What Metrics Matter Most For Influencer Outreach?

blogging in the sun

The below article is a guest post courtesy of David Schneider, cofounder of blogger outreach software NinjaOutreach.

Many niches have thousands of bloggers in them.

The reality is, you can’t and shouldn’t try to work with them all – you have to be selective.

The reason is that it takes time to partner with people, and you only want to engage with bloggers who you feel can best move your brand forward.

As a result, you need metrics to help guide you.

But which ones?

We’re going to explain which ones you need to be considering, many of which can be found in our tool, Ninja Outreach as well as our Chrome Extension.

Contact Information

Without a doubt the availability and accuracy of contact information has to be the most important of all data.

If you can’t contact the blogger, then what good is it?

Luckily, most bloggers make it easy by making their contact information available.

But certainly not all of them.

Additionally, while they might make some information available like a contact URL, they may hide their email or their phone number (or other tools just won’t show you them). Finding this one piece of information can easily take over 10 minutes per website, which results in hours lost for an outreach campaign.

However, we’ve designed our tool to not only show you all of that information but filter on its availability – so you only need to worry about bloggers that you can actually contact.

As of now, we include (when available):

  • Contact URL
  • About URL
  • Email
  • Phone
  • First Name

You can filter these metrics (as well as all of the ones mentioned below), in our Advanced Filter feature:

Country Location

In today’s content marketing world, location is becoming more and more important.

Dominating on a global scale is just unrealistic for the vast majority of businesses.

They’re concerned with local markets because they’re local brands.

This means they want to tap into an audience that is actually in their area, so they can buy their products and services.

In Ninja Outreach, in addition to showing the country, we’ve added a few filters to allow you to restrict the results to US, UK, and AU only.

That way, if you’re primarily based in one of those countries, you can focus on the bloggers that are relative to you.

Social Pages

Social Media is playing a huge role in today’s consumer marketers.

But with so many different accounts, it can be difficult to find the right bloggers who specialize in the areas you care about.

For example, if you sell fashion you might be more prone to a blogger with a larger pinterest following. Or perhaps you’re more interested in video marketing and therefore want a large YouTube following.

In each case we’ve gone out and found the blogger’s social pages including:

  • Facebook
  • Twitter
  • Pinterest
  • Youtube
  • Google+

Additionally, with the help of our Chrome Extension, you can actually see follow accounts for that information:

Traffic And Engagement

It can be very tough to tell how large a blog’s following is. It’s rarely advertised on the blog itself.

Luckily, we’ve gone ahead and implemented several sources, such as Alexa rank and Klout to give you an indication of where they rank.

Additionally, we’ve translated that Alexa Rank into a reasonable range for the blogger’s traffic based on our experience.

Because really – what does an Alexa Rank of 50k really mean in terms of visitors?

Not much.

But if you’re an experience SEO, you’re probably aware that engagement means a lot more than traffic. For example, are they getting comments and social shares?

Here’s what our traffic and engagement metrics look like:

SEO Authority

If you’re primarily interested in building links from authoritative blogs – you need to be aware of the metrics that the SEO industry titans use to evaluate online authority.

Namely:

  • Google Page Rank – One of the methods Google uses to determine a page’s relevance or importance. Important pages receive a higher PageRank and are more likely to appear at the top of the search results. Google PageRank (PR) is a measure from 0 – 10.
  • Domain Authority – is a measure of the power of a domain name and is one of many search engine ranking factors. Domain authority is based on three factors: Age, Popularity, and Size. SEO gurus Moz can be credited with the metric known as DA or domain authority.
  • Moz Trust – Moz’s global link trust score. It is similar to MozRank, but rather than measuring link popularity, it measures link trust. Receiving links from sources with inherent trust—such as the homepages of major university websites or certain government web pages—is a strong trust endorsement.

NinjaOutreach includes all of these, as well as backlinks and Page Authority.

Article Types

Whether you’re looking for a sponsored post, a product review, or a giveaway, you are going to want to know that the blogger even does these types of articles.

What we’ve done is gone through the blogger’s posts and teased out articles that we feel represent those categories. This is a sign that the blogger engages in what it is you’re looking for – again, so you can focus on the ones that work for your strategy.

Important articles are things like:

  • Giveaways
  • Guest Posts
  • Sponsored Posts
  • Product Reviews

Ninja Outreach searches for various keywords to provide indications if the blogger specializes in these posts. It will also link to any that are found so you can check the quality.

And in our Chrome Extension we’ve even added a few more, such as infographics, interviews, and podcasts, which will be brought into the main software soon.

What Should My Filter Settings Be?

With all the websites out there, how do you identify the blogs?

It can be difficult, but consider the following as guidelines:

  • A Domain Authority between 20 and 50
  • A Page Rank between 2 and 4
  • Existence of sponsored posts, product reviews, or giveaways
  • Availability of email or contact URL

We suggest these metrics because they are just high enough to insure quality, but not so high as to include some of the massive publications like Forbes, Wiki, and Huffington Post.

Conclusion

One of the most powerful prospecting advantages NinjaOutreach offers is extremely detailed data coupled by aggressive filtering.

With millions of blogs to choose from, why not get down to the ones that are most relevant?

What data would you like to see?

David Schneider is the cofounder of NinjaOutreach, an innovative new Blogger Outreach software for marketers. You can also find him on twitter @ninjaoutreach and at SelfMadeBusinessman.

Photo Credit: Blogging by Sean MacEntee

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