Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

BrightonSEO Paul Madden Kerboo - Managing relationships for links


Published on

Managing your relationships is the path to better links.

Published in: Marketing
  • Login to see the comments

BrightonSEO Paul Madden Kerboo - Managing relationships for links

  1. 1. A Systematic Approach to Managing Relationship & Links
  2. 2. Who dis? • Co-Founder of Kerboo (Was LinkRisk) • Chequered past * Hat tip Carly Wood / Nichola Stott via FB
  3. 3. Paul Madden Kelvin Newman Paddy Moogan
  4. 4. What the hell are we all doing anyway?
  5. 5. The current position Content marketing PR More traditional SEO
  6. 6. Links are the signal
  7. 7. Its all about the people
  8. 8. Outreach
  9. 9. It’s a false economy And we are addicted to it
  10. 10. Create the content outreach and pitch
  11. 11. Create the content and pray?
  12. 12. We all need to up our game in outreach and understand the psychology of action
  13. 13. So how should we think about outreach and the people we interact with online?
  14. 14. Too much marketing is: -
  15. 15. Hey FNAME, We have made something cool, you’re gonna love it so much, gimme linkage Thanks Random Dude
  16. 16. “There is NO action without reaction”
  17. 17. Reaction is prompted by emotion
  18. 18. What makes a site owner or editor or author or influencer act?
  19. 19. We have to know what our target will respond to
  20. 20. Cold hard money
  21. 21. Friendship
  22. 22. Do they have a need we can fulfill?
  23. 23. Link building is RELATIONSHIPS
  24. 24. Any outreach is RELATIONSHIPS
  25. 25. Sales is RELATIONSHIPS
  27. 27. Content Marketing is RELATIONSHIPS
  29. 29. DEFINE
  30. 30. SUCCESS
  31. 31. Think about content promotion and coverage
  32. 32. The aim is to build a network of influencers in niches that can benefit all future projects
  33. 33. Pick your most common broad niches
  34. 34. The Pareto Principle applies as it always has and always will
  35. 35. Its this top 20% of sites and people that make 80% of the difference
  36. 36. Why ?
  37. 37. Why market what you have with people you already know?
  38. 38. The risk is far far lower
  39. 39. Some signals count for us
  40. 40. Some signals count against us
  41. 41. Marketing and by extension SEO succeeds today more than ever as a result of leveraging those people you know
  42. 42. So how do we define ‘Know’?
  43. 43. Make a connection
  44. 44. Once we have a connection we are free to ask questions
  45. 45. Once we can ask we can understand the motivations
  46. 46. And once we understand what motivates we can use emotional triggers to illicit action
  47. 47. Trust is something you have to earn
  48. 48. Give rather than take
  49. 49. Start from a position of trying to help them in some way And you’ll stumble onto the emotional trigger naturally
  50. 50. Finding the right contacts
  51. 51. Find content and work upwards from there
  52. 52. Excellent interface (Slightly limited inventory)
  53. 53. 100 Million websites searchable using 50 filters
  54. 54. Hunt down ANY deck by Paddy Moogan Stacey MacNaught
  55. 55. First contact
  56. 56. Emails emails.. And more emails • Email is cheap easy • Its simple to hide behind the inbox • Its harder to make a connection • You’re often not in control of their attention span
  57. 57. Social interaction • Hard to initiate • It’s a long game • Usually better to augment an existing relationship
  58. 58.
  59. 59. Keep EVERY communication You will need a CRM package
  60. 60. Notable CRM packages • • • • • •
  61. 61. Think like a salesperson
  62. 62. Every conversation brings you closer to the goal
  63. 63. The best way to have conversations isn’t always email
  64. 64. Fear is the differentiator
  65. 65. Pick up the phone
  66. 66. Phone is scary… but when done well phone beats almost every other method
  67. 67. Learn how to use the phone.. Learn proper conversation direction
  68. 68.
  69. 69. Two ears, one mouth
  70. 70. Set a goal for each communication
  71. 71. “I’ve really enjoyed some of the stuff you’ve published lately and I’m just curious on how you decide what to publish and when”
  72. 72. “Can you tell me a little more about how you plan what to cover”
  73. 73. “If I understand you correctly you say that each month you pick X themes to write about and then Y happens, is that correct?”
  74. 74. The question cycle • Open question • Listen • Ask closed question to qualify • Propose suggested help • Listen for objection • Open question to work round objection
  75. 75. Open question • A question you cant answer Yes or No to • Can you tell me a little about… • In interested in how you do x… • What are the main things you consider when choosing y…
  76. 76. Closed question • Normally a Yes No Answer • Used to qualify… • If I hear you correctly you always look for X, is that correct? • So its only Y that you consider?
  77. 77. Proposal of solution • The WMT method: - • Because you do X We do Y Which Means That you sort X
  78. 78. Objection handling 101
  79. 79. People say “no” because
  80. 80. • We haven’t understood the motivations • We haven’t explained the value • We haven’t ensured that value meets their need • For ALL of the above you need to…
  81. 81. Go round our objection loop again
  82. 82. “OK so I may have misunderstood how you do that part of the research for your articles, is it not correct that you spend X hours looking for resources to support the piece?”
  83. 83. “Umm well yes we do we just don’t take pieces from external people”
  84. 84. “OK so if I understand that correctly if we were to share the research that we had done for the similar piece that we did you would find some value in that”
  85. 85. “Is that correct?”
  86. 86. Close….
  87. 87. However…. Probably just gonna stick with the emailing ok….
  88. 88. Cold email is less cold if they’re aware of you
  89. 89. Cold email is less cold when it comes from a contact form
  90. 90. Sent from my iPhone
  91. 91. Very brief often gets a response • Look at the emails you respond to and why … • Something in the first line or subject catches your eye • 3 Lines of text and then close…
  92. 92. Short looks personal • Sacrifice detail to illicit response.. • Just do enough to get attention • Things like typical typing errors and ‘sent from my iPhone’ make it look like a spur of the moment email rather than mass spam
  93. 93. And by common typing errors I mean.. Hi John, Can you let me know if you’re the right person to takl to about X ? Just got something I think might be of interest. Thanks Paul Sent from my iPhone
  94. 94. Not… Poor grammar Hi John, Are you the person who looks after there content?
  95. 95. Making them know you exist • Share their stuff • Comment on their content • Write about them
  96. 96. To get the big fish you’ll have to work your way upstream • Write about them elsewhere • Include them in other content • Slowly demonstrate value
  97. 97.
  98. 98.
  99. 99. Tools are fine but genuinely showing interest isn’t easy to fake
  100. 100. Showing that you remember them and therefore value them is actually key
  101. 101. That’s where a good CRM helps you
  102. 102. Process • Define what broad niches you want influencers in • Find the people and the people connected to those people • Make a connection • Foster that relationship over time • Become a resource for them • Understand their triggers and use that to your advantage
  103. 103. Takeaways
  104. 104. Build inventory of relationships before the project
  105. 105. Placement is not the end of the relationship
  106. 106. Aim to foster such a relationship that they come to you
  107. 107. Unless you go the extra mile someone else will beat you
  108. 108. Thanks ! @pauldavidmadden @kerboo