How to Use HARO to Grow Your Brand with Expert Pitches
In today's competitive digital landscape, getting your brand noticed and building trust with your audience is crucial. One of the most powerful tools you can use to achieve this is HARO (Help a Reporter Out).
HARO is a platform that connects journalists, bloggers, and other media professionals with expert sources. By effectively using HARO, you can position your brand as an authority in your field, get media mentions, and even improve your website’s SEO.
This guide will walk you through how to use HARO to grow your brand by crafting expert pitches, best practices, and the mistakes to avoid. Let’s dive in and explore how HARO can be a game-changer for your business.
What is HARO?
HARO (Help a Reporter Out) is an online platform that connects journalists and media professionals with individuals who can offer expert insights on specific topics. Reporters send out queries looking for expert commentary, quotes, or information, and anyone who qualifies can respond to these queries. The platform is free to use and is an excellent resource for gaining media exposure.
HARO sends out daily email newsletters with a list of media queries in various industries, from health and technology to finance and business. These emails include requests from journalists who are seeking expert opinions, which means it’s a golden opportunity for your brand to be quoted in top-tier publications.
The process is simple: you register on HARO, receive daily queries, and respond with well-crafted expert pitches. If your pitch gets picked, you might be quoted or featured in an article, blog, or news story.
How Does HARO Work?
HARO works by sending out three daily emails—morning, afternoon, and evening—filled with media queries. These emails include requests from journalists, bloggers, podcasters, and other media outlets looking for sources on specific topics.
Each query comes with a brief description of the topic, the type of expert the journalist is seeking, and a deadline for submitting your response. You can then browse through the queries and respond to those that are most relevant to your expertise. When responding, you need to provide insightful, value-driven answers to increase the chances of your pitch getting selected.
Once your pitch is picked, the reporter may quote you in their article or blog post. It’s a fantastic way to gain media exposure without spending money on traditional advertising or press releases.
The Benefits of Using HARO for Brand Growth
1. Builds Brand Authority
One of the biggest advantages of HARO is its ability to build your brand’s authority. When your company is quoted in respected media outlets, your brand gains credibility in the eyes of your audience. Being featured in a major publication or website provides social proof that your company is trusted by experts in the field.
By consistently responding to HARO queries and getting quoted by reputable journalists, you can establish your brand as an expert in your industry. This type of media exposure is highly valuable and can help you earn the trust of your potential customers.
2. Increases Exposure
HARO offers incredible exposure opportunities for your brand. Being quoted in high-traffic publications, blogs, or podcasts means you are introducing your brand to a much larger audience. Not only does this increase brand visibility, but it also drives more traffic to your website.
A single mention in a respected media outlet can attract new customers and leads who might not have heard about your brand otherwise.
3. Boosts SEO
When your brand gets mentioned on high-authority websites, you often get backlinks to your site. These backlinks are a major factor in improving your website’s search engine ranking. The more high-quality backlinks you get, the more likely your website will rank higher on search engines like Google.
HARO can be an excellent tool for boosting your SEO efforts. Each mention and backlink strengthens your brand’s online presence and helps your website rank higher in search results, leading to more organic traffic.
4. Cost-Effective
Unlike traditional advertising or hiring a PR firm, HARO is a free platform to use. You don’t have to pay to respond to queries or get media exposure. This makes it an incredibly cost-effective way to gain brand recognition and grow your business.
For small businesses or startups with limited marketing budgets, HARO offers a chance to gain media coverage without spending money on expensive press releases, ads, or sponsorships.
How to Craft an Expert Pitch on HARO
To succeed with HARO, it’s important to craft expert pitches that stand out and grab the attention of journalists. Here’s how to create compelling pitches that increase your chances of being selected:
1. Research the Query
Before you start writing your pitch, take the time to read the journalist’s query carefully. Make sure you understand the topic they are looking for commentary on and ensure that your expertise aligns with the request.
This step is crucial. If your response is not relevant to the journalist’s query, your pitch will be ignored. Take note of the type of expert they are seeking, whether it’s a business owner, healthcare professional, or tech expert. Tailor your pitch accordingly.
2. Craft a Compelling Subject Line
Your subject line is the first thing the journalist will see when reviewing your pitch. It should be clear, concise, and grab their attention. A good subject line should indicate that you are responding to their specific query and offer a value proposition.
For example, if the query is about “How to Boost Productivity in Remote Teams,” a subject line like “Expert Tips on Improving Remote Team Productivity” is more likely to get noticed than a generic “Remote Team Tips.”
3. Provide Value
When writing your pitch, focus on providing value to the journalist. Your response should be informative, insightful, and to the point. Journalists receive hundreds of pitches daily, so it’s essential to make yours stand out by offering unique and actionable insights.
Be concise and avoid long-winded explanations. Stick to the main points and make sure your response answers the journalist’s query directly.
4. Highlight Your Expertise
In your pitch, clearly highlight why you are an expert on the subject. Include any credentials, professional experience, or notable achievements that demonstrate your authority on the topic. If you’ve worked with well-known brands or have been quoted in the media before, mention that as well.
For example, instead of just saying, “I am a business owner,” you might write, “I’ve been a small business owner for 10 years, and I’ve helped over 50 startups grow their online presence.”
5. Personalize Your Response
Personalization is key. Avoid sending generic pitches. Address the journalist by name, reference their query directly, and explain why your expertise is a good fit for their story. A personalized pitch shows that you have taken the time to read their query and that you are genuinely interested in providing value.
6. Proof of Value
Including data, case studies, or examples can strengthen your pitch. If you can provide specific evidence that supports your claims, it will make your pitch more convincing. For example, if you are offering productivity tips, you could include statistics or examples of companies that successfully implemented those tips.
Best Practices for Using HARO Effectively
To make the most out of HARO, it’s important to follow best practices. Here are some key tips to keep in mind:
1. Consistency is Key
Consistency is essential when using HARO. Respond to relevant queries every day, and make it a part of your daily routine. The more you pitch, the more opportunities you will have to be quoted.
Many journalists are looking for experts on a variety of topics, so staying consistent with your HARO responses increases your chances of being selected. Set aside a specific time each day to go through the queries and respond to the ones that are relevant to your brand.
2. Be Timely
Journalists often work with tight deadlines, so it’s important to respond to queries as quickly as possible. HARO provides a deadline for each query, and it’s crucial that you meet or beat that deadline.
Responding late means your pitch might be overlooked, so don’t hesitate—send your pitch as soon as possible!
3. Focus on Quality, Not Quantity
It’s better to send a few high-quality, tailored pitches than to send out numerous generic responses. Make sure that your pitch directly addresses the journalist’s query and provides real value.
Journalists appreciate well-crafted, thoughtful responses over generic ones. By focusing on quality, you increase your chances of being selected.
4. Monitor Your Brand Mentions
Once your pitch is picked up and your brand is quoted, be sure to monitor how your brand is being mentioned. Set up Google Alerts or use media monitoring tools to track mentions of your name, company, or products.
This will help you gauge the effectiveness of your HARO efforts and identify new opportunities to engage with the media.
Avoiding Common Mistakes When Using HARO
While HARO is a powerful tool, there are a few common mistakes that brands make. Here’s what to avoid:
1. Sending Generic Responses
A generic response won’t stand out in a crowded inbox. Always tailor your pitch to the specific query and personalize it. Journalists can easily spot a generic pitch, and it’s unlikely to get selected.
2. Overpitching
While it’s important to be consistent, don’t overpitch. Respond only to queries that are relevant to your expertise. Sending irrelevant pitches can annoy journalists and harm your chances of being selected in the future.
3. Ignoring Follow-Up Opportunities
Once you’ve been quoted or featured, don’t forget to follow up with the journalist. Building a relationship with journalists can lead to future opportunities. Thank them for the mention and offer additional insights for future stories.
4. Lack of Professionalism
Even though HARO is an informal platform, always maintain professionalism in your pitches. Avoid overly casual language or a sales-driven tone. Journalists are looking for genuine experts who can provide valuable insights.
How to Track Results and Measure HARO’s Effectiveness
Tracking your results and measuring the effectiveness of your HARO efforts is essential for ongoing success. Here’s how you can track your progress:
1. Tracking Mentions
Use Google Alerts or a media monitoring tool to track mentions of your brand. These tools will notify you whenever your company is mentioned in a HARO response that gets published.
2. Analyzing SEO Benefits
To evaluate the SEO impact of your HARO mentions, check how your website’s search engine ranking improves after getting quoted in major publications. Tools like Google Analytics can help you track referral traffic from these backlinks.
3. Evaluating Brand Sentiment
Pay attention to how your brand is being discussed in the media. Positive mentions can improve brand sentiment and help you better understand your audience’s perception of your company.
Conclusion
Using HARO is a highly effective way to grow your brand through expert pitches. By consistently responding to media queries, crafting valuable pitches, and following best practices, you can gain media exposure, build brand authority, and boost your website’s SEO.
Take the time to personalize your responses, highlight your expertise, and focus on quality over quantity. By doing so, you’ll improve your chances of being quoted in respected media outlets and growing your brand in the process.