6 Types of Outreach Audiences, and How to Pitch to Them

Transcription

1 O U T R E AC H C H E AT S H E E T 6 Types of Outreach Audiences, and How to Pitch to Them

2 You ve compiled your list of prospects. You ve done your research. But when it comes to writing your new outreach template... Where do you start? You think of reusing the template from your last campaign, but the audience is too different. Besides, you wouldn t approach a YouTube star the same way you would approach the owner of your favorite restaurant, right? So why use the same outreach tactics in templates meant for different audiences? To help you get started crafting your next outreach template masterpiece, we ve identified six outreach audience types, what piques their interest, and effective tactics you should try when reaching out to members of each type. Use this handy cheatsheet the next time you re brainstorming ideas for a personalized outreach campaign to move faster.

3 01 PERSONAL BLOGGERS It s all about the passion. Personal bloggers live for what they blog about. Whether it s a parenting blog, beauty blog, or plant-based recipe blog, your best bet is to be just as excited about their subject matter as they are. Interest Drivers Personal interest in topic Passion for topic Relationship building Desire to increase influence Effective Tactics Demonstrate shared interest Reference previous interactions Highlight knowledge of blogger s work Call out connections with other thought leaders in the space

4 PERSONAL BLOGGERS 1 PERSONAL BLOGGERS TEMPLATE Use this template to help you craft custom s to personal bloggers in your industry. Subject: The science of whiskey production Hi [First Name], Hope all is well with you! Personalize with specifics about your interactions or relationship. I ve been checking out your whiskey reviews...particularly looking forward to giving [reviewed whiskey] a try. :) Since you seem to appreciate all of the factors that can impact the taste, profile, and quality of whiskey, I thought you might be interested in a guide I put together called The science of whiskey: The nerd s guide to understanding what makes whiskey awesome. I ve tried to take the scientific complexities of making whiskey and explain it in a way that s easy to understand for the typical whiskey lover. This has been a passion project of mine for a long time, so I m really excited to get it in people s hands. :) An example could be something as simple as: In case you don t remember me, I on Twitter or I m the guy who commented on your post about... 2 This demonstrates a shared interest. It s even better if you can add something about the post, such as: I love the bourbon with hints of... Would you be interested in sharing with your readers? Best, Stephen Panico CEO of 3 Another way to point out a shared passion.

5 02 JOURNALISTS Just the facts, ma am. When doing outreach to journalists, keep in mind that they re flooded with pitches every single day. Use statistics, quotes, data and other easy-to-consume bits of knowledge to stand out. Interest Drivers Consistent content to fill publishing cycle Finding stories in a hypercompetitive environment Time saving engagments Effective Tactics Simple headline that captures the story Short with bite-sized facts to communicate possible angles Offer exclusives Save them time - easy to use quotes, graphics and/or data

6 JOURNALISTS JOURNALIST TEMPLATE Use this template to help you craft custom s to journalists in your industry. Subject: x% of entrepreneurs regularly struggle from imposter syndrome (exclusive) Hi [First Name], We recently surveyed over 500 technology entrepreneurs to learn about their biggest fears. Since you cover [beat] and recently wrote about Personalize with specifics about their content that are relevant to the study. Here s some of what we discovered: x% struggle with a fear of failure on a daily basis, and y% regularly lose sleep because of it While married entrepreneurs are x% more likely to worry about financial pressures, they re also y% more likely to be extremely satisfied with their decision to become entrepreneurs While x% of female entrepreneurs are afraid of the impact entrepreneurship is having on their friends and family, y% of male entrepreneurs experience the same fear You can see a summary of the survey results here. 1 Short, descriptive subect line. Clearly states what the asset is. Catchy, but not too catchy. 2 Personalization is focused on content relevance. Would you be interested in an exclusive for [Website Name]? Thanks so much, Kristen Zorn Content Marketing Specialist 4 Offering an exclusive is highly valued. It s a competitive advantage for the publisher. 3 Bulleted facts make it easy for the journalist to evaluate quickly, and it also builds credibility.

7 03 SITE OWNERS: RESOURCE PAGES A complete picture of the topic is key. This is another audience where passion is key, but it takes a different form. Site owners of resource pages are striving to provide the most complete picture of their topic. Show them your interest in their subject, and what knowledge you have to share. Interest Drivers Desire to educate Interest or passion for the topic Effective Tactics Clearly justify the value of your content Communicate shared interest and/or passion Highlight similarities between audiences

8 SITE OWNERS Subject: Pollution reduction resource for [Website Name] SITE OWNERS TEMPLATE Use this template to help you craft custom s to site owners in your industry. Hi [First Name], I found your resources for reducing groundwater pollution and I wanted to let you know how much I appreciate your organization s commitment to educating the public about this. Personalize with specificis about their site or page. I work for XYZ.com and I m reaching out because we share a common objective. Our mission is to provide people the knowledge and skills needed to help protect our natural resources. We ve recently put together a visual guide that shows how do-it-yourself mechanics and small auto shops can prevent groundwater pollution. This is one of the most common causes of groundwater pollution, yet it s rarely discussed. We re committed to getting the word out. Would you help by sharing this with your readers? Title of post Thanks so much! Beau Dixon Founder of xyz.com 2 Explanation of why this content should matter to them. 1 Demonstrate shared interest, passion and mission.

9 04 BUSINESS BLOGGERS Thought leadership is the name of the game. These bloggers are business owners who are seeking to establish themselves as thought leaders in their space (or have already done so). A marketing consultant who keeps a blog of best practices and uses it to acquire new clients would be a good example. Interest Drivers Building professional network Establishing thought leadership Transactional value Effective Tactics Establishing authority and credibility Define end-value of engagement by sharing lists, exclusive access, and sneak peaks. Highlight connections with other authorities in the space

10 BUSINESS BLOGGERS BUSINESS BLOGGERS TEMPLATE Use this template to help you you craft custom s to business bloggers in your industry. Subject: Hi [First Name], I ve been following your nutrition blog and consulting business and it s been invaluable for meal prep inspiration. Personalize here based on their content and what you ve read. As a fellow NASM-certified personal trainer who loves to share what he s learned, I wanted to let you know about an ebook on body weight exercises for busy professionals that I ve put together with Robert Cheeke. If his name sounds familiar, you may have seen him in a bodybuilding competition or two, or as the author of Shred it!. If you think your readers might be interested in hearing about my guide, I d love to offer you exclusive access to the first chapter to see what you think. Do you think this might be a good for for [Website Name]? Best, Sam May fitbymay.com Calisthenics ebook ft. Robert Cheeke for [Website Name] 4 Show them what they ll get out of it. 1 Be sure to mention their content, even how you ve benefitted from their knowledge, e.g., I particularly enjoyed the primer on green juicing from a few weeks ago. It inspired me to get a juicer of my own and start experimenting. 2 Establishes your authority and credibility in the space. 3 Demonstrate that you have connections, and you re not afraid to use them.

11 05 CORPORATE BLOG OWNERS Lead with passion, interest, and knowledge. This is another audience where passion is key, but it takes a different form. Site owners of resource pages are striving to provide the most complete picture of their topic. Show them your interest in their subject, and what knowledge you have to share. Interest Drivers Filling editorial calendar Driving traffic High-quality content Effective Tactics Provide evidence of content quality Showcase end value of previous content Prepare drafts or abstracts in advance

12 CORPORATE BLOG OWNERS CORPORATE BLOG OWNERS TEMPLATE Use this template to help you craft unique s to corporate blog owners in your industry. Subject: Original dog food best practices post for [Website Name] Hi [First Name], Personalize here based on their recently published content. Since you cover pet care, I wanted to reach out to see if you would be interested in a post offering some best practices around dog food selection and nutrition, based on the results of an exclusive survey done by my site, dogfoodies.com. To give you an idea of my work, the content that I produce on the dogfoodies.com blog has brought in over 1/2 million visits and ranks for over 9,000 keywords. In case you d like to see my work in action, below are some writing samples: Eliminating dog odor with diet: An epic guide How to Switch Your Dog to a Raw Food Diet Dog weight management: The Last Guide You ll Ever Need I ve also recently contributed to sites like Rover.com and PetFinder, and I d love to send something over for your review. I have a couple of abstracts ready that I think your audience will find interesting. 2 1 Make it clear that you ve read their content and understand their audience, e.g., I especially love that you included the number of calories per treat in your latest dog treat recipe, and the average number of calories burned by dogs of different weights. Your blog is such a great resource for dog moms and dads who are watching their pup s weight. Demonstrates end value in a quantifiable way. 3 Use writing samples as a way to highlight your past content wins and let your writing speak for itself. Does this sound like it could be a good fit for the [Website Name] blog? Best, Myron Ladd dogfoodies.com 5 Use writing samples as a way to highlight your past content wins and let your writing speak for itself. 4 Name-dropping relevant organizations in the same space can help vouch for the quality of your work. But keep in mind that if they re not relevant, no matter how big the publication is, you re better off not mentioning them.

13 06 PROFESSIONAL BLOGGERS Money, money, money...or something like it. These bloggers are professional content creators who lend their writing services to other people and businesses. They re in it for the money (or something comparable), so be sure to emphasize what they stand to gain. Interest Drivers Compensation Early access to products or services Effective Tactics Offer free product for review Communicate willingness to compensate

14 PROFESSIONAL BLOGGERS Subject: New vegan bath bomb for your review 1 PROFESSIONAL BLOGGERS TEMPLATE Use this template to help you craft unique s to professional bloggers in your industry. Hi [First name], I m the founder of Banks Bath Bombs, and I ve loved your vegan and cruelty-free makeup reviews since I stumbled upon your review of personalize here based on a recent interview or product review. My team and I are in the process of launching a new line of vegan bath bombs that I would love to get your take on before we officially launch. We have our first couple of batches ready, and I m looking for feedback from beauty experts who specialize in vegan products like yourself. Would you be interested in trying our new bath bombs and leaving us a review on Amazon? I d love to send you a bath bomb for free and to get your honest input! Let me know if you re interested by sending me your shipping address. :) Examples of personalization could include showing interest in their approach to testing different beauty products, or relaying that you felt similarly or dissimilarly about one of their reviews. 2 Adds novelty and mystery to the product to build interest. Best, Miles Carson Founder of Banks Bath 3 Let them know they can expect to receive something in return for their coverage.

15 In conclusion, different audiences will want to see different things, but one thing is certain: You can reach just about anyone if you put yourself in their shoes and ask, What s in it for me? Outreach is a lot like life in these two ways: 1) Do the work on the front end (in this case, identifying where your prospects interests lie), and you ll reap massive rewards in the end and 2) the time to start is now. Before you start your next outreach campaign, spend five minutes identifying which audience buckets your prospects fall into. Once you do, crafting your templates will be a cinch. You ll be flying through your list of prospects, sending them all super targeted s and getting the replies, links and coverage you desire. So get on out there and give the people what they want. This guide was brought to you by BuzzStream, an outreach platform and CRM. Try it free for 14 days to see just how easy outreach can be.