Outreach Link Building in 5 Simple Steps


Outreach Link Building in 5 Simple Steps

As a roller derby referee, I’m serious about my skates. So when I’m at Square Cat Skates, I’m there as a customer.

But what if I were there as an SEO, running a link building campaign with the California roller skate and roller derby gear shop as my client?

That’s the scenario I was envisioning when I outlined the following outreach link-building campaign using Raven.

5 Fundamental Elements to an Outreach Campaign

Outreach Campaign with Raven Tools

Step 1: Research

Research isn’t just for keywords (although that’s pretty important). For better outreach, let’s extend our research by studying our ideal audience, industry influencers and the places where these groups consume media. Whose interests best align with your client? In my example, it makes sense to target roller derby skaters and their official leagues.

Then, I’ll do even more research to find the value proposition that will return enough benefit to make our approach worthwhile. What can your client offer to its potential audience that’s beneficial for them and also for Square Cat Skates? It might be coupons, discounts, sponsorship or something similar.

Step 2: Craft

Now it’s time to craft our outreach message. I’ll focus on building the message in such a way that you can easily duplicate it for multiple derby leagues, but also make sure you have the option to quickly customize it for each league. No one likes feeling like just another target, so you’ll want to tweak each message or it will go right in the spam folder.

(Building up a list of potential targets is an ongoing process, so it should be happening throughout all these steps for every campaign.)

Step 3: Send

Next up is sending out your messages. Lots of email marketing providers allow you to import lists and offer useful metrics, but smaller and one-off outreach campaigns can be just as effective with a simple Gmail account.

Step 4: Track

Once I’ve sent my message out to my target audience, I’ll track not only the basic email metrics, like open rate and resulting click traffic, but also who responded and how.

Are they on board, on the fence or uninterested? If they’re on board, follow up until that link is in place! If someone wasn’t interested in this particular message, might they be interested in something else related to Square Cat Skates’ business?

I use Raven’s CRM tags and status fields to keep all this data organized.

Step 5: Report

The job’s not quite done yet. I’ll tie it all together with reporting. How much traffic actually came from those link referrals? How many conversions were gained from the links that were generated? Can you show an overview of all available organic traffic before your campaign and after? Can you show what new organic keywords started receiving traffic after your campaign?

Reporting all these elements gives your client an easy-to-understand overview of what you’ve done for their business and how it affected their bottom line.

Now that you’ve seen what using Raven’s many SEO, link research and link management tools can do, what will be your next steps?

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Jeremy served as product manager for Raven Tools from 2012 - 2013 helping develop Raven's tool suite and content for the marketing site and this blog.

| @JeremyRiveraSEO

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