Being a digital marketing agency, the chances are you do well with promoting your clients. However, when it comes to your own business, things seem to be going sideways. How come you cannot promote yourself?
There’s a wrong mentality that working with journalists or even just trying to reach out to them takes too much money or resources. The thing is, all you need is the proper approach.
Why Do Journalists Ignore Digital Marketing Agendas and Pitches
Reporters and editors of any publication dealing with technology, marketing, and business have to deal with a ton of spam. While many agencies can afford sending personalized pitches to reporters, there’s always too much competition in such cases. Thus, even if a journalist is interested in what you have to say, your mail gets filtered.
So how can your pitch grab attention and get your digital marketing services in the spotlight? You have to switch your mindset from pitching products or services and try to pitch ideas instead.
What Makes Journalists Listen to Digital Marketing Companies
First of all, you have to prepare yourself before you even think about sending an email to anyone. To make your pitches compelling, follow these guidelines to craft a good article idea.
- Original data/research
If you conduct regular reports on your clients and how successful they are with marketing, consider compiling an anonymous one. This way, a trend in ad performance, consumer behavior changes, or algorithm updates will be extremely valuable for tech journalists.
- A contrarian opinion
When all the marketers agree on something, you can stand out by giving a different point of view. For example, if everyone claims that AI will replace copywriters soon, give a contrary opinion backed up with evidence.
- Notable client results
If you are proud of a recent achievement, you can talk about it. However, you’d better have written permission from a particular client to share the information with others. Make sure to include some numbers to back up your achievements.
- Timely commentary
It’s crucial to be aware of the market trends and be able to comment on them. So when an important update appears, be the first expert to contact journalists.
Pitch Structure That Works Like a Charm
A pitch letter should be concise, specific, and relevant for your audience. Here’s the structure that will help you craft a good pitch in less than 15 minutes:
- Start with a subject line that includes a hint about your angle
Avoid being too vague about your message and use strong action verbs. For example, don’t use the phrase “Exciting news from our agency,” but “CTR dropped 18% in Q1 due to this reason.”
- Mention one of the author’s recent publications
This will show that you’ve already invested your time in finding a suitable journalist and analyzing his/her materials.
- State what makes your angle unique
Just add one line with a hint about the main novelty in your pitch.
- List the insights you are willing to provide
Don’t forget to include two or three bullet points with valuable insights or interesting statistics.
- Add a polite suggestion
Instead of asking for something in exchange, suggest that you may schedule an interview for further discussion. This way, a journalist will feel less pressured.
Now that you know how to write a perfect pitch, it is time to make it happen. If you want to succeed in building relationships with reporters, you’d better pitch them regularly. You can easily automate this task using some helpful software.
For example, Magic Pitch allows you to send personalized pitches to numerous journalists without losing track of all details. This tool is extremely useful for businesses with little time and budget to waste.
To Whom to Write and Where to Look for Reporters
Not every journalist is a suitable target for your pitches. There are some websites, publications, and newsletters where you should focus your efforts.
- Trade magazines
Search Engine Journal, Marketing Week, and AdWeek feature interesting marketing articles. You can contact journalists and become an expert in a few months if you continue doing the following.
- Regional newspapers/blogs
You may want to reach out to a business reporter in your city. By telling him/her an interesting business growth story related to your agency, you will become known in the area.
- Niche newsletters/Substacks
While a blog post is nice, newsletter subscribers are usually more loyal. In addition, these letters are read by people who are interested in your topic.
- Podcasts
If you are a specialist in digital marketing, look for podcasts where you can contribute.
Find the journalists whose articles you want to read and follow them on LinkedIn and X. This way, when you’ll be ready to send a pitch, a reporter won’t feel offended by such an unprofessional move.
Following Up without Being Annoying
Of course, if a journalist didn’t reply after your first pitch, you are obliged to follow up. However, one or two messages will be okay, while the third one is already considered harassment.
After three to five days from your first message, you can gently remind the journalist about your pitch. To do so, write only two lines mentioning your first letter and politely asking whether there’s something else he/she needs.
Patience pays off!
How to Build a Consistent Press Presence
If you managed to get a mention or two, congratulations. However, if you stop now, you’ll waste the opportunity. You can turn a simple mention in the press to a huge growth lever for your agency.
The more mentions you get, the easier it will be to get more features. After being recognized once, your name will sound familiar in any subsequent pitches. As a result, you will attract more clients because of your reputation in the market. Also, if journalists notice that your agency keeps featuring in popular publications, they will pay special attention to your pitches.
Remember to maintain a page dedicated to press releases on your website and add new information after each media coverage. This way, it will be easier for you to pitch journalists in the future.
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