What is Outreach marketing? Learn Benefits and Best Examples
Did you know that 83% of customers trust messages coming from earned media sources like, social media influencers, bloggers, journalists and others in comparison to the traditional brand advertising sources? These sources increase the chances of turning your leads into conversions. If you are a small business owner then you must already know that making your position in the competitive market isn’t an easy job. In the crowd of so many voices, making your brand’s voice heard is extremely challenging and that’s where outreach marketing came into existence.
Outreach marketing gives you the opportunity to stand out from your competitors. You can build strong connections with popular organizations and individuals that can help you achieve your marketing goals. You can boost your online presence, get exposure to a large number of audiences and promote your products and services. This is a great way of reaching out to your audience organically and building a loyal customer base.
Let’s say you are in the health and wellness industry and you are going to launch a new organic skin care product. Now instead of wasting your efforts shouting out loud about your product, you can simply tie up with a social media influencer who is also in the similar niche. With the help of that influencer you can simply promote your product. And since the audience already trusts them, your job will become easy. In return for the leads you can offer the influencer your products or you can even set an amount that you will give them on the successful marketing campaign. So, this is what outreach marketing is all about.
Though there are still many more aspects of outreach marketing that we will be discussing ahead in this blog post. We will be talking about the benefits of outreach marketing and the strategies that you can use to excel at it. Read till the end because you will be getting a lot of information about outreach marketing which might not be found elsewhere.
5 Benefits of outreach marketing
Increase your brand awareness
Outreach marketing is the best option for the small scale businesses who are unable to reach a larger audience. You can find some popular brands or individuals who have a good amount of organic audience and then draft an outreach email that they find convincing. Once they agree on promoting your product or brand, you are all set to increase your brand visibility and awareness.
Boost authority
Whenever a new brand or business pops up, it takes time for people to build trust with it. Especially when you are in a competitive industry, which is filled with well established brands, it becomes even more difficult to get people to trust you. That’s where outreach marketing comes into the picture. All you need to do is find an organization or a personality that people trust and promote your products through their already existing and well established channels. People will start recognizing your brand and after many successful outreach marketing campaigns you will become a trusted brand for sure.
Link building and partnerships
From the perspective of SEO, outreach marketing helps you build valuable links, which plays a very crucial role in boosting your online visibility. Find out some authoritative blogging and guest posting websites. Send them a personalized request for promoting your brand through publishing on their website. This way they will give you a backlink when your post will be published on their website. This gives google a signal that your website is authoritative and will eventually give you a ranking boost. So, overall, outreach marketing is good for your website’s SEO.
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Boost lead generation
Outreach marketing gives you great exposure to new leads. Since you collaborate with those influencers and brands that are in your industry, you are driving a relevant traffic source. This traffic is high in quality and will stick with your brand for long. Leads that you get through high authority brands and websites have a higher chance of turning into paying customers.
Highly cost effective
Unlike paid advertising, you don’t have to invest much in outreach marketing. This feature makes it more attractive to those businesses who have an average marketing budget. In outreach marketing you utilize content marketing resources like, existing blogging websites, or social media influencers, that reduce your expenses that you would otherwise invest on lead generation and customer acquisition. You get exposure to a large amount of traffic which is interested in your niche and products which makes it highly cost-effective.
How to write good outreach emails that get noticed?
Influential personalities and brands get tons of emails every single day for collaborations. The biggest challenge is to make yourself stand out from the crowd. The average open rate for emails is 25% and outreach emails struggle even more to reach that mark. Crafting compelling outreach emails is an important part of an outreach marketing strategy. You can be among those 25% of emails that get the chance to collaborate with the most popular brands. Read below to find out the tips of writing good and compelling emails. (Digital Marketing Apprenticeship Program at Google India)
Tell them what they will get in return
The individual or a business that you are looking to send an email to would want to know what you have for them in the kitty. You will be generating leads and revenue by leveraging their audience, so you need to give them a reason worth promoting your brand. You need to explain how promoting your brand will benefit them on a greater scale.
For example, You are a new natural skin care brand and you want to collaborate with a popular beauty influencer. In your email you can explain to them how collaborating with your brand will give them content creation opportunities and how you can offer them a brand ambassador role in the future.
Write actionable email
The brand or individual that you are approaching should know what they are supposed to do right after reading your email. Tell them that you are looking to collaborate with them for your new product launch and you want them to promote your product. Since you can’t communicate everything over an email, you need to tell them something like “ let’s schedule a call for further discussions”. The main purpose of the email should be conveyed.
Research the prospect and grab attention
Nobody will open an email that starts with “Dear sir/madam, hope you are having a good day”. There are thousands of more such emails rotting in your prospect’s inbox, be different. Research your prospect, what makes them a popular blogger or influencer or a brand. Then come up with an attention grabbing hook that the prospect can’t help but open your email.
For example, You are a healthy snacking brand and are looking to promote a new healthy snacking option for gym freaks. You want to reach out to a health and fitness influencer through an email. You can start by complimenting them for the new hardcore exercise video of them they put up on social media handles and how inspiring it is for people looking to start gymming.
The influencer might like the fact that you genuinely consume their content and that might open doors for collaboration.
Keep it short and concise
Your prospect might not have much time to read your 3000 characters long email. Just be direct and follow a concise email format. Write an attention grabbing hook, followed by a body and then a CTA. Don’t use long paragraphs as your prospect will simply move your email to trash and you will be left with zero leads. Be upfront about what you want from them, what you have for them and how you want to implement the outreach marketing campaign.
Don’t forget to follow up
Follow up is really important. But you don’t have to look desperate. Some brands tend to forget that while getting a good influencer to promote their products or services is beneficial for their business, forcing them too much can lead to their own loss only. If the prospect doesn’t come up with a reply within a week, just follow up by simply telling them that you are still interested in a collaboration with them and hoping for a reply. If nothing changes then leave them and focus on getting some other popular brand or person to promote your product.
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Conclusion
Outreach marketing is an amazing digital marketing strategy that can help you build new connections, reach a larger audience and generate new leads and conversion. If you feel like your digital marketing efforts are going in vain and are looking for a cost effective way to boost lead generation then outreach marketing is the right tool for you. Content marketing, email marketing, and paid advertising are indeed great ways of generating leads and conversions, but outreach marketing can get you faster results and long term connections. So, if you are looking to boost your digital marketing strategy then make outreach marketing a part of your entire marketing plan.
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Outreach marketing: Benefits, Strategies and Examples
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