How to Use Pitch Services for Link-Building

Using pitch services like HARO and HERO can benefit you and your clients. Here is what you need to know.

Video Transcript

David: Okay, I’ll share my screen. Alright. So, if you’ve ever seen a HARO, HERO will look very familiar to you. It’s a daily email categorized into different topics. And then you read each one. So you know the media outlet. We all read this magazine, don’t we? Here’s a really credible one, right? You want to appear in US News & World Report.

Tricia: Woman’s World. I’ve heard of that.

David: You know I’ve heard of it, right? If your audience is there, heck yeah. But you can pitch these. And so, what’s different about this than HARO is that you actually have the actual email addresses of these people.

Tricia: Yeah, I’m seeing that – all these Gmails.

David: HARO would obfuscate that. So, you couldn’t directly go to them. So, you’re getting a database of media contacts from this.

Tricia: Whoa.

David: That could be really valuable, even if you don’t want to pitch this. Maybe Jennifer from the American Journal of Nursing would be interested in something else, even if you don’t want to answer that pitch. But, you know, this is pretty standard. No AI responses. Just be a little cynical. Media outlet blogs. Okay, what do I care? But USA Today again. Right? So these are worth looking at. Oh, here’s one for a new client that’s coming on the page. So I should look at that. Maybe I’ll save that contact, develop that relationship with that writer, and use them to connect on LinkedIn. I don’t know. So, there are other advantages to doing this. Oh, Forbes, great. Okay. This is actually a manageable thing, where HARO sends three of these a day, and they don’t even fit in the sender’s Gmail. They’re so long.

Tricia: Wow.

David: Yeah, that’s why the database… So, this is HARO. It’s now Connectively, right? So, this is a lot easier to use. The sort is a really wonderful feature. So, this is the date the newest posted. I would review these, go through them, and find one. Honey. All right, Honey used in cocktails. Look at it and decide if I want to pitch. If I want to pitch, I hit the pitch button, right? But sometimes what I’ll do is say nearest deadline. So, these are the ones who need something right away. Or maybe I’ll prep ahead and just look through them and see if I have anything that a client or myself could reply to. And I forget again how many I get for free. But if this is relevant, hit the pitch and go. Any questions? I just think some of our clients have enough of a background that people are already talking about them, but some of our clients haven’t yet gotten that level of notoriety. And this can help get us some positive mentions. As we talked about last week in a search generative experience world, this kind of stuff is going to be pretty important – that other websites talk about us.

Stephanie: I think your point about the email versus the database that was in the discussion in that group, that was part of that, like the pros and cons, the database being searchable, but with the email, you get kind of prompted to remember, oh, I could look at that. I should be doing that. But if you’re depending on your memory to go to the database, that may or may not happen.

David: So yeah, I’ve put a thing on my calendar for 30 minutes every day and just check Connectively real quick. You know, most of the time, there’s nothing for my clients, but every once in a while, there is. I just take that expectation. I don’t have to read every one of them. I just want to see what’s up. And if there’s an easy win, I’ll do it and keep up.

Janel: And when you click pitch, what do you have to do? Does somebody reach out to you, or how does that work?

David: So, with each query, there’s a reporter saying, I want information about this specific topic. So, you answer the questions and provide the information they’re asking for. This is written in the Connectively process in Curious Ants, but the basic gist of it is to give one or two sentences. Do not write them a blog post because you might not get selected, and all that time is wasted. So, give them a direct answer to their question. Always include a link to your client’s website or in the name under which this is going. If it’s a client, then I typically want the client to approve the thing that’s being pitched so it comes across correctly. And then, basically, you’re at the whim of the person who received the pitch to do what they’re going to do. Sometimes, they’ll just take your pitch, quote it, and give you a citation link to your site. Sometimes, they’ll get back in touch with you and say, “I’d like to do an interview.” Great, right? Sometimes, and this is where we get a little cynical, but sometimes they just want to contribute to you, but will you give us $100? I have one thing to say to that, you know? So anyway, it’s great, and it’s worth looking at because if you can just give them one or two sentences and get your client mentioned, that’s worth it. Some of them are not realistic about what they’re asking for, so it’s just not worth your effort to write all the answers to them. Some of them, especially for SEO, are hilarious. They’re like, tell me the secrets of what I need to do to get my website to rank number one in Google. Okay. I’m not going to give you everything I know about SEO for free. Yeah, right. I’m just not even going to bother with that. But if it’s something like, tell me your secret link-building trick. Okay. You know, here’s what I do. Or tell me what the best feature of Google Analytics 4 is. I can do that in two sentences. And so just don’t overdo it because, when you’re pitching, there’s no guarantee. But you still want to give them enough information to at least tease them to know, oh, this person’s an expert, and I could potentially get more if I need it. But yeah, it’s a great link-building PR tool that will be helpful.

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