It is common to hear about many bloggers that have great content but receive no traffic to their sites. You might fall into this category and have already resigned yourself to continue blogging as a hobby. However, the truth is that most bloggers want to see big traffic numbers coming to their site. Even if you are not trying to build a big business, it is nice seeing your work and ideas appreciated by the masses.
Unfortunately, the ideology of “content is king” has many believing that, as long as you write great content, the traffic will somehow follow. While this strategy is certainly not a waste of time, it just does not work well on its own. Even in business, you cannot put all your focus on a product without investing in marketing and expect customers to start buying.
Unless you are already recognized as an expert in your field, a passive content marketing strategy is not going to work for you. Instead, you must prop it up with solid digital outreach.
Developing an Outreach Strategy
What does outreach mean? Believe it or not, that is a question that many marketers have tried to answer to varying degrees of success. If you were to search in Google, “definition outreach program,” you would get something to do with community services. This is probably not what you are looking for! However, marketers define outreach as the process used to identify influencers in your target market, contacting them, and getting them to agree to promote your product, service, or brand.
The problem with this blanket definition is that it makes PR outreach sound like a simple, three-step process. This is definitely not the case! Developing an effective outreach strategy is a process that takes time and a lot of effort on your part. It involves:
1. Defining your purpose
What are you trying to achieve? This may seem like an obvious one but every outreach campaign must start with a clear purpose. Do you want more traffic or improve your social media outreach? Do you want to promote your brand or service? Or do you want more people to buy your product? Setting a clear goal will help you choose the right influencers to approach and measure how successful your efforts are.
2. Identifying your audience
Knowing who your target audience is will help you do your research well. You need to know what your audience wants, where they hang out, and who they go to for recommendations. Build a detailed picture of your target audience to determine how best to engage with them.
3. Deciding on how to engage
Depending on your research, you will then be able to decide how to engage with your audience. Will you do it directly or go through relevant influencers? Unless you have already built a large following that already trusts you, going with the first option is not feasible. That is why most marketers and content creators pick the latter option. Working with influencers is the fastest way to promote your brand, define your image, and build credibility.