How to Get Publicity for Your Personal Brand + Website

In 2014 I had this big desire to make my website viral so I could quit my day job, travel the world with my laptop and fund it through passive income. That was a lofty dream and somewhat unrealistic, especially since I was a newbie in the online branding and business game.

Now that I’m five years into this industry, I learned a few lessons about websites, branding, business and the concept of social proof. You see, just because you have social triggers on your website (such as a picture with Tony Robbins or a logo from Forbes or the New York Times) doesn’t mean your business is successful, friendly or ethical. Those photos and logos do only one thing: provide credibility and social proof for your new website visitors.

What you should be focusing on in your online business is building relationships with other influencers and publications so that they will direct their traffic and readership back to your platform. This allows you to capture their contact information so you can send them your newsletters and updates on products and services that you have to offer.

Most people who are at this point in their business should understand who their target market is and how they can best serve them (your target market is not everybody who lands on your website). The other day, I had a website visitor on MaxDuBowy.com ask me how she can get started with this process. I advised her to do the following:

  1. Start a spreadsheet (Google sheets or Excel is fine) and create several columns with the following headers:
  • Website/Publication/Blog/Podcast (ie – Huffington Post, Forbes Magazine, etc.)
  • Contact (name/phone)
  • Reach Out Date
  • Follow Up
  • Notes/Links when published

It will look something like this:

You’ll want to research and generate at least 100 websites and/or publications that are in your vertical. What’s a vertical? It’s basically the industry you’re in. This may be Love and Relationships, Fitness for Women, Yoga, Rehabilitation for Veterans, etc. Type these in the first column.

Most contact information can be found on the publication’s website, usually in the footer or you may need to dig around until you find a phone or email.

2. Make sure you have a general outreach email template and offer the publication 3-5 content ideas so you can give them the option of which one they would like to have on their website. Here’s an example outreach template for a guest blog exchange:

Hey Amita,

We connected on Twitter back in 2014 and I’ve been a fan of your blog since. I totally agree with your most recent post that we shouldn’t set resolutions. It only sets us up for disappointment when our expectations and goals are not met. This was actually the first year in a while that I didn’t set any goals for myself and it feels great!

I understand you’re a busy gal and probably get lots of requests sent your way, but I want to reach out to pitch a guest blog post that I think your audience can relate to. If you’re open to this idea of a guest blog exchange, I’d love to have you as a guest blogger on my website as well and expose you to my readers.

Thanks so much for your time and I sincerely look forward to hearing back from you.

Peace,

Max

Make sure each outreach is tailored for the specific publication you’re pitching. Here are a few don’ts:

  • Don’t send the same outreach email to every platform you’re pitching, You’ll develop a poor reputation real quick.
  • Don’t write the article before hand, only write it once you’re in contact with the publication. If the publication screws you over and doesn’t publish your article, you can shop the article around to other websites or just use it in your blog/newsletter.
  • Don’t duplicate content on more than one platform as that’s a penalty in Google’s SEO algorithm.

This is a lot of work, I understand! Make sure to space out your work breaks and don’t force yourself to do this all in one evening.

3. Try to block off time in your calendar to spend 3-5 hours a week to focus on your content marketing outreach and publicity. I highly recommend you do this work yourself rather than hiring a firm to do it because this is also a great exercise in learning how to build authentic relationships and learn more about your target market which is amazing for market research.

Market research helps you in further developing the copy/design on your website and create products and services that your market is eager to consume.

Before you know it, you’ll have social proof images on your website just like I do on mine:

If you have any questions or you would like me to review your outreach template, you’re welcome to email me at max@maxdubowy.com and I can help you with your content marketing strategy needs :)

With courage and strength,

Max DuBowy, Life and Business Coach