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Awareness is a huge aspect of business. All publishers or owners of a business have received some form of outreach email. Even though several areas of outreach have been automated, there remains a need for manual outreach.
Here’s how you can improve each area of awareness.
Reaching out to the person making the decisions is important. A lot of time can be wasted pitching someone without decision-making power. There are so many partnerships where one person may want final approval on the big decisions that are made.
The identification of the weak points of a potential customer can be done by e-mail. It’s much easier to close a sale by only offering what a client or client needs than by offering services or products they don’t need. Upselling is one thing, but pushing extra spending can backfire.
Sales emails that include a questionnaire can seem presumptuous, so save that email for when you’ve established contact. The questionnaire can help refine a pitch because it can make a potential customer feel valued. Generic pitches are something anyone can see happening, which doesn’t instill confidence in a prospect.
Related: 19 Sure-Fire Subject Line Formulas for Link Building Emails
Social Media Awareness
Facebook pages for business are great for sales, but using the platform to message someone on a personal account can be a huge overkill. Use the Platform to generate sales through advertisements and promote content, but not for direct distribution. Asking for contact information is still too much, because most top sales professionals can find almost anyone’s contact information.
Twitter is a platform for building relationships that can lead to the comfort of sending an outreach email or message. Building this report here will generate much better results than just doing a random pitch.
Instagram can also be a way to build relationships with other customers and businesses. Sending sales alerts can generate a few sales, but can also lead to unfollow-ups because some people hate being spammed.
Avoid automated LinkedIn messages, as this can immediately put off a potential client. These outreach messages are so generic that it’s easy to sift through legitimate messages and sales/partnership opportunities.
LinkedIn can be an amazing way to manage and drive lots of sales. Being able to contact someone directly helps ensure that an email you send doesn’t end up in a spam folder. Finding old colleagues is always a good idea as they might need the services of a company. People prefer to work with those who understand the quality of their work rather than with a person/company they know very little about.
Outreach to influencers can be difficult depending on the level of influence you are trying to achieve. Most influencers are going to be pretty selective about the brands they work with because of their image and other brands or corporate partnerships. Reviewing social media accounts can allow a business to connect with the influencer or their representation.
Good influencers get outreach emails all the time, so it’s important to stand out. Building rapport via email should be done by researching the target so that something sympathetic can be included. Medium-sized influencers have been shown to convert more in terms of business ROI. Larger influencers may not have the true trust of their followers for a variety of reasons.
Outreach emails that build relationships can even lead to a discount marketing campaign. Influencers may not have set prices and want to work with cool brands or people they might like. Building this report may take time and an avalanche of emails, but it will be worth it. Note that ego stroked during this can do wonders, especially if the flattering comment required fandom or extensive research.
Related: 3 Tips for Effective B2B Marketing Outreach
Awareness of publishers
Content marketing is a great way to build backlinks for a business. Good outreach techniques for content marketing purposes require a great pitch to stand out. Even something as simple as attaching a photo of your dog can be enough.
A/B testing in the area of awareness will always be essential to see what works and what tactics need to be changed. Even the gender of an outreach worker can matter. Some industries cater more to men while others cater more to women.
Outreach to publishers is relatively easy if you present an incredibly interesting story. Editors love outside content in most publications because it saves them the editorial work. Asking an editor what piece of content they would like to see can lead to an article being assigned. A backlink to the website will be easy to acquire even if it is only in your author bio. Understanding the difference when raising awareness between black hat and white hat tactics is imperative. The last thing you want is for a content marketing campaign to result in a penalty for Google’s website.
Tools that can be used for outreach to publishers or authors like BuzzStream can be extremely helpful. These tools help collect contact information and allow browsing websites by topic. Reaching the right person with a content marketing email is half the battle, the other half being the content of the email.
Public relations outreach can be done at a mass or targeted level. Asking a local news publication to cover a business without any sort of angle will prove nearly impossible. The outreach email will likely go straight to the advertising department as nothing adds value to their posting.
Green initiatives or wellness programs in local businesses are frequently highlighted. Not only can this exposure boost sales, but seeing a good work-life balance can even increase the quality of the candidate who shows up for an interview. Sponsoring an event and emailing about it is another PR opportunity. Businesses that give back to the local community are those that are frequently covered in local print and online publications. Without email outreach, what’s happening locally might be overlooked?
Related: From Link Building to Email Marketing