Cold outreach for link building is like swiping on a dating app; it’s a numbers game.
And like in the apps, some link building outreach messages are straightforward, but most are just extremely lazy.
It’s like link building specialists forget there’s another person on the other side.
So I decided to write a guide on a few ways link builders can improve outreach.
Partly to feel like I did something to prevent these god-awful messages, and partly because, as the person receiving these DMs, I feel I have some insights that can help.
This is a simple (and personal) list that may help you be more effective and intentional while reaching out to prospective partners.
1. Find the right publication to market your platform
I am a contributor to The CFO Club, and people have reached out asking if I can feature their ERP in an article about financial automation.
But here’s the problem: You won’t reach your audience by partnering with sites outside your niche. Plus, links from irrelevant sites can dilute your site’s relevance to search queries.
How to identify the right website for backlinks
Google — that’s the first place to look for the right site. Search for topics like [Your topic] + “write for us”, [Your topic] + “guest post guidelines”, [Your topic] + “submit article” to find websites that allow guest posting in your niche.
I found publications in the ERP niche AND a “write for us” option to showcase my product/service in the publication.
You can also use ChatGPT to find relevant websites for backlinks. Depending on your prompt, it can also provide info like Domain Ranking (DR) and niche, but there’s always the risk of inaccurate information.
NOTE: There is an argument to be made for generalist websites with a high domain rating like Forbes, Entrepreneur, and PR Newswire (for our PR guys out there). They often add substantial SEO value — and credibility — even if they’re outside or close to your niche.
2. Identify the Right Point of Contact
Starting an outreach message with a compliment is a tricky line to balance — overdo it and it can come across as ass-kissy.
But genuine compliments are a great way to start an outreach message. As long as it’s for something they actually did.
Here is a real LinkedIn message I received from a link builder:
Unfortunately (for both of us), I didn’t write that article (unless I became a white Canadian man overnight).
Besides making me feel bad, it showed me two things about your outreach approach:
- You didn’t do your homework. You started right, finding a publication and article to feature your platform. But referring to an article I didn’t write shows me your research is lacking, and I’m less inclined to work with you.
- You aren’t serious about working together. Maybe you really do want the backlink from my high DR site, or you’re just looking to fulfill your outreach quota. Either way, I’m less inclined to work with you because I’m not sure if you’re really interested.
How can you identify the right point of contact for link building?
The publication’s editors are a great place to start. They are usually more involved in the day-to-day decision making than the writer.
Something worth remembering: Most publications already know which platforms are going to be included in the article. That’s why product-led articles are usually written by the publication’s freelance writers/editors, and not contributors.
BTW guest posting is still a worthwhile option if you’re looking to earn a backlink to your website. Publications usually have a “Write For Us” form to pitch your article idea.
3. Send personalized DMs (and be direct)
If I had a dollar for every time I got a vague message looking to exchange backlinks, I wouldn’t be Elon Musk rich, but rich enough that it’s worth mentioning here.
Everyone’s busy. So make it easier to decide by providing some:
- background — tell me a bit about you and your business
- context — why do you want a backlink from our publication
- incentive — how does the publication benefit from our collaboration
How can you personalize outreach messages?
I have never sent a cold email or DM for link building, so I’m not going to lecture you on that. Instead, I recommend going through this great article by Backlinko on email outreach — specifically the section on personalizing your emails.
4. Don’t Keep Bombarding the Person With Messages After They’ve Said They Can’t Help
Probably, the most important step in my eyes.
If they’re not interested, not the right contact, or just not responding, don’t KEEP following up (especially if you’ve promised not to contact them again).
How can you avoid getting blocked during outreach?
Well, dating advice works here: Move on.
Send a simple “Sure, thank you for your time” and focus on the next prospect on your list.
That’s it.
Conclusion
Outreach can be a bummer. The constant disappointments and let downs can get to you, but you can’t let the frustration get to you. That’s why the steps matter:
- Find the right website
- Identify the right point of contact
- Personalize your communication
- And learn to deal with the disappointment
Follow these simple steps, and I think you’re on the way to building links that last. 😉