Outreach marketing might be considered a relatively new marketing strategy, but it doesn’t discount the fact that it uses marketing fundamentals in reaching out to influencers and clients. It introduces a unique marketing proposition as it sets its sights on maintaining a sustained working partnership (relationship) with your influencers.
Looking at it from that perspective, outreach marketing has its own process to deal with. It functions in concurrence with what clients really need when they transact business, what interests them, and what makes them want to stay and root for your business eventually. Marketers have to follow certain practices if they want to make their outreach marketing campaign to be effective.
Consumer psychology is not an increment to outreach marketing, but it is an essential element for it to grind. And as a marketer, you need to be aware of the many good practices on good outreach marketing schemes as entry pass to your business transaction.
Email marketing had its day with influencers, but because it developed an unmitigated bulk of spam emails. Both clients and influencers alike have already dismissed this old routine, no matter how creative its entrance.
Therefore,you need to develop a habit of staying away from outreach marketing turn offs for you to have a much better connection with your influencers. As a head start, let us enumerate a few negative practices for outreach marketing.
Don’t Force the Issue (Setting Your Own Rules)
Although the purpose is to convince more influencers to check out your blog, imposing your own rules, however, might prove to be counterproductive. Remember who’s pitching what to who in the entire outreach marketing process, and be mindful about the contents of your mails. Instead of setting the rules, provide suggestions instead on what the influencer can do with your incentive to serve as guide.
Setting certain rules on your pitch might result to it getting misinterpreted. Influencers could easily assume that you’re in for the personal gain, and altogether cause them to hit the close button. Mind your approach as soon as you start executing your outreach marketing. Since you’re asking for a favor from your influencers, it would do you well if you employ creative persuasion without appearing too aggressive.
Don’t Prefer Links Over Relationships
While it is true that you are on a mission to lead your influencers to your site, establishing solid partnerships, however, is an even more satisfying long-term agenda.
Although far from relegating the building of links when doing outreach marketing, your blog or business could use some connection with your influencers to build “relationships and trust”.
In the case of “guest blogging” for example, it is much better not to talk, much less ask, about links in the initial stages of your campaign.
Partnerships make outreach marketing an interesting proposition than email marketing. If email marketing is a one way street, outreach marketing takes on a more in-depth turn. It focuses on establishing an in-depth partnership with influencers.
Also, there’s less spam emails with outreach marketing. Unlike in the old days with email marketing, there’s less bulk in your inbox because there is a specific target market when doing outreach marketing.
Establish more liaisons, more partnerships, in the event of doing outreach marketing.
Dishonesty is a Dangerous Policy
This has something to do with being trustworthy. It would be tempting at times to falsify any claims just to make an impression with your influencers, but that trick can be quite costly.
Sooner or later, this kind of scheme will take its toll on not just you, as marketer, but to your business as well. Not that you are not allowed to embellish your outreach marketing, but you should present your marketing scheme in way that is closer to home. Don’t try to sell something that you don’t have.
Lies sometimes make a pitch sound good. You can advertise that you have at least hundreds of good and trusted quality sites that you’re working on.
But if you’re on the other end of the transaction, you can readily tell that this is a brazen lie. Any seasoned influencer would tell you that they would not stake a dollar on a marketer who claims to have sites more than he could possibly handle.
Don’t fake your way through when doing outreach marketing. There’s nothing like being direct and truthful about what you intend to sell.
Don’t Shortcut Your Way Through
Reciprocal linking is not an unusual thing to marketers. The idea of providing readers access to related sites is seen by many as an add-on when doing online marketing. It is also necessary scheme as far as getting more out of doing a single business transaction is concerned. But many, too, see reciprocal linking as a detriment to outreach marketing. And for a good reason.
This marketing scheme is purely for link-building, and not in any way related to what outreach marketing is all about. If you try to collect as many links as you can, you may lose that one objective of sustaining the interest of your influencer, and that is, connecting with them, reaching out to them, if necessary, more than what marketing is demanded of you.
It is building partnerships that separates outreach marketing from the rest. “Cross blogging”, as a result of reciprocal linking, might come in handy at times, but it exasperates influencers more than pampering them. You don’t shortcut your way through with outreach marketing. Better still, if you can, relinquish your outreach marketing campaign with professionals (virtual assistants).
They are more knowledgeable and capable of handling the affairs that go with outreach marketing. Outsourcing would also be less stressful for you, to say the least, as your outreach team will handle most of the dirty work.
But if you can’t, just be mindful of these four outreach marketing turn offs, and make sure that to do it the right way.
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