When I read drafted pitch emails from our new hires, I almost always can catch one detail, one sentence, or even one word that breaks the effectiveness of the pitch.
That’s how hard outreach is. Effective outreach means aligning a highly qualified prospect with a pitch that’s personalized while also scalable… so you can get out not just one well-done email, but a hundred.
That takes some time to learn and master. In the following video, I break down five techniques that help form that perfect equation that we’ve learned from years of outreach… and prevent you from including any details that mean breaking the formula.
Hi, I’m Ross Hudgens, founder of Siege Media and today I want to give you five advanced outreach techniques that I think really make a difference. And some people don’t do and that removes a lot of the versatility and return you can get from a really well-done outreach campaign.
1. Using Email Fragments3>
The first tip I want to give you is using email fragments. And what I mean by a fragment is those kind of subtle, specific things about each site you’re reaching out to that can only appear and be applied to them. So for example, we could use something like an acronym. We could use the name of the website. Those things kinda sporadically placed through the email instead of just up front, where a lot of bad personalization happens.
Those kind of things, if you put at the end, you put it in where you’re dropping in the URL… that can go a long way towards ROI from these campaigns and actually get you placements because the person who receives that email feels like they’re really getting a personalized, end to end concept rather than something that’s being blasted out to hundreds.
2. Audience Mentions in Place of Compliments
Second, is referring to their audience instead of complimenting them. Another thing that’s often misapplied is the compliment in a pitch email. It often comes off as insincere. And my suggestion to our team is always, never say anything that’s not true. If the site looks good, if the resource, in general, is well curated, say things that you believe in and that will come across in the pitch.
But in general, if you can’t find something like that, what you can do instead is say, “We built this resource for caregivers” and refer to their audience specifically as to why they would like it. So if you’re pitching someone who has patients and is a caregiver guide. You could say, “I think your audience of patients would enjoy this. Your readership of literary Ph.Ds would enjoy it as well.”
Those kind of subtle references can go the distance in terms of closing it without having to be fake and give a compliment you don’t actually believe. And in my belief and my experience that will actually close emails a lot more often.
3. Searching for “SEOy” Content on Link Pages
And the third is finding “SEOy” content on link pages. And what I mean by SEOy content, is you know, I mean, this is an increasingly competitive internet world. People have been pitching link pages for a long, long time, 10 plus years. If you’re an experienced SEO, you want to look for other people that are commercial, that clearly have pitched this page.
If you find those kind of resources, you need to ride them for all they’re worth because they’ve been doing a lot of that pitching themselves. And that means that webmaster is willing and receptive to a link to you on that webpage as well.
So it’s looking for things like, is this a commercial entity? Are the links clearly SEO driven? You go to their site, you can tell that they’re keyword optimized. The keywords on the page in general, stand out. Or the anchor text on the page stands out as something that is coming from an SEO-type initiative. Leveraging those and continuing to push on those with still good content, I think will get you a lot more closes overall.
There used to be a thought process that showing up on these pages would be bad.. but those are the days of paid links. Today, you still need good content to get placed, so there’s less to no risk in placements like this.
4. Utilizing an Email Signature
And fourth, is utilizing the email signature. Although not technically hard to do, I think a lot of agencies and outreach specialists are just doing lazy work. They will often just pitch and say, “Regards, Joe” as their signoff.
And instead, what real entities do, what real businesses do, that people want to actually be pitched by or want to have relationships with, is they have nice looking signatures. It feels like it’s coming from someone real rather than this entity that is just blasting out 300 emails, who might just be a fake person.
All these things happen in the SEO world, so the more you can across as a real, authentic person, and a signature does that, the better you’ll do.
5. Following up on Resource Outreach With a Homepage Ask
And finally, just following up on that resource page link building with a homepage ask. I think this isn’t done that often. And I even didn’t do it for a long time. And then I had this aha moment that yes, you can pitch general, top, middle, funnel content to resource pages. And if they link to that then it’s a much more natural ask to follow up with the bottom funnel page, which most often is your home page.
And how you do that is kind of evaluating the page, evaluating how they respond into that initial pitch. If they were very receptive, they loved your content. If you were very nice and non-aggressive and that a follow-up asks for a bottom funnel page, you’ll get a link around 20% of the time and that can go a long way towards getting ROI from that technique. For anyone interested, I’ll be talking about this in more depth in next week’s video.
So in essence, putting those five things together I think will have a big impact on your outreach campaigns. And if you have any questions on those or any lessons yourselves, please let me know.