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Ähnlich wie BrightonSEO - how to create sexy AF outreach emails to land sexy AF links
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BrightonSEO - how to create sexy AF outreach emails to land sexy AF links
- 1. How to create a sexy AF PR pitch to land sexy AF links Carrie Rose, Rise at Seven @CarrieRosePR
- 2. Top-tier journalists get 600 emails from PR’s a day @CarrieRosePR
- 3. So how do we get the cut through? @CarrieRosePR
- 4. VIRGIN
- 6. But when it comes to building links… @CarrieRosePR
- 7. § I’ve done this for years!
- 8. Building links for any brand is not easy @CarrieRosePR
- 9. In fact it is getting harder
- 10. Journalists vs Digital PR 83,000 Digital PRs/PR vs 64,000 journalists in the UK in 2016. In 2018, even more cuts. So its much more competitive to get the cut through @DanSaunders86 @CarrieRosePR
- 11. But one thing is clear, we need to start thinking a little more creatively @CarrieRosePR
- 14. In my years in SEO I’ve built THOUSANDS of links
- 15. On sites like this…
- 16. For clients like this...
- 17. As well as this… @CarrieRosePR
- 18. “Cleaning of the London Underground will be stepped up each night over the summer period across 50 stations and five tunnels.” SADIQ KHAN, MAYOR OF LONDON I’ve created content that caught the attention of people like this… @CarrieRosePR
- 19. CAMPAIGN GO LIVE DATE And helped produced graphs that go like this... @CarrieRosePR
- 20. I’ve won awards for my work
- 21. I’ve won awards for my work And even made a client cry (with happiness)
- 22. 18,000interactions I once landed a link on HSBC site to a gambling client @CarrieRosePR
- 23. Yet, some have this CRAZYYYY idea that you cant get BIG links with a small budget @CarrieRosePR
- 24. Most people also think you need a big brand name @CarrieRosePR
- 25. And some even think its down to building relationships and being best pals with journos @CarrieRosePR
- 27. And I proved this…
- 28. Confidential I did a bit of an experiment… @CarrieRosePR
- 31. THINK like a PR, but ACT like an SEO
- 32. This means I don’t forum spam… @CarrieRosePR
- 33. I don’t guest post @CarrieRosePR
- 34. I don’t use bloggers for links because they have VERY little SEO value @CarrieRosePR
- 35. I don’t create infographics and upload them to 100 infographic sites @CarrieRosePR
- 36. In 5 years of working in digital PR I've met 2 journalists @CarrieRosePR
- 37. So it’s not about kissing arse or building relationships to get links @CarrieRosePR
- 39. Stories that that journalists and users naturally want to talk about and link to, because it’s that awesome, resourceful, useful or different. @CarrieRosePR
- 40. So, before I go into the sexy AF outreach emails @CarrieRosePR
- 41. Lets talk about what journalists want and need
- 42. I met up with journalists from The Sun, House Beautiful and Cosmopolitan magazine. And they ALL said the same thing… @CarrieRosePR
- 43. They have on average an hour to write up a story… @CarrieRosePR
- 44. And produce 6-8 articles a day @CarrieRosePR
- 45. They must have an international angle or global interest @CarrieRosePR
- 46. They’re KPI’d on traffic… @CarrieRosePR
- 48. And time on site @CarrieRosePR
- 49. Every article needs imagery – whether that’s their own or yours @CarrieRosePR
- 50. Editors are forcing all articles now to include a video – whether that’s their own or yours @CarrieRosePR
- 51. Videos must be around 60 seconds but they start making money at 30 seconds @CarrieRosePR
- 52. But you’re much more likely to land a placement if you can provide all of that at once @CarrieRosePR
- 53. Here’s an example of where stock video footage which cost £300 and a blog post got 169 links from nearly every national publication 169 Links
- 55. @CarrieRosePR
- 57. The type of people that engaged with the campaign were the perfect audience for SpaSeekers: the inspirational travelers
- 58. 169 Links and Coverage 7,966 Organic Visits 693,324 Reach on Social 3,897 Applications In 2 weeks… @CarrieRosePR
- 59. 594 Followers 1,137 Followers 117 Twitter The campaign naturally increased SpaSeekers following across these platforms: @CarrieRosePR
- 60. @CarrieRosePR
- 63. Because this worked, I thought I’d try it again with the intention of getting links to a product page @CarrieRosePR
- 66. But it’s not all about video… @CarrieRosePR
- 67. Building links to a health and safety training site – low budget
- 68. In June, these hit the headlines
- 69. Gathered ONS data surrounding choking deaths
- 71. And shared expert tips of how to save a child
- 72. Gathered ONS data surrounding choking deaths
- 73. We created a resource
- 74. So much that if you Google ‘choking deaths data UK’ – we rank 2nd above RoSPA and NSC
- 75. 83 Links Featured on The Mirror, Daily Star, Sun and more
- 76. THINKING like a PR, but ACTING like an SEO
- 77. So what did my outreach look like for these? @CarrieRosePR
- 78. Before I show you, here’s one of the first emails I sent for a campaign in 2015… @CarrieRosePR
- 80. Here’s some tips (the right way)… @CarrieRosePR
- 81. Every person has a different way of outreaching @CarrieRosePR
- 82. In fact, its quite personal sharing your outreach emails so publically @CarrieRosePR
- 83. But in general – we need to remember that these are normal people @CarrieRosePR
- 84. With a busy AF inbox @CarrieRosePR
- 85. So all we’ve got to do is make sure they open ours. And cover it too! @CarrieRosePR
- 86. @CarrieRosePR
- 87. I try my hardest NOT to write a press release @CarrieRosePR
- 88. Meaning everything is always in the body of the email @CarrieRosePR
- 89. Short, simple and to the point @CarrieRosePR
- 90. And I never attach anything (prevent blocking up inbox’s and going to junk) @CarrieRosePR
- 91. I ALWAYS include an image (embedded usually at the top of the email to capture their attention) @CarrieRosePR
- 92. And ALWAYS very clearly link to the page/asset I've created in the email @CarrieRosePR
- 93. I always provide extra data, images (even if it’s unsplash stock photos), video content or spreadsheets via a Dropbox link (don’t wetransfer) @CarrieRosePR
- 94. Always try to make it relevant to now in my intro sentence @CarrieRosePR
- 95. And to find out what’s happening now relevant to your story @CarrieRosePR
- 96. Go to the Daily Mail. @CarrieRosePR
- 97. Some may call it a trash publication. @CarrieRosePR
- 98. But when speaking to journalists I asked them, where do you look for story inspiration. @CarrieRosePR
- 99. They said every morning they are tasked with looking at the Daily Mail to see what they are covering. If that’s what they’re doing then so should you. @CarrieRosePR
- 100. Subject lines
- 101. Write your subject title how they would write the headline @CarrieRosePR
- 102. @CarrieRosePR
- 103. @CarrieRosePR
- 104. @CarrieRosePR
- 105. DREAM JOB: Get paid to test out hot tubs and infinity pools this summer (video)
- 106. VIDEO: The Dream summer job exists – you could be paid to test out hot tubs and infinity pools
- 109. The body of the email
- 118. When is the best time to push a story out?
- 119. Follow your gut
- 121. In my own experience… Tuesday AM’s
- 122. But there’s one thing more important than the day
- 123. And that’s the time
- 124. A normal morning for a PR… Day starts at 9 Make a brew Chat shit with colleagues about the weekend Read emails Start pushing a campaign around 10
- 125. However most journos open their laptop at 8.30am
- 126. Meaning I am up at 7:30 sending my emails so that they were at the top of their inbox by 8.30
- 127. Or scheduling them to go out for 8.30 in Buzzstream (obvs)
- 128. That’s for those who are wanting to be SUPER competitive with their link acquisition
- 129. But ive built links at 8pm before – so it usually depends on what’s happening in the press
- 130. You can follow me at @CarrieRosePR
- 132. The creative SEO agency for people who want more Thank You Sharp as a tack. Enthusiastic as hell. Experts in our field