It’s been said before and it’ll surely be said again, any digital marketing strategy worth putting into motion is cohesive in nature. Every component, every moving part ultimately impacts the success of the next. Your content distributed on a blog has a second life on your email campaigns, your website traffic becomes the foundation of retargeted audiences on social media and yes, influencers drive SEO performance.
At the most basic level, influencers are creating content on your behalf. And influencers themselves have established authority in the followership, engagement and traffic they drive to their own assets. The combination of the aforementioned is what gives weight to your brand’s online presence through the building of effective backlinks.
The Importance of Backlinks for SEO
It’s been determined that there are three critical aspects at play when it comes to ranking within Google’s search algorithm: content, links and RankBrain. And while it’s certainly true that this algorithm is ever-evolving, doing as much as you can to positively feed into the first two elements specifically keeps your brand’s SEO efforts a step above the rest.
Assuming you’ve partnered with the right influencers for your business, working alongside them is a surefire way to generate new, authoritative links back to your website. Keep in mind that for situations where links have been sponsored, Google may flag them as nofollow links. This means they won’t have an impact on search rankings. However, these still carry weight in the sense that sponsored links contribute to brand awareness and drive traffic, which in turn aids in your website’s authority for the sake of SEO.
How to Approach Influencer Outreach
You know the value in reaching out to influencers. You know the influencers worth targeting. The question is: How do you begin to approach them?
If you truly are reaching out to individuals that align with your business values, finding the willingness to partner shouldn’t prove too difficult. Keep in mind, though, the importance of building that relationship and how frequently most successful influencers are likely being contacted on a daily basis. Remain genuine in your outreach approach and appeal to personalization. Give them a clear line of sight into why you’ve found alignment in their account.
When it makes sense, it may also be worth providing them with sample product. This is especially true if they have no prior knowledge of your brand. The more genuine support they actually have for what you have to sell, the greater the likelihood they have of driving authentic engagement across their followers in relation to it.
Using Influencers to Generate Backlinks
Once you’ve secured the influencers, it’s time to create quality content and links that drive traffic back to your business. Some of the possible ways to approach this include:
Product or Website Reviews
This is one of the most common ways you’ll see brands work with influencer bloggers. Because of this, be extra mindful of domain authority. If an influencer you’re working with is reviewing often and linking back to many, low-quality sites, this gives little—if any—positive impact on your domain.
Guest blogging is a great way to collaborate with influencers in a way that benefits both sides. If pursuing this angle, come prepared with quality content pitches that are relevant and unique to the blogger’s current material.
Run a Contest or Giveaway
What better way to fuel audience participation than with a bit of added incentive? In collaboration with influencers, contests and giveaways are a great way to drive the conversation, as well as link mentions and traffic.
Unboxing videos have become a popular trend among consumer products as they appeal to an audience’s sense of anticipation and surprise. They also give influencers the opportunity to discover your brand alongside their followers, which can prove more authentic and connective in nature.
Curious on how you could leverage your content efforts to work alongside an influencer outreach approach? Contact PowerPost today for a free consultation!