In the world of content marketing, there are old and new tactics that are being used to get a product in front of a target audience. One of the old content promotion tactics that is still effective today is product reviews.
Product reviews are designed to help users learn about the advantages and disadvantages of a product, its features and how it should be used for a certain thing. It depends on the writer to determine what approach he’ll use to clearly explain the product – either he’ll compare it with similar products or plainly write about it.
In this post, I’d like to cover three tips on how you can create a good product review and use it to acquire backlinks for your site.
First off, you need to understand three things: value proposition, targeted prospecting and outreach.
Let’s first talk about value proposition.
Every product has its own value. You need to determine how your target users can benefit from your product.
Ask this question: What is the purpose of creating your content? You might think the "main" purpose is to make others’ lives better. But you need to be specific.
Let’s say you’re selling presentation tools. You probably think the purpose is to help teachers craft a visually appealing content. Once you know your purpose, it’s time to identify people who might be interested to see/use/share your review. In our above example, we identified one group – teachers/educators.
However, it’s not enough to only have one target group. You can expect more product reviews if you have a huge list of interested bloggers.
Let’s move on to the next part: targeted prospecting.
In building links to your site, you don’t want to blast out emails to random webmasters and hope that the campaign will result in a 100% response rate. You don’t want to waste time, right? So it’s important to specifically identify bloggers with a history of writing product reviews that are related to your business.
Here are some ways to find product review writers in your niche:
- Do a Google search for terms like: inurl:reviews [keyword]. You can be as specific as you want (e.g. inurl:reviews product weight loss -site:amazon.com) or use your industry as your keyword (e.g. inurl:reviews product health -site:amazon.com).
- Type in your product’s value (e.g. presentation tool) in Twitter search. Track people who are using that keyword in their status updates. See if they have blogs (look at their Twitter bios) and get them in your list of prospects.
- Identify written reviews of your competitor’s product by conducting an analysis of your competitor’s backlink profile. It will help you easily find high authoritative blogs that have product review sections and are closely related to your business.
- Create an account in Tomoson and type in your keyword in its search bar. Here you can find interested writers who’ll cover your product on their blogs in exchange for giveaways.
Once you have a huge list of targeted bloggers, it’s time to reach out to them and get them to cover your content.
This is the most interesting part in this link building tactic since it is where you actually get the results that you want – exposure and links.
In outreach, you have to create a personalized and beneficial email template. What I mean by beneficial is that it must offer something that is valuable to the end-receiver.
Here’s an email template from Cameron Chapman that you can use in pitching webmasters for product reviews:
- I just read your post on [topic] and thought you made some really great points. I especially liked your take on [whatever part you liked]. If you have a chance, I’d love it if you’d take a look at [my product]. I think it might be of interest to your readers. Thanks!
- I’ve been a long-time reader of your blog (you might remember me from some of the comments I’ve left), and just wanted to give you a heads up about my new project, [project name/link]. I’m looking for help getting the word out about it, and would appreciate any mention you can make, either on your blog or elsewhere. Thanks!
- I just read your post on [topic] and it reminded me of a post I wrote [or read] on the same subject at [blog name]. My company, [company name] focuses on just that subject, and I thought your readers might be interested in a review if you had a chance. Here’s a link to our media page if you’re interested: [link]. Let me know if I can give you any more information or help out in any way.
Always think about the value/benefit your users will get from your product. It’s easy to promote an offer when it solves one particular problem, which in turn can get people to naturally share it with their followers.
Venchito Tampon owns a link development agency based in Manila, Philippines that provides high quality link building services to SMBs and enterprises. He is the author of the link building blog, DigitalPhilippines.net. Get in touch with him at @venchito14 or venchitotampon [at] gmail [dot] com. Venchito's last article for SEMrush was, "How to Create and Build Links to Resource Pages."