Online presence targeted to customers is the first reason why brands go online. When people search for a product/service to use, they want their offerings to be seen on different web places where their customers are actively participating (forums, blogs, Q&A sites, etc..).

Outreach makes this branding effort a lot easier since you only need to reach out to a few people who are influential in your niche which can speed up the process of your brand promotion (the higher is their engagement, the faster is the amplification).