The key element of brand ambassadors lies in their ability to use promotional strategies that will strengthen the customer-product/service relationship and influence a large audience to buy and consume more.
Predominantly, a brand ambassador is known as a positive spokesperson, an opinion leader or a community influencer, appointed as an internal or external agent to boost product/service sales and create brand awareness.
Today, brand ambassador as a term has expanded beyond celebrity branding to self branding or personal brand management.
Professional figures such as good-will and non-profit ambassadors, promotional models, testimonials and brand advocates have formed as an extension of the same concept, taking into account the requirements of every company.
Influencer marketing, (also Influence Marketing) is a form of marketing that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.
Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, professional advisers, and so on)
Risk Analysis
How to control social media ‘bush fires’ to protect your brand
Prior to the digital social media era, brands could control most marketing and communications channels.
Marketers could determine which messages were conveyed, to whom, where and when, thus ensuring their precious brand image was preserved intact.
Enter social media - the tinder to set fire to a previously dry marketing environment.
Social media’s power and reach deliver real power to consumers
Social media lets consumers refer, recommend, vote, score and comment positively or negatively on anything they feel or experience about a product or service.
A particularly big dose of fuel is added to the 'brand communications bush fire' by social media’s interactive real-time capacity to broadcast messages. Reach is potentially unlimited, extending through compelling multi-media formats, such as pictures and videos ‘taken on the go’ with smartphones.
Brands must be more open, honest and transparent
On social networks, attempting to hide or disguise important consumer issues, for example, service quality, is only likely to fan the flames of discontent.
Fearing loss of control, many organisations are holding back on social media adoption; either because they once had their hands burnt or someone else in their industry did. There are lots of examples.
There is a solution. Let’s face it, there has to be. No organisation can dig in and hope social media will blow over.
Unlike most marketing channels, social media initiatives call for a risk assessment. For most marketing practitioners, marketing risk assessment won’t have been covered by any marketing course curriculum.
Well, it’s time to learn a new skill and process…………..
How to carry out a social media risk analysis
Social media risk assessment is about how to analyse the potential negative consequences of a marketing initiative and handle a potential flare up about your organisation.
If you already understand marketing is a science, in particular, a social science, then you will buy into the following few broad principles that need to be adhered to:
- Remember you are now dealing with individuals, not markets.
- Test social media initiatives on real people (not sample groups) by asking for their reaction before running the campaign – take care in gauging their reactions.
- Understand what motivates users to participate in online social communities and think through the reactions you are likely to get – create scenario plans.
- Check your initiative builds on-going engagement and isn’t just another marketing campaign (playing to social media’s real strengths as a medium).
- Check you are being open, honest and transparent.
- Never be corporate or official in your responses to negative posts.
- Assign skilled resources and technologies to monitor social discourse.
Making sure the social media fires you ignite set people alight with enthusiasm for your brand, rather than inciting them to burn down your headquarters, requires marketers to adopt new specialist skills; risk assessment and damage limitation are two vital skills to create successful social media marketing and communications.
#McFail! McDonalds' Twitter promotion backfires as users hijack #McDstories hashtag to share fast food horror stories
They certainly don't seem to be lovin’ it.
The Big Mac has come under attack, after McDonald's became the subject of an outburst of vitriolic hatred on Twitter when critics hijacked a promotional hash-tag created by the fast-food giant.
Opponents accused the burger franchise of making customers vomit, serving pig meat from gestation crates and dishing up a burger containing a finger nail.
One fierce critic claimed he would rather eat his own diarrhea than visit the famous Golden Arches.
Attack on the Big Mac: McDonalds has become the subject of an outburst of vitriolic hatred on Twitter after users hijacked a promotional hashtag created by the fast-food giant
Jumping on the social media bandwagon, McDonald's last week launched a campaign featuring paid-for tweets, which would appear at the top of search results.
An initial hashtag #MeetTheFarmers, meant to promote the corporation’s guarantee of fresh produce, concentrated on wholesome stories about farmers.
Hijacked: The global chain sent out two tweets with the more general hash-tag #McDStories
Slanging match: The fast food restaurant faced all kind of accusations from unsatisfied customers
Eating out: One user claimed to have chipped a tooth while another said she had been hospitalised for food poisoning as a result of eating there
Weight loss: One customer claimed he lost 50 lb after leaving
Pigging out: One user claimed that McDonald's use pig meat from gestation crates
Some marketing whizzkid proclaimed: 'When u make something w/pride, people can taste it,' - McD potato supplier #McDStories http://t.co/HaPM5G9F'
But within minutes the tweets began to go radically off message, as the hash-tag took on a life of its own.
Detractors seized on #McDStories as an opportunity to document their alleged horror stories at the Golden Arches.
Swinging off-message: Detractors seized on #McDStories to document their horror stories at the Golden Arches
@jfsmith23 wrote: 'Watching a classmate projectile vomit his food all over the restaurant during a 6th grade trip. #McDStories'
One of the worst was @MuzzaFuzza who wrote 'I haven’t been to McDonalds in years, because I’d rather eat my own diarrhea.'
Followers chimed in including @nelo_taylor who wrote: 'These #McDStories never get old, kinda like a box of McDonald's 10 piece'
Social media director Rick Wion told paidcontent.org: ‘Within an hour, we saw that it wasn’t going as planned,
‘It was negative enough that we set about a change of course.’
However the campaign wasn't a complete failure.
The #meetthefarmers hashtag, which escaped the battering, stimulating mostly positive tweets, has stayed put.
One of the keys to successful social media crisis mitigation is pre-crisis planning. This is lifeguard mode, and there are four elements of it.
Buy Some Binoculars
It’s hard to deal with a crisis you can’t find. You need some sort of social media listening software in your organization. See this post on the 5 Categories of Social Media Software for some options.
It’s hard to deal with a crisis you can’t find. You need some sort of social media listening software in your organization. See this post on the 5 Categories of Social Media Software for some options.
Set a Listening Protocol
That software, however, is only good as its operator. You must have a listening protocol in your organization. Who is listening to the social Web? When are they listening? For what are they listening? Who is covering nights and weekends?
That software, however, is only good as its operator. You must have a listening protocol in your organization. Who is listening to the social Web? When are they listening? For what are they listening? Who is covering nights and weekends?
Know What Is and What Is Not a Crisis
Somebody sending a mean tweet about your company doesn’t constitute a crisis.There are three characteristics of a true social media crisis. If these three happen, you’re in crisis mode.
Somebody sending a mean tweet about your company doesn’t constitute a crisis.There are three characteristics of a true social media crisis. If these three happen, you’re in crisis mode.
- A social media crisis has information asymmetry. When the company does not know any more than the public about what’s going on. When your plane lands in the Hudson River, and you start seeing Twit Pics of it, that’s information asymmetry – the first sign of a social media crisis.
- A social media crisis is a decisive change from the norm. Nike (and now Apple) are routinely criticized for labor practices. Social chatter about that is ongoing and expected, however. That’s not a crisis. When a markedly different line of criticism occurs, that’s the second sign of a social media crisis.
- A social media crisis has a potentially material impact on the company overall. Somebody tweeting that Subway left mustard off their sandwich isn’t a crisis. A gunman at a Subway is. Scope and scale is the theirs sign of a social media crisis.
Use an Internal Alert and Response FlowchartNot all crises have the same response teams. The more acute the issue, the more senior the responder. Create a crisis flowchart that specifies who in your organization should be contacted in different scenarios. Make certain that your front lines social media and customer service personnel keep detailed, up-to-date contact information (including home phone) for all executives.
This is also where – depending on the size and complexity of your organization – you may want to work with legal to map out some processes and pre-approved messaging. Crisis role-playing and fire drills are exceptionally useful, too.
You’ve completed your lifeguard training. Now what happens when a crisis occurs?
In Case of Overwhelming Negativity, Break Glass
Here are the 8 steps to successfully managing a social media crisis.
1. Acknowledge
Your first response should always be “yes, we realize something has happened” even if you have ZERO answers. This will stem the tide of “hey company, did you know?” messages.
Your first response should always be “yes, we realize something has happened” even if you have ZERO answers. This will stem the tide of “hey company, did you know?” messages.
2. Fight Social Media Fire With Social Media WaterOnce you have some information, you should respond first in the venue where the crisis first broke. If the crisis initiated on Facebook, respond first on Facebook. Then circle around and respond in other venue that have picked up on the crisis.
Kellogg’s failed on this point in April, 2012 during a Facebook-fueled crisis about the soy ingredients of their Kashi brand. Kashi responded to the crisis with a YouTube video, which got no traction whatsoever. A live, streaming video response on their Facebook page would have been a much better balm.
You never know where a crisis will break, however, so you must have presences in every social outpost, even if you’re not routinely participating there. For example, are you ready for a Pinterest crisis? It could happen.
It probably goes without saying, but speed matters. What we ask our clients at Convince & Convert is simple, yet difficult. “Can you get a video online from your CEO within 4 hours, any time of the day or night, from anywhere in the world?” If the answer is no, you aren’t fully prepared.
3. Be Sorry
America is the land of forgiveness. We’ve forgiven Mike Tyson, Bill Clinton, Exxon, Tylenol, and a rogue’s gallery of corporate and individual miscreants and near do wells. You’ll be forgiven too, if you say you’re sorry and mean it.
America is the land of forgiveness. We’ve forgiven Mike Tyson, Bill Clinton, Exxon, Tylenol, and a rogue’s gallery of corporate and individual miscreants and near do wells. You’ll be forgiven too, if you say you’re sorry and mean it.
4. Create a Crisis FAQ
Create a Web page or microsite and put all the information about the crisis in one place. This allows you to respond to questions with a link instead of an answer. This saves times and prevents misinterpretation of your responses (especially on Twitter).
Create a Web page or microsite and put all the information about the crisis in one place. This allows you to respond to questions with a link instead of an answer. This saves times and prevents misinterpretation of your responses (especially on Twitter).
This Crisis FAQ should include:
- Acknowledgement of the crisis
- Details about the occurrence
- Photos or videos, if available
- How the company found out
- Who was alerted, when, and how
- Specific actions taken in response
- Real or potential effects
- Steps taken to prevent future occurrence
- Contact information for real people at the company
5. Build a Pressure Relief Valve
This may be counterintuitive, but you WANT people to vent on a venue you control. Whether it’s your Facebook page, blog, forum, or comments section on your Crisis FAQ microsite, you want ire to accumulate on your turf. There are four benefits to this approach:
This may be counterintuitive, but you WANT people to vent on a venue you control. Whether it’s your Facebook page, blog, forum, or comments section on your Crisis FAQ microsite, you want ire to accumulate on your turf. There are four benefits to this approach:
- It allows you to keep more of the conversations about the crisis in a single venue, making them easier to track.
- It’s an early warning detection system for new dimensions of the crisis.
- It gives your customers an official place to come to your defense (sometimes).
- When your turf is the conversational boxing ring, you set the rules.
If you do not proactively provide a pressure relief valve, complainants will create their own, giving you no recourse or control whatsoever.
To their credit, Penn State University used their Facebook wall as a pressure relief valve during the height of the Jerry Sandusky scandal, allowing hundreds of angry comments to be posted. But, because it was on their Facebook page, they could see, find, moderate (as necessary), and answer back. Smart.
6. Know When to Take it Offline
Social media crisis management isn’t about winning, it’s about damage control. Some people will be angry enough that you’re not going to convince them of anything.
Social media crisis management isn’t about winning, it’s about damage control. Some people will be angry enough that you’re not going to convince them of anything.
Do not get in an online tit for tat, ever (and certainly not in a crisis scenario).Keyboards embolden us all, and sometimes the best course of action is to offer your phone number or email address, and encourage the troll to contact you that way. Will it take the kettle off boil? Sometimes, but even if it doesn’t the rest of the community sees that you went the extra mile and provided an olive branch. That matters. Crisis management is a spectator sport.
Remember the rule of 3. Never send a third reply. A third reply is an argument, not an answer. On the third reply, you take it offline.
7. Arm Your Army
We know where everyone works, because it’s listed on their Facebook and Linkedin profiles. If you wanted more information about the Kashi crisis, would you call their corporate communications department and wait on hold, or would you go to Linkedin and find ANYONE at Kellogg’s to whom you had a connection. Bingo! Call centers and waiting on hold is for suckers, and every employee is a potential spokesperson.
We know where everyone works, because it’s listed on their Facebook and Linkedin profiles. If you wanted more information about the Kashi crisis, would you call their corporate communications department and wait on hold, or would you go to Linkedin and find ANYONE at Kellogg’s to whom you had a connection. Bingo! Call centers and waiting on hold is for suckers, and every employee is a potential spokesperson.
That’s why it’s imperative that you keep ALL employees informed about the crisis.Whether it’s email, text message, internal blog, Yammer (or similar) you must keep your employees at least as knowledgeable as the public.
8. Learn Your Lessons
After the crisis subsides, and you’ve dried the tears off your laptop, reconstruct and deconstruct the crisis. Document every facet:
After the crisis subsides, and you’ve dried the tears off your laptop, reconstruct and deconstruct the crisis. Document every facet:
- Make copies of all tweets, status updates, blog comments, etc.
- Make copies of all emails
- Analyze website traffic patterns
- Analyze search volume patterns
- Where did the crisis break, and when? Where did it spread, and how?
- How did your internal notification work?
- How did your response protocol work?
- Did specific customers rise to your defense? (thank them!)
- Were your employees informed?
- How did the online crisis intersect with offline coverage (if any)
Hashtags
Why use hashtags?
There are a number of reasons why you want to use hashtags in social media.
Hashtags help you get found by your target audience. Many people do research by searching on specific hashtags. By using the hashtags that are of interest to your ideal customer, you can increase the chances of being found.
Hashtags improve your clickthrough rates. According to research from Buddy Media, tweets with hashtags receive twice as much engagement as those that don’t. Put another way, you can double your engagement and increase clickthrough rates by including hashtags. Interestingly, there does seem to be an upper limit. Tweets with more than two hashtags saw engagement drop by 17%. Perhaps because too many hashtags look spammy. This research is for Twitter; there doesn’t seem to be the same bias on Instagram.
Once you’ve started using Twitter, it won’t take long before you come across what’s known as a hashtag. That’s when you see something in a tweet that has a # prefix. (The # is a hash symbol, hence the term hash tag or, more commonly now, hashtag.)
For example, if you’ve seen tweets related to the recent typhoon that has devastated the Philippines, you may have noticed some of them had #Haiyan in them.
When I first saw them, it took me a while to wrap my head around what the purpose of this thing was. But, once I “got it,” I realized it’s not as complicated as it seems.
A hashtag is simply a way for people to search for tweets that have a common topic. For example, if you type #Gravity (or #gravity or #GraVItY, because it’s not case-sensitive) into the Search Twitter box at the top of any Twitter page and hit Enter, you’ll get a list of tweets related to the movie. What you won’t get are tweets that say “Who discovered gravity?” because “gravity” isn’t preceded by the hashtag.
A hashtag is simply a way for people to search for tweets that have a common topic. For example, if you type #Gravity (or #gravity or #GraVItY, because it’s not case-sensitive) into the Search Twitter box at the top of any Twitter page and hit Enter, you’ll get a list of tweets related to the movie. What you won’t get are tweets that say “Who discovered gravity?” because “gravity” isn’t preceded by the hashtag.
Note: Your search results will give you three options for filtering the list. The default is Top. I’m not sure how they decide what counts as top, although I imagine it has to do with the number of followers a tweeter has or the number of times the tweet has been retweeted. You can also show a list of All tweets with that search term or only those from people you follow.
The good thing about the hashtag is that if someone wrote a tweet without putting the word Gravity in the main message, it will still show up in your search because of the tag. Eg. “Just saw this year’s best picture. #Gravity”
The flip side is that if you search using the tag, and someone wrote a tweet about the movie without including it, that tweet may not show up in your results, even if Gravity appears in the text. Eg. “Who thinks Gravity will win Best Picture this year?” (Sometimes it does, but not always.)
In a way, hashtags allow you to create communities of people interested in the same topic by making it easier for them to find and share info related to it.
What is RSS?
RSS (Rich Site Summary) is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it.
Why RSS? Benefits and Reasons for using RSS
RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually. You ensure your privacy, by not needing to join each site's email newsletter. The number of sites offering RSS feeds is growing rapidly and includes big names like Yahoo News.
What is a link building campaign?
What is a link building campaign?
A link building campaign is the process of actively trying to increase links to your website, usually accompanied by some kind of overarching objective. It will use assets belonging to the website in order to acquire those links, and an asset can be anything from content and news to products and services.
Structuring a link building campaign
There are various components of a link building campaign; some will be crucial to success and others will be helpful but not necessarily essential. Much will depend on a combination of your available assets and resources.
Setting goals
Link building is a form of online marketing, and with any form of marketing you should start with goals. Knowing the goals of your campaign right at the start helps to ensure that you create a strategy that gives you the best possible chance of success. You also need to ensure that the goals of your link building campaign tie in closely with the overall goals of your business. For example, "build 10 links" is not a good goal to hit if building 10 links does not have any impact on the overall success of the business.
Here, we encounter a slight issue. We learned earlier that links are a strong part of the search engine ranking algorithms. So, wouldn't hitting a goal of more links help with rankings? Helping with rankings helps drive more traffic and this helps bring more customers, right? All of this is true, but the problem is that it can sometimes take time for the links you've built to start having an overall positive effect on rankings. It isn't as simple as build links one day and see improvements the next. This is particularly true in competitive industries.
This poses a problem for SEOs because it can be hard to show that a link building campaign is successful, even if it hits certain goals.
For this reason, it is very important to not only set realistic goals, but to make sure that the goals you set are more intelligent than "build x links." The goals need to tie into real organizational goals and ultimately have a positive impact on the bottom line of your business. For example, you may want to increase organic search traffic in order to drive more sales. At the same time, you need to educate those around you that SEO and link building doesn't succeed overnight and that results are not instantaneous. Like any good marketing, the focus should be on long-term gains, not overnight quick-wins.
Finding your assets
At the heart of any link building campaign is the asset that you're going to use in order to attract and earn links. This can also be known as the "hook" that will make people care about what you have to offer, and will entice them into linking to you. Assets will vary from business to business and you need to identify which assets your business has that will be of interest to others and can be used in link building.
Examples of assets may be
Content
Data
Products
Services
People
One other asset that black-hat SEOs still use is money. Obviously, all assets will probably require an investment of some kind, but these SEOs approach link acquisition as a pure cash transaction. Buying links is strictly against Google's guidelines, and if a website is caught engaging in this practice, it can mean a heavy penalty and loss of traffic. Buying links is risky and usually the risks will outweigh the potential loss, so we strongly recommend against it.
You'll also need to make sure that the assets you create are relevant to the audience you'd like to attract. Aleyda Solis put together an in-depth walkthrough that's worth a look.
What types of links you need
When defining the strategy for your link building campaign, you will need to think about the types of links you need to get. There are various types to consider:
Links to your homepage
Links to "deep" pages (such as product or category pages)
Links containing your brand / company name
Links containing the keywords you're targeting
Additionally, there are combinations of the above, such as a branded link to a deep page. Identifying what types of links you need will start with a detailed link analysis of your current website as well as a look at how you rank for certain keywords in comparison to your competitors. You can use Open Site Explorer to run this kind of analysis and see what your link profile currently looks like.
The analysis will show you opportunities for improvement. For example, you may see that you're not ranking for one of your main keywords. After doing some link analysis, you find that you have no links pointing to your website that contain this keyword, or, you find that the most relevant deep page has no links at all pointing at it. If you identify something like this, you have a tangible problem that you can work to resolve. In this case, it may mean that your strategy includes trying to build links to the deep page that currently doesn't have any links and doesn't rank for your target keywords.
Finding link targets
The first thing you need to think about is what types of people you should contact, as you want to make sure that you are contacting people who are likely to be interested in your content. If you contact people randomly, your response rate will be a lot lower, and you're likely to give yourself and your website a bad reputation.
Ideally, before you actually start a link building campaign, you should have a rough idea of who you think will care about what you're doing. If you create a piece of content that you want links to, such as an infographic, you should ask yourself right at the start of the process who will care about it. More importantly, who will care enough to actually link to it?
This last bit is crucial. While you may find it quite easy to get people look at your content, it is a whole new level of engagement for them to actually link to it. Linking to something requires a bit of effort and time, so you need to make someone care enough for them to not mind doing this. The barrier for getting your content shared on social networks is much lower. More people have a Twitter or Facebook account than a website or blog, making it easier for them to share.
So how do you make people care enough to link?
You need to find a hook that makes people care. You need to work this hook into your content right from the start. If you put off creating your hook until the moment you begin your outreach, you may discover that no one cares about the point of your content, the result being that you will have devoted a lot of time to crafting content no one wants to link to.
Some hooks that you can think about may be:
News
Funny
Controversial
Data visualisation
Competition
Ego-bait
Long-form, detailed content
There are lots of hooks, but the ones above should at least get you thinking about what you can offer to people that will make them link to you.
A simple exercise you can do here is to go to your Facebook feed and see what links people are sharing. Note down what characteristics each link has and try to find patterns. Chances are that links shared on Facebook are funny, because many people use this platform for personal stuff and may not share more serious stuff there, with the exception of big news or controversial topics. Now go and take a look at your Twitter feed, note down which types of links are being shared there and ask yourself why. You may find that more long-form, informative content is shared on Twitter than on Facebook.
Identifying your target audience for links
Once you have your idea mapped out, it shouldn't be too hard to find out who will fall within your target audience. Generally, you just need to brainstorm subjects related to your content. Let's take a look at an example.
Imagine you are putting together a piece of content entitled, The Definitive Guide to Baking the Perfect Cupcakes. You are producing this content because you own a local bakery which sells cupcakes as well as lots of other lovely things
Who would be interested in this guide?
Food bloggers: the obvious choice!
Parent bloggers: they may want to teach their kids how to make cupcakes and your guide will show them how to do this
Recipe websites: because your guide will contain lots of great recipes for different types of cupcakes
Party websites: no party is complete without a plate of cupcakes
With just a minute or two of thinking, we've easily come up with four types of websites that may be interested in our cupcake guide. Now we can start researching these in more detail to get a better idea of whether or not we stand a good chance of getting a link from them.
Techniques for finding link targets
In this section I will outline a few simple techniques that you can use to turn your idea of "food bloggers" into a full list of websites that you can contact.
Find lists of bloggers
By far the most simple place to start is a search on Google like this:
This single search gave me lots and lots of great lists to search through. The big advantage of using this technique is that someone else has already done the hard work for you by curating the list.
Once you've found a list like this, you can quickly grab all of the URLs from the page using a tool like Scraper, which is a Google Chrome plugin. You simply right click on one of the URLs and click on "Scrape similar:"
You can then copy the list into Google Docs or your own spreadsheet. From here, you can copy and paste all the URLs into a tool like URL opener, which will open all the URLs for you with one click. You can then go through them all, find out if they're relevant to your content, and if so, find their contact details.
Find bloggers on Twitter
Followerwonk is a fantastic tool from Moz. It allows you to do all kinds of cool stuff with your Twitter account, but the feature that we're interested in allows you to search Twitter bios. We are going to search it for "cupcake blogger" to see if we can find anyone on Twitter who mentioned "cupcake blogger" in their bio:
You can select more options such as number of followers and location, but for now we want to keep the search quite broad. This search resulted in 12 people on Twitter being found:
You can then download these results into a spreadsheet which makes them easier to sort through. It will also tell us if they have a website or not:
It turns out that from these 12 results, we find 8 unique websites:
Not a bad result for a few minutes' work! These are also super-relevant to our content, so we know that we have a good chance of getting a link or, at the very least, getting some good feedback from the blogger.
Advanced search queries
There are a number of ways to search Google that are not immediately obvious to us as users. We are accustomed to searching for strings of keywords and this is how 99% of Google users search too. But, there is a set of search tools available to us that can make our results a lot more focused and specific to what we need.
For link building, this means we can filter out websites that may not be useful for us and spend our time looking through ones that are. Here are a few examples using different advanced searches:
Notice the "inurl:resources" bit? This tells Google to only show results that have the word "resources" within the URL. Here is an example of one result that Google gives us:http://cupcake-underground.blogspot.com/p/resources.html
This is a good potential link target, because your definitive guide to cupcakes is a resource that could be of interest to visitors to a cupcake blog. Therefore, contacting the owner of this blog and asking them to list your guide as a resource could result in a link for you.
Let's take a look at another example:
We have combined two advanced searches here. First, we used the "intitle:resources" modifier, which tells Google to only show results that have the word "resources" within the page title. This is useful because sometimes the word may not be used in the URL, so our previous advanced search (with inurl:) would not find them.
We have also used quotation marks around the word cupcakes. This tells Google to only return results than mention cupcakes on the page. This is useful in this case because searching for food blogger would probably be a bit too broad and we'd have to dig through a lot of websites that may not be relevant to the topic of cupcakes.
Now you have three solid methods for finding relevant link targets and, at this point, you will probably have a nice big list of them in a spreadsheet. But, we need to do a bit more work before contacting the site owners.
Finding out more about the personas we're targeting
If you want to have a high response rate with your outreach, you need to spend a bit of time making sure that the websites you've found are as relevant as possible.
You can do this by spending time learning about your target bloggers, Visit their websites, read through their content, try to get a feel for what they like and what they don't like. Take a look through their social networks, such as Twitter, to see what links they have shared recently.
In particular, pay close attention to whether or not they share other people's content or if they only promote their own. Ideally, you want to find some evidence of them sharing external resources, because that's what you'll be asking them to do.
As you go through each website, make some notes about what they've shared and what interests them. This is crucial because you'll need this information later when you contact them. Otherwise, you'll just be sending them them a generic, templated email that won't be personalised to them at all.
A nice little trick you can use here is to put the blog's URL into a tool like TagCrowd which will analyze the content of the page and show you which words are mentioned the most.
Finding contact details
Once you've decided that the blog is within your target audience and seems relevant, you'll need to find contact details. This is usually pretty straightforward, but here are a few tips that may speed things up a little.
Check the header and footer first
Most of the time, you will find a link to a contact page in the header or the footer of a website, so check these areas first. If you can't see a contact page, try an "about" page which often list contact details.
Install ToutApp for Google Chrome
ToutApp is a small Google Chrome plugin that will actively try and find an email addresses on a page for you. When it has found one, it will be highlighted in your Chrome toolbar and you can click on it to find the email address.
Prioritising link targets
By this point, you probably have a big list of link targets, and you need to prioritise them and group them into buckets so that you can customize your message to them with greatest efficiency.
There are a few ways to prioritize link targets for outreach:
By domain metrics, i.e., PageRank, Domain Authority
By blogger influence, i.e., number of Twitter followers
By the likelihood of linking, i.e., a cupcake blogger vs. a generic food blogger
Let's look at these in more detail.
Domain metrics
We'll talk in detail about domain metrics in Chapter 5. For now, all you need to know is that these metrics can measure the value of link targets just as well as they can measure the value of individual links.
There are two main domain metrics to use when filtering and sorting your link targets: PageRank and Domain Authority. You could, of course, gather the domain metrics for each website one by one, but that would take far more time; there are tools available that let you gather the data in bulk.
You can get the PageRank for your targets using Excel and theSEO Tools for Excel plugin.
You can also get Domain Authority into your Excel spreadsheet by using the Links API plugin by SEOgadget.
Once you have these metrics, you can do a simple sort in Excel from highest to lowest and, if you choose, you can remove link targets that do not have high enough domain metrics. This particularly helps if you have a very large set of websites and you don't feel that you have the time to contact them all. I tend to sort by PageRank first and get rid of anything that is below a score of 1. If I have a very large set of results, I may also get rid of anything below a score of 2.
I then sort by Domain Authority and will generally get rid of anything below DA30 or DA35, if I have a very big list. This isn't an exact science, however, because a new website that may be very good and relevant may not have accumulated enough PageRank or Domain Authority yet. However, if you have a large list of potential link targets, you do want to be quite aggressive in narrowing it down so that you have a good quality set of remaining websites to work with.
Blogger influence
A crucial part of getting as many visitors to your content as possible is getting influential people to share it. Getting just one influential person to share your content can lead to a big ripple effect, as lots of their followers will also share it. So, even if a blogger doesn't appear to be associated with a particularly strong domain, don't discount them before you've checked to see how influential they are on social networks.
Again, you can simply go to their social profiles one by one to find out how many followers they have, etc. Remember that we used Followerwonk to search for potential people to reach out to? Well, Followerwonk will also give you metrics about each person, such as how many people follow them and what their influence score is. If you download a CSV from Followerwonk, you will see a column that includes the influence score:
Simply sort by this column to see which of the people on Twitter are most influential. These are the people you probably want to target first because they have the ability to share your content with a large number of engaged followers.
Likelihood of linking
This is where your manual research comes back into play. As you browse the potential link targets, you should try to assess how likely they are to link to your content. There isn't a tool that can do this for you and you will need to come up with your own way of defining this. One simple way could be to score them on a scale of 1-5, with 1 being not at all likely to link and 5 being very likely to link.
Questions you should ask yourself when giving them a score are:
Have they shared external content before?
Are they super-relevant to my content (i.e. a cupcake blogger should score higher than a generic food blogger)?
Is their blog active; i.e. have they blogged within the last month?
These questions should give you an indicator of how likely they are to link to you.
Once you've gathered all this information, you should sort it all so that you have a list of bloggers who:
Are likely to link to you
Have high domain metrics
Have good social followings
These are the websites that you should contact first and with messages that are highly customized and tailored to them. Take another look at their website and try to pick up clues that can guide you in what to include in your email. This will help your message look genuine and avoid coming across as just another outreach email that isn't personalized.
These websites also have the power to "seed" your content. This means that other websites will also become aware of your content, perhaps even removing the need for you to make any manual contact with them.
At this point, you should have a nice list of quality websites which are likely to be interested in the content you've created or the campaign you're running. You have their contact details and have prioritized which ones are most important. Now it is time to start contacting them.
Outreach
Now we need to actually take the plunge and start telling people about our great content or campaign. You should start with your high-level targets because they can not only get you good results if they respond well, but you can then use them as social proof later on when you outreach to smaller websites. If smaller websites see that an influencer has liked a piece of content and shared it, they are going to be much more open to you when you contact them.
You're contacting a real person
There is not some machine behind the website you're contacting which chooses whether or not to reply to you. It is a real person who, in reality, probably gets lots of outreach emails if they have a popular blog. They are a real person and they deserve to have a bit of your time to make them realise you're not just another spammer or automated email program. We'll talk about a few specific ways you can do this later in the guide but, for now, remember that you are contacting a real person. Ask yourself how you would talk to this person if you met them in real life. You'd have a real conversation with them, not the same conversation you've had with other people you met that day.
Also, I don't think a single blogger wakes up in the morning with the thought, "Hmm, who should I link to today?" They never planned to link to you; they have other stuff to work on which likely takes priority over what you have to offer them. For this reason, you should not assume that a blogger owes you anything; it is your job to tell them why you deserve their time, attention, and help.
If the idea of contacting a real person and telling them about your content makes you a bit nervous, then do a gut-check and be sure that your content is as shareable and valuable as you think it is. While overconfidence can be a mistake, you should feel confident enough in your idea to believe that real people will react well to it. If you walked up to someone in the street and showed them what you've been working on, would they react well? If not, you probably have more work to do before you start outreach.
How to craft your message
Remember that the bloggers that you're contacting are probably very busy people, even more so if they run popular blogs with big followings. Your message needs to be detailed enough to explain why they should care, while being short enough for them to read everything and not get bored or delete the message.
Here are some points to bear in mind for crafting your message:
Tell them why they should care about you
Tell them what action you'd like them to take
Show that you're genuine and not a spammer
Tell them why they should care about you
If you're at this point with your link building campaign, you shouldn't be stuck on writing this. If you've been working on a piece of content, right at the start of its creation you should have determined the answer to the question, "Why would anyone care about this enough to link to it?" Remember our hooks from earlier:
News
Funny
Controversial
Data visualisation
Competition
Ego-bait
Long-form, detailed content
Does your content fit into any of these? If not, is there anything else unique about the content that may make someone care about it?
The blogger you're contacting is probably active in your industry and will know a lot about the subject matter of your content, so take a look through their recent blog posts and, if possible, relate these to the reason you think they should care.
As an example, if you're contacting a blogger who is a big movie fan, they may have blogged recently about a film they really like. If your content involves films and includes the film that they blogged about, mention it! This not only tells them why they should care about your own content, it also shows that you've taken the time to read their blog, rather than just sending them a templated email.
Tell them what action you'd like them to take
Many outreach emails skirt around the subject of what the sender actually wants. Some may not dare to mention the words "link" or "SEO" in fear of the blogger flagging the email as spam. However, we do need to actually find a way of getting the blogger to take the action we'd like. Sometimes, the action may not JUST be about a simple link. It could be about a number of things, including:
Sharing your content on social networks such as Twitter, Facebook or Google+
Embedding your content if it is an infographic or widget
Accepting a guest post from you, relating to your content and linking back to it
The blogger writing an opinion piece on your content and linking to it
These are just a few examples, but you can see pretty quickly that there are different levels of actions and the barriers to each one are different. For example, the blogger taking the time to write their own piece of editorial content about the topic and linking to your content is a big ask. By contrast, simply sharing on their social networks will probably take a few minutes, maximum.
You should take account of this when crafting your message and be aware that the more you're asking of a blogger, the more compelling and interesting your content must be.
The actions above are not mutually exclusive, either. You may experience great results if an influential blogger links to you AND shares a link with their social network. At the same time, you can also use a subtle tactic if you receive a slightly negative response. For example, if the first action you try to get the blogger to take is to write an editorial piece on their site and they say no, but they like what you've done, you could follow up and ask for a tweet instead. This is particularly useful if you're contacting an influential blogger who many not budge once they've said no, but who likely has a large social following with whom they wouldn't mind sharing the content.
Another follow-up to this scenario could be that you offer to write a guest post for them.
This is a good solution if they like the content but do not have enough time to write about it. Typically, you'll want to save this kind of follow-up for very strong websites because it does require extra time and resources from you in order to make it happen.
Show that you're genuine and not a spammer
This is all about personalizing your message so that the blogger doesn't immediately reach for the spam or delete button. Remember that popular bloggers will receive many outreach emails, so it is worth taking the time to make yours a little different and customized to them. There are many ways to do this without adding too much time to your process or compromising on quality. Here are a few of these ways:
Use their name
Use a good subject line
Mention something specific about their work
Use a proper email signature
Use a genuine email address
Use your location (if relevant)
Let's take a look at these in more detail
Use their name
Sounds simple and straightforward enough, but a lot of people do not take the time to do this despite it usually not taking that long. It can truly make a big difference and get you that extra bit of attention you need in order to get your key message across.
Here are a few tips for finding someone's name:
Check the about page
Check the author name under blog posts
Click through to their social media accounts to see if their name is listed on there
Enter their email into a tool such as Rapportive (Gmail) orXobni (Outlook) which looks for additional information connected to an email address
If you absolutely can't find their name, using something like "Hi there" is fine but do avoid using things like "Hi Webmaster" or "Hi blogger" as these have traditionally been used by mass email spammers and you want to avoid being associated with that!
Use a good subject line
Before they have even opened your email, the blogger will see the subject line. If they don't like what they see here, then chances are that you will be deleted straight away and they won't even bother to open the email. This is the worst that can happen because you don't even get a chance to speak to them or get feedback at all.
There is something else important to remember here: A bad subject line may also trigger spam filters and result in your email being flagged as spam. At this point, you're relying on the blogger actually checking their spam folder (many won't) and seeing your email as genuine. Either way, this isn't a good place to be.
Here are some tips for writing a good subject line:
Keep it short and to the point
Mention the name of the website if you can
Avoid overuse of capital letters
Mention something specific about their site (like the name)
Avoid things like "link exchange" or "link request"
Here are some really good, in-depth articles from Hubspot andSmart Insights on the subject of good subject lines.
Mention something specific about their work
This is really important if you want to show that you haven't sent the same templated email out to loads of bloggers. Mentioning something specific about the blogger you're contacting or their blog can really help show that you've taken the time to do your research before sending the email. This also gives you a great opportunity to introduce your own content and the concept of why the blogger should care about it.
Let's look at a few ways you can mention something specific:
Look at the topics of their recent blog posts
Look at their recent tweets / retweets
Look at the comments they've made on blog posts
Look at their about page for personal interests
Look at their bio on their Twitter page
All of these can give you valuable information about the blogger which you can then bring into your email naturally. Here is an example of how this may actually look in an email:
I noticed your recent blog post about the best movies of 2014 so far. I couldn't agree more and would definitely put The Wolf of Wall Street at the top of my list, too. I actually wanted to share with you something related to this - LINK - it is a visualization of the top-grossing movies of 2014 along with production costs and profits. I thought, given your recent blog post and your interest in movies, it may be of interest to you.
This didn't take very long to write and was the result of looking at a handful of recent blog post titles written by the blogger I'm contacting. It would be pretty difficult (probably impossible) for a piece of email spam software to spin something this unique and specific to the blogger, so it is likely to pass the spam test.
Use a proper email signature
This is a small tip and takes no time at all. You should insert a proper email signature on the bottom of all your outreach emails which includes things such as:
Your full name
Your job title
The URL of the website you represent
Your phone number
Your social media accounts (if work related)
So, you may end up with something that looks like this:
John Smith
Online Marketing Executive
www.example.com
01234 567 8910
twitter.com/jsmith
This is another signal to the blogger that you're a genuine person. They can go and check out your website, your social activity or even give you a call. Again, spammers would not do this.
Use a genuine email address
There is some debate on this one. Some SEOs strongly believe that you should always use an email address from the client you're representing rather than your regular one for your SEO company. So if I were going outreach for Zappos, I should use myname@zappos.com rather than myname@distilled.net.
This argument tends to stem from the fact that SEOs can have a bad reputation, i.e., if the blogger sees that you're emailing them from an SEO company email address, it can instantly turn them off.
However, from my own experience, I've never had a problem with using my Distilled email address for outreach. In fact, it can be a very good way to check that what I'm doing is good quality. I can ask myself this question:
"Am I ok with outreaching to this blogger about this content, using the Distilled name?"
If the answer is no, then should you really be doing outreach in the first place?
Ultimately, you should test whatever works best for you. If I'm given the choice, I would probably use a client email address, but if one was not available, I wouldn't let that stop me from doing outreach using my regular email address.
One thing for which I would advise caution here is using free email address providers such as Gmail, Hotmail or Yahoo. Unfortunately, lots of spammers also take advantage of these free services, making this another signal that you're not a genuine person.
Use your location (if relevant)
The opportunities to use this tip may be few and far between, but if you have the opportunity, it can really help you look more genuine and sow the seeds of a good relationship.
The idea is that if you're contacting a blogger who happens to reside in the same city as your client, mention it in your email. This really allows you to work the local angle and say something along the lines of:
"As we're also based in Seattle, we wanted to take the opportunity to speak to local bloggers such as yourself and try to share some of the content we've been working on which may be of interest."
You can take things a step further and even meet up with local bloggers for lunch or a coffee. There is no better way to show that you're a real and genuine person than buying someone a coffee (and a cupcake!). If you find that there are quite a few local bloggers in your area, then organising a local meetup could also be a great way of building genuine relationships and getting them on board with your brand.
Following up
I have probably built just as many links as a result of following up with people as I have with my first email. People are busy; popular bloggers will get lots of emails, and in a world where we can check email on the move, your email may get buried pretty quickly and forgotten.
For this reason alone, it is worth making sure that you follow up on all outreach if you don't get a reply first time. The added benefit here is that you also reinforce the fact that you're a genuine person and not some automated piece of software that is hitting lots of websites at once.
In order to follow up properly, you need to keep your outreach as organised as possible and record the replies that you get. The last thing you want is to follow up with someone who has already linked to you!
There are a few ways to stay organised with your outreach ranging from very simple Excel spreadsheets to fully integrated customer relationship management (CRM) systems. Let's look at some of these options.
An Excel spreadsheet
When you're first starting out with link building, a simple spreadsheet will work just fine. Even at the intermediate level, it can still do the job, but it can become a bit big and cumbersome if you're working on multiple campaigns at the same time.
A simple Excel sheet can start off looking like this:
It really can be that simple. You can add extra columns for any specific data or metrics that you care about, but this will certainly do the job for you.
However, after you've been using this for a while, it may become a little difficult to work with. For example, what happens when you run a second campaign and you want to connect with your contacts again? It is possible to do with an advanced enough Excel system, but it can get a little messy.
Specialist tools for outreach management
At this point, you may need to invest in a more robust, focused system for managing your outreach. There are a few options here such as BuzzStream and Raven which are probably the most popular for this kind of task
Boomerang
Boomerang is a free plugin for Gmail with a nice little feature that we can use for following up with outreach targets. When sending an email, you can tell Boomerang to send the email back to you if you don't get a reply within a set period of time. It looks something like this:
In this case, if the person I'm emailing doesn't reply within two days, Boomerang will send the email back to me. At this point I can quickly follow up with them and the great thing is that I can be sure that I'm not emailing the wrong people who may have already replied.
Combine this with canned responses (outlined below) and you have a quick and effective way of following up with all your link targets.
How to follow up
In terms of exactly how to follow up with people, my advice is to keep the email short and to the point. You've already emailed them once and outlined all the details they need, so you don't need to repeat it all over again. If you reply to the same email you sent, then most email programs will actually include the original email, anyway, so the person can scroll down and find it very easily if they want to.
In terms of what to say, something as simple as this can do the job:
Hey John,
I just wanted to follow up on the email I sent a few days ago (pasted below) regarding the ultimate guide to backpacking that I've put together. It would be great to get your feedback, if possible, and see if this is something you'd be interested in sharing with the readers of your blog.
I look forward to hearing from you.
Thanks!
Paddy
(Here you can include the original email so they can refer to it if they can't remember it.)
It's nice and short, says what you need it to, and is polite.
I usually tend to follow up with someone once. If I still do not get a reply, I'll probably move on and not contact them any more for this particular campaign. If you follow up any more, you're running the risk of annoying them and actually damaging your chances of building a relationship with them.
Dealing with negative replies
At some point, you're probably going to get negative replies to your outreach. This is normal and something that you shouldn't worry about. In fact, it can be a great opportunity to engage with a blogger and get further feedback from them. In this section are a few principles to bear in mind when dealing with negative replies.
Always reply; don't ignore the email
It can be tempting to just ignore the email and move on, particularly if you've put your heart and soul into a piece of content that someone just doesn't like. But, ignoring the reply means that you're damaging your chances of ever building a good relationship with that person. They may not like the current work you've done, but what about the next piece you do? The last thing you want to do is alienate anyone so that they don't even bother looking at your future pieces of work.
Get as much information and feedback as possible
When replying to someone, try to get some feedback on why they're not interested in linking to you. If you're promoting a piece of content, ask them for their opinion on what would make the content better. Is there a better way of presenting the information? Are there extra facts or statistics that would have made it more valuable or effective?
Sometimes the problem may not be the content itself. Instead, the blogger just may not have time to write a blog post and link to you. In that case, you may want to offer the blogger some help with writing the post so that they don't need to spend time on it.
At the same time, you could ask the person for their opinion on what content is sorely needed in their industry. Do they see a demand for something, but do not have the time to create it themselves? There is great opportunity here if you look for it. For example, you may be able to come to an agreement in which you partner with the blogger to create a piece of content. You put the work into the content which they want to see created, and they use their contacts to help promote it. Together, you've created something valuable for the industry
Also, imagine you get a good idea for a piece of content from them. Then you go away and create it, email them again and show them. They are probably going to be much more receptive this time around! Even more so if you can somehow give them credit for the idea, perhaps a small mention or a link on the piece of content which would acknowledge them.
Quick tips for efficient outreach
Even though you want to take the time to personalise your emails, there are a few good tools that you can use to speed up your process without compromising on quality.
Boomerang
I mentioned Boomerang earlier, saying how it can be a great tool for making sure you follow up with people using this nice little feature:
It also has another great feature that allows you to schedule when an email is sent. This is very handy if you're doing outreach across different time zones. A good example being if you're in Seattle and you're outreaching to UK based bloggers, when you get into the office and start emailing at 9am, it is nearly the end of the working day in the UK. This may not be the ideal time to email someone.
So, Boomerang allows you to schedule when an email is sent. Once you've installed the app, a little button appears in Gmail:
When you compose an email and click on this, you get this dropdown:
From here you can schedule the email and make sure it reaches someone at the right time.
Canned responses
Canned responses is a Gmail Labs feature (read how to enable Labs here) and allows you to quickly insert pre-written templates into an email. This is super-handy for a number of reasons, one of which being that you don't need to worry about copying and pasting into your emails every time. Instead, you can just select the canned responses option and insert the relevant text:
This is extra-useful if you combine it with Boomerang and use it to follow up with people.
You can create a canned response that follows up with people you've already emailed. Using our example from earlier, it may look something like this:
Note that the bits highlighted in yellow are the parts that you personalize to the person you're contacting. You still need to personalize it, otherwise you're not likely to get a response.
Rapportive
Rapportive is a great plugin for Gmail and Outlook which gives you quite a bit of information about the person you're emailing. Here is an example of how Rapportive looks when I try to send an email to Rand:
There is a bunch of information including:
Rand's Location
His position at Moz
His Twitter account
His LinkedIn profile
All of this information can help me to find out a little bit more about him and help to further personalize my email to him. For example, if he has recently tweeted a news story that I know about, I can comment on it, too. This shows I've taken the time to do my research on him, rather than just sending a blanket email to lots of people.
Outreach pitfalls to avoid
There are a few common mistakes that can happen when you're link building. Mistakes happen; this is fine as long as you learn from them. Hopefully, this section will help you learn from other people's mistakes and avoid some of these pitfalls.
Using mass emailing software
There are many providers of software which allow you to email lots and lots of people at once. This is a legitimate practice as long as people have opted into hearing from you and are expecting the email. Lots of companies do this all the time with their mailing lists. However, when it comes to link building, it is generally a bad idea to use any kind of software like this.
Here are a few reasons:
It is much harder to personalize mass emails like this
If you make a mistake, it isn't just one recipient that sees it; all of them do
You can get yourself blacklisted if people start reporting you as spam
You are possibly breaking the law if you're mass emailing people who have not opted into being emailed in this manner
Add to this the fact that you're jeopardizing not only your own reputation, but that of the website you're representing, ruining any chance of the website owner working with the email recipients in the future.
Not customising your template
Earlier, you saw an email template that I could use for follow up:
Imagine sending this email to someone without editing the yellow bits? It is VERY unlikely to get a positive response! This is why in this particular example, I've chosen to highlight the sections in yellow so that I'm less likely to forget about them.
If this does happen, the undo send feature of Gmail Labs can sometimes rescue the situation if you're quick enough.
How long will it take for link building to improve a site's ranking?
As mentioned in the previous section on setting goals, it can take time for link building to have a positive effect on the rankings of your website. The length of time can vary greatly and depend on a number of factors:
The competitiveness of your industry as a whole
How competitive your target keywords are
The activity of your competitors, i.e., if they are actively building links, too
The types of links you're building
The history and strength of your domain
All of these factors can mean that it can take from several days to several months before an increase in ranking is achieved. This should be factored into your goals and expectations and all parties should be made aware that instant improvement is unlikely.
A realistic expectation to set is that you will see an increase in traffic if you are constantly working on improving your website, business, and online activity. You should try to not think of link building as a one-off activity, because you may be disappointed by the results. Instead, link building should be a constant stream of activity coupled with other initiatives such as content creation, great customer service and social media. Combined, all of this activity can lead to an increase in traffic and an increase in revenue for your business. It is the combination and a consistent drive towards the goal that can make this more likely to happen quickly.
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