SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wanted with Just an Email
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That new job? That guest column in the publication of your dreams? Help promoting that piece? A chance to walk through your product with your ideal sales target? Getting people you don't know to do you small (and medium-sized) favors that can have huge impacts on your marketing? HARD. But there are ways to ease this friction, increase your odds of success, and form real relationships with powerful professional impacts. In this presentation, Rand Fishkin, cofounder of SparkToro (prev. Moz) will show exactly how to turn seemingly impossible asks and unconquerable outreach into high probabilities for success.
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SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wanted with Just an Email
- 1. Rand Fishkin | Founder & CEO How to Kick Butt with Your Email Outreach Get Everything You’ve Ever Wanted (professionally) by Sending the Right Message to the Right People
- 3. Analysis of Rand’s Strengths & Weaknesses BloggingSEOSales Writing Code Public Speaking Email Top1% Solid Mediocre Dismal GAH!Run! DamnGood BeingGeraldine’s Husband Sohowcomeyounever talkaboutyourtopskills!?
- 4. Rand Fishkin | Founder & CEO How to Be Married to Geraldine! A comprehensive guide on how to be an excellent partner to my favorite person in the world.
- 5. What We’ll Cover in Today’s Talk: How to plan for inevitable hangriness Shopping Tips for TJ Maxx and Nordstrom Rack Baking ingredient emergencies Protecting your legs from frozen feet Emotional support during writer’s block The subtle art of not bringing up JFK “conspiracy” theories
- 6. Analysis of Rand’s Strengths & Weaknesses BloggingSEOSales Writing Code Public Speaking Email Top1% Solid Mediocre Dismal GAH!Run! DamnGood BeingGeraldine’s Husband OK…Fine…We’lltalk aboutthisone.
- 7. First: How Not to Use Marketing Tactics Awesome new tactic I learned at Searchlove Go back to office and re-shuffle marketing efforts to prioritize it Think up a way to use it for your organization/goals
- 8. Instead, Do This: Awesome new tactic I learned at Searchlove If it doesn’t fit cleanly right now, don’t force it! Align it to current business & marketing goals Experiment on side projects; have tactics ready when they’re useful
- 9. E.g. Podcasts… SO HOT RIGHT NOW! ViaChartable
- 10. E.g. Influencer Marketing… Everyone else is doing it; shouldn’t we? ViaGoogleTrends
- 11. E.g. SEO Keyword+Date Hack ViaMoz
- 12. Tactics First Leads to Poor, Long-Term Results Business Goals Marketing Channels Marketing Goals Individual Tactics Learningabouttheseatconferences leadstofeedbackof“thiswasn’t actionable,”or“advancedenough.” So…events&speakersbias totacticaltopics (includingthistalk!)
- 13. Promise to use these tactics only when it fits with your business and marketing goals? Let’s talk about how to kick butt with email outreach. Cool.
- 14. As Part of My Research for SparkToro… I Spoke to Lots of Outreach-Focused Marketers
- 16. The 1-minute outreach email: FoundanEmailAddress SentaCrappy,Low-Value, Programatically- CustomizedBulkEmail GoogleSearch Probablyhasa<0.1% successrate
- 17. The 5-minute outreach email: Dugaroundmysiteto findmyemail Slightlycustomizeda mildlyclevermessage TriedtoIDreasonable customertargets Probablyhasa<1% successrate
- 18. 100 messages at 1% 5 messages at 20% vs. Spend20Xaslongon theseandgetthesame results?Yes,please!
- 21. The Outreach Spectrum AltruisticTransactional Helpsonlythe outreacher Helpsthetarget and/ora3rd party Offersvalueto bothparties Self-Seeking
- 22. Transactional Usually Yields Evaluation I want X in exchange for Y. to meet you to get your input to raise money from you to get a link/share to get an endorsement to use your work money reciprocation credit (link or other) exposure connections
- 23. Altruistic Usually Does, Too I want X in order to helpY. to meet you to get your input to raise money to get a link/share to get an endorsement to use your work social cause political issue friends/people charitable org thing we believe in
- 24. Purely Self-Serving… Not So Much I want X .
- 25. This is Why Most Self-Serving Outreach Pretends to Be Transactional or Altruistic Of course, these make us all more suspicious of outreach, and raise the bar for breaking through the barriers people develop.
- 26. To Break Through, Outreach Needs to Avoid Certain Characteristics that Correlate with: Low quality Messages Spam Scams Harassment Irrelevant Junk Self-Serving Outreach in Disguise
- 27. Unclear, difficult-to-evaluate request Multiple asks in a single message Historical Reputation from Gmail/Hotmail/etc (i.e. recipients have marked your email as spam in the past) Poor targeting (i.e. the request is irrelevant to the target) Source characteristics (name, email address, photo/image, writing style, etc) align with common spam features To Break Through, Avoid These Characteristics
- 28. Clear Request Unclear Request
- 29. Two Requests at the Same Time?!
- 30. One Ask per Email. In the Subject Line.
- 31. If you’re relevant, well-targeted, and well-timed, the odds of getting read improve. Who? What? Why? How?
- 32. Even a Few Spam Characteristics, & Your Targets Will Never See Your Message
- 33. Modern Spam Filters Are VERY Aggressive
- 34. Email Spam Reputation Can Linger for Years Ifyou’reanactualspammer,you probablydon’tcare.But,ifyou’re tryingtobuildarealbusiness…
- 35. Brand Memory & Associations Also Suffer Forbeshastrainedme (throughbadoutreach, sketchyauthors,&their annoyinginterface)not tovisittheirsite
- 36. Unclear, difficult-to-evaluate request Multiple asks in a single message Historical Reputation from Gmail/Hotmail/etc (i.e. recipients have marked your email as spam in the past) Poor targeting (i.e. the request is irrelevant to the target) Source characteristics (name, email address, photo/image, writing style, etc) align with common spam features To Break Through, Avoid These Characteristics
- 37. Focus on 1:1 Outreach?Why
- 38. Broadcast is HARD (until you have a loyal, engagement-heavy audience) ViaRivalIQ2019
- 39. ViaRivalIQ2019 Engagement w/ Brands Is Dismal…
- 40. But Individuals Can Do Far Better! ~30XtheavgonTwitter; ~100XtheavgonFacebook
- 41. Many of the Most Powerful Marketing Tactics Are Impossible without Individual, Human Supporters ViaSEERInteractive
- 42. E.G.
- 43. Can Outreach Do For My Marketing?What
- 44. Amazing Things Professional, Personal Messages Can Do For Your Marketing13
- 46. Inclusion in Curated Newsletters/Resources ViaTheEvergrey
- 51. Guest Spots on Podcasts ViaIndieHackers
- 52. Turn Unlinked Mentions → Links Grrr…NolinkL
- 53. Interviews & People-Focused Content ViaGoodLifeProject
- 55. Project/Product Advice & Input (which often turns into amplification support too) ViaCone&Steiner
- 58. But, Rand… When I ask directly for this stuff, I get nowhere L
- 59. Direct Works Great Once a Relationship Already Exists… Request for something comes into my inbox… Do I Know This Person? Yes! And I like them. Never heard of them. No, but I know of them or their company/organization High Likelihood of a Yes High Likelihood of a No Depends on the ask, their brand, my history, the relevance, timing, etc.
- 60. In Some Cases, Indirect is the Way to Go: I want these things Get more people to know, like, and trust me (and my brand) Links to my site Create unique value that stands out to your audience Press coverage Social Amplification What can I do that will deliver those? Focus outreach on these goals first
- 61. Tactical Hacks to Improve Your Odds of Getting a “Yes” from Someone Who Doesn’t Know You 6
- 62. #1: Reach Out First When You Have an Interest, Not an Agenda ViaTwitter
- 63. #2: Grow Your Potential Connections Through Networking (But Most People Get This Wrong) I want a bigger, better network. I should go to “networking events” and… “network.”
- 64. I want a bigger, better network. I should go to “networking events” and… “network.” #2: Grow Your Potential Connections Through Networking (But Most People Get This Wrong)
- 65. Instead… Create Catalysts for Organic Network Growth You Good Connection Bubble of Comfort That _______ You’ve Been Thinking About Good Connection Good Connection class conference club adventure activity podcast video series Good Connection
- 67. The Networking Spectrum Worse Opportunities SmallerEvents LargerEvents Better Opportunities In-Person Remote RelativelySpecificinAppeal AppealstoaWideGroup SharedPersonal&ProfessionalValues DissimilarValues NotActuallyFocusedon“Networking” SpecificallyFocusedon“Networking” MoreUnusual MoreCommon
- 68. #3: Align Your Outreach with Your Target’s Personal Beliefs, Causes, and/or Values
- 69. #4: Get High Quality Introductions
- 70. Opt-In-First Yields the Best Results
- 71. #5: Create Your Own Amplification Email Group
- 72. #6: Find Authentic Affinities that Intersect
- 73. If You’re Struggling for Ideas…
- 74. Should I Reach Out? To Whom
- 75. Meh. The Most Followed Influencers The Most- Trafficked Publications Those Who’ve Amplified Similar Work People & Publications Your Audience Engages With Most OK. Better. Suh-weet.
- 76. The “Most Followed” Influencers in Target Field?
- 78. Those Who’ve Amplified Similar Stories? ViaBuzzsumo
- 79. People & Publications My Audience Engages With Most
- 80. People & Publications Your Audience Engages With… That Already Know & Like You! Huzzah!
- 81. Ready to Rock?!
- 82. Don’t Forget… Like This: Bunch of outreach tactics I learned at Searchlove If it doesn’t fit cleanly right now, don’t force it! Align them to current business & marketing goals Experiment w outreach for small/side projects. Have them ready when your org needs it!
- 83. Rand Fishkin | Founder & CEO Thank You! Bit.ly/artofoutreach