Outreach is an integral part of any digital marketing campaign.
While lead generation is usually the ultimate goal, outreach marketing can also help to build meaningful relationships by broadening your professional networks. It’s one of the cost-effective approaches to brand awareness.
However, outreach marketing isn’t for the faint-hearted. Rather, it’s an art that requires a conscientious approach if you’re to derive any meaningful benefits from it.
We’ve prepared a handy guide to the benefits of outreach marketing and how to leverage this digital marketing technique.
Table of Contents
What Is Outreach Marketing
Outreach marketing is a type of targeted marketing that entails developing value relationships with a view to generating interest in your brand. This form of marketing typically takes place online using popular digital marketing strategies like link-building and social media engagements. Commonly targeted people in outreach marketing include prominent bloggers, renowned celebrities, famous journalists, and established business moguls.
Brands may also leverage outreach marketing to build mutual relationships by offering complementary services like cross-marketing.
Now, the past few years have seen a tremendous surge in the demand for outreach marketing. That demand has triggered a corresponding rise in the number of lead generation companies like MyOutreach .
MyOutreach is a software as a service (SaaS) lead generation website that promises to convert even the most elusive customers into repeat clients. The company uses a business-to-business (B2B) model, which allows it to target clients with a potentially high return on investment (RoI).
Benefits of Outreach Marketing
1. Brand Awareness
Raising awareness to your brand is unarguably the biggest benefit of launching an outreach campaign.
Each sent email or social media engagement would reference your business in some way, thereby boosting your brand’s credibility. Note that 46% of American buyers don’t mind paying more for a product offered by businesses they’re familiar with.
But even if you don’t win a conversion immediately, outreach marketing can still do an excellent job at keeping your company name on your targets’ conscious memory.
2. Fostering Meaningful Relationships
Outreach marketing takes on a value-oriented approach by highlighting how your potential partners could benefit from your services.
The marketing technique allows you to provide real value to your prospects without necessarily expecting immediate returns. This can go a long way in building meaningful relationships.
3. Broadening Your Professional Networks
Lead conversion may be the underlying goal of outreach marketing, but it’s far from being the only objective.
Some brands reach out to each other specifically to broaden their professional networks.
These networks may come in handy in the future, such as when companies need to cross-market one another.
4. Improving SEO
As already stated, each outreach email sent out to prospective partners would typically mention your brand.
Merely having your company referenced on multiple websites, whether in text or via backlinks, can improve your search engine marketing (SEO) strategy.
This could have far-reaching marketing effects by making your brand more discoverable on search engines.
How to Conduct a Successful Outreach Campaign
1. Research Your Prospects
It’s impossible to wage a successful outreach campaign without understanding your prospective clients.
So, start by going through your prospects’ websites, blogs, and social media platforms to familiarize yourself with their content and target audience.
Thereafter, you can craft outreach emails that appeal to their pain points.
2. Choose a Means of Engagement
The traditional way to reach prospective partners is by sending them an outreach email. It’s prudent to keep your emails brief and to the point to avoid having them marked as spam.
You could also reach out to potential collaborators by phone. This method is more reliable than emails as it gives immediate feedback on the prospects’ reception of your marketing efforts.
There are also various social media platforms you could use to target prospects in your niche. While nearly all renowned brands are present on major social media websites, it’s best to prioritize professional networking sites like LinkedIn and Twitter.
3. Craft an Outreach Message
An outreach message should be brief and concise, capturing only the essential details. Make the email compelling enough for the recipient to follow up with an action.
And while the idea is to hype the perks of the suggested partnership, it’s also important to keep the message engaging. Employ wit and satire if possible without overly embellishing your proposition.
4. Incorporate Calls to Action
It’s not enough to simply highlight the benefits of partnering with your brand. Be sure to also include a call to action (CTA) at the end of the email, right before signing it off.
Calls to action reemphasize your commitment to collaborating with the recipient. They typically include links to your homepage or e-commerce store, complete with anchor texts like “click her” or “read more.”
CTAs may also be action statements asking the prospect to schedule an appointment, review your products, etc.
Summary
Like any brand awareness strategy, outreach marketing requires persistence to achieve genuine results. We hope you can bookmark this post as a reference for conducting a successful outreach marketing campaign.
