SearchLeeds, Kirsty Hulse 'How to make friends and (influence people) get links'

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This document provides tips and strategies for getting links and influencing people in order to be successful. It emphasizes pitching ideas using questions, using simple language to sound smart, giving surveys to people who care about the topic, citing sources, playing to people's egos, and learning from past outreach mistakes to improve future efforts. The overall message is that people can be predicted and trained, and success relies on effectively engaging with others.

Marketing

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HOW TO MAKE FRIENDS AND INFLUENCE PEOPLE
GET LINKS.

Kirsty Hulse @kirsty_hulse
Founder @manym1nd5
I really really really love links

Clients say no to our ideas
We can’t get good data
Experts won’t collaborate
Our emails don’t get replies
We get coverage but not links

WE RELY ON PEOPLE, AND PEOPLE CAN BE
PREDICTED AND TRAINED

http://www.fastcompany.com/3052242/how-to-be-a-success-at-everything/the-secret-to-sounding-smart-using-simple-language
QUIT THE
JARGON

POLLFISH ARE AWESOME
REALLY AWESOMELIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME

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11/04/2016 12/04/2016 13/04/2016 14/04/2016 15/04/2016 16/04/2016 17/04/2016 18/04/2016
EMAIL RESPONSES

USE ‘EMBARGOS’ AND PRE SELL
USE SEXY LANGUAGE LIKE
EMBARGO AND EXCLUSIVE
http://www.blastmedia.com/2013/03/24/pr-terms/

Total campaign time and cost =
2 days
Average position for keyword
group 9 to 6
Over 6000 social shares

WHAT I SHOULD HAVE DONE
Gone to national press first and tried to negotiate an exclusive
Pitched the idea over the phone (!)
Had the stats on site as opposed to the press release to encourage more links
Outreach to sites that had already covered similar stories
Had more data points on why Scotland
Partnered with Scotland bloggers for photos and imagery

https://www.youtube.com/watch?v=Kijm1bdY1Kc

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