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Rand Fishkin | Founder & CEO
How to Kick Butt with Your
Email Outreach
Get Everything You’ve Ever Wanted (professionally) ...
Bit.ly/artofoutreach
Analysis of Rand’s Strengths & Weaknesses
BloggingSEOSales WritingCodePublicSpeaking Email
Top1%
Solid
Mediocre
Dismal
GAH...
Rand Fishkin | Founder & CEO
How to Be
Married to
Geraldine!
A comprehensive guide on how to be an excellent partner
to my...
What We’ll Cover in Today’s Talk:
How to plan for inevitable hangriness
Shopping Tips for TJ Maxx and Nordstrom Rack
Bakin...
Analysis of Rand’s Strengths & Weaknesses
BloggingSEOSales WritingCodePublicSpeaking Email
Top1%
Solid
Mediocre
Dismal
GAH...
First: How Not to Use Marketing Tactics
Awesome new tactic
I learned at
Searchlove
Go back to the office and re-
shuffle m...
Instead, Do This:
Awesome new tactic
I learned at
Searchlove
If it doesn’t fit cleanly
right now, don’t force
it!
Align it...
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
Learni...
Promise to use these tactics only when it fits with
your business and marketing goals?
Let’s talk about how to kick butt
w...
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 ...
The 5-minute outreach email:
Dug around my site to find
my email
Slightly customized a
mildly clever message
Tried toID re...
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
pa...
Transactional Usually Yields Evaluation
I want X in exchange for Y.
to meet you
to get your input
to raise money from you
...
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/shar...
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
suspic...
Successful Outreach Needs to Avoid Certain
Characteristics that Correlate with:
Low quality Messages
Spam
Scams
Harassment...
Unclear, difficult-to-evaluate request
Multiple asks in a single message
Historical Reputation from Gmail/Hotmail/etc (i.e...
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
tobu...
Brand Memory & Associations Also Suffer
Forbes has trained me
(through bad outreach,
sketchy authors, & their
annoying int...
Unclear, difficult-to-evaluate request
Multiple asks in a single message
Historical Reputation from Gmail/Hotmail/etc (i.e...
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...
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)
L...
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...
I want a bigger,
better network.
I should go to “networking
events” and… “network.”
#2: Grow Your Potential Connections Th...
Instead… Create Catalysts for Organic Network Growth
You
Good
Connection
Bubble of ComfortThat _______ You’ve Been Thinkin...
The Networking Spectrum
Worse Opportunities
Smaller Events Larger Events
Better Opportunities
In-Person Remote
Relatively ...
#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 & Publicat...
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 forc...
Rand Fishkin | Founder & CEO
Thank You!
Bit.ly/artofoutreach
Rand Fishkin | Founder &
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Rand Fishkin | Founder & CEO
Thank You!
Bit.ly/artofoutreach

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