#MozCon
Richard Baxter
REALLY TARGETED OUTREACH
"Hey, we need to get some links!"
"Let's do some outreach!"
Credit: http://www.flickr.com/photos/leonahobbs/
AT FIRST I WAS LIKE
Credit: http://www.flickr.com/photos/doublebug/
THEN I WAS LIKE
Credit: http://www.flickr.com/photos/remcat/
AND NOW I’M JUST
I STARTED WITH GOOGLE
Let's do some marketing…
I want to find out where my target market is
I want to find out what they're sharing
I want to know who to contact
Option 1: Google
"write for us” + marketing(or whatever)
Take option 1:
You understand nothing.
Option 2:
Collect data + analyze + be smart
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Count of Domain
pda
Get data like this:
Beautiful websites
Still not convinced?
The average Domain Authority of sites found in Google search asking for guest contributions: 47.82
The average Domain Authority of domains shared by influential US Chief Marketing Officers: 74.49
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Twitter SharesGoogle Search Results
*based on 100 domains extracted from “guest post” searches in Google vs 100 domains shared by influential US CMOs in July 2013
You took option 2:
You understand everything.
There's a better way – and it doesn't involve Google.
Who are you
targeting?
Identifyinfluencer intersect
What Are those people
sharing?
Be there
Really targeted outreach
The Influencer Intersect
Intersect: influential individuals typically followed by lots of
people in our target audience
Domains shared by pro snowboarders
instagram.comwww.martyrobert-son.comwww.redbull.comimaginate.redbull.compbs.twimg.comwww.pinkbike.comofferpop.comwww.snowboarder-mag.comlive.redbull.tvwww.golfdigest.combeachlifestyle.comwww.usopen.com
inst
agra
m.com
face
book
.com
yout
ube.
com
four
squa
re.com
pint
eres
t.com
twitp
ic.com
vine
.co
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Social sites shared by people interested in snowboarding
What are they sharing?
Want to know how to do it?
You need these 3 tools:
#MozCon
Get TAGS v5
Go here: http://bit.ly/twitterarchiver
#MozCon
And the rest:
Credit: http://www.flickr.com/photos/wundoroo/
FETCH!
#MozCon
Authorize the app
#MozCon
You get a window like this…
#MozCon
Then get a Twitter OAuth Consumer Key:
GO TO: https://dev.twitter.com/apps/new
Find your audience
#MozCon
Grab Their Shared Links with Advanced Twitter Search:
filter:links from:richardbaxter OR from:randfish OR from:wilreynolds
Construct the search query, fast:
http://bit.ly/followerwonkfetcher
#MozCon
Requires a little XPath
//span/a/@href (should have worked)
"//span/a","href" (is the SEO Tools for Excel way
Thanks, @dbseo
#MozCon
Paste your query into TAGs
Then, click run!
#MozCon
If it worked, it’ll look bad ass:
#MozCon
TIP: Create profiles for every target group
Credit: http://www.flickr.com/photos/backinthepack/
OK am listening
#MozCon
Here’s your next template:
bit.ly/mozcontemplate
Make the data actionable
#MozCon
Ta Da! Data…
Tweet
Entity Data
User
Followers
Shared URL
Domain
Author
Social stuff
#MozCon
Pull through tweets, user + entity data
=OFFSET
(INDIRECT("'Twitter Archive'!“&
ADDRESS(6,COLUMN()+3,4)),ROW()-2,0,1,1)
#MozCon
=RegexpFind
(G25,"(
https?:\/\/)?([\da-z\.-]+)\.([a-z\.]{2,6})([\/\w \.-]*)*\/?
")Thanks, @petewailes
Extract the shared URL
#MozCon
Scrape the author name
=XPathOnUrl
(
[Unshortened_URL],"//a[@rel='author']“
)
#MozCon
Get the contact details
use: tools.seogadget.co.uk or tools.seogadget.co.uk/use_api
I actually did some outreach with this data
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I marked off the best sites for my audience targeting
Leo looks like a really cool guy:
I tried to get the email address
But Rapportive did…
Who’s the content manager at Mindjet?
Here are the replies:
And that, is really targeted.
Enjoy the rest of #MozCon!