链接建设初学者指南：链接建设外展

Now you need to actually take the plunge and start telling people about your great content or campaign.现在，您需要真正冒险并开始向人们介绍您的精彩内容或活动。
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.你应该从你的高级目标开始，因为如果他们反应良好，他们不仅可以给你带来好的结果，而且你可以在以后接触较小的网站时将它们用作社会证明。如果较小的网站看到有影响力的人喜欢某条内容并分享了它，那么当您与他们联系时，他们会对您更加开放。

Throughout all of this, be sure to remember one thing: you're contacting a real person.在所有这些过程中，请务必记住一件事：您正在联系真实的人。

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.您正在联系的网站背后没有一些机器可以选择是否回复您。有一个真实的人，实际上，如果他们有一个受欢迎的博客，他可能会收到很多外展电子邮件。他们是一个真实的人，他们应该花一些时间让他们意识到您不仅仅是另一个垃圾邮件发送者或自动电子邮件程序。我们将在本指南的后面部分讨论您可以执行此操作的一些具体方法，但现在请记住，您正在联系真实的人。问问自己，如果您在现实生活中遇到他们，您会如何与他们交谈。你会与他们进行真正的对话，而不是与那天你遇到的其他人的对话。

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，可能没有一个博主在早上醒来时会想到“嗯，我今天应该链接到谁？” 他们从未计划与您建立联系——他们还有其他工作要做，这可能比您提供给他们的东西更重要。出于这个原因，您不应该假设博主欠您任何东西。你的工作是告诉他们为什么你值得他们的时间、关注和帮助。

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.如果联系真人并告诉他们您的内容的想法让您有点紧张，那么请进行直觉检查并确保您的内容与您认为的一样可共享和有价值。虽然过度自信可能是一个错误，但您应该对自己的想法有足够的信心，相信真实的人会对它做出很好的反应。如果你走到街上的某个人面前，向他们展示你一直在做的事情，他们会做出很好的反应吗？如果没有，在开始外展之前，您可能还有更多工作要做。

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."“作为链接建设活动的一部分，你一直在努力的一切都已经建立在外展上；对于我们很多人来说，这是这个过程中最伤脑筋的一步。但它并不需要如此。”

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.请记住，您正在联系的博客作者或记者可能非常忙碌，如果他们运行拥有大量追随者的热门博客或为大型新闻网站工作，则更是如此。你的信息需要足够详细，以解释他们为什么要关心，同时足够短，让他们能够阅读所有内容而不会感到无聊或删除信息。

Here are some points to bear in mind for crafting your message:以下是制作信息时需要牢记的一些要点：

• Tell them why they should care about you告诉他们为什么他们应该关心你

• Tell them what action you'd like them to take告诉他们你希望他们采取什么行动

• Show that you're genuine and not a spammer表明您是真实的，而不是垃圾邮件发送者

Let’s look at each one in more detail.让我们更详细地看看每一个。

Tell them why they should care about you告诉他们为什么他们应该关心你

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:如果您此时正在开展链接建设活动，那么您不应该坚持写这篇文章。如果您一直在处理一段内容，那么在其创建之初，您就应该确定问题的答案，“为什么有人会如此关心它以链接到它？” 记住我们之前的钩子：

• News

• Funny

• Controversial有争议

• Data visualization数据可视化

• Competition竞争性

• Ego-bait自我诱饵

• Long-form, detailed content长篇，详细的内容

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?您的内容是否符合其中任何一项？如果没有，内容是否还有其他独特之处可以让人们关心它？

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.您正在联系的博主可能在您的行业很活跃，并且对您内容的主题有很多了解，因此请查看他们最近的博客文章，如果可能，将这些与您认为他们应该关心的原因联系起来。

If you’re going to do this, be authentic and genuine. We can all tell a mile off if someone isn’t being authentic!如果您打算这样做，请保持真实。如果有人不真实，我们都可以很容易分辨！

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!"“如果你在数字公关领域，你基本上是在向记者推销‘观众参与’（正如我从 Neomam 首席执行官吉赛尔纳瓦罗那里学到的那样）。所以你的主题行和报价需要清楚地显示页面浏览量，点击- 转发和社交分享。而且您的内容必须交付。毕竟，由于涉及高昂的内容成本，您需要重复使用您的联系人！”

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:许多外展电子邮件都围绕发件人实际想要的主题展开。有些人可能不敢提及“链接”或“搜索引擎优化”这两个词，以免博主将电子邮件标记为垃圾邮件。但是，您确实需要找到一种方法让博主采取您想要的行动。有时，操作可能不仅仅是一个简单的链接。它可能与许多事情有关，包括：

• Sharing your content on social networks such as Twitter, Facebook, or LinkedIn在 Twitter、Facebook 或 LinkedIn 等社交网络上分享您的内容

• Embedding your content if it’s an infographic or widget如果是信息图或小部件，则嵌入您的内容

• Accepting a guest post from you, relating to your content, and linking back to it接受您的来宾帖子，与您的内容相关，并链接回它

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

  博主就您的内容撰写评论文章并链接到它

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.这些只是几个例子，但您很快就会看到，有不同级别的行动，每个行动的障碍也不同。例如，博主花时间撰写有关该主题的编辑内容并链接到您的内容是一个很大的问题。相比之下，仅在他们的社交网络上分享可能最多需要几分钟。

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.在撰写信息时，您应该考虑到这一点，并注意您向博主提出的要求越多，您的内容就必须越引人注目、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。如果有影响力的博主链接到您并与他们的社交网络共享链接，您可能会获得很好的结果。同时，如果您收到稍微负面的回应，您也可以使用微妙的策略。例如，如果你试图让博主采取的第一个行动是在他们的网站上写一篇社论，但他们拒绝了，但他们喜欢你所做的，你可以跟进并要求发一条推文。如果您正在联系一位有影响力的博主，他可能在拒绝后不会让步，但可能拥有大量社交追随者，并且不介意与他们分享内容，那么这将特别有用。

Another follow-up to this scenario could be that you offer to write a guest post for them.这种情况的另一个后续行动可能是您提议为他们写一篇客座文章。

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.如果他们喜欢内容但没有足够的时间来写，这是一个很好的解决方案。通常，您会希望为非常强大的网站保留这种跟进，因为它确实需要您额外的时间和资源才能实现。您还需要看到博主对其他人在他们的博客上撰写内容持开放态度的一些证据，否则，这可能是一个完全没有开始的人。

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.这完全是关于个性化您的消息，以便博主不会立即到达垃圾邮件或删除按钮。请记住，受欢迎的博主会收到许多外展电子邮件，因此值得花时间让您的博客与众不同并为他们量身定制。有很多方法可以做到这一点，而不会为您的流程增加太多时间或影响质量。

Here are a few of these ways:

• Use their name使用他们的名字

• Use a good subject line使用一个好的主题行

• Mention something specific about their work提及有关他们工作的具体内容

• Use a proper email signature使用正确的电子邮件签名

• Use a genuine email address使用真实的电子邮件地址

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

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.听起来很简单明了，但太多人没有花时间去做这件事，尽管通常不会花那么长时间。它确实可以产生很大的不同，并让您获得所需的额外关注，以便传达您的关键信息。

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

• Check their about page检查他们的关于页面

• 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点击进入他们的社交媒体账户，看看他们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!如果你绝对找不到他们的名字，使用“嗨”之类的东西是可以的，但要避免使用“嗨网站管理员”或“嗨博主”之类的东西，因为它们传统上被大量电子邮件垃圾邮件发送者使用，你要避免被与此有关！

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.在他们甚至打开您的电子邮件之前，博主就会看到主题行。如果他们不喜欢他们在此处看到的内容，那么您很可能会立即被删除，他们甚至不会费心打开电子邮件。这是可能发生的最糟糕的情况，因为您甚至没有机会与他们交谈或获得反馈。

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.这里还有一些重要的事情要记住：糟糕的主题行也可能会触发垃圾邮件过滤器并导致您的电子邮件被标记为垃圾邮件。在这一点上，您依靠博主实际检查他们的垃圾邮件文件夹（很多人不会）并看到您的电子邮件是真实的。无论哪种方式，这都不是一个好去处。

Here are some tips for writing a good subject line:

• Keep it short and to the point保持简短，切中要害

• Mention the name of the website if you can如果可以，请提及网站名称

• Avoid overuse of capital letters避免过度使用大写字母

• Mention something specific about their site (like the name)提及有关其网站的特定内容（例如名称）

• Avoid things like "link exchange" or "link request"避免诸如“链接交换”或“链接请求”之类的事情

Mention something specific about their work提及有关他们工作的具体内容

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.如果您想表明您没有将相同的模板化电子邮件发送给大量博主，这一点非常重要。提及有关您正在联系的博主或他们的博客的具体信息确实有助于表明您在发送电子邮件之前已经花时间进行了研究。这也给了你一个很好的机会来介绍你自己的内容以及博主为什么应该关心它的概念。

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.在查看有关如何执行此操作的一些示例之前，请记住之前的一个关键点：对您的方法保持真实。否则，博主会发现它，你可能已经毁了一段关系。

Let's look at a few ways you can mention something specific:让我们看一下您可以提及特定内容的几种方式：

• Look at the topics of their recent blog posts看看他们最近的博客文章的主题

• Look at their recent tweets/retweets看看他们最近的推文/转推

• Look at the comments they've made on blog posts看看他们对博客文章的评论

• Look at their “about” page for personal interests查看他们的“关于”页面了解个人兴趣

• Look at their bio on their Twitter page在他们的 Twitter 页面上查看他们的个人简介

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:所有这些都可以为您提供有关博主的宝贵信息，然后您可以自然地将这些信息带入您的电子邮件中。以下是电子邮件中实际情况的示例：

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.写这篇文章并没有花很长时间，这是查看我们正在联系的博主最近撰写的一些博客文章标题的结果。一个垃圾电子邮件软件很难（可能不可能）旋转这种独特且特定于博主的东西，因此它很可能通过垃圾邮件测试。

Use a proper email signature使用正确的电子邮件签名

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:这是一个小技巧，完全不需要时间。您应该在所有外展电子邮件的底部插入正确的电子邮件签名，其中包括以下内容：

• 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，您最终可能会得到如下所示的结果：

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.

这是向博主发出的另一个信号，表明您是一个真正的人。他们可以去查看您的网站、您的社交活动，甚至可以给您打电话。同样，垃圾邮件发送者不会这样做。

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.关于这一点有一些争论。一些 SEO 坚信您应该始终使用您所代表的客户的电子邮件地址，而不是您的 SEO 公司的常规电子邮件地址。因此，如果您要为 Zappos 进行外展，您应该使用 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.这个论点往往源于这样一个事实，即 SEO 的声誉可能很差，例如，如果博主看到您从 SEO 公司的电子邮件地址向他们发送电子邮件，它可以立即将其关闭。

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，它可以是一种非常好的方法来检查您所做的工作是否具有良好的质量。你可以问自己这个问题：

"Am I okay with outreaching to this blogger about this content, using the [company] name?"“我可以使用 [公司] 名称向这位博主介绍这些内容吗？”

If the answer is no, then should you really be doing outreach in the first place?如果答案是否定的，那么您真的应该首先进行外展活动吗？

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.最终，您应该测试最适合您的方法。如果可以选择，可能会使用客户电子邮件地址，但如果没有，请不要让这阻止您使用常规电子邮件地址进行外展活动。

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.我们建议谨慎的一件事是使用免费的电子邮件地址提供商，例如 Gmail、Hotmail 或 Yahoo。不幸的是，垃圾邮件发送者也利用这些免费服务，这又是一个信号，表明您不是一个真正的人。

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.使用这个技巧的机会可能很少，但如果你有机会，它真的可以帮助你看起来更真诚，播下良好关系的种子。

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:这个想法是，如果您正在联系一位恰好与您的客户居住在同一城市的博主，请在您的电子邮件中提及。这确实可以让您以局部角度工作并按照以下方式说一些内容：

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.您可以更进一步，甚至与当地博主会面，共进午餐或喝咖啡。没有比给某人买一杯咖啡（和一个纸杯蛋糕！）更好的方式来表明你是一个真实的人。如果您发现您所在地区有很多本地博主，那么组织本地聚会也可能是建立真正关系并使他们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 可能已经建立了与他们在第一封电子邮件中建立的链接一样多的链接。人们很忙——受欢迎的博主会收到大量电子邮件，在一个我们可以随时随地查看电子邮件的世界中，您的电子邮件可能很快就会被掩埋并被遗忘。

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.仅出于这个原因，如果您第一次没有得到回复，那么确保您跟进所有外展活动是值得的。这里的额外好处是，您还强化了这样一个事实，即您是一个真正的人，而不是某个同时访问多个网站的自动化软件。

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!为了正确跟进，您需要尽可能地组织外展活动并记录您收到的回复。您最不想要的就是跟进已经与您建立联系的人！

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.从非常简单的 Excel 电子表格到完全集成的客户关系管理 (CRM) 系统，有几种方法可以让您的外展保持井井有条。让我们看看其中的一些选项。

An Excel spreadsheet or Google SheetExcel 电子表格或 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.当您第一次开始建立链接时，一个简单的电子表格就可以正常工作。即使在中间级别，它仍然可以完成工作，但如果您同时处理多个广告系列，它可能会变得有点大和麻烦。

A simple spreadsheet can start off looking like this:一个简单的电子表格可以这样开始：

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.真的可以这么简单。您可以为您关心的任何特定数据或指标添加额外的列，但这肯定会为您完成这项工作。

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，在您使用它一段时间后，它可能会变得有点难以使用。例如，当您运行第二个营销活动并想再次与您的联系人联系时会发生什么？使用足够先进的 Excel 系统是可能的，但它可能会变得有点混乱。

Specialist tools for outreach management外展管理的专业工具

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.此时，您可能需要投资一个更强大、更专注的系统来管理您的外展活动。这里有一些选项，例如BuzzStream，它可能是此类任务中最受欢迎的选项之一。

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是一个免费的 Gmail 插件，有一个不错的小功能，我们可以用它来跟踪外展目标。发送电子邮件时，如果您在设定的时间内没有收到回复，您可以告诉 Boomerang 将电子邮件发回给您。它看起来像这样：

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.在这种情况下，如果您发送电子邮件的人在两天内没有回复，Boomerang 会将电子邮件发回给您。在这一点上，您可以快速跟进他们，最棒的是您可以确定您没有给可能已经回复的错误的人发送电子邮件。

Combine this with canned responses (outlined below) and you have a quick and effective way of following up with all your link targets.将此与预设响应（如下所述）相结合，您就可以快速有效地跟踪所有链接目标。

How to follow up如何跟进

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.就具体如何跟进人员而言，我们的建议是保持电子邮件简短、切题。您已经给他们发送过一次电子邮件并概述了他们需要的所有详细信息，因此您无需再重复一遍。如果您回复您发送的同一封电子邮件，那么大多数电子邮件程序实际上都会包含原始电子邮件，因此该人可以向下滚动并很容易地找到它（如果他们愿意）。

In terms of what to say, something as simple as this can do the job:就该说什么而言，像这样简单的事情就可以完成这项工作：

(Here you can include the original email so they can refer to it if they can't remember it.)（您可以在此处包含原始电子邮件，以便他们在不记得时可以参考。）

It's nice and short, says what you need it to, and is polite.它既漂亮又简短，说出你需要的东西，而且很有礼貌。

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.尝试跟进某人一次。如果您仍然没有收到回复，请继续前进，不要再就该特定活动与他们联系。如果你再跟进，你就会冒着惹恼他们的风险，实际上会损害你与他们建立关系的机会。

Dealing with negative replies处理负面回复

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.在某些时候，您可能会收到对您的外展活动的负面回复。这是正常现象，您不必担心。事实上，这可能是与博主互动并从他们那里获得进一步反馈的绝佳机会。在本节中，在处理否定回复时需要牢记一些原则。

Always reply: don't ignore the email始终回复：不要忽略电子邮件

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.忽略电子邮件并继续前进可能很诱人，特别是如果您将全心全意投入到某人不喜欢的内容中时。但是，忽略回复意味着您正在破坏与该人建立良好关系的机会。他们可能不喜欢你目前所做的工作，但你的下一件作品呢？你最不想做的事情就是疏远任何人，这样他们甚至不会打扰你未来的工作。

Get as much information and feedback as possible获取尽可能多的信息和反馈

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?回复某人时，请尝试获取有关他们为何对链接到您不感兴趣的反馈。如果您要宣传某段内容，请征求他们对如何使内容更好的意见。有没有更好的方式来呈现信息？是否有额外的事实或统计数据使其更有价值或更有效？

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.有时问题可能不是内容本身。相反，博主可能没有时间写博客文章并链接到您。在这种情况下，您可能希望为博主提供一些撰写帖子的帮助，这样他们就不需要花时间在上面。

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同时，您可以询问此人对他们所在行业急需哪些内容的意见。他们是否看到了对某样东西的需求，但没有时间自己创造它？如果你寻找它，这里有很好的机会。例如，您可以达成协议，与博主合作创建一段内容。您将作品放入他们希望看到的内容中，然后他们使用他们的联系人来帮助推广它。你们一起创造了对行业有价值的东西

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，想象一下你从他们那里得到了一个好主意。然后你离开并创建它，再次给他们发电子邮件并展示给他们看。这次他们可能会更容易接受！更重要的是，如果你能以某种方式给他们这个想法的荣誉，也许是一个小小的提及或内容中的一个链接来承认他们。

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.即使您想花时间来个性化您的电子邮件，也可以使用一些很好的工具来加快您的流程，而不会影响质量。

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:我们之前提到过 Boomerang，说它是一个很好的工具，可以确保您使用这个不错的小功能跟进人们：

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.它还具有另一个很棒的功能，可让您安排发送电子邮件的时间。如果您要跨不同时区进行外展，这将非常方便。一个很好的例子是，如果您在西雅图并与英国博客作者联系，那么当您进入办公室并在上午 9 点开始发送电子邮件时，英国的工作日就快结束了。这可能不是给某人发送电子邮件的理想时间。

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 允许您安排发送电子邮件的时间。安装应用程序后，Gmail 中会出现一个小按钮：

From here you can schedule the email and make sure it reaches someone at the right time.从这里您可以安排电子邮件并确保它在正确的时间到达某人。

Canned responses预设回复

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 实验室的一项功能并允许您将预先编写的模板快速插入电子邮件中。由于多种原因，这非常方便，其中之一是您无需担心每次都复制和粘贴到您的电子邮件中。相反，您只需选择预设回复选项并插入相关文本：

This is extra-useful if you combine it with Boomerang and use it to follow up with people.如果您将它与 Boomerang 结合使用并用它来跟进人们，这将非常有用。

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:您可以创建预设回复，跟进您已通过电子邮件发送的人员。使用我们之前的示例，它可能看起来像这样：

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.请注意，以黄色突出显示的部分是您针对要联系的人进行个性化设置的部分。您仍然需要对其进行个性化设置，否则您不太可能得到回复。

Outreach pitfalls to avoid应避免的外展陷阱

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.建立链接时可能会发生一些常见错误。错误会发生——只要你向他们学习就可以了。希望本节将帮助您从其他人的错误中吸取教训并避免其中的一些陷阱。

Using mass emailing software使用群发邮件软件

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.有许多软件提供商可以让您同时向许多人发送电子邮件。只要人们选择听取您的意见并期待收到电子邮件，这是一种合法的做法。许多公司一直使用他们的邮件列表来做这件事。但是，在建立链接时，使用任何类型的软件通常是一个坏主意。

Here are a few reasons:

• It’s much harder to personalize mass emails like this像这样个性化群发电子邮件要困难得多

• If you make a mistake, it isn't just one recipient that sees it — all of them do如果你犯了一个错误，不仅仅是一个收件人看到了——他们所有人都看到了

• You can get yourself blacklisted if people start reporting you as spam如果人们开始将您报告为垃圾邮件，您可能会将自己列入黑名单

• You are possibly breaking the law if you're mass emailing people who have not opted into being emailed in this manner如果您向未选择以这种方式发送电子邮件的人发送大量电子邮件，则您可能会触犯法律

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，您不仅会危害自己的声誉，还会危害您所代表的网站的声誉，从而破坏了网站所有者将来与电子邮件收件人合作的任何机会。

Not customizing your template不自定义您的模板

Earlier, you saw an email template that we could use for follow up:早些时候，您看到了一个我们可以用来跟进的电子邮件模板：

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，在不编辑黄色部分的情况下将这封电子邮件发送给某人？获得正面回应的可能性很小！这就是为什么在这个特定的例子中，我们用黄色突出显示了这些部分，这样我们就不太可能忘记它们。

If this does happen, the undo send feature of Gmail can sometimes rescue the situation if you're quick enough.如果发生这种情况，如果您足够快，Gmail的撤消发送功能有时可以挽救这种情况。

翻译来源：https://moz.com/