7 WAYS AN OUTREACH PROGRAMME CAN HELP YOUR BUSINESS!

If you've been investigating SEO, you'll undoubtedly have been exposed to the idea of outreach. In other words, outreach is a process of securing exposure and links on other websites to increase your own marketing reach. Traditionally, this was done primarily for the sake of acquiring links. In the early days of running SEO at our agency, the focus was on building as many links as possible to achieve better rankings in search engines.

However, the online landscape has shifted significantly since then. Quality outreach now plays a different role – we are more selective and prioritise different aspects. With that in mind, let's explore 7 reasons why you should consider using a blogger outreach program to help your business thrive online.

1. Marketing Exposure

Every piece of coverage you receive and every piece of content you create helps to promote your brand awareness and increase your Search Engine Ranking Positions (SERPs).

2. Creating Positive Brand Associations

Even partial control over the online conversation about your company can significantly increase your chances of attracting new customers. Imagine a potential customer encountering a dozen websites offering positive reviews of your products or services. This scenario would dramatically enhance your reputation and build trust.

3. Positive Reviews Mean More Sales

A recent eConsultancy study found that 77% of online shoppers read reviews before buying. By maximizing your positive exposure on review channels through a good outreach program, you can significantly increase your customer acquisition rate!

4. Delivering Traffic

A poorly delivered piece of content on a low-quality site will generally achieve little to nothing. In contrast, a widely read and shared post can deliver a significant amount of traffic over its lifetime. And the more traffic you receive, the more potential customers you reach.

5. Lead Generation

Content outreach is a powerful tool for lead generation. By providing valuable solutions, information, or exposure to your products and services on other websites, you can tap into a rich resource of potential customers. However, to enjoy long-term lead generation, your content must excel and resonate with the target audience of those sites.

6. SEO Benefits

Major search algorithms use links to influence search engine rankings (SERPs). Building strategic partnerships and securing high-quality backlinks can significantly improve your SERP position. However, it's crucial to remember that improper outreach and manipulative link building tactics can lead to penalties from search engines. Therefore, be highly selective about where you focus your outreach efforts.

Practical Tips for Strategic Link Building:

• Focus on Relevance: Prioritize acquiring backlinks from websites that are topically relevant to your industry and content. These links carry more weight and are more likely to send qualified traffic.
• Aim for Authority: Seek out backlinks from reputable and authoritative websites in your niche. Domain Authority (DA) or Domain Rating (DR) are metrics you can use to assess a site's strength.
• Create High-Quality Content: The best way to attract backlinks naturally is by creating valuable, informative, and engaging content that others will want to reference and share.
• Guest Blogging Strategically: Identify relevant websites that accept guest posts. Contribute high-quality articles with a link back to your site in the author bio or within the content (where editorially appropriate).
• Broken Link Building: Find broken links on authoritative websites in your niche and offer your relevant content as a replacement. This is a win-win situation.
• Resource Page Outreach: Identify resource pages on relevant websites that curate valuable content for their audience. If your content fits, reach out and suggest it as a valuable addition.
• Monitor Your Backlink Profile: Regularly use tools like Google Search Console, SEMrush, or Ahrefs to monitor your backlink profile for any toxic or low-quality links that could harm your rankings. Disavow these links if necessary.
• Build Relationships: Engage with other websites and influencers in your industry. Genuine relationships can often lead to natural link opportunities.
• Be Patient and Consistent: Link building is a long-term strategy. Don't expect overnight results. Consistency in your outreach and content creation efforts is key.

Consider using the nofollow attribute for links from websites that might not be the highest quality or where the link is part of a paid promotion or user-generated content. While nofollow links won't directly impact your ranking, they can still be valuable for referral traffic and brand visibility. Remember, the focus should always be on earning high-quality, relevant backlinks through ethical and sustainable methods.

7. Cost Benefits

Outreach programs can be more cost-effective than traditional advertising mediums. Traditional ads have a limited lifespan and reach, while content placed online can generate results for months or even longer. Exceptional content can provide long-term value and continue to attract visitors for a significant period.

Comparatively advertising results have diminishing returns – consider the fact that the first banner advertisement in the world, which appeared on HotWired in 1994, enjoyed a 78% click through rate. Modern Facebook advertising enjoys a 0.04% click through rate. Your cost per acquisition with outreach is much lower – despite the initial time investment being greater.

At the same time cost per acquisition has dramatically increased with online advertising and pay per click models. Google Adwords has seen Cost Per Click increases of 26% between 2012 and 2014.

Advertising remains valuable but an outreach program can complement your traditional marketing efforts to expand your online reach.

If you have any comments or questions, please don't hesitate to contact our London SEO agency, Go Mungo SEO. We'd be happy to discuss how a customised outreach program can help you achieve your marketing goals!