SlideShare a Scribd company logo
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
Bit.ly/artofoutreach
Analysis of Rand’s Strengths & Weaknesses
BloggingSEOSales WritingCodePublicSpeaking Email
Top1%
Solid
Mediocre
Dismal
GAH!Run!
DamnGood
BeingGeraldine’s
Husband
So how come you never talk
about your top skills!?
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.
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
Analysis of Rand’s Strengths & Weaknesses
BloggingSEOSales WritingCodePublicSpeaking Email
Top1%
Solid
Mediocre
Dismal
GAH!Run!
DamnGood
BeingGeraldine’s
Husband
OK… Fine… We’ll talk
about this one.
First: How Not to Use Marketing Tactics
Awesome new tactic
I learned at
Searchlove
Go back to the office and re-
shuffle marketing efforts to
prioritize it
Think up a way to use
it for your
organization/goals
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
E.g. Podcasts… SO HOT RIGHT NOW!
ViaChartable
E.g. Influencer Marketing… Everyone else is doing
it; shouldn’t we?
ViaGoogleTrends
E.g. SEO Keyword+Date Hack
ViaMoz
Tactics First Leads to Poor, Long-Term Results
Business Goals
Marketing Channels
Marketing Goals
Individual Tactics
Learning about these at conferences leads
tofeedback of “this wasn’t actionable,” or
“advanced enough.”
So… events & speakers bias
totactical topics
(including this talk!)
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.
As Part of My Research for SparkToro…
I Spoke to Lots of Outreach-Focused Marketers
The Sobering Reality:
Content, social, &link
agencies have told metheir
outreach response rates are
even lower…
~1 in 200
The 1-minute outreach email:
Found an EmailAddress
Sent a Crappy, Low-Value,
Programatically-Customized
Bulk Email
Google Search
Probably has a <0.1% success
rate
The 5-minute outreach email:
Dug around my site to find
my email
Slightly customized a
mildly clever message
Tried toID reasonable
customer targets
Probably has a <1%
success rate
100 messages at 1%
5 messages at 20%
vs.
Spend 20X as long on these
and get the same results?
Yes, please!
Just a few links or atiny bit of
amplification, and your work’s in
the top 1-5% of all web content
ViaBacklinko
Focus on 1:1 Outreach?Why
Broadcast is HARD
(until you have a loyal, engagement-heavy audience)
ViaRivalIQ2019
ViaRivalIQ2019
Engagement w/ Brands Is Dismal…
But Individuals Can Do Far Better!
~30X the avg onTwitter; ~100X
the avg on Facebook
Many of the Most Powerful Marketing Tactics Are
Impossible without Individual, Human Supporters
ViaSEERInteractive
E.G.
E.G.
E.G.
Most Outreach Fails.Why
The Outreach Spectrum
AltruisticTransactional
Helpsonlythe
outreacher
Helpsthetarget
and/ora3rd party
Offersvaluetoboth
parties
Self-Seeking
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
Altruistic Usually Does, Too
I want X in order to help Y .
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
Purely Self-Serving… Not So Much
I want X .
This is Why Most Self-Serving Outreach Pretends
to Be Transactional or Altruistic
Of course, these make us all more
suspicious of outreach.
Successful Outreach Needs to Avoid Certain
Characteristics that Correlate with:
Low quality Messages
Spam
Scams
Harassment
Irrelevant Junk
Self-Serving Outreach in Disguise
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. request has low relevance to the target)
Source characteristics (name, email address, photo/image, writing
style, etc) align with common spam features
To Break Through, Avoid These Characteristics
Clear Request Unclear Request
Two Requests at the Same Time?!
One Ask per Email. In the Subject Line.
If you’re relevant, well-targeted, and well-timed,
the odds of getting read improve.
Who?
What?
Why?
How?
Even a Few Spam Characteristics, & Your Targets
Will Never See Your Message
Modern Spam Filters Are VERY Aggressive
Email Spam Reputation Can Linger for Years
Ifyou’re an actual spammer, you
probably don’t care. But, if you’re trying
tobuild areal business…
Brand Memory & Associations Also Suffer
Forbes has trained me
(through bad outreach,
sketchy authors, & their
annoying interface) not to
visit their site
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
Nailed These?
You’re already better than
95% of outreach
Can Outreach Do
For My Marketing?What
Amazing Things Professional, Personal
Messages Can Do For Your Marketing13
Social Amplification
ViaLinkedIn
Inclusion in Curated Newsletters/Resources
ViaTheEvergrey
Press Coverage
ViaNYTimes
Crowdfunding Support
ViaKickStarter
Un-Advertised Sponsorships
ViaTwitter
Speaking Gigs
ViaINBOUND
Guest Spots on Podcasts
ViaIndieHackers
Turn Unlinked Mentions → Links
Grrr…No link 
Interviews & People-Focused Content
ViaGoodLifeProject
Recruiting for Research
ViaSparkToro
Project/Product Advice & Input
(which often turns into amplification support too)
ViaCone&Steiner
Reviews & Testimonials
ViaTypeform
Brand Partnerships
ViaGeekwire
But, Rand…
When I ask directly for this stuff,
I get nowhere 
Direct Works Great Once a RelationshipAlready Exists…
Request for something
comes into my inbox…
Do I KnowThis 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.
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
SocialAmplification
What can I do that will deliver those?
Focus outreach on these goals first
Tactical Hacks to Improve Your Odds of
Getting a “Yes” from Someone Who
Doesn’t Know You6
#1: Reach Out First When You Have an Interest, Not
an Agenda
ViaTwitter
#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.”
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)
Instead… Create Catalysts for Organic Network Growth
You
Good
Connection
Bubble of ComfortThat _______ You’ve Been Thinking About
Good
Connection
Good
Connection
class
conference
club
adventure
activity
podcast
video series
Good
Connection
The Networking Spectrum
Worse Opportunities
Smaller Events Larger Events
Better Opportunities
In-Person Remote
Relatively Specific inAppeal Appeals to aWide Group
Shared Personal &Professional Values Dissimilar Values
NotActually Focused on “Networking” Specifically Focused on “Networking”
More Unusual More Common
#3: Align Your Outreach with Your Target’s Personal
Beliefs, Causes, and/or Values
#4: Get High Quality Introductions
Opt-In-First Yields the Best Results
#5: Create Your Own Amplification Email Group
#6: Find Authentic Affinities that Intersect
If You’re Struggling for Ideas…
Should I Reach Out?
To
Whom
Meh.
The Most
Followed
Influencers
The Most-
Trafficked
Publications
Those Who’ve
Amplified Similar
Work
People & Publications
YourAudience Engages
With Most
OK. Better. Suh-weet.
The “Most Followed” Influencers in Target Field?
The Big Publications?
Those Who’ve Amplified Similar Stories?
ViaBuzzsumo
People & Publications
My Audience Engages With Most
Sneak peek atSparkToro’sAlpha
Version (still a few months from launch)
People & Publications Your Audience Engages
With… That Already Know & Like You!
Huzzah!
Ready to Rock?!
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
so you’re ready when your biz needs it!
Rand Fishkin | Founder & CEO
Thank You!
Bit.ly/artofoutreach

More Related Content

What's hot

The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...
Internet Marketing Software - WordStream
 
Build a better blog
Build a better blogBuild a better blog
Build a better blog
Hugh Culver
 
Social Network Advertising
Social Network AdvertisingSocial Network Advertising
Social Network Advertising
hussein_fazal
 
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startupprThe Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
Onboardly
 
Intro to Facebook Ads
Intro to Facebook AdsIntro to Facebook Ads
Intro to Facebook Ads
Ximena Sanchez
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
Markbeech Marketing
 
Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012
Rand Fishkin
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
Rand Fishkin
 
How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...
How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...
How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...
We Are Marketing
 
Digital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
Digital Marketing Strategy Master Class - Daniel Lemin, Convince and ConvertDigital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
Digital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Power of Content marketing
Power of Content marketingPower of Content marketing
Power of Content marketing
Media-Mosaic
 
Digital + Marketing 101
Digital + Marketing 101Digital + Marketing 101
Digital + Marketing 101
Joanna Peña-Bickley
 
Webinar survey results 1-14-13
Webinar   survey results 1-14-13Webinar   survey results 1-14-13
Webinar survey results 1-14-13
Sharad Verma
 
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)
HubSpot
 
The Business of Building a Brand
The Business of Building a BrandThe Business of Building a Brand
The Business of Building a Brand
Joanna Lord
 
How Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer AcquisitionHow Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer Acquisition
Kissmetrics on SlideShare
 
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 StepsDeveloping a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
Jay Baer
 
Mapping Mind & Method: The Buyer's Journey in the Age of Inbound Commerce
Mapping Mind & Method: The Buyer's Journey in the Age of Inbound CommerceMapping Mind & Method: The Buyer's Journey in the Age of Inbound Commerce
Mapping Mind & Method: The Buyer's Journey in the Age of Inbound Commerce
HubSpot
 
Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...
Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...
Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...
We Are Marketing
 
Step by Step Content Marketing
Step by Step Content MarketingStep by Step Content Marketing
Step by Step Content Marketing
Kissmetrics on SlideShare
 

What's hot (20)

The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's P...
 
Build a better blog
Build a better blogBuild a better blog
Build a better blog
 
Social Network Advertising
Social Network AdvertisingSocial Network Advertising
Social Network Advertising
 
The Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startupprThe Beginners Guide to Startup PR #startuppr
The Beginners Guide to Startup PR #startuppr
 
Intro to Facebook Ads
Intro to Facebook AdsIntro to Facebook Ads
Intro to Facebook Ads
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
 
Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012Content Marketing vs. Link Building: Linklove Boston 2012
Content Marketing vs. Link Building: Linklove Boston 2012
 
SEO Tactics to Love vs. Leave
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
 
How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...
How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...
How To Achieve Success in Digital Marketing Choosing the Right Channel & Expe...
 
Digital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
Digital Marketing Strategy Master Class - Daniel Lemin, Convince and ConvertDigital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
Digital Marketing Strategy Master Class - Daniel Lemin, Convince and Convert
 
Power of Content marketing
Power of Content marketingPower of Content marketing
Power of Content marketing
 
Digital + Marketing 101
Digital + Marketing 101Digital + Marketing 101
Digital + Marketing 101
 
Webinar survey results 1-14-13
Webinar   survey results 1-14-13Webinar   survey results 1-14-13
Webinar survey results 1-14-13
 
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)
 
The Business of Building a Brand
The Business of Building a BrandThe Business of Building a Brand
The Business of Building a Brand
 
How Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer AcquisitionHow Top Brands Use Referral Programs to Drive Customer Acquisition
How Top Brands Use Referral Programs to Drive Customer Acquisition
 
Developing a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 StepsDeveloping a Social Media Strategy in 7 Steps
Developing a Social Media Strategy in 7 Steps
 
Mapping Mind & Method: The Buyer's Journey in the Age of Inbound Commerce
Mapping Mind & Method: The Buyer's Journey in the Age of Inbound CommerceMapping Mind & Method: The Buyer's Journey in the Age of Inbound Commerce
Mapping Mind & Method: The Buyer's Journey in the Age of Inbound Commerce
 
Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...
Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...
Rediscovering the Power Of Local Search by Lindsay Wassell at The Inbounder N...
 
Step by Step Content Marketing
Step by Step Content MarketingStep by Step Content Marketing
Step by Step Content Marketing
 

Similar to How to Kick Butt with Your Email Outreach

SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...
SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...
SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...
Distilled
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
Rand Fishkin
 
מוניטיזציית דאטאבייסים - מייל מרקטינג
מוניטיזציית דאטאבייסים - מייל מרקטינגמוניטיזציית דאטאבייסים - מייל מרקטינג
מוניטיזציית דאטאבייסים - מייל מרקטינג
VisionCamp
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing Fails
Rand Fishkin
 
On Being HUMAN: The Importance of Writing More Engaging Emails (and more! )
On Being HUMAN: The Importance of Writing More Engaging Emails (and more!	)On Being HUMAN: The Importance of Writing More Engaging Emails (and more!	)
On Being HUMAN: The Importance of Writing More Engaging Emails (and more! )
DJ Waldow
 
Social Media Tips for Seacret Direct by Adam Franklin
Social Media Tips for Seacret Direct by Adam Franklin Social Media Tips for Seacret Direct by Adam Franklin
Social Media Tips for Seacret Direct by Adam Franklin
Bluewire Media
 
YJLC Online Strategy for Nonprofits Presentation
YJLC Online Strategy for Nonprofits PresentationYJLC Online Strategy for Nonprofits Presentation
YJLC Online Strategy for Nonprofits Presentation
ForwardJump Marketing
 
Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...
Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...
Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...
Turing Fest
 
Why Content Marketing Fails - Rand Fishkin
Why Content Marketing Fails - Rand FishkinWhy Content Marketing Fails - Rand Fishkin
Why Content Marketing Fails - Rand Fishkin
Marketo
 
MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails
MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing FailsMnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails
MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails
MnSearch, The Minnesota Search Engine Marketing Association
 
The Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentThe Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught Content
Rand Fishkin
 
Online Marketing: Building Blocks for Success
Online Marketing: Building Blocks for SuccessOnline Marketing: Building Blocks for Success
Online Marketing: Building Blocks for Success
Kivi Leroux Miller
 
Facebook EDGE tips from Porto, Portugal
Facebook EDGE tips from Porto, PortugalFacebook EDGE tips from Porto, Portugal
Facebook EDGE tips from Porto, Portugal
Michael Leander
 
Facebook EDGE tips Lisbon
Facebook EDGE tips LisbonFacebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
Michael Leander
 
I/O: Intelligent Outsourcing 2016 | Jennifer Roberts
I/O: Intelligent Outsourcing 2016 | Jennifer RobertsI/O: Intelligent Outsourcing 2016 | Jennifer Roberts
I/O: Intelligent Outsourcing 2016 | Jennifer Roberts
BEAM - Bridge Events & Meets
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
Rand Fishkin
 
DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...
DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...
DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...
Morning Dough
 
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
guestae1563
 
Roiwebinar3
Roiwebinar3Roiwebinar3
Roiwebinar3
Trade Show ROI
 
Get Results With Email Marketing
Get Results With Email MarketingGet Results With Email Marketing
Get Results With Email Marketing
GetResponse Email Marketing
 

Similar to How to Kick Butt with Your Email Outreach (20)

SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...
SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...
SearchLove San Diego - Rand Fishkin - How to Get Everything You've Ever Wante...
 
7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur7 Lessons That Would Have Made Me a Better Entrepreneur
7 Lessons That Would Have Made Me a Better Entrepreneur
 
מוניטיזציית דאטאבייסים - מייל מרקטינג
מוניטיזציית דאטאבייסים - מייל מרקטינגמוניטיזציית דאטאבייסים - מייל מרקטינג
מוניטיזציית דאטאבייסים - מייל מרקטינג
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing Fails
 
On Being HUMAN: The Importance of Writing More Engaging Emails (and more! )
On Being HUMAN: The Importance of Writing More Engaging Emails (and more!	)On Being HUMAN: The Importance of Writing More Engaging Emails (and more!	)
On Being HUMAN: The Importance of Writing More Engaging Emails (and more! )
 
Social Media Tips for Seacret Direct by Adam Franklin
Social Media Tips for Seacret Direct by Adam Franklin Social Media Tips for Seacret Direct by Adam Franklin
Social Media Tips for Seacret Direct by Adam Franklin
 
YJLC Online Strategy for Nonprofits Presentation
YJLC Online Strategy for Nonprofits PresentationYJLC Online Strategy for Nonprofits Presentation
YJLC Online Strategy for Nonprofits Presentation
 
Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...
Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...
Rand Fishkin — The Worst Advice Marketing Ever Gave Content (Turing Festival ...
 
Why Content Marketing Fails - Rand Fishkin
Why Content Marketing Fails - Rand FishkinWhy Content Marketing Fails - Rand Fishkin
Why Content Marketing Fails - Rand Fishkin
 
MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails
MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing FailsMnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails
MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails
 
The Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught ContentThe Worst Lessons Marketing Ever Taught Content
The Worst Lessons Marketing Ever Taught Content
 
Online Marketing: Building Blocks for Success
Online Marketing: Building Blocks for SuccessOnline Marketing: Building Blocks for Success
Online Marketing: Building Blocks for Success
 
Facebook EDGE tips from Porto, Portugal
Facebook EDGE tips from Porto, PortugalFacebook EDGE tips from Porto, Portugal
Facebook EDGE tips from Porto, Portugal
 
Facebook EDGE tips Lisbon
Facebook EDGE tips LisbonFacebook EDGE tips Lisbon
Facebook EDGE tips Lisbon
 
I/O: Intelligent Outsourcing 2016 | Jennifer Roberts
I/O: Intelligent Outsourcing 2016 | Jennifer RobertsI/O: Intelligent Outsourcing 2016 | Jennifer Roberts
I/O: Intelligent Outsourcing 2016 | Jennifer Roberts
 
The Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our MarketingThe Invisible Giant that Mucks Up Our Marketing
The Invisible Giant that Mucks Up Our Marketing
 
DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...
DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...
DMIEXPO - Keith Kouzmanoff - The Essential Strategies for Effective Inbox Del...
 
#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)#12 IMU: PR for Inbound Marketing (GF402)
#12 IMU: PR for Inbound Marketing (GF402)
 
Roiwebinar3
Roiwebinar3Roiwebinar3
Roiwebinar3
 
Get Results With Email Marketing
Get Results With Email MarketingGet Results With Email Marketing
Get Results With Email Marketing
 

More from Rand Fishkin

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
Rand Fishkin
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
Rand Fishkin
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019
Rand Fishkin
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not Influencers
Rand Fishkin
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
Rand Fishkin
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
Rand Fishkin
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
Rand Fishkin
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
Rand Fishkin
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
Rand Fishkin
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
Rand Fishkin
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
Rand Fishkin
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
Rand Fishkin
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
Rand Fishkin
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
Rand Fishkin
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
Rand Fishkin
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy Together
Rand Fishkin
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017
Rand Fishkin
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great Content
Rand Fishkin
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate World
Rand Fishkin
 
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelIncorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Rand Fishkin
 

More from Rand Fishkin (20)

SparkToro Beta Sneak Peek
SparkToro Beta Sneak PeekSparkToro Beta Sneak Peek
SparkToro Beta Sneak Peek
 
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & MoreThe Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
The Healthcare Search Landscape in 2019: SEO, Content Marketing, & More
 
Building Influence in 2019
Building Influence in 2019Building Influence in 2019
Building Influence in 2019
 
Influence Not Influencers
Influence Not InfluencersInfluence Not Influencers
Influence Not Influencers
 
The Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & BeyondThe Next Era of Web Marketing: 2019 & Beyond
The Next Era of Web Marketing: 2019 & Beyond
 
SEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing TalkSEO on the SERPs - Brighton SEO Closing Talk
SEO on the SERPs - Brighton SEO Closing Talk
 
The Search & SEO World in 2018
The Search & SEO World in 2018The Search & SEO World in 2018
The Search & SEO World in 2018
 
SEO in 2017/18
SEO in 2017/18SEO in 2017/18
SEO in 2017/18
 
Why Startups Suck at Marketing
Why Startups Suck at MarketingWhy Startups Suck at Marketing
Why Startups Suck at Marketing
 
B2B SEO in 2017
B2B SEO in 2017B2B SEO in 2017
B2B SEO in 2017
 
How to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the WebHow to Survive Google's Trojan Horsing of the Web
How to Survive Google's Trojan Horsing of the Web
 
What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017What Startup Execs Need to Know About SEO in 2017
What Startup Execs Need to Know About SEO in 2017
 
Inside Google's Numbers in 2017
Inside Google's Numbers in 2017Inside Google's Numbers in 2017
Inside Google's Numbers in 2017
 
Why We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CROWhy We Can't Do SEO WIthout CRO
Why We Can't Do SEO WIthout CRO
 
The Digital Marketer's Framework
The Digital Marketer's FrameworkThe Digital Marketer's Framework
The Digital Marketer's Framework
 
SEO & UX: So Happy Together
SEO & UX: So Happy TogetherSEO & UX: So Happy Together
SEO & UX: So Happy Together
 
The Search Landscape in 2017
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017
 
The Paradox of Great Content
The Paradox of Great ContentThe Paradox of Great Content
The Paradox of Great Content
 
Strategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate WorldStrategies to Drive Web Traffic in the Real Estate World
Strategies to Drive Web Traffic in the Real Estate World
 
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelIncorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation Model
 

Recently uploaded

Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
providenceadworks416
 
The Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdfThe Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdf
David Thomson
 
Premium Graphic Design Templates | Brochures Design Templates
Premium Graphic Design Templates  | Brochures Design TemplatesPremium Graphic Design Templates  | Brochures Design Templates
Premium Graphic Design Templates | Brochures Design Templates
Davion Yost
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In HyderabadHyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
falaqmalikmodel
 
一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理
ceqcau
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
Vemio Advertising Services
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
akramulislamtarek007
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
sakthisundar2001
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
uvnuc
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
PratibhaShelake1
 
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
shivangiji206
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
Y
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
10h6bbc4
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
Amal Agung Cahyadi
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 

Recently uploaded (20)

Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxMeta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptx
 
The Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdfThe Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdf
 
Premium Graphic Design Templates | Brochures Design Templates
Premium Graphic Design Templates  | Brochures Design TemplatesPremium Graphic Design Templates  | Brochures Design Templates
Premium Graphic Design Templates | Brochures Design Templates
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In HyderabadHyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
 
一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理一比一原版美国加州大学戴维斯分校毕业证如何办理
一比一原版美国加州大学戴维斯分校毕业证如何办理
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 
Customer relationship management notes for Bcom students
Customer relationship management notes for Bcom studentsCustomer relationship management notes for Bcom students
Customer relationship management notes for Bcom students
 
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
Visakhapatnam Call Girls 👉 9352988975 👈 Full Satisfied Service Unlimited Shot...
 
3 Best “Add to Calendar” Link Generator Tools (2024)
3 Best  “Add to Calendar”  Link Generator Tools (2024)3 Best  “Add to Calendar”  Link Generator Tools (2024)
3 Best “Add to Calendar” Link Generator Tools (2024)
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 

How to Kick Butt with Your Email Outreach

  • 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 WritingCodePublicSpeaking Email Top1% Solid Mediocre Dismal GAH!Run! DamnGood BeingGeraldine’s Husband So how come you never talk about your top skills!?
  • 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 WritingCodePublicSpeaking Email Top1% Solid Mediocre Dismal GAH!Run! DamnGood BeingGeraldine’s Husband OK… Fine… We’ll talk about this one.
  • 7. First: How Not to Use Marketing Tactics Awesome new tactic I learned at Searchlove Go back to the 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 Learning about these at conferences leads tofeedback of “this wasn’t actionable,” or “advanced enough.” So… events & speakers bias totactical topics (including this talk!)
  • 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
  • 15. The Sobering Reality: Content, social, &link agencies have told metheir outreach response rates are even lower… ~1 in 200
  • 16. The 1-minute outreach email: Found an EmailAddress Sent a Crappy, Low-Value, Programatically-Customized Bulk Email Google Search Probably has a <0.1% success rate
  • 17. The 5-minute outreach email: Dug around my site to find my email Slightly customized a mildly clever message Tried toID reasonable customer targets Probably has a <1% success rate
  • 18. 100 messages at 1% 5 messages at 20% vs. Spend 20X as long on these and get the same results? Yes, please!
  • 19. Just a few links or atiny bit of amplification, and your work’s in the top 1-5% of all web content ViaBacklinko
  • 20. Focus on 1:1 Outreach?Why
  • 21. Broadcast is HARD (until you have a loyal, engagement-heavy audience) ViaRivalIQ2019
  • 23. But Individuals Can Do Far Better! ~30X the avg onTwitter; ~100X the avg on Facebook
  • 24. Many of the Most Powerful Marketing Tactics Are Impossible without Individual, Human Supporters ViaSEERInteractive
  • 25. E.G.
  • 26. E.G.
  • 27. E.G.
  • 30. 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
  • 31. Altruistic Usually Does, Too I want X in order to help Y . 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
  • 32. Purely Self-Serving… Not So Much I want X .
  • 33. This is Why Most Self-Serving Outreach Pretends to Be Transactional or Altruistic Of course, these make us all more suspicious of outreach.
  • 34. Successful Outreach Needs to Avoid Certain Characteristics that Correlate with: Low quality Messages Spam Scams Harassment Irrelevant Junk Self-Serving Outreach in Disguise
  • 35. 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. request has low relevance 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. Two Requests at the Same Time?!
  • 38. One Ask per Email. In the Subject Line.
  • 39. If you’re relevant, well-targeted, and well-timed, the odds of getting read improve. Who? What? Why? How?
  • 40. Even a Few Spam Characteristics, & Your Targets Will Never See Your Message
  • 41. Modern Spam Filters Are VERY Aggressive
  • 42. Email Spam Reputation Can Linger for Years Ifyou’re an actual spammer, you probably don’t care. But, if you’re trying tobuild areal business…
  • 43. Brand Memory & Associations Also Suffer Forbes has trained me (through bad outreach, sketchy authors, & their annoying interface) not to visit their site
  • 44. 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 Nailed These? You’re already better than 95% of outreach
  • 45. Can Outreach Do For My Marketing?What
  • 46. Amazing Things Professional, Personal Messages Can Do For Your Marketing13
  • 48. Inclusion in Curated Newsletters/Resources ViaTheEvergrey
  • 53. Guest Spots on Podcasts ViaIndieHackers
  • 54. Turn Unlinked Mentions → Links Grrr…No link 
  • 55. Interviews & People-Focused Content ViaGoodLifeProject
  • 57. Project/Product Advice & Input (which often turns into amplification support too) ViaCone&Steiner
  • 60. But, Rand… When I ask directly for this stuff, I get nowhere 
  • 61. Direct Works Great Once a RelationshipAlready Exists… Request for something comes into my inbox… Do I KnowThis 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.
  • 62. 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 SocialAmplification What can I do that will deliver those? Focus outreach on these goals first
  • 63. Tactical Hacks to Improve Your Odds of Getting a “Yes” from Someone Who Doesn’t Know You6
  • 64. #1: Reach Out First When You Have an Interest, Not an Agenda ViaTwitter
  • 65. #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.”
  • 66. 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)
  • 67. Instead… Create Catalysts for Organic Network Growth You Good Connection Bubble of ComfortThat _______ You’ve Been Thinking About Good Connection Good Connection class conference club adventure activity podcast video series Good Connection
  • 68.
  • 69. The Networking Spectrum Worse Opportunities Smaller Events Larger Events Better Opportunities In-Person Remote Relatively Specific inAppeal Appeals to aWide Group Shared Personal &Professional Values Dissimilar Values NotActually Focused on “Networking” Specifically Focused on “Networking” More Unusual More Common
  • 70. #3: Align Your Outreach with Your Target’s Personal Beliefs, Causes, and/or Values
  • 71. #4: Get High Quality Introductions
  • 72. Opt-In-First Yields the Best Results
  • 73. #5: Create Your Own Amplification Email Group
  • 74. #6: Find Authentic Affinities that Intersect
  • 75. If You’re Struggling for Ideas…
  • 76. Should I Reach Out? To Whom
  • 77. Meh. The Most Followed Influencers The Most- Trafficked Publications Those Who’ve Amplified Similar Work People & Publications YourAudience Engages With Most OK. Better. Suh-weet.
  • 78. The “Most Followed” Influencers in Target Field?
  • 80. Those Who’ve Amplified Similar Stories? ViaBuzzsumo
  • 81. People & Publications My Audience Engages With Most Sneak peek atSparkToro’sAlpha Version (still a few months from launch)
  • 82. People & Publications Your Audience Engages With… That Already Know & Like You! Huzzah!
  • 84. 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 so you’re ready when your biz needs it!
  • 85. Rand Fishkin | Founder & CEO Thank You! Bit.ly/artofoutreach