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If you’ve been investigating SEO you’ll have undoubtedly been exposed to the idea of outreach. Outreach is a process of securing exposure and links on other websites to increase your own marketing reach.
Traditionally we did this simply for links. In the days of SEO gone by we built as many links as possible to achieve better rankings in the search engines.
The internet has evolved considerably since this point and quality outreach now has a different role to play – we are more selective and we want different things.
With that in mind I thought we would take a look at some of the most important reasons why you should be using a blogger outreach program.
1. Marketing Exposure
Every piece of coverage you receive means more people becoming aware of your brand. Every piece of content out there helps to promote your brand and increase your Search Engine Ranking Positions (SERPs).
2. Creating positive brand associations
If you can control (even to a degree) what is said about your company in the online sphere you stack the deck heavily in your favour to attract new customers. If a customer can see a dozen other websites offering positive views of your products or services you enhance your reputation and trust dramatically.
3. Positive Reviews mean more sales
A recent eConsultancy study found that 88% of online shoppers read reviews of products before making their final purchase decision. A good outreach program will aim to maximise your positive exposure on review channels – increasing your customer acquisition rate!
4. Delivering traffic
A poorly delivered piece of content on a low quality site will generally deliver you nothing. A widely read and shared post will deliver a significant amount of traffic to you over its lifetime. The more traffic you receive the higher number of customers you reach.
5. Lead generation
Content outreach is the perfect opportunity for lead generation. Whether you are solving people’s problems, providing information or just exposing them to your products and services other websites are an abundant resource of fresh leads. Your content must excel and your product must be relevant to the sites audience – if it is you can enjoy fresh leads for years to come!
6. SEO benefits
Major search algorithms use links to influence how well you rank in the search engines (SERPs). If you are creating worthwhile partnerships and securing high quality links you will see SERP gains. However, If you undertake outreach and link building incorrectly you can suffer a penalty. So make sure you are careful where you outreach and don’t be afraid to no-follow links on sites that may not be of the highest quality.
7. Cost Benefits
Outreach programs are highly cost effective compared to other marketing campaigns. Traditional advertising mediums have a limited lifespan and limited reach. Content you place online tends to stick for months at a time. Exceptional content will still be delivering results to you for years to come.
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.
While advertising should by no means be avoided you need to supplement traditional marketing approaches with an outreach program to maximise your online exposure.
If you have any comments or questions please get in touch with us at Go Mungo SEO and we can help design and implement your own outreach program!
Written by Sam Jones