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7 Sales Techniques to Improve Your Link Outreach

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Every business and SEO agency will find themselves doing some form of email outreach at some time and this slide runs through all specific tactics that sales representatives use to ensure that they get the most return on investment from the least amount of time invested into each prospect.
These strategies will be completely complimentary to any currently running email outreach campaign.

Published in: Marketing
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7 Sales Techniques to Improve Your Link Outreach

  1. 1. NO NEW Outreach strategies Everyoutreach strategy CAN work Emailing onceis never enough Outreach is a mix of sales and negotiation Improve your link placements by up to 50% Improving is better than restarting
  2. 2. HAD TO SCALE MANUAL OUTREACH AS QUICK AS POSSIBLE
  3. 3. Emailedfor LINKS? Emailedfor CONTENT? Emailedfor A JOB?
  4. 4. And… SO NOW YOU ALL KNOW THAT YOU ARE OUTREACH SPECIALISTS
  5. 5. Why do ALL that work (andmaybeabadfollow-up) FOR ONE LITTLE EMAIL?
  6. 6. STOP, emailingpeople duringthe MIDDLE OF THE NIGHT
  7. 7. or during PEAK EMAIL DELETION TIMES
  8. 8. at the start of the day or at the start / end of the week. PEOPLE LOOK FOR ANY EXCUSE TO DELETE AN EMAIL
  9. 9. (even if your email mighthelp them) LESS ON THE TO-DO LIST, THE BETTER
  10. 10. Find a time thatis between 10:00AM & 3:00PM for therecipient
  11. 11. and message accordingly SPLIT WORLD INTO 2 TIME ZONES
  12. 12. TOOLS:
  13. 13. We started seeing an INCREASE IN OPEN RATES AND MORE INSTANT RESPONSE RATES
  14. 14. and you wantto scale from their hard work… YOUR EMAIL IS INTERRUPTING THE WEBSITE MASTER’S DAY,
  15. 15. JUST FOR THEM TO DO SOMETHING FOR YOU
  16. 16. thatyou worked hard to purchase, so why should they? YOU WOULD NEVER LET A RANDOM GUY DRIVE THE CAR
  17. 17. ora bond ordo anything for them, before asking for a favor CREATE A RELATIONSHIP
  18. 18. COMMENT ON THEIR BLOG A relationship can be as small as a statement
  19. 19. SHARED FOLLOWERS ON TWITTER knowingsomebody can be based on related connections
  20. 20. NON-COMMERCIAL EMAIL Building a connection is easily done with flattery, questions, quotations, etc
  21. 21. NON-COMMERCIAL EMAIL Building a connection is easily done with flattery, questions, quotations, etc FOLLOW-UP EMAIL Friends get busy and so send a nice follow-up when you get no response
  22. 22. Helpingsomeoneanswera questiontheyasked ANSWERING ON Q&A’S OR FORUMS
  23. 23. Find 2 generic points of references that are alwaysworthy of a mention to build a relationship
  24. 24. Find 2 generic points of references that are alwaysworthy of a mention to build a relationship (Ifnothingelse, commentonthedesign)
  25. 25. BOOK:
  26. 26. We grew a stagnantcampaign from a 1% response rate to havingan 18% RESPONSE BY MANUFACTURING FRIENDSHIPS
  27. 27. thata guestpost willfix EVERY WEBMASTER DOES NOT HAVE THE SAME CONTENT PROBLEM
  28. 28. BROKEN LINKS You are askingto solve a problem thatyou assume thewebsiteis having, whichis CONTENT OR
  29. 29. If you had an amazinglyengaged blog,why would you let someone else WHO IS UNKNOWN WRITE ON IT?
  30. 30. ALWAYS Ask yourself, if you were running a blog, WHAT IS YOUR BIGGEST PROBLEM?
  31. 31. They have good contentand you could helpgetthem more visitors to it MORE EXPOSURE?
  32. 32. MAXED OUT SERVER? Can you offer to setup a new CDN for themor use your underutilisedserver?
  33. 33. DO THEY NEED A NEW LAYOUT? Can you buy of find themafreethemetouse?
  34. 34. ARE THEY SMALL AND COULD DO WITH FREE HOSTING? Can you move themover to your VPS easily?
  35. 35. Couldyou do theresearch for a hugeresource piece they are doing? IS IT A SMALL COMPANY OR BLOG?
  36. 36. GOT A NEW PIECE OF CONTENT? Could you purchase, source or design anawesome image or photo for them touse?
  37. 37. CODING ISSUES? Does your developer have a bit of spare timeyou could help them with?
  38. 38. FINANCIAL PROBLEMS? Ever thoughtabout offering thecost of writingcontentaround and offer it as cash in exchange for a banner in the content?
  39. 39. (with process you can executeon for ease of reference) HAVE A LIST OF 5 - 10 DIFFERENT PITCHES
  40. 40. TRY PITCHING A 2ND AND / OR 3RD IDEA if they did not respond or accept the first ones
  41. 41. Most people actuallysay the issues they have, whenasked, which has improved our ENGAGEMENT AND LIVE LINKS
  42. 42. OUR GUESTOGRAPHICS OUTREACH from 14% success to 0%, until we stopped talking and started to listen
  43. 43. EXPERTISE Your persona does notshow KNOWLEDGE OR OR AUTHORITY
  44. 44. yet you stillwantprospects to accept your email, guestpost or linkrequest WOULD YOU RESPOND IF YOU WERE THEM?
  45. 45. PEOPLE BELIEVE BOASTING IS BAD not boasting if you have already done it
  46. 46. in emailsignatures, templates,etc ALWAYS REFERENCE YOUR BIGGEST SUCCESSES
  47. 47. Success can be anythingthat sounds good: 3,500shareson apiece youdid previously Writingforoneof the largest websitesin your niche Expertsyouhave collaboratedwith How many publicationsyou havebeen featuredin Followersandlikes youhave(nota strongone but goodif youhave nothingelse)
  48. 48. so thatthey can be added to any email outreach method MAKE THEM GENERIC
  49. 49. READING:
  50. 50. MOST SUCCESSFUL GUEST POST WE DID GOT 3,500 SHARES
  51. 51. Large publications began responding for us to achieve the same successes for them MOST SUCCESSFUL GUEST POST WE DID GOT 3,500 SHARES
  52. 52. Don’t you hateit whenpeople ASK THE SAME QUESTIONS CONSISTENTLY
  53. 53. Typically theanswer is theeasiest way for a prospect to not create an unwantedobligation / need ‘NO’(OR NOT A RESPONSE)
  54. 54. in thefollow-up emailthanyou did originally USE A COMPLETELY DIFFERENT APPROACH
  55. 55. Email themthis after your no-response or rejection to first follow- up 2 MONTHS
  56. 56. after your no-response or rejection to first follow- up 2 MONTHS Note: Thisputsallofthepowerbackontothe webmaster, sothatthey candrivethe conversation Email themthis
  57. 57. after your first 2 outreach emails (thisisthethird) HAVE THIS AS AN AUTOMATIC FOLLOW-UP
  58. 58. to your original emails,thefollow-up system mustbe stopped automatically IF THEY ASK TO BE REMOVED OR SAY ‘NO’
  59. 59. TOOLS:
  60. 60. We have seen response rates from people who never responded to our original emails BETWEEN 2.5% TO 6%
  61. 61. We have seen response rates of from people who never responded to our original emails ANYTHING BETWEEN 2.5% TO 6% Even 1% extra is great, as it is an automated follow-up and DOES NOT TAKE ANY TIME AND RUNS IN THE BACKGROUND
  62. 62. relationships and networks that are already built NOT UTILIZING CONNECTIONS,
  63. 63. GREAT BUSINESSES HAVE OVER 20% OF THEIR INCOME FROM REFERRAL SOURCES, so why don’t linkbuilders?
  64. 64. JUST MISSED OPPORTUNITY after spending so long to get a reply and a link
  65. 65. and request as if in need,as nobody can walk past someone who is in need LEAVE THE EGO AT THE DOOR
  66. 66. to convince thewebmaster they were happy with you USE SOME NLP (SALES TACTICS) Note: Worstcase,thewebmaster understands youarewantingtowritemore(potentially for them)
  67. 67. schedule the referral emailtemplatefor 1 months timeto send ONCE THE LINK GOES LIVE AND IS DETECTED,
  68. 68. BOOK:
  69. 69. REFERRING, LINKING AND INTRODUCING US TO OTHERS We went from 0% referrals (Never asked) to 7% of all successful link prospects
  70. 70. saidthey didnot know anybody24% 69% no reply
  71. 71. You wastetoo muchtime RECOLLECTING DATA THEY ALREADY HAVE
  72. 72. itis easy to instantlyget them results withoutmuch effort at all GET NEW CLIENTS IN COMPLIMENTARY INDUSTRIES,
  73. 73. Dataincludes
  74. 74. Dataincludes SAVE ALL OF THE DATA INTO A LARGE DATABASE / SPREADSHEET THAT CAN BE FILTERED
  75. 75. to introducewebmasters to other persona’s USE PERSONA’S WITH SUCCESSFUL RELATIONSHIPS
  76. 76. OR NEED MORE SERVICE Use onclientswho are: ESCALATED LOW TO NO RESULTS
  77. 77. TOOL:
  78. 78. A client was a plumber withno rankings, so we got allof our successful linkplacementprospects and instantly got them 25 LINKS TO START

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