Outreach from scratch: how to hire the right people to earn the coverage you need
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Like most companies, you know you need Outreach. You’re confident in your SEO team, but you realize that your SEO is only as good as your ability to earn links. Only problem is that your SEOs don’t have time for it, and quite frankly, they’re not the right fit for the job. You’ve considered outsourcing link building, but it kills you to pay those prices. So, how do you hire Outreach Specialists? Where are they? How do you train, manage, and measure their success? Bottom line is that you’ve never intentionally built a link before, so how are you supposed to teach someone to do it right? This presentation will answer those questions and walk you through how to grow organic traffic and revenue through in-house Outreach, Digital PR, and Content Marketing.
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Outreach from scratch: how to hire the right people to earn the coverage you need
- 1. Outreach from Scratch How to Hire the Right People to Earn the Coverage You Need @elbell09 #outreachfromscratch #UtahDMC
- 2. Elli Bishop Director of Earned Media, Clearlink elli.bishop@clearlink.com slides: bit.ly/outreachfromscratch @elbell09 #outreachfromscratch #UtahDMC
- 14. #brightonseo @elbell09 #brightonseo @elbell09 Outreach is better, more measurable PR. @elbell09 #outreachfromscratch #UtahDMC
- 17. #brightonseo @elbell09 #brightonseo @elbell09 8 actual links | Maybe 50 pageviews
- 19. #brightonseo @elbell09 #brightonseo @elbell09 560 links | 812K pageviews | 170 TV spots | 21K applications
- 27. #brightonseo @elbell09 #brightonseo @elbell09 Outreach is so much more than link building. @elbell09 #outreachfromscratch #UtahDMC
- 28. #brightonseo @elbell09 #brightonseo @elbell09 it is your brand’s digital footprint It is your brand’s digital footprint. @elbell09 #outreachfromscratch #UtahDMC
- 31. 31 ● Recruiting + Hiring ● Measuring ● Training ● Managing AGENDA
- 32. 32 Recruiting + Hiring Who am I looking for? What am I looking for? How do I find them?
- 37. #brightonseo @elbell09 #brightonseo @elbell09 Hire green employees with certain traits.
- 38. #brightonseo @elbell09 #brightonseo @elbell09The Perfect OutreacherResilient Top-notch research skills Organized Optimistic Self-starter Time-management skills Hustler Persuasive writer Competitive Natural problem-solver Team player Relationship-building skills Mastery of the English language Innovative Interest in marketing Persistent Passionately curious Hard-working Ambitious Creative problem-solver Overachiever Adaptive in communication Well-spoken Empathetic Tenacious Proactive Flexible Analytical Independent Inquisitive Passionately curious Direct
- 39. #brightonseo @elbell09 #brightonseo @elbell09Non-Negotiable Traits Resilient Confident Persistent Competitive Persuasive writer Top-notch researcher Creative problem-solver Strong relationship-builder
- 42. #brightonseo @elbell09 #brightonseo @elbell09 Editor Reporter/Journalist Freelance Writer Product Sales Rep Marketing Copywriter News Producer Head of News Assignment Desk PR Specialist*
- 43. #brightonseo @elbell09 #brightonseo @elbell09 Editor Reporter/Journalist Freelance Writer Product Sales Rep Marketing Copywriter News Producer Head of News Assignment Desk PR Specialist* SEO
- 44. #brightonseo @elbell09 #brightonseo @elbell09 Editor Reporter/Journalist Freelance Writer Product Sales Rep Marketing Copywriter News Producer Head of News Assignment Desk PR Specialist* SEO
- 47. #brightonseo @elbell09 #brightonseo @elbell09 When applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email.
- 48. #brightonseo @elbell09 #brightonseo @elbell09 When applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email. The subject line MUST contain the word velociraptor.
- 49. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● attention to detail ● creative subject line ● email formatting ● persuasive writing ● brevity ● follow-up
- 51. #brightonseo @elbell09 #brightonseo @elbell09 Filter #2: The Screening Questions (optional)
- 54. #brightonseo @elbell09 #brightonseo @elbell09 If they admit to knowing nothing about SEO...
- 56. #brightonseo @elbell09 #brightonseo @elbell09 If they claim to have SEO knowledge...
- 58. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● analytical? ● logical? ● digitally savvy? ● confident?
- 60. #brightonseo @elbell09 #brightonseo @elbell09 You’re new to outreach and you need to start building relationships with writers in your space.
- 61. #brightonseo @elbell09 #brightonseo @elbell09 What would be your process for establishing a relationship with a high-profile journalist?
- 62. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● authenticity ● persistence ● variety of touchpoints ● understands reciprocity
- 65. #brightonseo @elbell09 #brightonseo @elbell09 Your job is to promote the results of a new study and get at least 15 journalists to cover it.
- 66. #brightonseo @elbell09 #brightonseo @elbell09 Nobody responds to your initial 100 emails.
- 68. #brightonseo @elbell09 #brightonseo @elbell09Key Considerations: ● body language ● competitive nature ● thoughtful analysis ● questions the source of the problem
- 70. #brightonseo @elbell09 #brightonseo @elbell09 Key Considerations: ● ability to make connections between seemingly unrelated concepts ● creativity & problem solving ● enjoys a puzzle
- 72. #brightonseo @elbell09 #brightonseo @elbell09 You start tomorrow and you’ll be doing outreach for a personal finance client.
- 73. #brightonseo @elbell09 #brightonseo @elbell09 Kim @ ABC7 asks if you can do a Skype interview on using bitcoin to pay off student loans in 1 hour.
- 74. #brightonseo @elbell09 #brightonseo @elbell09Key Considerations: ● body language ● response to pressure ● research & prep ● thoroughness ● professionalism
- 75. #brightonseo @elbell09 #brightonseo @elbell09 Give the candidate a laptop and ask them to find the contact info for a specific journalist or editor.
- 83. #brightonseo @elbell09 #brightonseo @elbell09Key Considerations: ● speed ● persistence ● resourcefulness ● multiple sites and searches
- 85. #brightonseo @elbell09 #brightonseo @elbell09 ● content creation ● audience identification ● prospecting / research ● finding contacts ● pitching ● follow-up Key Considerations:
- 86. #brightonseo @elbell09 #brightonseo @elbell09 ● test email + subject line test ● screening questions ● in-person interview ● test project Summary of Filters:
- 87. 87 Measuring What are the KPIs? What kind of links do I need? What does reporting look like? How do I structure the team?
- 88. Links Build links to drive organic traffic growth. Referral Traffic Drive referral traffic through content creation, promotion, and placement. Primary Outreach KPIs
- 89. Secondary Outreach KPIs Links on new domains Links from domains that link to your competitors Links from your competitors Brand mentions Number of broadcast media spots Branded query clicks & impressions in GSC
- 90. #brightonseo @elbell09 #brightonseo @elbell09 Quantity Authority Quality Backlink Needs (the type of links your site needs to make an impact)
- 91. #brightonseo @elbell09 #brightonseo @elbell09 Core Pages Editorial Pages Local Pages Backlink Framework (pages that need ‘link love’)
- 92. #brightonseo @elbell09 #brightonseo @elbell09 Monthly Brand by Brand Reporting
- 95. 95 Training What tactics should they use? How long will it take? What if it’s not working? @elbell09 #outreachfromscratch #UtahDMC
- 96. #brightonseo @elbell09 #brightonseo @elbell09 utility link building contextual link building HARO local link building employee discounts contributed posts link reclamation broken link building ego-bait jump link on priority page Link Acquisition Tactics sponsorships press page outreach media tours podcast outreach resource page link building
- 97. 3 Primary Outreach Tactics
- 100. #brightonseo @elbell09 #brightonseo @elbell09 224 Links | 100K Pageviews
- 102. #brightonseo @elbell09 #brightonseo @elbell09 16 pieces published in 2018 50,000 emails sent 2 flopped 833 links earned
- 104. #brightonseo @elbell09 #brightonseo @elbell09 57% of top-tier publishers receive between 50 and 500 pitches per week. -Frac.tl Publisher Survey
- 105. #brightonseo @elbell09 #brightonseo @elbell09 2. HARO (Help a Reporter Out)
- 111. #brightonseo @elbell09 #brightonseo @elbell09 On average, we earn 1 link or mention for every 5 HARO queries answered.
- 112. #brightonseo @elbell09 #brightonseo @elbell09 Use HARO to secure coverage for your writers. @elbell09 #outreachfromscratch #UtahDMC
- 113. #brightonseo @elbell09 #brightonseo @elbell09 3. Make Your Outreachers Freelance Journalists @elbell09 #outreachfromscratch #UtahDMC
- 120. #brightonseo @elbell09 #brightonseo @elbell09 2018 Breakdown of Links 6,381 224 6,157
- 121. How long will it take for my outreacher to operate at full capacity?
- 122. #brightonseo @elbell09 #brightonseo @elbell09 Monthly Link Expectations 1 year in role average of 30-75 links 6 months in role average of 20 links 3 months in role minimum of 10 links 2-3 years in role super wide range of 30-200 links
- 123. What is to blame if it’s not working?
- 124. Assuming your content is worthy of links…
- 125. (Wait, what makes content worthy of links?)
- 126. ➔ Local ➔ Useful ➔ Timely ➔ Simple ➔ Nostalgic ➔ Unexpected ➔ Clear audience
- 127. Are they sending enough emails?
- 128. Do they have the right audience and are their emails personalized?
- 129. Does your site have the authority to support the content?
- 130. Does the domain name feel spammy?
- 131. Are you using the right tactic at the right time?
- 132. Is something more important happening in your audience’s world at this time?
- 133. 133 Managing What makes a good outreach manager? How do I motivate them? How do I get outreach buy-in from the team?
- 134. Traits of a Killer Outreach Manager
- 135. #brightonseo @elbell09 #brightonseo @elbell09 Organized Expert outreacher & link builder Able to motivate a team Intermediate+ SEO knowledge Exceptional written & verbal comms Able to make monotonous tasks fun Superior digital savvy
- 145. #brightonseo @elbell09 #brightonseo @elbell09 Resilient Confident Persistent Competitive Persuasive writer Top-notch researcher Creative problem-solver Strong relationship-builder
- 149. Elli Bishop Director of Earned Media, Clearlink elli.bishop@clearlink.com slides: bit.ly/outreachfromscratch @elbell09 #outreachfromscratch #UtahDMC