How to Build Links Online:The In’s and Out’s of Link Building<br />Partner Program Training Program<br />September 2010<br...
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
Content Is King (or Queen)<br />4<br />
Show off Your Unique POV & Intelligence<br />5<br />
Build Credibility & Show Intelligence<br />6<br />
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
Source: Google/Bing Keyword Results<br />8<br />“Blog” Results<br />“Everything” Results<br />
Source: Blogosphere<br />9<br />
Source: Link Building Directories<br />10<br />
Source: Social Content Sites<br />11<br />
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
Evaluate the Sites You’ve Found<br />13<br />
Bucket Your Links<br />14<br /><ul><li> Sites that currently link to you
 Sites in your existing network
 Sites in your company’s existing network
 Blogs
 Sites with High PageRank
Sites by Topic</li></li></ul><li>Prioritize the Buckets<br />15<br />
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
Define the Campaign for Each Bucket<br />What is the call to action?<br />What value proposition are you targeting?<br />W...
Avoid a “Cookie Cutter” Approach<br />18<br />
Tailor the Campaign Around What You Are Asking For<br />What You Want Them To Do Examples:<br />What They Want Out of It E...
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
75% of SEO = Off Page<br /><ul><li>Recommendations from friends</li></ul>“I know Mike Volpe”<br /> “Mike Volpe is a market...
Optimize Your Current Links: Anchor Text<br />22<br />
Source: Existing Successful Links<br />23<br />
Evaluate How Your Links Are Doing<br />24<br />
Find the Best Contacts <br />25<br />
See If You Have Connections to the Target<br />26<br />
Execute and GO!<br />27<br />
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
Badge Strategy: Awards<br />29<br />
Badge Strategy: Achievements <br />30<br />
Create a Contest<br />31<br />
Write Guest Posts<br />32<br />http://buildasalesmachine.com/2008/09/how-to-generate-a-steady-flow-of-inbound-sales-leads<...
Create a Widget<br />33<br />
Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br ...
How to Get Help… <br />
Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you...
What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />170+ employees<br />S...
Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage ...
Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: ht...
List of Upcoming Classes/Link to Recordings<br />40<br />http://www.hubspot.com/partners/training-program/classes<br />
Weekly Email about Upcoming Classes - Thursday<br />41<br />
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Effectively Building Links for Your Clients

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  • Here’s an overview of what we’re going to talk about today.
  • Here’s an overview of what we’re going to talk about today.
  • http://www.flickr.com/photos/zoonabar/3505729666/sizes/l/
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  • Here’s an overview of what we’re going to talk about today.
  • Here’s an overview of what we’re going to talk about today.
  • http://www.flickr.com/photos/danielleblue/205261070/sizes/o/
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  • Here’s an overview of what we’re going to talk about today.
  • http://www.flickr.com/photos/goosmurf/333861567/sizes/l/
  • Here’s an overview of what we’re going to talk about today.
  • http://www.flickr.com/photos/joc67/690768086/sizes/l/
  • Here’s an overview of what we’re going to talk about today.
  • Here’s an overview of what we’re going to talk about today.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
  • HubSpot provides software + training to help businesses get found online, convert site visitors into leads and customers. The software helps measure and analyze what’s happening, so users can improve their lead generation and customer acquisition results over time. We now have over 1500 customers and are signing up about 150 new customers every month. We are up past 90 employees now, and we are always looking for new inside sales professionals, and software developers. You can apply online at hubspot.com/careers.
  • My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
  • - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
  • You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
  • - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.
  • Effectively Building Links for Your Clients

    1. 1. How to Build Links Online:The In’s and Out’s of Link Building<br />Partner Program Training Program<br />September 2010<br />Peter Caputa IV<br />Partner Program Manager<br />Twitter: @pc4media<br />pcaputa@hubspot.com<br />#HubSpotSEO<br />
    2. 2. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    3. 3. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    4. 4. Content Is King (or Queen)<br />4<br />
    5. 5. Show off Your Unique POV & Intelligence<br />5<br />
    6. 6. Build Credibility & Show Intelligence<br />6<br />
    7. 7. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    8. 8. Source: Google/Bing Keyword Results<br />8<br />“Blog” Results<br />“Everything” Results<br />
    9. 9. Source: Blogosphere<br />9<br />
    10. 10. Source: Link Building Directories<br />10<br />
    11. 11. Source: Social Content Sites<br />11<br />
    12. 12. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    13. 13. Evaluate the Sites You’ve Found<br />13<br />
    14. 14. Bucket Your Links<br />14<br /><ul><li> Sites that currently link to you
    15. 15. Sites in your existing network
    16. 16. Sites in your company’s existing network
    17. 17. Blogs
    18. 18. Sites with High PageRank
    19. 19. Sites by Topic</li></li></ul><li>Prioritize the Buckets<br />15<br />
    20. 20. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    21. 21. Define the Campaign for Each Bucket<br />What is the call to action?<br />What value proposition are you targeting?<br />What offers are you going to offer?<br />What do you want them to do?<br />What’s your angle? <br />What tone do you want to convey<br />What’s the best way to contact them?<br />17<br />
    22. 22. Avoid a “Cookie Cutter” Approach<br />18<br />
    23. 23. Tailor the Campaign Around What You Are Asking For<br />What You Want Them To Do Examples:<br />What They Want Out of It Examples:<br />19<br />Listing<br />Tweet<br />Co-Sponsoring<br />Lead Sharing<br />Blog post about you<br />Free Content<br />Free Product<br />Product Review<br />
    24. 24. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    25. 25. 75% of SEO = Off Page<br /><ul><li>Recommendations from friends</li></ul>“I know Mike Volpe”<br /> “Mike Volpe is a marketing expert”<br /> You trust the person saying this<br /><ul><li>Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
    26. 26. Optimize Your Current Links: Anchor Text<br />22<br />
    27. 27. Source: Existing Successful Links<br />23<br />
    28. 28. Evaluate How Your Links Are Doing<br />24<br />
    29. 29. Find the Best Contacts <br />25<br />
    30. 30. See If You Have Connections to the Target<br />26<br />
    31. 31. Execute and GO!<br />27<br />
    32. 32. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    33. 33. Badge Strategy: Awards<br />29<br />
    34. 34. Badge Strategy: Achievements <br />30<br />
    35. 35. Create a Contest<br />31<br />
    36. 36. Write Guest Posts<br />32<br />http://buildasalesmachine.com/2008/09/how-to-generate-a-steady-flow-of-inbound-sales-leads<br />
    37. 37. Create a Widget<br />33<br />
    38. 38. Agenda<br />Creating Content<br />Develop a List of Targets<br />Filter and Bucket the List<br />Defining the Campaign<br />Executing the Campaign<br />Advanced Link Building Tips & Tricks<br />Getting Help<br />
    39. 39. How to Get Help… <br />
    40. 40. Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller <br />Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS<br />Gives you access to http://success.hubspot.com<br />
    41. 41. What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />170+ employees<br />Still growing! <br />
    42. 42. Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. <br />Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. <br />Margin share of 20% on all deals for the life of the customer<br />Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. <br />38<br />A Group that Wants to Change How the World Does Marketing!<br />
    43. 43. Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request<br />Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/<br />
    44. 44. List of Upcoming Classes/Link to Recordings<br />40<br />http://www.hubspot.com/partners/training-program/classes<br />
    45. 45. Weekly Email about Upcoming Classes - Thursday<br />41<br />
    46. 46. Live Webinar: Every Tuesday @ 1PM EST<br />42<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />
    47. 47. Register for Weekly Class(es) to Get Login<br />43<br />
    48. 48. Some Homework & Recorded Stuff Too…<br />44<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator<br />
    49. 49. Thank You for Your Interest & Participation!<br />Contact Information: <br />Peter Caputa IV<br />Partner Program Manager<br />www.twitter.com/pc4media<br />pcaputa@hubspot.com<br />
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