12. Rob Ousbey - @RobOusbey
Team Building
+
Recruitment
13. Rob Ousbey - @RobOusbey
Interviewing
Smart & GTD, Enthusiasm:
Conversation
GTD & Hustle:
‘tell us about a time’ when you got something done though there
were policies or other roadblocks in place that made it difficult.
Hustle & Ingenuity:
‘tell us about a time’ when you tried something new, and it failed or
didn‟t work out.
14. Rob Ousbey - @RobOusbey
Interviewing
Curiosity & Ingenuity:
discuss any problem or issue; assess though process
Curiosity:
what‟s the latest new thing you‟ve learned?
Web-fluency & Savviness:
The „Internet Test‟
16. Rob Ousbey - @RobOusbey
Priorities for Outreach
Build Relationships
Get Coverage
Acquire Links
17. Rob Ousbey - @RobOusbey
Identifying (Blogger) Targets
18. Rob Ousbey - @RobOusbey
Men‟s Fashion Blogs
allintitle:list fashion men
Rock Climbing Blogs
allintitle:"list of" climbing blogs
Yoga Blogs
“list of” intitle:blogs intitle:yoga
People have done the manual work to curate lists of blogs.
Google has done the work to rank these lists.
Via GroupHigh: http://dis.tl/qeJlSi
19. Rob Ousbey - @RobOusbey
Competitor Analysis
• Find good-looking linkbait
• See who embedded / linked to it
• See who linked to those embeds
Via @GeoffKenyon at Distilled: http://dis.tl/outreach-targets
25. Rob Ousbey - @RobOusbey
Dear Blogger:
Love, Website
A single step approach to outreach leads to getting what you want, or not.
Usually, no one ends up happy here.
26. Rob Ousbey - @RobOusbey
Hi John,
I’m Sam from LearnToCook.com. We’re running a
competition for bloggers to win an iPad and a
‘Learn To Cook’ gift box.
Let me know if you’re interested in entering
your blog, and I’ll send you all the details.
Best wishes,
Samantha
A shorter introductory email means you can contact more people, but with lower
barriers to response it is usually more engaging.
27. Rob Ousbey - @RobOusbey
Dear Blogger:
Dear Blogger:
Dear Website:
Dear Website:
Love, Website
Love, Website
Love, Blogger
Love, Blogger
A longer conversation – a „multi-step‟ approach – likely brings better results.
If there‟s only one change you make to your outreach efforts, do this.
It forces you to build relationships.
28. Rob Ousbey
First Contact Strategy
For example:
• Follow them on Twitter
• Comment on their blog
• Retweet something of theirs
• Tweet at them
• Comment again on their blog
• Email them
29. Rob Ousbey
First Contact Strategy
Follow Blog Comment Retweet @ mention Email
Jonathan Smith ✓ ✓ ✓ ✓
Joseph Bloggs ✓ ✓
Annabelle Other ✓
Stanley Burrell ✓ ✓
31. Rob Ousbey - @RobOusbey
Objections
☺ Would you like to link to MyShop.com?
☺ I can‟t right now
☺ Would there be a better time?
☺ Sure, I‟m traveling at the moment, but I‟ll be back next week.
32. Rob Ousbey - @RobOusbey
Objections
☺ Could you link to our „Computers‟ page?
☺ I‟d love to, but I have a relationship with another PC retailer.
☺ We also have an „electronics‟ section, which is also awesome.
☺ Sure.
33. Rob Ousbey - @RobOusbey
Objections
☺ Can you link to our „Hawaii Vacations‟ page?
☺ Sorry, the site has a policy of not linking to commercial content.
☺ What about our free „Pacific Travel‟ ebook?
☺ I‟d love to.
34. Rob Ousbey - @RobOusbey
Objections
☺ Can you share our „reduce your electricity bill‟ guide
with your readers?
☺ That looks really cool, but I‟m far too busy
at the moment.
☺ No problem. If you only have a few seconds, but would
like to help, perhaps you could retweet this for me?
☺ Retweeted.
35. Rob Ousbey - @RobOusbey
Objections
A few objections will account for
a massive proportion of the people you contact.
This will take Hustle & Ingenuity.
37. Rob Ousbey - @RobOusbey
Contacting Journalists
Contacting the News Desk can be reasonably successful –
for news
Contacting the journalist is fine – but no one persuades
them to write a particular story first time
If you‟re an expert – plus personable, respectful – you’ll be
a useful contact for them to have
38. Rob Ousbey - @RobOusbey
PRIORITY:
Stay on their radar.
(But don‟t overdo it.)
40. Rob Ousbey - @RobOusbey
Priorities for Outreach
Build Relationships
Get Coverage
Acquire Links
41. Rob Ousbey - @RobOusbey
Know your VIPs
Very invested in / big fans of your brand
Knew you well when you contacted them
Might talk about you regularly on Twitter
May already link to your new content
Have responded to outreach in the past
42. Rob Ousbey - @RobOusbey
Keep your VIPs
Keep in touch
Flatter them
Give them things that will benefit you
Give them anything else you can think of
44. Rob Ousbey - @RobOusbey
Outreach Metrics
Simplest measure that exists: Unique Linking Domains Acquired
Data comes from:
Your own success information
Tweets, analytics services
SEOmoz / OpenSiteExplorer
45. Rob Ousbey - @RobOusbey
Outreach Metrics
Derivative metrics, eg: ULDs / hour
Allows for work to be broken down by tactic
Classifying links gives more detailed information about ROI
46. Rob Ousbey - @RobOusbey
With No
Anchor Text Anchor Text
Great
Good
Average
Poor
47. Rob Ousbey - @RobOusbey
With No
Anchor Text Anchor Text
Great 3 18
Good 5
Average 16 22
Poor
48. Rob Ousbey - @RobOusbey
With No
Anchor Text Anchor Text
Great
Good
Average
Poor
49. Rob Ousbey - @RobOusbey
With No
Anchor Text Anchor Text
Great
Good
Average
Poor
50. Rob Ousbey - @RobOusbey
With No
Anchor Text Anchor Text
Great
Good
Average
Poor
51. Rob Ousbey - @RobOusbey
With No
Anchor Text Anchor Text
Great
Good
Average
Poor
53. Rob Ousbey - @RobOusbey
Buzzstream
ToutApp
FollowerWonk
Linkstant
54. Rob Ousbey - @RobOusbey
Linkstant.com – new link alert tool.
Downside: built by some amateur hacker. Upside: at least it‟s free.
55. Rob Ousbey - @RobOusbey
Priorities for Outreach
Build Relationships
Get Coverage
Acquire Links
56. Rob Ousbey - @RobOusbey
Look for people
with hustle
that are smart
who can get things done
who demonstrate creativity
constantly solving problems
who are continuously improving
with passionate about the brand
to get working on Outreach for your brand.
57. Rob Ousbey - @RobOusbey
Create a „multi-step‟ process
for your outreach
58. Rob Ousbey - @RobOusbey
Consider how you can improve
„first contact‟