwhelmed
Successful outreach campaigns take a significant amount of time, often more time than many marketers realize.
This misconception can result in businesses placing pressure on internal resources. Potential consequences can include failure to conduct other beneficial marketing tasks.
Marketers can find themselves in an “eggs all in one basket” situation, unable to benefit from other digital marketing endeavors.
Digital Tools Benefit Outreach Campaigns
Outreach campaigns can be simple. In fact, many marketers stick to just Googling prospects.
The problem, of course, is that this technique can exclude valuable influencers that make information publicly accessible.
To achieve value from an outreach campaign, it’s important to extend beyond what Google can offer and try alternative ways to form connections with the right people. However, such efforts require more time, effort, and money.
It’s time to incorporate automation into outreach campaigns to reduce the burden of manual input.
Outreach tools are perhaps some of the most powerful ways to automate blogger outreach tasks. Many tools will also offer a variety of other features, such as conversion tracking and content analysis, which can make manual tasks quicker, easier, and more successful.
About the Author
Josip Mlinaric is an e-mail marketing and outreach specialist at Point Visible, a marketing agency that provides link building and digital marketing services. He likes to say he has a simple and calm mindset in his approach toward life and likes to relax with experimenting in the kitchen or listening to music.