Scaling Links
To Lead-Gen Content
by Irina Nica @nicairinica | Learn Inbound | 2019
The Prospecting Approach
That Guarantees Results

Hi, I’m Irina
Community & Influencer Relations
@HubSpot

Agenda
Why link building to lead gen often fails
How good prospecting can help
Scalable link prospecting tactic that gets results

Link building is hard

Link building is hard
Link building to lead gen content
is probably the hardest

Content type matters a lot
Email Signature Generator Social Media Workbook

Brand Awareness & Content Quality
also matter a lot.
Brand Awareness
ContentQuality

Brand Awareness & Content Quality
also matter a lot.
Brand Awareness
ContentQuality
Lots of links

Brand Awareness & Content Quality
also matter a lot.
Brand Awareness
ContentQuality
Lots of links
:(

Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness

Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness
Step #2 Prospecting
+Research
+CRM

Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness
Step #2 Prospecting
+Research
+CRM
Step #3 Outreach
+Email Templates
+Personalisation

Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness
Step #2 Prospecting
+Research
+CRM
Step #3 Outreach
+Email Templates
+Personalisation

Prospecting
is the art of finding
natural connections

Prospecting
is the art of finding (a lot of)*
natural connections
*scalability

Prospecting is a 3-Step Process
Planning Validation Research

1000+ keywords in Google Top 10
34 referring domains (4 months)
Avg. Domain Authority = 42

Planning Validation Research
Prospecting is a 3-Step Process

Goal: Find Natural Connections

Solution:
A template to create a
daily schedule!
Goal: Find Natural Connections

Goal: Find Natural Connections
Problem:
Lack of productivity,
remote work
challenges etc.

Google/Searches related to
AnswerthePublic.com
Get Creative: Find More “Problems”

These article ides =
Prospects
Plan: Build a List of “Problems”

Planning Validation Research
Prospecting is a 3-Step Process

Keep in your list only
topics with:
● High volume
● Low competition
● Do-follow links

Planning Validation Research
Prospecting is a 3-Step Process

+”Problem”/Topics that
have a lot of articles
+Where there is low
competition
+That give do-follow
- Domain Authority <30
- Spammy backlinks
- Guest posts
- Sites w/ a bad look &
feel
- “admin” authors
- Competitor websites
+Partners
+Subscribers
+Followers
+Brand-fans
+High traffic
+Well ranking
Keep Exclude Prioritise

You have a list of prospects!

Takeaways
Pick the right lead gen offer to work on
Set realistic goals.
Always look for opportunities where you can create a natural
connection.
Test your ideas and only reach out where it makes sense

Thank you!
PS: Email me inica@hubspot.com
if you want the Google Sheets
prospecting templates