In my last article, I outlined several tactics for building links in challenging industries, focusing on different ways to create link-worthy content. However, crafting excellent content is only part of the equation. The other crucial aspect is planning a thoughtful link-building outreach campaign. No matter how great your content is, people need to be aware of its existence to link to it.
This article will delve into link-building outreach, another essential component of effective link building. I’ll continue using the hypothetical example of a dumpster rental company targeting general contractors, though the concepts can be applied to any industry.
### Create a Plan
It’s easy to get carried away and jump into a link-building campaign without a plan, much like diving into a pool on a hot summer day. However, this approach is likely to end in failure.
If you’ve read Tim Ferris’s “The 4-Hour Work Week,” you’re likely familiar with the concept of batching, which involves tackling tasks like compiling data or sending emails in larger blocks of time rather than task-switching. Batching increases productivity since humans aren’t particularly good at multitasking.
Before starting, decide on:
– The type of link-building prospects you want to approach.
– What you hope they will link to.
– Why they should link to your content.
Next, compile the necessary data, set up systems for outreach and tracking, and begin engaging with your prospects.
### Build Your List
First, decide on the type of link-building prospects to target. Ways to compile the necessary data include:
– Conducting one or more Google searches.
– Utilizing member directories or CSV files from networking or trade organizations.
– Using tools to create a list based on specific criteria.
A combination of these methods will provide a diverse pool of potential links. Focus on links that may be easier for you but more challenging for competitors to acquire, such as those from exclusive organizations you are a part of.
### Organize and Track
Many methods can organize and track your efforts, so find what works best for you. This may involve trial and error.
At Spartan Media, we use Google Sheets for compiling link-building prospects, storing them in a team folder we own. Anyone with access to the folder can view and edit the document, reducing administrative hassles, especially with larger teams. The spreadsheet includes contact information, relevant domain metrics, and details of communications with website owners or administrators.
We also employ HubSpot as our CRM, which tracks outbound emails and enables tagging of link-building prospects and relationships for future collaborations. HubSpot integrates with Gmail for tracking, and we use the Boomerang plugin to ensure no follow-ups fall through the cracks. This tool creates reminders if no response is received within a set timeframe. However, over-following up can be counterproductive; more than two or three emails without a response typically indicate disinterest.
### Connect and Engage
You’ve likely seen poorly crafted link-building outreach emails, and perhaps even sent a few. Getting outreach right is essential; otherwise, all efforts may be wasted.
While cold emails asking for links can produce results, better outcomes often stem from getting the prospect’s attention by providing value. Building high-quality, sustainable links often involves meaningful engagement with people. This could involve sharing their posts on social networks or introducing them to beneficial contacts.
Messages should be tailored to individual link prospects, with demographic-specific approaches identified where certain messages work well.
#### Approach Fellow Organization Members
This tactic works well if you’re in a network or trade organization because there’s usually mutual trust. Explain how your content solves problems their customers face, benefiting both parties.
Subject: Favor for fellow [trade organization] member?
Hi [Name],
You and I are in [trade organization] together. I asked Tom Smith about top contractors in the group, and your name came up. I’ve published an article about choosing the right contractor for home construction projects. Could you link to it from your website? My aim is to help people differentiate between contractors like you and others.
Use this tactic judiciously as these link prospects know one another and you might encounter them at events. Overdoing it can negatively affect your chances with other members.
#### Bestow Expert/Authority Status
Effective even without prior engagement, this approach appeals to prospects’ egos. Who doesn’t want to be cited as an expert?
Subject: Can I get your input?
Hi [Name],
I’ve heard of your expertise and would like to include a quote from you in an article on choosing contractors. When you have a moment, check it out [URL] and send me a quote. A few sentences should suffice.
Include their quote, and they might link to the article to showcase their expert status. If not, asking them to do so is an option. Removing quotes from unwilling prospects might damage future opportunities and relationships, so select contributors with care.
#### Provide a Killer Resource
People will link to resources that add value to them or their audience. A comprehensive resource that aids their customers and potentially expands their business can be powerful.
Subject: Did I miss anything?
Hi [Name],
Could I get your insight on something? I’ve created an article to help people decide between a DIY approach or hiring a contractor, highlighting the challenges of home remodeling projects. Did I miss anything?
If you think this is helpful in guiding people toward hiring professionals and avoiding DIY mistakes, I’d appreciate a link from your site to reach more people.
Such a resource should honestly discourage DIY by highlighting project complexities and encourage professionals, increasing the likelihood of contractors linking to it.
### Make It Better
“Creating a killer resource” means making it exceptionally better than existing content. Don’t just add words for the sake of it; ensure it’s the ultimate guide on the topic, incorporating text, images, videos, or audio where fitting.
Average content won’t drive links; exceptional content will. Long live awesome content!
