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About Our guest
Dmitry Dragilev - Founder at JustReachOut.io
Dmitry and his team at JustReachOut.io help small businesses, startups, and entrepreneurs pitch and get press coverage from journalists and influencers who are interested in their niche.
Dmitry’s Background and Founding Just Reach Out - (03:16)
Just Reach Out helps brands pitch journalists without PR firms. Our software allows you to find the most relevant bloggers and journalists according to your needs. When it comes to my background, I worked as a software engineer but I was very unhappy with my job.
Advising Companies Who To Pitch - (05:55)
We try to focus on the news at the moment. We scan Google, Twitter, Instagram, and other services to see what is happening. If we notice a gap between what is happening now to the outdated content we try to address that to brands we work with.
Building an Influencer List - (10:00)
You want to focus on the publications that are already on the first spot for your key terms. Look who is on the top of Google, Instagram, or Twitter in your niche and then go after these folks, because they already have your audience.
Getting In Touch With Your Key Journalist, Blogger, Influencer - (12:00)
There’s a ton of tools out there. Hunter is a very famous one. Another great one is Clearbit, which has the best data. Clearbit has a direct access to LinkedIn API. It will allow you to get an email from any website that you visit. Clearbit API is not free, but the Chrome extension is free to use.
Is Email The Way To Go? - (15:35)
I do think that email is still the primary way to get in contact with everybody, but I do supplement it with LinkedIn, Twitter or Instagram sometimes.
Getting In Touch With Influencers and Making Them Want To Work With You - (04:00)
I usually create a list of influencers who cover my topic based on Google search. Once that is done, I typically try to find weak spots in their content and that helps me strike up the conversation.
It could be a small spelling mistake or a lack of examples in the post. This only works if you provide value upfront. For example, I will provide these examples to them and even share their stuff online.
This is a great way to strike up the conversation.
Turning Relationships Into Something Valuable For Business - (10:13)
I try to figure out the audience that’s following a certain journalist or an influencer and the type of content that this journalist will be writing in the future. Trying to spot a gap in content that they put online, helps me soft sell my product.
HARO is a great tool for this.
Using Tech To Build Relationships - (12:25)
I use Mixmax which is a great tool to track your email analytics. CRMs like HubSpot and Pipe Drive, and email finding tools such as Clearbit.
Building Content That’s Compelling To Both Sides - (03:50)
Once the content is published, I usually start my research by identifying the gaps in that content and finding the ways to improve it.
Journalists love data and if you can provide it to them you’ll be ahead of the game. Data makes their articles look more impressive.
Including the Call to Action And Getting More Value Out of the Content - (08:50)
A lot of people think that a short bio does the trick but more often than not, this is not enough. You need to think of incorporating a call to action inside the article and to make it relevant to the rest of the piece. Think about how this call to action is going to serve the reader.
Convincing Journalists To Link Back To You - (10:56)
One of the best ways to do this is by securing a guest post opportunity on an outlet. And again, everything comes back to providing value. I’d usually create three or four paragraphs and send it to them.
HARO service - (12:42)
HARO (Help a Reporter Out) is a free service which connects journalists to experts. It’s free to use and you can sign up for their newsletter. If you qualify, you may need to answer a question or two and in return, you can get quoted in some of the huge publications.
How to Make the Most Out of Your Influencer Content - (03:25)
With every piece of content that you put out there, you need to have a content marketing strategy which will help you get further traffic. I’m a strong believer of organic traffic and every piece of content I put out there is designed to rank.
Also, less content is usually better. Work on continuously improving your existing content to keep gaining more traffic.
Driving More Visibility to the Content - (06:55)
I have negotiated deals with bloggers to move some of their content to my site in order to see how it would turn. You can negotiate a deal with a blogger, but usually, it consists of sweetening a monthly fee. In terms of traffic, however, this is not a long-term strategy.
Another really good hack is buying a domain from GoDaddy auction, and repurposing the content from that site. You can get all the content from the archives and start getting traffic immediately.
You would also need to create brand new content on that site, so it’s good to think what your long-term strategy is.
If you are brand new to this whole thing, one of the great hacks is to start utilizing Quora and provide really good answers there as they can get picked up by the major publications.
Figuring out the ROI of Influencer Campaigns - (04:00)
I test things on a very basic level, and one of my favourite things to do is go and comment on a popular article just to see if my comment will generate buzz and solicit comments from other readers.
If yes, that’s a sign that maybe this blog or a website is a good place to try and get the PR going.
Hacker News, Startup digest and Product Hunt are also good places to check out because your audience might be spending time there.
Figuring Out What the ROI Is - (05:58)
My usual metric is email subscribers because my whole business revolves around that metric.
I urge everyone to have one specific metric and try to think of the process to make it work.
Traffic on its own won’t help, but having highly relevant traffic is what you should seek. This is why I do a lot of commenting.
Running an Effective Campaign - (11:42)
Your goal should be very realistic and very specific. The next step is figuring out the process you’ll go through. You need to have a strategy in place that’s gonna continuously bring you traffic.