The Wolf of Link Street - SMX Israel 2014

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iAcquire's Director of Strategy, Tom Harari, talks about the importance of relationship building for effective content amplification at SMX Israel.

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The Wolf of Link Street - SMX Israel 2014

  1. 1. THE WOLF OF LINK STREET Tom Harari Director of Strategy @ IACQUIRE @Tomharari
  2. 2. Tom Harari Director of Strategy @ IACQUIRE @Tomharari DOWNLOAD Slides Here: bit.ly/smx2014wolf
  3. 3. ABOUT ME • Tom Harari • Director of strategy @Iacquire • Worked for Omnicom Media Group • Consulted fortune 500 companies & SMB’s • Started my SEO Journey as a Link Builder @IACQUIRE
  4. 4. AT LINK BUILDING @tomharari WHO HERE THINKS THEY ARE AWESOME
  5. 5. CLICK TO EDIT MASTER TITLE STYLE CLICK TO EDIT MASTER TITLE STYLE iacquire.com @tomharari Let Me Tell You A Secret…
  6. 6. LINK BUILDING IS A FOOL’S GAME iacquire.com @tomharari
  7. 7. @tomharariiacquire.com ANY TACTIC MEANT TO BUILD UNNATURAL LINKS will get smacked down
  8. 8. @tomharariiacquire.com ANY TACTIC MEANT TO BUILD UNNATURAL LINKS will get smacked down
  9. 9. @tomharariiacquire.com We have Enough Tactics http://www.linkbuildingbook.com/ http://pointblankseo.com/link-building-strategies
  10. 10. @tomharariiacquire.com If you want to be a BOSS
  11. 11. @tomharariiacquire.com You Need To Build Relationships
  12. 12. @tomharariiacquire.com Building relationships leads to this
  13. 13. @tomharariiacquire.com Content Marketing Process Research Ideation Staging Development Promotion Measurement This is SO much easier when you got buy-in during the first few stages
  14. 14. @tomharariiacquire.com If you want to stand out from everyone else
  15. 15. @tomharariiacquire.com HUMAN ELEMENT Is What You’re Missing
  16. 16. TAKE THE TIME TO RESEARCH VIPS iacquire.com
  17. 17. @tomharariiacquire.com TWTRland • Drill down by Location, Gender, and Age • Add additional skills/topics • See Amplification/Reach /Relevance
  18. 18. @tomharariiacquire.com TWTRland • Drill down by Location, Gender, and Age • Add additional skills/topics • See Amplification/Reach /Relevance
  19. 19. @tomharariiacquire.com TWTRland • Drill down by Location, Gender, and Age • Add additional skills/topics • See Amplification/Reach /Relevance
  20. 20. FIND POPULAR POSTS iacquire.com @tomharari
  21. 21. FIND POPULAR POSTS iacquire.com @tomharari
  22. 22. @tomharariiacquire.com Deep Dive With Followerwonk
  23. 23. @tomharariiacquire.com Deep Dive With Followerwonk
  24. 24. @tomharariiacquire.com Additional Tools
  25. 25. iacquire.com @tomharari Rules To Influence The Influencers
  26. 26. iacquire.com @tomharari Great Content Is not good enough
  27. 27. @tomharariiacquire.com 10 Basic Pillars To get You Started 1. Gives a unique angle to a told story 2. Shares new information 3. Has a backbone of a strong intro, body, and conclusion 4. Is not thin content (i.e., doesn’t simply identify a problem without really giving any solutions) 5. Is newsworthy: creates a stir, is tied to a current event, and doesn’t cover stale news 6. Is backed up by research 7. Offers a solution 8. Has a clear audience in mind 9. Demonstrates why the topic is important and whom it affects 10. Passes the “so what?” test
  28. 28. iacquire.com @tomharari Switch From “ME” To “YOU”
  29. 29. iacquire.com @tomharari Nobody
  30. 30. iacquire.com @tomharari Gives
  31. 31. iacquire.com @tomharari A
  32. 32. iacquire.com @tomharari F@#$
  33. 33. iacquire.com @tomharari About
  34. 34. iacquire.com @tomharari YOU
  35. 35. @tomharariiacquire.com Provide Value First Focus on a benefit to them first before ever asking for a thing http://www.youtube.com/watch?v=cFdCzN7RYbw
  36. 36. @tomharariiacquire.com Never Anticipate Anything in Return
  37. 37. @tomharariiacquire.com “When you ask selfishly, the other person responds selfishly (or not at all)” http://okdork.com/2012/10/09/make-it-easy-to-say-yes/ Noah Kagan - AppSumo
  38. 38. iacquire.com @tomharari Act Like You Belong
  39. 39. iacquire.com @tomharari VIPS & Influencers are used to: • People being nervous or uncomfortable around them • People asking them for shit • People who lack confidence
  40. 40. iacquire.com @tomharari What You Want To Accomplish: • Establish rapport & Credibility • Show you’re sharp & Enthusiastic • Show you’re an expert
  41. 41. iacquire.com @tomharari Getting an introduction from someone you both know doesn’t hurt
  42. 42. iacquire.com @tomharari
  43. 43. iacquire.com @tomharari
  44. 44. iacquire.com @tomharari
  45. 45. iacquire.com @tomharari
  46. 46. iacquire.com @tomharari Keep It Short
  47. 47. iacquire.com @tomharari Important people are busy… Get to the point
  48. 48. iacquire.com @tomharari Important people are busy… Get to the point
  49. 49. iacquire.com @tomharari Make it Easy To Say Yes
  50. 50. iacquire.com @tomharari Don’t Make Them Think Lay out clear next steps
  51. 51. iacquire.com @tomharari http://www.iwillteachyoutoberich.com/blog/how-to-ask-for-something-from-an-important-person-and-actually-get-it/ Personalize it. I personalized every email I sent and got a tremendous response rate of over 90%. Use my motto -- "Don't make the busy person do your work for you" -- and suggest ideas to them.Ramit Sethi – IWillTeachYouToBeRich.com
  52. 52. @tomharariiacquire.com INVOLVE THEM IN THE PROCESS If they agreed to give a quote or a story for your piece they’re much more likely to help you share it
  53. 53. iacquire.com @tomharari Anticipate Objections
  54. 54. @tomharariiacquire.com Think Hard About Why They might say no And counter it before They bring it up
  55. 55. @tomharari you’ll be surprised at the people you become friends with
  56. 56. @tomharariiacquire.com And how effective they can be for you
  57. 57. wwww.iacquire.com Thank You @TomHarari Tom@Tomharari.com

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