This document provides tips for scaling outreach efforts without compromising quality. It recommends: 1) Using tools to improve efficiency and effectiveness by tracking metrics like emails sent, open and response rates. 2) Compartmentalizing tasks to "deskill labor" and automate repetitive work. 3) Identifying "performance levers" like prospecting techniques, relevancy rates, and qualifying contacts to optimize outreach campaigns.

1. Scaling outreachwithout looking like an idiot

2. I obviously know a thing or !
two about looking like an idiot.!
Eppie vojtDirector, SEO
Red Ventures
@eppievojt

3. Dirty word
Scale hasn’t always been a

4. This...

5. ...Became this

6. ...not this

7. ...and definitely not this

8. Scaling != creating a lesser version

9. Scaling != producing something different

10. Who did this
We’re the ones

11. ...and this Earned a special email label!!

12. ...and this

13. So hard
Because building lots of real links is

14. Word.

15. Barrier of entry
But that means there’s a higher

16. 4 simple principles to scaling outreach

17. Improve efficiency
Create or use tools that

18. Improve effectiveness
Track everything to

19. Deskill labor
Compartmentalize tasks to

20. Fully automated
Repetitive, low intelligence tasks should be

21. 1 simple principle to happier employees

22. Eliminate or automate what they hate

23. Identifying performance levers

24. Links = (ES)(OR)(RR)(AR)(CAR)(PR)
Emails Sent! Open Rate! Response !
Rate!
Agreement
Rate!
Content
Acceptance
Rate!
Publication
Rate!

25. Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects
Found!
Relevancy !
Rate!
Qualification!
Rate!
Contact Info
Rate!

26. Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects
Found!
Relevancy !
Rate!
Qualification!
Rate!
Contact Info
Rate!

27. End of the internet
Prospecting beyond the

28. Turn google against itself
advanced search operators + scrapers

29. Done For you

30. ~
*
-
intitle:
inurl:
intext:
site:
filetype:
related:
Do it yourself

35. =IF(B5="Yes",ImportXML(B3,"//h3[@class='r']/a/@href"),"")

38. Think laterally(or let Google do it)

39. Done For you
Ubersuggest
Google Adwords Keyword Tool

40. Semi-dIY
Over 1,000 followers... so you know it’s good!!
hAp://01100111011001010110010101101011.co.uk/2013/05/finding-­‐more-­‐guest-­‐post-­‐opportuniOes/

41. Semi-dIY
Hold CTRL (option on Mac)
while dragging down!

42. DIY: Recursive Tilde Negative Match

43. Do it yourself

49. Be everywhere your competitors are
using OSE, Majestic, Ahrefs and Screaming Frog

50. Download link profile

56. Follow the trailof prolific link builders

57. 1. Identify a top blog that accepts guest posts
2. Check to see if wp makes it easy for us to find all guest posts
3. Check to see if there’s an author bio footprint
4. Scrape all of the links
5. Pull down each “prolific poster’s” link profile
6. Run link profiles through link detective or screaming frog

64. Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects
Found!
Relevancy !
Rate!
Qualification!
Rate!
Contact Info
Rate!

65. Hidden in plain sight
Find contact information that’s

66. Contact me: sneaky [at] so sneaky (dot) com

67. Obfuscated emails
Scrape all of the

68. Mechanical turk it
When all else fails...

69. Emails Sent = (PF)(CIR)(RvR)(QR)
Prospects
Found!
Relevancy !
Rate!
Qualification!
Rate!
Contact Info
Rate!

70. Quality Red flags
Automatically find
hAp://emailmarkeOng.comm100.com/email-­‐markeOng-­‐ebook/spam-­‐words.aspx

71. //a[not(@rel)
or
not(contains(@rel,"nofollow"))]/ancestor::*[contains(@id|
@class,"advert")
or
contains(@id|@class,"sponsor")
or
(@id|@class="ads")]
Obvious paid Links
Automatically find

72. spam keywords
Automatically find
+
Custom
Filters

73. Links = (ES)(OR)(RR)(AR)(CAR)(PR)
Emails Sent! Open Rate! Response !
Rate!
Agreement
Rate!
Content
Acceptance
Rate!
Publication
Rate!

74. Speed & tracking
Mail merge for better

76. Links = (ES)(OR)(RR)(AR)(CAR)(PR)
Emails Sent! Open Rate! Response !
Rate!
Agreement
Rate!
Content
Acceptance
Rate!
Publication
Rate!

77. Outreach campaigns
Dissecting real world

78. We did a few things right

79. 1. We picked a popular, relevant topic: The NCAA Tournament
2. We built a super attractive asset
3. We made it easily sharable
4. We added a charitable element
5. We built a strong target prospect list & pursued them aggressively
6. We brought in a top outreach vendor to augment our capacity

80. We failed. hard

81. Terrible plan
Avoid starting with a

82. A few weeks later

83. 1. We targeted another popular sporting event
2. We built a super attractive asset
3. We made it easily sharable
4. We took a unique angle
5. We built a strong target prospect list & pursued them aggressively
6. We handled all of the outreach ourselves

84. We made it rain links

85. If you’ve enjoyed this presentation
I’m eppie vojt
@eppievojt
http://www.eppie.net/searchlove

86. If not...
I’m ian howells
@ianhowells

87. Questions?
@eppievojt