Now you need to actually take the plunge and start telling people about your great content or campaign.現(xiàn)在，您需要真正冒險(xiǎn)并開(kāi)始向人們介紹您的精彩內(nèi)容或活動(dòng)。
You should start with your high-level targets because they can not only get you good results if they respond well, but you can then use them as social proof later on when you outreach to smaller websites. If smaller websites see that an influencer has liked a piece of content and shared it, they are going to be much more open to you when you contact them.你應(yīng)該從你的高級(jí)目標(biāo)開(kāi)始，因?yàn)槿绻麄兎磻?yīng)良好，他們不僅可以給你帶來(lái)好的結(jié)果，而且你可以在以后接觸較小的網(wǎng)站時(shí)將它們用作社會(huì)證明。如果較小的網(wǎng)站看到有影響力的人喜歡某條內(nèi)容并分享了它，那么當(dāng)您與他們聯(lián)系時(shí)，他們會(huì)對(duì)您更加開(kāi)放。

Throughout all of this, be sure to remember one thing:?you're contacting a real person.在所有這些過(guò)程中，請(qǐng)務(wù)必記住一件事：您正在聯(lián)系真實(shí)的人。

There isn’t some machine behind the website you're contacting that chooses whether or not to reply to you. There’s a real person who, in reality, probably gets lots of outreach emails if they have a popular blog. They’re a real person and they deserve to have a bit of your time to make them realize you're not just another spammer or automated email program. We'll talk about a few specific ways you can do this later in the guide but, for now, remember that you’re contacting a real person. Ask yourself how you would talk to this person if you met them in real life. You'd have a real conversation with them, not the same conversation you've had with other people you met that day.您正在聯(lián)系的網(wǎng)站背后沒(méi)有一些機(jī)器可以選擇是否回復(fù)您。有一個(gè)真實(shí)的人，實(shí)際上，如果他們有一個(gè)受歡迎的博客，他可能會(huì)收到很多外展電子郵件。他們是一個(gè)真實(shí)的人，他們應(yīng)該花一些時(shí)間讓他們意識(shí)到您不僅僅是另一個(gè)垃圾郵件發(fā)送者或自動(dòng)電子郵件程序。我們將在本指南的后面部分討論您可以執(zhí)行此操作的一些具體方法，但現(xiàn)在請(qǐng)記住，您正在聯(lián)系真實(shí)的人。問(wèn)問(wèn)自己，如果您在現(xiàn)實(shí)生活中遇到他們，您會(huì)如何與他們交談。你會(huì)與他們進(jìn)行真正的對(duì)話，而不是與那天你遇到的其他人的對(duì)話。

Also, there probably isn’t a single blogger who wakes up in the morning with the thought, "Hmm, who should I link to today?" They never planned to link to you — they have other stuff to work on, which likely takes priority over what you have to offer them. For this reason, you shouldn’t assume that a blogger owes you anything. It’s your job to tell them why you deserve their time, attention, and help.此外，可能沒(méi)有一個(gè)博主在早上醒來(lái)時(shí)會(huì)想到“嗯，我今天應(yīng)該鏈接到誰(shuí)？”?他們從未計(jì)劃與您建立聯(lián)系——他們還有其他工作要做，這可能比您提供給他們的東西更重要。出于這個(gè)原因，您不應(yīng)該假設(shè)博主欠您任何東西。你的工作是告訴他們?yōu)槭裁茨阒档盟麄兊臅r(shí)間、關(guān)注和幫助。

If the idea of contacting a real person and telling them about your content makes you a bit nervous, then do a gut-check and be sure that your content is as shareable and valuable as you think it is. While overconfidence can be a mistake, you should feel confident enough in your idea to believe that real people will react well to it. If you walked up to someone in the street and showed them what you've been working on, would they react well? If not, you probably have more work to do before you start outreach.如果聯(lián)系真人并告訴他們您的內(nèi)容的想法讓您有點(diǎn)緊張，那么請(qǐng)進(jìn)行直覺(jué)檢查并確保您的內(nèi)容與您認(rèn)為的一樣可共享和有價(jià)值。雖然過(guò)度自信可能是一個(gè)錯(cuò)誤，但您應(yīng)該對(duì)自己的想法有足夠的信心，相信真實(shí)的人會(huì)對(duì)它做出很好的反應(yīng)。如果你走到街上的某個(gè)人面前，向他們展示你一直在做的事情，他們會(huì)做出很好的反應(yīng)嗎？如果沒(méi)有，在開(kāi)始外展之前，您可能還有更多工作要做。

SHANNON MCGUIRK, AIRA

"Everything you've been working towards as part of your link building campaign has built up to the outreach; it’s the most nerve-wracking step in the process for a lot of us. But it doesn’t need to be."“作為鏈接建設(shè)活動(dòng)的一部分，你一直在努力的一切都已經(jīng)建立在外展上；對(duì)于我們很多人來(lái)說(shuō)，這是這個(gè)過(guò)程中最傷腦筋的一步。但它并不需要如此?！?/span>

How to craft your message如何制作你的消息

Remember that the bloggers or journalists that you're contacting are probably very busy people, even more so if they run popular blogs with big followings or work for large news websites. Your message needs to be detailed enough to explain why they should care, while being short enough for them to read everything and not get bored or delete the message.請(qǐng)記住，您正在聯(lián)系的博客作者或記者可能非常忙碌，如果他們運(yùn)行擁有大量追隨者的熱門博客或?yàn)榇笮托侣劸W(wǎng)站工作，則更是如此。你的信息需要足夠詳細(xì)，以解釋他們?yōu)槭裁匆P(guān)心，同時(shí)足夠短，讓他們能夠閱讀所有內(nèi)容而不會(huì)感到無(wú)聊或刪除信息。

Here are some points to bear in mind for crafting your message:以下是制作信息時(shí)需要牢記的一些要點(diǎn)：

• Tell them why they should care about you告訴他們?yōu)槭裁此麄儜?yīng)該關(guān)心你

• Tell them what action you'd like them to take告訴他們你希望他們采取什么行動(dòng)

• Show that you're genuine and not a spammer表明您是真實(shí)的，而不是垃圾郵件發(fā)送者

Let’s look at each one in more detail.讓我們更詳細(xì)地看看每一個(gè)。

Tell them why they should care about you告訴他們?yōu)槭裁此麄儜?yīng)該關(guān)心你

If you're at this point with your link building campaign, you shouldn't be stuck on writing this. If you've been working on a piece of content, right at the start of its creation you should have determined the answer to the question, "Why would anyone care about this enough to link to it?" Remember our hooks from earlier:如果您此時(shí)正在開(kāi)展鏈接建設(shè)活動(dòng)，那么您不應(yīng)該堅(jiān)持寫這篇文章。如果您一直在處理一段內(nèi)容，那么在其創(chuàng)建之初，您就應(yīng)該確定問(wèn)題的答案，“為什么有人會(huì)如此關(guān)心它以鏈接到它？”?記住我們之前的鉤子：

• News

• Funny

• Controversial有爭(zhēng)議

• Data visualization數(shù)據(jù)可視化

• Competition競(jìng)爭(zhēng)性

• Ego-bait自我誘餌

• Long-form, detailed content長(zhǎng)篇，詳細(xì)的內(nèi)容

Does your content fit into any of these? If not, is there anything else unique about the content that may make someone care about it?您的內(nèi)容是否符合其中任何一項(xiàng)？如果沒(méi)有，內(nèi)容是否還有其他獨(dú)特之處可以讓人們關(guān)心它？

The blogger you're contacting is probably active in your industry and will know a lot about the subject matter of your content, so take a look through their recent blog posts and, if possible, relate these to the reason you think they should care.您正在聯(lián)系的博主可能在您的行業(yè)很活躍，并且對(duì)您內(nèi)容的主題有很多了解，因此請(qǐng)查看他們最近的博客文章，如果可能，將這些與您認(rèn)為他們應(yīng)該關(guān)心的原因聯(lián)系起來(lái)。

If you’re going to do this, be authentic and genuine. We can all tell a mile off if someone isn’t being authentic!如果您打算這樣做，請(qǐng)保持真實(shí)。如果有人不真實(shí)，我們都可以很容易分辨！

GARRETT FRENCH, CITATION LABS

"If you're in the digital PR space, you're essentially pitching journalists 'audience engagement' (as I've picked up from Neomam CEO Gisele Navarro). So your subject line and offer need to clearly drip with page views, click-throughs, and social shares. And your content has to deliver. After all, with the high content costs involved, you’ll need to reuse your contacts!"“如果你在數(shù)字公關(guān)領(lǐng)域，你基本上是在向記者推銷‘觀眾參與’（正如我從 Neomam 首席執(zhí)行官吉賽爾納瓦羅那里學(xué)到的那樣）。所以你的主題行和報(bào)價(jià)需要清楚地顯示頁(yè)面瀏覽量，點(diǎn)擊- 轉(zhuǎn)發(fā)和社交分享。而且您的內(nèi)容必須交付。畢竟，由于涉及高昂的內(nèi)容成本，您需要重復(fù)使用您的聯(lián)系人！”

Tell them what action you'd like them to take

Many outreach emails skirt around the subject of what the sender actually wants. Some may not dare to mention the words "link" or "SEO" in fear of the blogger flagging the email as spam. However, you do need to actually find a way of getting the blogger to take the action you'd like. Sometimes, the action may not JUST be about a simple link. It could be about a number of things, including:許多外展電子郵件都圍繞發(fā)件人實(shí)際想要的主題展開(kāi)。有些人可能不敢提及“鏈接”或“搜索引擎優(yōu)化”這兩個(gè)詞，以免博主將電子郵件標(biāo)記為垃圾郵件。但是，您確實(shí)需要找到一種方法讓博主采取您想要的行動(dòng)。有時(shí)，操作可能不僅僅是一個(gè)簡(jiǎn)單的鏈接。它可能與許多事情有關(guān)，包括：

• Sharing your content on social networks such as Twitter, Facebook, or LinkedIn在 Twitter、Facebook 或 LinkedIn 等社交網(wǎng)絡(luò)上分享您的內(nèi)容

• Embedding your content if it’s an infographic or widget如果是信息圖或小部件，則嵌入您的內(nèi)容

• Accepting a guest post from you, relating to your content, and linking back to it接受您的來(lái)賓帖子，與您的內(nèi)容相關(guān)，并鏈接回它

• The blogger writing an opinion piece on your content and linking to it

  博主就您的內(nèi)容撰寫評(píng)論文章并鏈接到它

These are just a few examples, but you can see pretty quickly that there are different levels of actions and the barriers to each one are different. For example, the blogger taking the time to write their own piece of editorial content about the topic and linking to your content is a big ask. In contrast, simply sharing on their social networks will probably take a few minutes, maximum.這些只是幾個(gè)例子，但您很快就會(huì)看到，有不同級(jí)別的行動(dòng)，每個(gè)行動(dòng)的障礙也不同。例如，博主花時(shí)間撰寫有關(guān)該主題的編輯內(nèi)容并鏈接到您的內(nèi)容是一個(gè)很大的問(wèn)題。相比之下，僅在他們的社交網(wǎng)絡(luò)上分享可能最多需要幾分鐘。

You should take account of this when crafting your message and be aware that the more you're asking of a blogger, the more compelling and interesting your content must be.在撰寫信息時(shí)，您應(yīng)該考慮到這一點(diǎn)，并注意您向博主提出的要求越多，您的內(nèi)容就必須越引人注目、越有趣。

The actions above are not mutually exclusive, either. You may experience great results if an influential blogger links to you AND shares a link with their social network. At the same time, you can also use a subtle tactic if you receive a slightly negative response. For example, if the first action you try to get the blogger to take is to write an editorial piece on their site and they say no, but they like what you've done, you could follow up and ask for a tweet instead. This is particularly useful if you're contacting an influential blogger who may not budge once they've said no, but who likely has a large social following with whom they wouldn't mind sharing the content.上述操作也不是相互排斥的。如果有影響力的博主鏈接到您并與他們的社交網(wǎng)絡(luò)共享鏈接，您可能會(huì)獲得很好的結(jié)果。同時(shí)，如果您收到稍微負(fù)面的回應(yīng)，您也可以使用微妙的策略。例如，如果你試圖讓博主采取的第一個(gè)行動(dòng)是在他們的網(wǎng)站上寫一篇社論，但他們拒絕了，但他們喜歡你所做的，你可以跟進(jìn)并要求發(fā)一條推文。如果您正在聯(lián)系一位有影響力的博主，他可能在拒絕后不會(huì)讓步，但可能擁有大量社交追隨者，并且不介意與他們分享內(nèi)容，那么這將特別有用。

Another follow-up to this scenario could be that you offer to write a guest post for them.這種情況的另一個(gè)后續(xù)行動(dòng)可能是您提議為他們寫一篇客座文章。

This is a good solution if they like the content but don’t have enough time to write about it. Typically, you'll want to save this kind of follow-up for very strong websites because it does require extra time and resources from you in order to make it happen. You also need to see some evidence of the blogger being open to someone else writing content on their blog, otherwise, this may be a complete non-starter.如果他們喜歡內(nèi)容但沒(méi)有足夠的時(shí)間來(lái)寫，這是一個(gè)很好的解決方案。通常，您會(huì)希望為非常強(qiáng)大的網(wǎng)站保留這種跟進(jìn)，因?yàn)樗_實(shí)需要您額外的時(shí)間和資源才能實(shí)現(xiàn)。您還需要看到博主對(duì)其他人在他們的博客上撰寫內(nèi)容持開(kāi)放態(tài)度的一些證據(jù)，否則，這可能是一個(gè)完全沒(méi)有開(kāi)始的人。

Show that you're genuine and not a spammer

This is all about personalizing your message so that the blogger doesn't immediately reach for the spam or delete button. Remember that popular bloggers will receive many outreach emails, so it’s worth taking the time to make yours a little different and customized to them. There are many ways to do this without adding too much time to your process or compromising on quality.這完全是關(guān)于個(gè)性化您的消息，以便博主不會(huì)立即到達(dá)垃圾郵件或刪除按鈕。請(qǐng)記住，受歡迎的博主會(huì)收到許多外展電子郵件，因此值得花時(shí)間讓您的博客與眾不同并為他們量身定制。有很多方法可以做到這一點(diǎn)，而不會(huì)為您的流程增加太多時(shí)間或影響質(zhì)量。

Here are a few of these ways:

• Use their name使用他們的名字

• Use a good subject line使用一個(gè)好的主題行

• Mention something specific about their work提及有關(guān)他們工作的具體內(nèi)容

• Use a proper email signature使用正確的電子郵件簽名

• Use a genuine email address使用真實(shí)的電子郵件地址

• Use your location (if relevant)使用您的位置（如果相關(guān)）

Let's take a look at these in more detail.

Use their name

Sounds simple and straightforward enough, but too many people don’t take the time to do this despite it usually not taking that long. It can truly make a big difference and get you that extra bit of attention you need in order to get your key message across.聽(tīng)起來(lái)很簡(jiǎn)單明了，但太多人沒(méi)有花時(shí)間去做這件事，盡管通常不會(huì)花那么長(zhǎng)時(shí)間。它確實(shí)可以產(chǎn)生很大的不同，并讓您獲得所需的額外關(guān)注，以便傳達(dá)您的關(guān)鍵信息。

Here are a few tips for finding someone's name:

• Check their about page檢查他們的關(guān)于頁(yè)面

• Check the author name under blog posts查博客文章下的作者姓名

• Click through to their social media accounts to see if their name is listed on there點(diǎn)擊進(jìn)入他們的社交媒體賬戶，看看他們的名字是否列在那里

If you absolutely can't find their name, using something like "Hi there" is fine but do avoid using things like "Hi Webmaster" or "Hi blogger" as these have traditionally been used by mass email spammers and you want to avoid being associated with that!如果你絕對(duì)找不到他們的名字，使用“嗨”之類的東西是可以的，但要避免使用“嗨網(wǎng)站管理員”或“嗨博主”之類的東西，因?yàn)樗鼈儌鹘y(tǒng)上被大量電子郵件垃圾郵件發(fā)送者使用，你要避免被與此有關(guān)！

Use a good subject line

Before they have even opened your email, the blogger will see the subject line. If they don't like what they see here, then chances are you’ll be deleted straight away and they won't even bother opening the email. This is the worst that can happen because you don't even get a chance to speak to them or get feedback at all.在他們甚至打開(kāi)您的電子郵件之前，博主就會(huì)看到主題行。如果他們不喜歡他們?cè)诖颂幙吹降膬?nèi)容，那么您很可能會(huì)立即被刪除，他們甚至不會(huì)費(fèi)心打開(kāi)電子郵件。這是可能發(fā)生的最糟糕的情況，因?yàn)槟踔翛](méi)有機(jī)會(huì)與他們交談或獲得反饋。

There is something else important to remember here: A bad subject line may also trigger spam filters and result in your email being flagged as spam. At this point, you're relying on the blogger actually checking their spam folder (many won't) and seeing your email as genuine. Either way, this isn't a good place to be.這里還有一些重要的事情要記?。涸愀獾闹黝}行也可能會(huì)觸發(fā)垃圾郵件過(guò)濾器并導(dǎo)致您的電子郵件被標(biāo)記為垃圾郵件。在這一點(diǎn)上，您依靠博主實(shí)際檢查他們的垃圾郵件文件夾（很多人不會(huì)）并看到您的電子郵件是真實(shí)的。無(wú)論哪種方式，這都不是一個(gè)好去處。

Here are some tips for writing a good subject line:

• Keep it short and to the point保持簡(jiǎn)短，切中要害

• Mention the name of the website if you can如果可以，請(qǐng)?zhí)峒熬W(wǎng)站名稱

• Avoid overuse of capital letters避免過(guò)度使用大寫字母

• Mention something specific about their site (like the name)提及有關(guān)其網(wǎng)站的特定內(nèi)容（例如名稱）

• Avoid things like "link exchange" or "link request"避免諸如“鏈接交換”或“鏈接請(qǐng)求”之類的事情

Mention something specific about their work提及有關(guān)他們工作的具體內(nèi)容

This is really important if you want to show that you haven't sent the same templated email out to loads of bloggers. Mentioning something specific about the blogger you're contacting or their blog can really help show that you've taken the time to do your research before sending the email. This also gives you a great opportunity to introduce your own content and the concept of why the blogger should care about it.如果您想表明您沒(méi)有將相同的模板化電子郵件發(fā)送給大量博主，這一點(diǎn)非常重要。提及有關(guān)您正在聯(lián)系的博主或他們的博客的具體信息確實(shí)有助于表明您在發(fā)送電子郵件之前已經(jīng)花時(shí)間進(jìn)行了研究。這也給了你一個(gè)很好的機(jī)會(huì)來(lái)介紹你自己的內(nèi)容以及博主為什么應(yīng)該關(guān)心它的概念。

Before looking at some examples of how to do this, remember a key point from earlier: be genuine and authentic with your approach. Otherwise, the blogger will spot it and you’ve probably burned a relationship.在查看有關(guān)如何執(zhí)行此操作的一些示例之前，請(qǐng)記住之前的一個(gè)關(guān)鍵點(diǎn)：對(duì)您的方法保持真實(shí)。否則，博主會(huì)發(fā)現(xiàn)它，你可能已經(jīng)毀了一段關(guān)系。

Let's look at a few ways you can mention something specific:讓我們看一下您可以提及特定內(nèi)容的幾種方式：

• Look at the topics of their recent blog posts看看他們最近的博客文章的主題

• Look at their recent tweets/retweets看看他們最近的推文/轉(zhuǎn)推

• Look at the comments they've made on blog posts看看他們對(duì)博客文章的評(píng)論

• Look at their “about” page for personal interests查看他們的“關(guān)于”頁(yè)面了解個(gè)人興趣

• Look at their bio on their Twitter page在他們的 Twitter 頁(yè)面上查看他們的個(gè)人簡(jiǎn)介

All of these can give you valuable information about the blogger, which you can then bring into your email naturally. Here is an example of how this may actually look in an email:所有這些都可以為您提供有關(guān)博主的寶貴信息，然后您可以自然地將這些信息帶入您的電子郵件中。以下是電子郵件中實(shí)際情況的示例：

This didn't take very long to write and was the result of looking at a handful of recent blog post titles written by the blogger we’re contacting. It would be pretty difficult (probably impossible) for a piece of email spam software to spin something this unique and specific to the blogger, so it is likely to pass the spam test.寫這篇文章并沒(méi)有花很長(zhǎng)時(shí)間，這是查看我們正在聯(lián)系的博主最近撰寫的一些博客文章標(biāo)題的結(jié)果。一個(gè)垃圾電子郵件軟件很難（可能不可能）旋轉(zhuǎn)這種獨(dú)特且特定于博主的東西，因此它很可能通過(guò)垃圾郵件測(cè)試。

Use a proper email signature使用正確的電子郵件簽名

This is a small tip and takes no time at all. You should insert a proper email signature on the bottom of all your outreach emails which includes things such as:這是一個(gè)小技巧，完全不需要時(shí)間。您應(yīng)該在所有外展電子郵件的底部插入正確的電子郵件簽名，其中包括以下內(nèi)容：

• Your full name

• Your job title

• The URL of the website you represent

• Your phone number

• Your social media accounts (if work related)

So, you may end up with something that looks like this:因此，您最終可能會(huì)得到如下所示的結(jié)果：

This is another signal to the blogger that you're a genuine person. They can go and check out your website, your social activity, or even give you a call. Again, spammers would not do this.

這是向博主發(fā)出的另一個(gè)信號(hào)，表明您是一個(gè)真正的人。他們可以去查看您的網(wǎng)站、您的社交活動(dòng)，甚至可以給您打電話。同樣，垃圾郵件發(fā)送者不會(huì)這樣做。

Use a genuine email address

There is some debate on this one. Some SEOs strongly believe that you should always use an email address from the client you're representing rather than your regular one for your SEO company. So if you are going outreach for Zappos, you should use name@zappos.com rather than name@aira.net.關(guān)于這一點(diǎn)有一些爭(zhēng)論。一些 SEO 堅(jiān)信您應(yīng)該始終使用您所代表的客戶的電子郵件地址，而不是您的 SEO 公司的常規(guī)電子郵件地址。因此，如果您要為 Zappos 進(jìn)行外展，您應(yīng)該使用 name@zappos.com 而不是 name@aira.net。

This argument tends to stem from the fact that SEOs can have a bad reputation, e.g. if the blogger sees that you're emailing them from an SEO company email address, it can instantly turn them off.這個(gè)論點(diǎn)往往源于這樣一個(gè)事實(shí)，即 SEO 的聲譽(yù)可能很差，例如，如果博主看到您從 SEO 公司的電子郵件地址向他們發(fā)送電子郵件，它可以立即將其關(guān)閉。

However, it can be a very good way to check that what you’re doing is good quality. You can ask yourself this question:但是，它可以是一種非常好的方法來(lái)檢查您所做的工作是否具有良好的質(zhì)量。你可以問(wèn)自己這個(gè)問(wèn)題：

"Am I okay with outreaching to this blogger about this content, using the [company] name?"“我可以使用 [公司] 名稱向這位博主介紹這些內(nèi)容嗎？”

If the answer is no, then should you really be doing outreach in the first place?如果答案是否定的，那么您真的應(yīng)該首先進(jìn)行外展活動(dòng)嗎？

Ultimately, you should test whatever works best for you. If given the choice, probably use a client email address, but if one was not available, don’t let that stop you from doing outreach using your regular email address.最終，您應(yīng)該測(cè)試最適合您的方法。如果可以選擇，可能會(huì)使用客戶電子郵件地址，但如果沒(méi)有，請(qǐng)不要讓這阻止您使用常規(guī)電子郵件地址進(jìn)行外展活動(dòng)。

One thing that we would advise caution against is using free email address providers such as Gmail, Hotmail, or Yahoo. Unfortunately, spammers also take advantage of these free services, making this another signal that you're not a genuine person.我們建議謹(jǐn)慎的一件事是使用免費(fèi)的電子郵件地址提供商，例如 Gmail、Hotmail 或 Yahoo。不幸的是，垃圾郵件發(fā)送者也利用這些免費(fèi)服務(wù)，這又是一個(gè)信號(hào)，表明您不是一個(gè)真正的人。

Use your location (if relevant)

The opportunities to use this tip may be few and far between, but if you have the opportunity, it can really help you look more genuine and sow the seeds of a good relationship.使用這個(gè)技巧的機(jī)會(huì)可能很少，但如果你有機(jī)會(huì)，它真的可以幫助你看起來(lái)更真誠(chéng)，播下良好關(guān)系的種子。

The idea is that if you're contacting a blogger who happens to reside in the same city as your client, mention it in your email. This really allows you to work the local angle and say something along the lines of:這個(gè)想法是，如果您正在聯(lián)系一位恰好與您的客戶居住在同一城市的博主，請(qǐng)?jiān)谀碾娮余]件中提及。這確實(shí)可以讓您以局部角度工作并按照以下方式說(shuō)一些內(nèi)容：

You can take things a step further and even meet up with local bloggers for lunch or a coffee. There is no better way to show that you're a real and genuine person than buying someone a coffee (and a cupcake!). If you find that there are quite a few local bloggers in your area, then organizing a local meet-up could also be a great way of building genuine relationships and getting them on board with your brand.您可以更進(jìn)一步，甚至與當(dāng)?shù)夭┲鲿?huì)面，共進(jìn)午餐或喝咖啡。沒(méi)有比給某人買一杯咖啡（和一個(gè)紙杯蛋糕?。└玫姆绞絹?lái)表明你是一個(gè)真實(shí)的人。如果您發(fā)現(xiàn)您所在地區(qū)有很多本地博主，那么組織本地聚會(huì)也可能是建立真正關(guān)系并使他們加入您的品牌的好方法。

Following up

SEOs have probably built just as many links as a result of following up with people as they have with their first email. People are busy — popular bloggers will get loads of emails, and in a world where we can check email on the move, your email may get buried pretty quickly and forgotten.SEO 可能已經(jīng)建立了與他們?cè)诘谝环怆娮余]件中建立的鏈接一樣多的鏈接。人們很忙——受歡迎的博主會(huì)收到大量電子郵件，在一個(gè)我們可以隨時(shí)隨地查看電子郵件的世界中，您的電子郵件可能很快就會(huì)被掩埋并被遺忘。

For this reason alone, it’s worth making sure that you follow up on all outreach if you don't get a reply the first time. The added benefit here is that you also reinforce the fact that you're a genuine person and not some automated piece of software that is hitting several websites at once.僅出于這個(gè)原因，如果您第一次沒(méi)有得到回復(fù)，那么確保您跟進(jìn)所有外展活動(dòng)是值得的。這里的額外好處是，您還強(qiáng)化了這樣一個(gè)事實(shí)，即您是一個(gè)真正的人，而不是某個(gè)同時(shí)訪問(wèn)多個(gè)網(wǎng)站的自動(dòng)化軟件。

In order to follow up properly, you need to keep your outreach as organized as possible and record the replies that you get. The last thing you want is to follow up with someone who has already linked to you!為了正確跟進(jìn)，您需要盡可能地組織外展活動(dòng)并記錄您收到的回復(fù)。您最不想要的就是跟進(jìn)已經(jīng)與您建立聯(lián)系的人！

There are a few ways to stay organized with your outreach ranging from very simple Excel spreadsheets to fully integrated customer relationship management (CRM) systems. Let's look at some of these options.從非常簡(jiǎn)單的 Excel 電子表格到完全集成的客戶關(guān)系管理 (CRM) 系統(tǒng)，有幾種方法可以讓您的外展保持井井有條。讓我們看看其中的一些選項(xiàng)。

An Excel spreadsheet or Google SheetExcel 電子表格或 Google 表格

When you're first starting out with link building, a simple spreadsheet will work just fine. Even at the intermediate level, it can still do the job, but it can become a bit big and cumbersome if you're working on multiple campaigns at the same time.當(dāng)您第一次開(kāi)始建立鏈接時(shí)，一個(gè)簡(jiǎn)單的電子表格就可以正常工作。即使在中間級(jí)別，它仍然可以完成工作，但如果您同時(shí)處理多個(gè)廣告系列，它可能會(huì)變得有點(diǎn)大和麻煩。

A simple spreadsheet can start off looking like this:一個(gè)簡(jiǎn)單的電子表格可以這樣開(kāi)始：

It really can be that simple. You can add extra columns for any specific data or metrics that you care about, but this will certainly do the job for you.真的可以這么簡(jiǎn)單。您可以為您關(guān)心的任何特定數(shù)據(jù)或指標(biāo)添加額外的列，但這肯定會(huì)為您完成這項(xiàng)工作。

However, after you've been using this for a while, it may become a little difficult to work with. For example, what happens when you run a second campaign and you want to connect with your contacts again? It is possible to do with an advanced enough Excel system, but it can get a little messy.但是，在您使用它一段時(shí)間后，它可能會(huì)變得有點(diǎn)難以使用。例如，當(dāng)您運(yùn)行第二個(gè)營(yíng)銷活動(dòng)并想再次與您的聯(lián)系人聯(lián)系時(shí)會(huì)發(fā)生什么？使用足夠先進(jìn)的 Excel 系統(tǒng)是可能的，但它可能會(huì)變得有點(diǎn)混亂。

Specialist tools for outreach management外展管理的專業(yè)工具

At this point, you may need to invest in a more robust, focused system for managing your outreach. There are a few options here such as?BuzzStream, which is probably one of the most popular for this kind of task.此時(shí)，您可能需要投資一個(gè)更強(qiáng)大、更專注的系統(tǒng)來(lái)管理您的外展活動(dòng)。這里有一些選項(xiàng)，例如BuzzStream，它可能是此類任務(wù)中最受歡迎的選項(xiàng)之一。

Boomerang?is a free plugin for Gmail with a nice little feature that we can use for following up with outreach targets. When sending an email, you can tell Boomerang to send the email back to you if you don't get a reply within a set period of time. It looks something like this:Boomerang是一個(gè)免費(fèi)的 Gmail 插件，有一個(gè)不錯(cuò)的小功能，我們可以用它來(lái)跟蹤外展目標(biāo)。發(fā)送電子郵件時(shí)，如果您在設(shè)定的時(shí)間內(nèi)沒(méi)有收到回復(fù)，您可以告訴 Boomerang 將電子郵件發(fā)回給您。它看起來(lái)像這樣：

In this case, if the person you’re emailing doesn't reply within two days, Boomerang will send the email back to you. At this point you can quickly follow up with them, and the great thing is that you can be sure that you’re not emailing the wrong people who may have already replied.在這種情況下，如果您發(fā)送電子郵件的人在兩天內(nèi)沒(méi)有回復(fù)，Boomerang 會(huì)將電子郵件發(fā)回給您。在這一點(diǎn)上，您可以快速跟進(jìn)他們，最棒的是您可以確定您沒(méi)有給可能已經(jīng)回復(fù)的錯(cuò)誤的人發(fā)送電子郵件。

Combine this with canned responses (outlined below) and you have a quick and effective way of following up with all your link targets.將此與預(yù)設(shè)響應(yīng)（如下所述）相結(jié)合，您就可以快速有效地跟蹤所有鏈接目標(biāo)。

How to follow up如何跟進(jìn)

In terms of exactly how to follow up with people, our advice is to keep the email short and to the point. You've already emailed them once and outlined all the details they need, so you don't need to repeat it all over again. If you reply to the same email you sent, then most email programs will actually include the original email, anyway, so the person can scroll down and find it very easily if they want to.就具體如何跟進(jìn)人員而言，我們的建議是保持電子郵件簡(jiǎn)短、切題。您已經(jīng)給他們發(fā)送過(guò)一次電子郵件并概述了他們需要的所有詳細(xì)信息，因此您無(wú)需再重復(fù)一遍。如果您回復(fù)您發(fā)送的同一封電子郵件，那么大多數(shù)電子郵件程序?qū)嶋H上都會(huì)包含原始電子郵件，因此該人可以向下滾動(dòng)并很容易地找到它（如果他們?cè)敢猓?/span>

In terms of what to say, something as simple as this can do the job:就該說(shuō)什么而言，像這樣簡(jiǎn)單的事情就可以完成這項(xiàng)工作：

(Here you can include the original email so they can refer to it if they can't remember it.)（您可以在此處包含原始電子郵件，以便他們?cè)诓挥浀脮r(shí)可以參考。）

It's nice and short, says what you need it to, and is polite.它既漂亮又簡(jiǎn)短，說(shuō)出你需要的東西，而且很有禮貌。

Try to follow up with someone once. If you still don’t get a reply, move on and don’t contact them any more for that particular campaign. If you follow up any more, you're running the risk of annoying them and actually damaging your chances of building a relationship with them.嘗試跟進(jìn)某人一次。如果您仍然沒(méi)有收到回復(fù)，請(qǐng)繼續(xù)前進(jìn)，不要再就該特定活動(dòng)與他們聯(lián)系。如果你再跟進(jìn)，你就會(huì)冒著惹惱他們的風(fēng)險(xiǎn)，實(shí)際上會(huì)損害你與他們建立關(guān)系的機(jī)會(huì)。

Dealing with negative replies處理負(fù)面回復(fù)

At some point, you're probably going to get negative replies to your outreach. This is normal and something that you shouldn't worry about. In fact, it can be a great opportunity to engage with a blogger and get further feedback from them. In this section, there are a few principles to bear in mind when dealing with negative replies.在某些時(shí)候，您可能會(huì)收到對(duì)您的外展活動(dòng)的負(fù)面回復(fù)。這是正常現(xiàn)象，您不必?fù)?dān)心。事實(shí)上，這可能是與博主互動(dòng)并從他們那里獲得進(jìn)一步反饋的絕佳機(jī)會(huì)。在本節(jié)中，在處理否定回復(fù)時(shí)需要牢記一些原則。

Always reply: don't ignore the email始終回復(fù)：不要忽略電子郵件

It can be tempting to just ignore the email and move on, particularly if you've put your heart and soul into a piece of content that someone just doesn't like. But, ignoring the reply means that you're damaging your chances of ever building a good relationship with that person. They may not like the current work you've done, but what about the next piece you do? The last thing you want to do is alienate anyone so that they don't even bother looking at your future pieces of work.忽略電子郵件并繼續(xù)前進(jìn)可能很誘人，特別是如果您將全心全意投入到某人不喜歡的內(nèi)容中時(shí)。但是，忽略回復(fù)意味著您正在破壞與該人建立良好關(guān)系的機(jī)會(huì)。他們可能不喜歡你目前所做的工作，但你的下一件作品呢？你最不想做的事情就是疏遠(yuǎn)任何人，這樣他們甚至不會(huì)打擾你未來(lái)的工作。

Get as much information and feedback as possible獲取盡可能多的信息和反饋

When replying to someone, try to get some feedback on why they're not interested in linking to you. If you're promoting a piece of content, ask them for their opinion on what would make the content better. Is there a better way of presenting the information? Are there extra facts or statistics that would have made it more valuable or effective?回復(fù)某人時(shí)，請(qǐng)嘗試獲取有關(guān)他們?yōu)楹螌?duì)鏈接到您不感興趣的反饋。如果您要宣傳某段內(nèi)容，請(qǐng)征求他們對(duì)如何使內(nèi)容更好的意見(jiàn)。有沒(méi)有更好的方式來(lái)呈現(xiàn)信息？是否有額外的事實(shí)或統(tǒng)計(jì)數(shù)據(jù)使其更有價(jià)值或更有效？

Sometimes the problem may not be the content itself. Instead, the blogger just may not have time to write a blog post and link to you. In that case, you may want to offer the blogger some help with writing the post so that they don't need to spend time on it.有時(shí)問(wèn)題可能不是內(nèi)容本身。相反，博主可能沒(méi)有時(shí)間寫博客文章并鏈接到您。在這種情況下，您可能希望為博主提供一些撰寫帖子的幫助，這樣他們就不需要花時(shí)間在上面。

At the same time, you could ask the person for their opinion on what content is sorely needed in their industry. Do they see a demand for something, but do not have the time to create it themselves? There is great opportunity here if you look for it. For example, you may be able to come to an agreement in which you partner with the blogger to create a piece of content. You put the work into the content which they want to see created, and they use their contacts to help promote it. Together, you've created something valuable for the industry同時(shí)，您可以詢問(wèn)此人對(duì)他們所在行業(yè)急需哪些內(nèi)容的意見(jiàn)。他們是否看到了對(duì)某樣?xùn)|西的需求，但沒(méi)有時(shí)間自己創(chuàng)造它？如果你尋找它，這里有很好的機(jī)會(huì)。例如，您可以達(dá)成協(xié)議，與博主合作創(chuàng)建一段內(nèi)容。您將作品放入他們希望看到的內(nèi)容中，然后他們使用他們的聯(lián)系人來(lái)幫助推廣它。你們一起創(chuàng)造了對(duì)行業(yè)有價(jià)值的東西

Also, imagine you get a good idea for a piece of content from them. Then you go away and create it, email them again and show them. They are probably going to be much more receptive this time around! Even more so if you can somehow give them credit for the idea, perhaps a small mention or a link on the piece of content which would acknowledge them.另外，想象一下你從他們那里得到了一個(gè)好主意。然后你離開(kāi)并創(chuàng)建它，再次給他們發(fā)電子郵件并展示給他們看。這次他們可能會(huì)更容易接受！更重要的是，如果你能以某種方式給他們這個(gè)想法的榮譽(yù)，也許是一個(gè)小小的提及或內(nèi)容中的一個(gè)鏈接來(lái)承認(rèn)他們。

Quick tips for efficient outreach有效外展的快速提示

Even though you want to take the time to personalize your emails, there are a few good tools that you can use to speed up your process without compromising on quality.即使您想花時(shí)間來(lái)個(gè)性化您的電子郵件，也可以使用一些很好的工具來(lái)加快您的流程，而不會(huì)影響質(zhì)量。

Boomerang

We mentioned Boomerang earlier, saying how it can be a great tool for making sure you follow up with people using this nice little feature:我們之前提到過(guò) Boomerang，說(shuō)它是一個(gè)很好的工具，可以確保您使用這個(gè)不錯(cuò)的小功能跟進(jìn)人們：

It also has another great feature that allows you to schedule when an email is sent. This is very handy if you're doing outreach across different time zones. A good example being if you're in Seattle and you're outreaching to UK-based bloggers, when you get into the office and start emailing at 9 a.m., it’s nearly the end of the working day in the UK. This may not be the ideal time to email someone.它還具有另一個(gè)很棒的功能，可讓您安排發(fā)送電子郵件的時(shí)間。如果您要跨不同時(shí)區(qū)進(jìn)行外展，這將非常方便。一個(gè)很好的例子是，如果您在西雅圖并與英國(guó)博客作者聯(lián)系，那么當(dāng)您進(jìn)入辦公室并在上午 9 點(diǎn)開(kāi)始發(fā)送電子郵件時(shí)，英國(guó)的工作日就快結(jié)束了。這可能不是給某人發(fā)送電子郵件的理想時(shí)間。

So, Boomerang allows you to schedule when an email is sent. Once you've installed the app, a little button appears in Gmail:因此，Boomerang 允許您安排發(fā)送電子郵件的時(shí)間。安裝應(yīng)用程序后，Gmail 中會(huì)出現(xiàn)一個(gè)小按鈕：

From here you can schedule the email and make sure it reaches someone at the right time.從這里您可以安排電子郵件并確保它在正確的時(shí)間到達(dá)某人。

Canned responses預(yù)設(shè)回復(fù)

Canned responses is a Gmail Labs feature?and allows you to quickly insert pre-written templates into an email. This is super-handy for a number of reasons, one of which being that you don't need to worry about copying and pasting into your emails every time. Instead, you can just select the canned responses option and insert the relevant text:Canned responses?是 Gmail 實(shí)驗(yàn)室的一項(xiàng)功能并允許您將預(yù)先編寫的模板快速插入電子郵件中。由于多種原因，這非常方便，其中之一是您無(wú)需擔(dān)心每次都復(fù)制和粘貼到您的電子郵件中。相反，您只需選擇預(yù)設(shè)回復(fù)選項(xiàng)并插入相關(guān)文本：

This is extra-useful if you combine it with Boomerang and use it to follow up with people.如果您將它與 Boomerang 結(jié)合使用并用它來(lái)跟進(jìn)人們，這將非常有用。

You can create a canned response that follows up with people you've already emailed. Using our example from earlier, it may look something like this:您可以創(chuàng)建預(yù)設(shè)回復(fù)，跟進(jìn)您已通過(guò)電子郵件發(fā)送的人員。使用我們之前的示例，它可能看起來(lái)像這樣：

Note that the bits highlighted in yellow are the parts that you personalize to the person you're contacting. You still need to personalize it, otherwise you're not likely to get a response.請(qǐng)注意，以黃色突出顯示的部分是您針對(duì)要聯(lián)系的人進(jìn)行個(gè)性化設(shè)置的部分。您仍然需要對(duì)其進(jìn)行個(gè)性化設(shè)置，否則您不太可能得到回復(fù)。

Outreach pitfalls to avoid應(yīng)避免的外展陷阱

There are a few common mistakes that can happen when you're link building. Mistakes happen — this is fine as long as you learn from them. Hopefully, this section will help you learn from other people's mistakes and avoid some of these pitfalls.建立鏈接時(shí)可能會(huì)發(fā)生一些常見(jiàn)錯(cuò)誤。錯(cuò)誤會(huì)發(fā)生——只要你向他們學(xué)習(xí)就可以了。希望本節(jié)將幫助您從其他人的錯(cuò)誤中吸取教訓(xùn)并避免其中的一些陷阱。

Using mass emailing software使用群發(fā)郵件軟件

There are many providers of software which allow you to email many people at once. This is a legitimate practice as long as people have opted into hearing from you and are expecting the email. Lots of companies do this all the time with their mailing lists. However, when it comes to link building, it’s generally a bad idea to use any kind of software like this.有許多軟件提供商可以讓您同時(shí)向許多人發(fā)送電子郵件。只要人們選擇聽(tīng)取您的意見(jiàn)并期待收到電子郵件，這是一種合法的做法。許多公司一直使用他們的郵件列表來(lái)做這件事。但是，在建立鏈接時(shí)，使用任何類型的軟件通常是一個(gè)壞主意。

Here are a few reasons:

• It’s much harder to personalize mass emails like this像這樣個(gè)性化群發(fā)電子郵件要困難得多

• If you make a mistake, it isn't just one recipient that sees it — all of them do如果你犯了一個(gè)錯(cuò)誤，不僅僅是一個(gè)收件人看到了——他們所有人都看到了

• You can get yourself blacklisted if people start reporting you as spam如果人們開(kāi)始將您報(bào)告為垃圾郵件，您可能會(huì)將自己列入黑名單

• You are possibly breaking the law if you're mass emailing people who have not opted into being emailed in this manner如果您向未選擇以這種方式發(fā)送電子郵件的人發(fā)送大量電子郵件，則您可能會(huì)觸犯法律

Add to this the fact that you're jeopardizing not only your own reputation, but that of the website you're representing, ruining any chance of the website owner working with the email recipients in the future.除此之外，您不僅會(huì)危害自己的聲譽(yù)，還會(huì)危害您所代表的網(wǎng)站的聲譽(yù)，從而破壞了網(wǎng)站所有者將來(lái)與電子郵件收件人合作的任何機(jī)會(huì)。

Not customizing your template不自定義您的模板

Earlier, you saw an email template that we could use for follow up:早些時(shí)候，您看到了一個(gè)我們可以用來(lái)跟進(jìn)的電子郵件模板：

Imagine sending this email to someone without editing the yellow bits? It is VERY unlikely to get a positive response! This is why in this particular example, we’ve highlighted the sections in yellow so that we’re less likely to forget about them.想象一下，在不編輯黃色部分的情況下將這封電子郵件發(fā)送給某人？獲得正面回應(yīng)的可能性很小！這就是為什么在這個(gè)特定的例子中，我們用黃色突出顯示了這些部分，這樣我們就不太可能忘記它們。

If this does happen, the?undo send feature of Gmail?can sometimes rescue the situation if you're quick enough.如果發(fā)生這種情況，如果您足夠快，Gmail的撤消發(fā)送功能有時(shí)可以挽救這種情況。

翻譯來(lái)源：https://moz.com/