What is the Process of Outreach Marketing?
To execute outreach marketing, there are a few steps you must take. First, you must identify influential people and then build a relationship with them so that they’re more likely to work with you and share your content.
Identifying Influential People
When identifying influencers, there are criteria they should meet to ensure success. These include the following:
Activity
Your ideal influencer needs to be active on their social media platforms. If they haven’t posted, blogged, or tweeted in a year or more, chances are that they don’t have a fresh audience. Even if they are on board with promoting your content, they’re already at a deficit and likely won’t gain your business much traffic.
Relevancy
This simply means that the influencer you choose must be related to your business in some way. For example, if you sell content management software, your ideal influencer should be connected to online businesses in some way. You wouldn’t want an influencer who is known for makeup tutorials – no matter how popular they are! Your brands won’t mesh well, which can cause more confusion than enthusiasm amongst their followers.
Popularity
Contrary to what you might think, your influencer should not be too big. When you engage in outreach marketing, think of it as a two-way street. Your influencer will be more likely to partner with you if they feel you’ll be able to help them sometime in the future. With this in mind, choose an influencer with a good following, but room to grow.
Engagement
Look at the audience your potential influential partner has. Do their posts have likes, retweets, and comments? Does the influencer respond to comments and create a conversation with their followers? Follower counts are only important if you know the influencer is as engaged with their followers as their followers are with them. This ensures that a conversation about your business, product, or service will ensue.
Relationship Building
Once you’ve identified an influencer, reach out to them via email. If this doesn’t work, you can also attempt a connection through a tweet or a direct message on their most active social media platform. Hopefully, they respond and you can pitch your idea for a partnership with them.
When crafting your pitch, be sure to be clear, concise, and to mention any benefits your influencer stands to gain from partnering with you. A solid pitch can make a huge difference, so do what you can to create a great one.
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