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Mozcon 2016 - Building Links in 2016

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Securing links can be tough, and it's not about how creative or productive or smart we are, but how persuasive we are. Kirsty will walk you through how to get clients and managers to say yes to your best ideas, how to get interesting, affordable data, how to get experts to collaborate with you, and how to create outreach emails that compel people to cover your campaign.

Published in: Marketing

Mozcon 2016 - Building Links in 2016

  1. 1. Manyminds @kirsty_hulse Persuasion, Data, & Collaboration: Building Links in 2016
  2. 2. 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
  3. 3. WE RELY ON PEOPLE, AND PEOPLE CAN BE PREDICTED AND TRAINED
  4. 4. CLIENTS THAT SAY YES TO IDEAS
  5. 5. http://www.fastcompany.com/3052242/how-to-be-a-success-at-everything/the-secret-to-sounding-smart-using-simple-language QUIT THE JARGON
  6. 6. PITCH SOMETHING INSANE
  7. 7. PITCH IDEAS USING QUESTIONS
  8. 8. GOOD, AFFORDABLE DATA
  9. 9. POLLFISH ARE AWESOME REALLY AWESOME LIKE, I DON’T EVEN REALLY WANT TO BE TELLING YOU THIS AWESOME 30% off with mozconplf
  10. 10. GIVE YOUR SURVEYS TO PEOPLE WHO CARE
  11. 11. EXPERT OPINION AND QUOTES
  12. 12. 4 2 1 14 10 16 EXPERT ENDORSEMENT INCREASES REPLIES NUMBER OF RESPONSES
  13. 13. PAY JOURNALISTS (FOR CONTENT FEEDBACK, STRATEGY ADVICE AND PRESS RELEASE AMENDS)
  14. 14. AMAZON NEW RELEASES IS A GOLDMINE
  15. 15. NOT SHITTY OUTREACH
  16. 16. USE ‘EMBARGOS’ AND PRE SELL USE SEXY LANGUAGE LIKE EMBARGO AND EXCLUSIVE http://www.blastmedia.com/2013/03/24/pr-terms/
  17. 17. CITATIONS YAY
  18. 18. CITING THE SOURCE ISN’T ENOUGH
  19. 19. PLAY TO EGO
  20. 20. Total campaign time and cost = 2 days Average position for keyword group 9 to 5 Over 6000 social shares
  21. 21. WHAT I SHOULD HAVE DONE
  22. 22. NATIONAL PRESS FIRST
  23. 23. PITCHED THE IDEA OVER THE PHONE
  24. 24. HOSTED STATS ONSITE
  25. 25. I CAN’T EVEN
  26. 26. KIRSTY HULSE Manyminds @kirsty_hulse

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