Ari Nahmani of Kahena Digital Marketing, started off the session with his talk “Future Proof Link Earning: Automation, Acceleration & Seeding.” Note that he refers to earning links, rather than building links, and to do that you have to hustle. The idea here is that earned links are garnered through the placement of quality content on quality sites rather than buying them, trading for them or getting them in a smarmy way.
Nahmani’s definition of hustling includes these three key activities:
- Organic Seeding
- Paid Acceleration
Organic seeding is creating content and then strategically placing it on third-party sites (of course, linking back to your own site). Sites that Nahmani recommended are: StumbleUpon, Zite, poshfeed, Swayy and SlideShare. He reminded the audience that influencers are always looking for great content to share with their followers, so why shouldn’t it be yours?
Nahmani shared creative ways to repurpose content. Take an infographic, chop up the image into individual slides and upload the repurposed content to SlideShare. Or write up a list-type piece for BuzzFeed and include a piece of your own content as part of that list.
One automation tool that Nahmani was particularly excited about was Image Raider, a service that allows reverse look up of images.
I also loved his idea of setting up a search on TweetDeck to see which journalists are seeking sources for their next story. You are an expert too! Why not step up to share your knowledge?
“The Wolf of Link Street,” presented by Tom Harari of iAcquire, was less about link mechanics and more about the psychology of creating relationships. Link earning follows the building of relationships as your new friends will want to share and promote your content.
He suggested starting out by researching the influencers in your industry. Twtrland is one place to start. It allows you to search for influential people talking about your topic.
Once you have identified these people, Harari spelled out “6 Rules to Influence Influencers.”
- Great content is not good enough — you need to make sure people are seeing it.
- Switch from “me” to “you” — start by offering something of value first, perhaps a complimentary blog article. Share it, but expect nothing in return.
- Act like you belong — establish your own credibility, potentially by asking a common acquaintance to set up an introduction.
- Keep it short — influencers are busy people, get to the point fast.
- Make it easy for them to say “yes” — lay out the clear next steps, involve them in the process, and make your requests short and unmistakable.
- Anticipate objections — try to predict what their objections will be and gently counter them within the body of your request.
Have you already used some of these strategies? Which of these new tips will you use to earn your next links?