If you’ve ever tried your hand at online marketing, and if you’re reading this, there’s a high chance you have, then you’ll know how hard it is to spam…sorry “reach out” to 5,000 contacts and make them all feel special.
But never fear, help is at hand. Outreach guru and serial blogger Tim Soulo at SEO backlink checker ahrefs has revised and revamped his seminal 2016 blogpost about blogger outreach for the New Year. Indeed, he says, he’s almost completely re-written it.
Consider this – there are 4 types of people you can email requesting a “cheeky link”, in exchange for some expertly written content, an infographic or some other “stop-them-in-their-tracks-and-make-them-sit-up-and-take-notice” digital data.
At the top of the food chain, bask the “Sharks” – these folks have huge-mungous numbers of followers (think Gary Vee, Sir Alan Sugar, Tim Ferris) and – let’s be honest – they don’t need you – you need them.
Your chances of connecting with a “Shark” are about as high as somebody with no political experience whatsoever and a reputation as an orange-faced-buffoon being handed the keys to the White House – sorry, let’s try that again – are not very high.
You will need to be seriously creative, seriously interesting, hilarious, or super-controversial to earn a like, re-tweet, or post share from one of these titans.
Next you have the “big fish” – not as famous as the sharks, but influential nonetheless (Soulo’s post references Noah Kagan or Glen Allsopp – nope, us neither). You may be able to grab the attention of a big fish with a personal plea or carefully crafted introduction, but be warned, the “big fish” dislike spam and don’t so post shares – ask them for advice or a critique of your work if you want to curry some link-juice favour.
“Small fish” are your core target audience – these guys are like you – they are hunting reach and audience – so in theory, you can help each other out. Heck, you can even spam them with guest article requests, quotes and event invitations. Don’t be shy now.
And, finally, the “Spawn”. You probably get the picture by now. Not worth the time of day. They’ll reply to anything and attend the opening of an envelope, but, not to put too fine a point on it, they don’t have much influence…yet. Back them if you like to take a punt on an outsider, because in the world of tech startups, you just never know.
For more (and more, and more, and more) advice like this, Mr Soulo is really rather knowledgeable. But don’t forget, everybody has their own style, and results can be entirely unpredictable. Sigh, back to the drawing board.