brightonseo paul madden kerboo - managing relationships for links
Post on 11-Jan-2017
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A Systematic Approach to Managing Relationship &
Links
Who dis?• Co-Founder of Kerboo (Was LinkRisk)• Chequered past
* Hat tip Carly Wood / Nichola Stott via FB
Paul Madden Kelvin Newman Paddy Moogan
What the hell are we all doing anyway?
The current position
Content marketing
PR
More traditional SEO
Links are the signal
Its all about the people
Outreach
It’s a false economy
And we are addicted to it
Create the content outreach and pitch
Create the content and pray?
We all need to up our game in outreach and understand the
psychology of action
So how should we think about outreach and the people we interact with online?
Too much marketing is: -
Hey FNAME,
We have made something cool, you’re gonna love it so much, gimme linkage
Thanks
Random Dude
“There is NO action without reaction”
Reaction is prompted by emotion
What makes a site owner or editor or author or influencer act?
We have to know what our target will respond to
Cold hard money
Friendship
Do they have a need we can fulfill?
Link building isRELATIONSHIPS
Any outreach isRELATIONSHIPS
Sales isRELATIONSHIPS
PR isRELATIONSHIPS
Content Marketing isRELATIONSHIPS
RELATIONSHIPS
DEFINE
SUCCESS
Think about content promotion and coverage
The aim is to build a network of influencers in niches that can benefit
all future projects
Pick your most common broad niches
The Pareto Principle applies as it always has and always will
Its this top 20% of sites and people that make 80% of the difference
Why ?
Why market what you have with people you already
know?
The risk is far far lower
Some signals count for us
Some signals count against us
Marketing and by extension SEO succeeds today more than ever as a result of leveraging those people you know
So how do we define ‘Know’?
Make a connection
Once we have a connection we are free to ask questions
Once we can ask we can understand the motivations
And once we understand what motivates we can use emotional triggers to illicit action
Trust is something you have to earn
Give rather than take
Start from a position of trying to help them in some way
And you’ll stumble onto the emotional trigger naturally
Finding the right contacts
Find content and work upwards from there
Excellent interface (Slightly limited inventory)
100 Million websites searchable using 50 filters
Hunt down ANY deck by
Paddy Moogan
Stacey MacNaught
First contact
Emails emails.. And more emails
• Email is cheap easy
• Its simple to hide behind the inbox
• Its harder to make a connection
• You’re often not in control of their attention span
Social interaction• Hard to initiate• It’s a long game• Usually better to
augment an existing relationship
https://www.submarinecrm.com
Keep EVERY communication
You will need a CRM package
Notable CRM packages• https://highrisehq.com/• https://www.pipedrive.com/• https://www.submarinecrm.com/• https://kerboo.com/• http://www.sugarcrm.com/uk• http://batchbook.com/
Think like a salesperson
Every conversation brings you closer to the goal
The best way to have conversations isn’t always
Fear is the differentiator
Pick up the phone
Phone is scary… but when done well phone beats almost every other method
Learn how to use the phone.. Learn proper conversation direction
http://www.slideshare.net/spline/questioning-skills-training-materials
Two ears, one mouth
Set a goal for each communication
“I’ve really enjoyed some of the stuff you’ve published lately and I’m just curious on how you decide what to publish and when”
“Can you tell me a little more about how you plan what to cover”
“If I understand you correctly you say that each month you pick X themes to write about and then Y happens, is that correct?”
The question cycle• Open question• Listen• Ask closed question to qualify• Propose suggested help• Listen for objection• Open question to work round objection
Open question• A question you cant answer Yes or No to
• Can you tell me a little about…• In interested in how you do x…• What are the main things you consider
when choosing y…
Closed question• Normally a Yes No Answer
• Used to qualify… • If I hear you correctly you always look for
X, is that correct?• So its only Y that you consider?
Proposal of solution • The WMT method: -
• Because you do XWe do YWhich Means That you sort X
Objection handling 101
People say “no” because
• We haven’t understood the motivations
• We haven’t explained the value
• We haven’t ensured that value meets their need
• For ALL of the above you need to…
Go round our objection loop again
“OK so I may have misunderstood how you do that part of the research for your articles,
is it not correct that you spend X hours looking for resources to support the piece?”
“Umm well yes we do we just don’t take pieces from external people”
“OK so if I understand that correctly if we were to share the research that we had done for the similar piece that we did you would
find some value in that”
“Is that correct?”
Close….
However….
Probably just gonna stick with the emailing ok….
Cold email is less cold if they’re aware of you
Cold email is less cold when it comes from a contact form
Sent from my iPhone
Very brief often gets a response
• Look at the emails you respond to and why …
• Something in the first line or subject catches your eye
• 3 Lines of text and then close…
Short looks personal• Sacrifice detail to illicit response.. • Just do enough to get attention • Things like typical typing errors and ‘sent
from my iPhone’ make it look like a spur of the moment email rather than mass spam
And by common typing errors I mean..
Hi John,
Can you let me know if you’re the right person to takl to about X ?
Just got something I think might be of interest.
Thanks
Paul
Sent from my iPhone
Not… Poor grammarHi John,
Are you the person who looks after there content?
Making them know you exist• Share their stuff• Comment on their content• Write about them
To get the big fish you’ll have to work your way upstream
• Write about them elsewhere
• Include them in other content
• Slowly demonstrate value
http://charlieapp.com
https://www.crystalknows.com
Tools are fine but genuinely showing interest isn’t easy to fake
Showing that you remember them and therefore value them is actually key
That’s where a good CRM helps you
Process• Define what broad niches you want
influencers in• Find the people and the people connected
to those people• Make a connection• Foster that relationship over time• Become a resource for them • Understand their triggers and use that to
your advantage
Takeaways
Build inventory of relationships before the project
Placement is not the end of the relationship
Aim to foster such a relationship that they come to you
Unless you go the extra mile someone else will beat you
Thanks !
Paul@kerboo.com@pauldavidmadden@kerbooKerboo.com
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