09 Jan Jon Cartu Suggest: 6 Elements Your Link-Building Campaign Must Include
Designing effective, sustainable link-building campaigns requires a keen understanding of your organization’s strengths and weaknesses. Find how you can craft campaigns that tap into that knowledge.
Photo: Luis Alvarez | Getty Images
There are six broad factors we’ve discovered that impact a link-building campaign’s scope. Ideally, during the campaign design phase, your link builder will have a suitable amount of time to consider all these factors. In doing so, they’ll probably discover a few more factors unique to your organization’s situation. The more factors you can take into consideration and design for, the more unique and effective your campaign will be.
Factor 1: What’s Working Well for You Already?
We like to start client discussions with a question about what’s working well already— and not just in link building! For example, we may ask how our clients currently generate their leads. Recently, it turned out that one of our clients had an email list of 10,000 subscribers that they’d built up a great relationship with over the course of the past 10 to 15 years! They estimated that at least 10 percent of their list comprised active web content publishers, which made this list the perfect place to begin designing a campaign.
On the more link-oriented side, we ran through some questions with a prospect recently to discover their linkable assets. They didn’t have the time or resources to create content, which is our organization’s linkable asset strength. When we asked what had been working, they mentioned that they had products they could give away for nonprofits and bloggers to use as prizes in raffles and other types of contests. This understanding then informed the link opportunities we discovered for them in that we were able to systematically discover massive numbers of prequalified prospects.
We encourage you to think about what’s working well already and to keep that in mind when link building. Supporting and growing from what works can be far easier and more economical than trying to create something entirely new that doesn’t stem from currently existing strengths.
Factor 2: Your Business and Marketing Goals
Specific business and marketing goals are often missing in link-building campaign design, especially when a campaign is designed in a vacuum without input from other departments.
Because link building has the capacity to impact goals far beyond your search engine results…