Attaining links in the legal industry is difficult. Over the past few months, we have had some success attracting links for several of our clients via outreach to mommy bloggers.
What is a ‘mommy blog’?
It is a mother’s perspective on some topic that relates to child-raising or parenting. They originated as a way for moms to connect with one another via the internet but can become full-time jobs and companies as their popularity grows. One of the more popular mommy blogs, Scary Mommy, gets 15 million unique website visits per month, so you can see how this audience could be an important one to tap into for particular practice areas.
We developed a strategy to contact mommy blogs in order to attain links from high authority, trafficked, influenced, and local blogs.
This is how we did it.
Reaching out to mommy blogs is typically not an easy task. Over the years, they have developed a reputation of being unresponsive or asking for money for a “sponsored” guest post. We created a local, relevant page of content on our client’s page and set out to build links. Our thought was to reach out to local businesses, organizations, etc, as well as mommy blogs in the city.
Create A Useful Asset
When link-building, you need to have an asset which is useful for people to want to link to. This is especially true in legal, given the negative perception people tend to have about lawyers, as well as the negative perception they also have about link outreach. Our approach was to find local, relevant mommy bloggers who would be receptive to our content, post it to their website, and share it socially. That’s a big ask for someone we’ve never spoken to.
Build Your List
We started doing a simple Google search for mommy blogs in the city our client is located in. We came up with a list of 10-15 blogs and reviewed each blog to determine if the content they write about lined up with the asset we created for our client. (Mommy blogs can vary with content about nearly anything – religion, food, crafts, kids, things to do, life at home. Additionally, many are so big they are simply affiliates to push products/services for their advertisers.) We want their content to be similar to our asset in order to drive engagement and be relevant with the blog’s readers. The more engagement and shares on the post, the more people who will be exposed to our asset, and the more potential links we can attain.
Make The Ask
From the initial list of 10-15 mommy blogs, we found 4 which we thought were relevant to our asset. We reached out with a personalized email to each of the bloggers, from a Gmail account we set up for the client and asked them to take a look at the content piece. We asked the bloggers if they liked what we had to offer if they would be able to write a piece about the asset, or we could even write something for them to add to their website. The latter method takes a bit more time, though it also gives us control over the content, links, and doesn’t put added time/responsibility onto the mommy bloggers plate. We also were reluctant to pay for a guest post on the website since it would cost us additional money, time, and resources.
Out of the 4 mommy blogs we reached out to, 2 liked the asset enough and agreed to post a piece on their blog. That’s a 50% success rate on outreach to mommy bloggers! Simply creating an asset which is relevant, local, and useful while also conducting personalized outreach resulted in links on 2 of the 4 mommy blogs.
Although we were hesitant to initially contact mommy bloggers, it worked out well for us. Since then, we have had similar success with other asset pieces for other clients.