5 steps to creating a more efficient link-building campaign

Contributor Jeremy Knauff shares the steps his agency takes, and the tools they use, to create a structured and efficient link-building process.

Link building plays a critical role in SEO today, but despite its importance, many people still approach this component haphazardly. They enthusiastically jump in with both feet, but without a structured process, they fail to achieve the results they could.

In the past, I’ve taken both approaches: I’ve run some link-building campaigns with little to no structure, and I’ve run others with enough structure to make German engineers weep with joy.

I can tell you from firsthand experience that the latter results in a more efficient campaign every single time. Meanwhile, that efficiency leads to better results for your clients and higher profit margins for you. So today, I’m going to share five steps you can use to make your link-building campaigns more efficient.

Start with a plan

I once had a client who, despite having the best of intentions, reminded me of a squirrel who had just guzzled a double espresso. Each time we would develop a detailed marketing plan working toward his goals, he would tell us how much he loved everything, sign off on it, and then within a few weeks, decide that he wanted to focus on some new shiny goal. As you might imagine, this absolutely killed his progress.

Fortunately, he recently stepped down, and the new CEO bases his marketing programs on a plan rather than a whim.

Planning is not a luxury. It’s a necessity that keeps you on track, improves performance and helps you reach your goals more quickly and efficiently because it reduces wasted time and energy.

Think of it in the context of travel. How efficient do you think you would be if you just hopped in your car and started driving with no route in mind, no GPS or map, and only a destination with no plan on how to get there? It’s pretty safe to assume that it would not be an efficient trip, and that’s if you even made it to your destination at all!

You need to develop a detailed link-building plan to maximize your results. It’s not just a numbers game, so by determining exactly what you want to accomplish and outlining the steps necessary to do so, you’ll achieve far greater results, and you’ll do so more quickly.

Focus on a tighter niche

Most SEO professionals today understand the importance of relevance in their link-building campaigns, and I would take this approach a step further. Rather than going after any and every link that is relevant to your content, you should further refine your strategy to go after links from a smaller niche within that pool of relevant websites. That may sound limiting, but hear me out.

Let’s say you’re building links for an architectural firm. Obviously, links from home builders, commercial contractors and engineers would all be relevant, but they would each link to an architectural firm for their own particular reasons — so the content you would need to create to earn those links would be different in each case. Having to create all of these distinct types of content is relatively inefficient.

On the other hand, if you create some amazing content that appeals to home builders, and then systematically conduct outreach targeting that type of site, your workflow will be both more efficient and more productive. You’ll also likely develop contacts who know each other, which come into play later.

Speaking of workflow…

Follow a process

Jumping from activity to activity is a recipe for disaster because it reduces efficiency and makes it more difficult to measure and reproduce results. That’s why an assembly line is so much more efficient than one person building something from start to finish.

When my team builds links, we follow a well-documented process that starts with thorough planning. We will first identify a strategic goal, and then determine what topics we need to rank for to achieve that goal.

From there, we start planning our topics for the next four to 12 months, including core pages as well as blog posts. Next, we identify the ideal websites we want to earn links from and compile their information. Finally, we conduct outreach, build relationships and follow up until we’ve earned those links for our client.

Following a documented process not only helps us produce better results for our clients more quickly, it also helps us to scale our agency more effectively because we can bring new employees on board and get them productive faster.

Document your campaigns

Documenting the work you put into your link-building campaigns makes it easier for teams to effectively work together because everyone has real-time access to tasks and their statuses, any necessary files and a log of all communications, both internal and external. Even if you work alone, this is still a valuable step because it helps you to consistently reproduce results.

We use a project management system called Teamwork and a customer relationship management (CRM) system called Hubspot to do this, and when integrated with Gmail, we can log literally every single email we send without any extra effort. We also use Boomerang for Gmail to automatically remind our team to follow up if we don’t receive a reply within a specified time frame. (Of course, there are many project management and CRM tools available, and you should invest some time evaluating which work best for your needs, situation and workflow. What is best for my team might not be best for you.)

One of the most powerful features of using a CRM to document your link-building efforts is that you can assign contacts to specific campaigns and even apply tags so that you can categorize, track and report on your efforts.

This means that if I need a list of people with whom we have an existing relationship (because they have linked to our clients before), I can quickly and easily pull a list and connect. We’re far more likely to earn a link from one of these people than we would with a cold email to a stranger, so this can be a huge productivity booster.

These tools aren’t solely effective for existing relationships, though. The vast majority of your initial cold emails will be ignored or declined, but a CRM allows you to set reminders to follow up with link prospects. That way, over time, you can develop and nurture a relationship that makes it easier to eventually earn links from them in the future.

There is both art and science to doing this well, which is covered in a piece on Marketing Land called How to get your content amplified by influencers.

And once you’ve built those relationships…

Leverage your contacts

We’ve already talked about how you can use your CRM to repeatedly go back to the well for new links from existing contacts, but there’s another opportunity that few people take advantage of, and that is to leverage those contacts to earn introductions to new contacts.

We start by first running a crawler, like Screaming Frog, on their website to identify outbound links, and then sort the resulting data to identify potential link opportunities. From there, it’s a simple matter of asking your contact for an introduction via email. You might try something like this:

“Hey Alex, I wanted to ask a quick favor. I noticed you have a link to xyz.com — do you know someone over there? If so, could you introduce me to them? Since we cover similar topics, I think we would be good contacts for each other.”

It’s important to point out that this approach will only be effective if you’ve previously been in dialogue with a contact. Ideally, someone who already owes you a favor. This is another situation where the tactics outlined in the “how to get your content amplified by influencers” article come into play, because you’ll achieve far better results if you build a relationship with someone and do them a favor first — before you need something from them.

After an introduction has been made, you can pitch the content you want them to link to. After nurturing the relationship, you can also use this same approach to meet that new person’s contacts.

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Take the MarTech survey: Is marketing art or science?

Take this survey for a chance to win a FREE All Access Pass to MarTech.

The phrase “art and science” of marketing gets thrown around a lot. But what does it really mean? What exactly is the art part of marketing, and what is the science? Where are the boundaries between them? Do they overlap?

We’d love to hear your thoughts on this subject. Please take this short survey on the art and science of marketing. It should only take a few minutes, and we’d be happy to share the final results with you. And, as a thank-you, we’ll enter you to win a FREE All Access Pass to MarTech (valued at $1795.)

Let us know what you think! Click here to take the survey.

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How to Use Network Data to Turn Bad Inputs into Gold

Live Webinar: Thursday, April 6, 2017 at 1:00 p.m. ET (10:00 a.m. PST)

If you think network data means gathering business cards at lunch, you’re in for a surprise. Today’s network data comes from data owners sharing their information to give everyone access to better data than Sany brand can assemble on its own.

Join data experts David M. Raab and John Hurley as they describe how Radius and its clients built a network of B2B business and contact information, and how you can create a new data source with unprecedented freshness, accuracy, and coverage.

Attend this webinar and learn:

• how network data creates better information at lower cost.
• why data networks yield better results as they grow.
• ways that network data can improve your own sales and marketing programs.
• how to measure your current data quality and improvements you can make.

Register today for “How to Use Network Data to Turn Bad Inputs into Gold,” produced by Digital Marketing Depot and sponsored by Radius.

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What is customer marketing?

Maybe it’s time to rethink your approach...

B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service.

This renewed attention helps in a couple of ways. First, successful customers are happy customers, and they are more likely to renew with you. The second reason is that successful, happy customers are also great advocates for your brand.

“Your best salespeople aren’t on your payroll,” said Jill Rowley, speaker, startup advisor and social selling evangelist, on the Rethink Podcast. “They’re your customers who are willing to advocate for your brand, your company, your solution, your people.”

It’s where the worlds of customer marketing and customer success collide. At Act-On, we see this falling in the Expand (retention) phase of marketing, joining Brand (awareness) and Demand (acquisition). All three phases are important, and they feed into the success of the others.

As a view into how some people think of marketing, Act-On is releasing a series of videos styled in the “Big Short” style, using metaphors to humorously explain Brand, Demand and Expand and how marketing automation can help marketers adapt to the ever-changing buyer’s journey.

In the Expand video, we discuss the importance of customer marketing, or what the video describes as sustainable marketing … dude.

In recent years, there has been a shift in B2B marketing from looking at customer marketing as an activity to leverage customers to supporting lead generation activity through case studies, reference calls and so forth. And while that is necessary, today’s modern marketer is recognizing the importance of ensuring their customers’ success so that they are more likely to renew with you, more likely to speak at your event and more likely to tell their peers about you.

“A lot of companies still see customer marketing as supplying references to the sales team when they need it; for getting customers to be quoted in a press release; for getting customers to get up on stage at your annual conference; or to speak to an analyst,” said Stephen Schleifer, Act-On’s senior director of customer marketing.

“That is just the tip of the iceberg with customer marketing. There is a lot of untapped potential most organizations are not realizing by being able to engage with their customer base way beyond those kind[s] of very lead gen and pre-sales types of activities, including online communities, customer advisory boards, advocacy programs, product adoption, upsell campaigns and events.”

Research from Frederick Reichheld of Bain & Company, inventor of the net promoter score, which was published in the Harvard Business Review, has found that acquiring a new customer is anywhere from five to 25 times more expensive than keeping a current customer. And increasing customer retention rates by 5 percent increases profits by 25 percent to 95 percent.

“I love this quote from the Forrester Research in the B2B Loyalty the B2C Way report,” said Schleifer. “They say, ‘It’s time to expand the focus of B2B engagement to the entire customer relationship, including loyalty and retention, which are not traditional priorities for B2B marketers.’”

And in this world of tweets and Facebook live streams, it’s critical to recognize the importance of your customers as ambassadors for your brand when they are talking with their peers.

“Being able to get customers to validate a lot more of what you’re doing is very, very important,” Schleifer said. “You’re really kind of approaching it from we’re successful as a company because we’ve been able to help our customers be successful. The more successful they are using the platform, the more it’s able to deliver on their business objectives, then the stickier it becomes to them as a must-need business tool, and the more they’re going to say, ‘Hey, I’m realizing value and this technology platform is a big part of that.’”

By using a marketing automation workspace like Act-On, marketers are able to grow their customer relationships after the sell in a number of ways, from automating the customer onboarding process through nurture emails to sending emails about product adoption, new features or training opportunities. You can score and measure their engagement with you, whether they are attending a training webinar, opening your nurture emails or sharing your social posts.

By leveraging your marketing automation, CRM and ERP data, you can also better understand when a customer is ready for an upsell or cross-sell. You can use your marketing automation to deploy surveys to gauge their satisfaction and get feedback on your products. From here, you can identify prospective brand advocates.

“There are lot of ways we’re focused on making sure we are engaging with the customer after that contract has been signed, but before that renewal process starts. We’re working on targeting communications and programs based upon where a customer is at in their product use and adoption lifecycle — it’s a highly personalized approach. We want to make sure customers are continuing to adopt, use, and see value,” Schleifer said. “We want our customers to get the most value out of their investment that they can.”

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Marketing in a ‘Post-Digital’ World: New rules for connecting with today’s customer

Live Webinar: Thursday, March 30, 2017 at 1:00 p.m. ET (10:00 a.m. PST)

Today’s customer operates in a ‘post-digital’ world, where the boundaries between physical and digital have disappeared. Empowered customers demand more from brand relationships, and expect an experience that is personal, relevant, and technologically seamless at every touchpoint.

To stay on top in this fiercely competitive world your marketing organization needs to be constantly chasing and adapting to the new technology your customers use every day. Are you running fast enough to stay in front of customer demands and competitor moves? The fix is not always new processes or technology, but a new marketing worldview that reaches customers with the right message at the right moment.

Join guest speaker, Forrester VP, Principal Analyst Shar VanBoskirk who will present findings from recent research on how marketing strategies are shifting to win, serve, and retain customers in this ‘post-digital’ era.

Register today for “Marketing in a ‘Post-Digital’ World: New rules for connecting with today’s customer” produced by Digital Marketing Depot and sponsored by [24]7.

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How 7 leading brands are winning at paid search

See how Predictive Search Bidding outperforms traditional bid methods in every head-to-head test across multiple industries.

Whether your goal is to maximize revenue generated with existing budgets, boost profitability, reduce costs or grow revenue within targets, using seven real-life examples, this white paper from [24]7 can help you get there. This white paper covers:

• how Predictive Search Bidding gives you the power to optimize every bid, maximize ROI and reduce costs.
• how to use Predictive Search Bidding to meet a variety of specific financial goals depending on revenue targets and budget constraints.
• real examples of how seven leading brands reach a variety of target metrics, all with impressive results.

Visit Digital Marketing Depot to download “How Leading Brands Win at Paid Search.”

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SMX West is just days away. Reserve your seat now!

Join us for cutting-edge SEO and SEM tactics, search marketing solutions, and networking

We’re one week away from the 10th edition of SMX West – the premier search marketing conference on the West Coast! Don’t miss your chance March 21-23 in San Jose to get actionable SEO and SEM tactics that will drive your campaign’s success. It’s not too late to secure the best pre-conference rates!

Become a better search marketing professional. Attend SMX West for:

• Tactics you can use immediately: 60+ sessions covering proven tactics in search advertising, SEO, mobile, social, analytics, and more. Check out the agenda.
• Career-defining networking: Connect with new and old friends to share what’s working and what’s changing in the world of search marketing. You’ll get facetime with experts at multiple events including: SMX Meet and Greet, “Obsessed with…” lunch tables, Expo Hall Reception, Janes of Digital, Google Dance Networking, and more. Get all the details here.
• Proven insights from the pros: Learn practical tips and best practices from experts who are in the trenches, tackling the daily challenges you face in SEO and SEM. See who’s speaking.
• Solutions and demos: Discover new solutions to improve your business at the Expo Hall. You’ll have access to over 30 solution providers, including Google, Bing, Bruce Clay, and more. See the Expo Hall lineup.

Select the pass option that fits your needs

One size doesn’t always fit all. Choose from multiple options to customize your SMX experience:

• Get it all with an All Access Pass: You’ll get access to all conference sessions, networking events, expo hall, hot meals, WiFi, and more! One day passes are also available. Register now.
• No budget… no problem: The Expo+ Pass provides unlimited access to solution providers in the Expo Hall, full days of programming from Bing (March 21) and Google (March 22), and more than 20 presentations in the SMX Theater.

Hurry, SMX West is almost here – register today!

P.S. We asked Search Engine Land’s Founding Editor Danny Sullivan to record this quick video message for you!

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Optimizing for Mobile Search: A checklist to improve local SEO

Join Greg Sterling for this live webinar on March 23, 2017, at 1:00 p.m. ET (10:00 a.m. PT)

Mobile devices now account for nearly 60 percent of all searches. Are your local sites and landing pages in the best position to show up in the SERPs and engage mobile consumers?

Join us for an in-depth look at how to optimize your location-based marketing strategy for the mobile consumer. We’ll provide a checklist of the many elements that go into an effective local approach, as well as practical advice for improving SEO for local pages. You’ll learn:

• syndication strategies to improve voice search share.
• why it’s important to integrate user-generated content with local listings.
• how to customize store locators and landing pages for mobile users.

Register today for “Optimizing for Mobile Search: A checklist to improve local SEO,” produced by Digital Marketing Depot and sponsored by Brandify.

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Big changes are coming to local marketing, are you ready for them?

Don't wait for the future to happen to your business.

If you manage marketing or search for a multi-location brand, you already know the game-changing potential of local search. But just when you think you’ve got everything figured out, the rules change.

The local marketing industry has been over-focused on listings management, and today it’s primed for a rapid evolution. In 2017, local search will be about generating ROI from your efforts by getting more customers to your locations.

In this white paper, SweetIQ outlines 5 strategies you can apply to local marketing right now and bring the future to all your locations.

Visit Digital Marketing Depot to download “The Future of Local Marketing is Now: 5 Ways Local Marketing Will Impact The Way You Do Business This Year.”

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Machine learning is marketing’s future

Three ways the future is already here.

When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain experience or a degree to use?

This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things. What might seem out of reach today can become widely accessible tomorrow — just look at the GPS system, or drones.

We’re seeing this now with marketing technologies. Machine learning has made it so that marketing automation platforms can be predictive — able to learn, think and act without explicit instructions. The result: more precise, efficient marketing that adapts to the journeys customers travel. What used to be nice only in theory (predictive analytics, often complex and expensive) can now be put into practice, via features that allow for real-time data optimization, automated workflows and personalized content.

Think of it as a team of robots at your disposal — at the ready to evaluate, modify and optimize your company’s programs so you can better anticipate and respond to the customers in your care. Here are three specific benefits:

Real-time responses

On any given day, most marketers are up to their ears in data — data from the programs they run, the buyers they court and track. Marketing automation enables them to separate signals from noise, wheat from chaff, so that they can orchestrate specific actions based on the stories data tells them.

In fact, some marketing automation platforms have evolved to the point of predicting the best times to engage specific buyers, using past behaviors and actions to identify an optimal time for sends and engagements (a window when opens and click-throughs are likely to be highest).

The technology has also gotten smarter in the lead scoring and weighting department and can enable marketers to go beyond conditional scoring rules, prescribing scoring values for behaviors and actions across different segments, industries and buyers.

And it can help marketers with segmentation by dynamically creating lists of engaged contacts by any combination of factors; these segments can automatically adapt as new information is provided.

A more tailored approach to outreach

Marketers have long relied on A/B tests to optimize their programs and strategies, to ensure the most effective message is used. But this method has always resulted in a one-size-fits-all approach, in much the way segmentation has — assuming that the behavior of a set of buyers tells us everything we need to know about a whole swath of buyers.

The modern customer engages with a business across multiple digital touch points, and it’s crucial that brands personalize their experience at every stage, from first interaction to purchase through ongoing customer care. Machine learning allows for this, finding patterns at faster speeds and on far greater scales. It provides an immediate, high-definition view of customers and their behaviors — allowing us to find smaller micro-segments of customers that have shared interests and needs. It immediately connects dots that traditional methods are slow to recognize, if they ever do at all.

More creativity overall

Nothing, including marketing technology equipped with the latest artificial intelligence, can ever replace marketers’ experience and instinct. Marketing is a human endeavor, no matter how much machines enter the picture.

But this technology has immense value in offering fact-based insights gleaned from real-time data. It tests conventional wisdom and assumptions and offers prescriptive advice. In these ways, machine learning does a lot of heavy lifting for marketers, freeing them up to be creative and strategic.

This is why, when considering marketing automation software, organizations should look for vendors that are embracing predictive and machine learning. It allows them to get the most out of their technology investments and their marketers alike.

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Driving local marketing change with Uber, Lyft and self-driving cars

Columnist Brian Smith explains how ride-sharing services and self-driving cars will open up a host of new opportunities for local businesses.

Are you ready for pay-per-car marketing? That’s right, PPC is about to take on a whole new meaning.

Uber and Lyft recently began testing programs in which local businesses pay for your ride to their locations — assuming you’ve splurged the requisite amount at their cash registers. The result: local marketing is about to be transformed.

Local search to certain purchase

Imagine this:

You’re traveling out of state for business. It’s dinner time, so you search on your phone for restaurants near your hotel. You narrow your choices down to two restaurants. Both restaurants offer the same type of food. Both have the same ratings. Both have a similar price range. The only difference? One restaurant is offering to pick up your Uber fare if you choose them. It’s not much of a choice, is it?

As ride services grow in popularity, paying for a customer’s ride will increasingly help businesses stand out of the PPC pack.

The primary beneficiaries of this new marketing model will be restaurants and retailers. Spend a certain amount on your meal or buy this product? Your ride is on the house.

Uber is currently testing this marketing model with their Uber Offers, and Lyft has rolled out a similar service in Portland.

As of right now, these “free” rides are limited to the ride services’ apps and their partner affiliates. But it’s only a matter of time before this new form of marketing integrates with more traditional search methods and competes in the PPC realm.

And look out when they do. I suspect that the conversion rates for these types of ads will be significantly higher than the more traditional PPC approaches for local. After all, once a customer selects your ad and orders an Uber, backing out of a purchase will cost the customer money. The ride will only be validated with purchases.

So, when can you expect to start seeing these pay-per-car ads gain wider adoption? You’ll start seeing them more over the coming year, but they won’t truly take off until self-driving cars hit the streets.

Ride services and self-driving cars

It’s no secret that Uber and Lyft are at the forefront of developing self-driving cars. Why? If they can cut out the driver by operating their own fleet of autonomous vehicles, the cost of a ride drops dramatically.

Currently, drivers for both Uber and Lyft take home 75 percent of the fare profit. If you cut out the driver, you can expect Uber and Lyft to significantly cut prices, even with the added costs of maintaining their fleets. Cutting prices dramatically will make it much more affordable for businesses to pick up a user’s fare to their locations.

When this happens, expect Uber and Lyft to see even more dramatic growth. Likewise, expect pay-per-car ads to grow right along with them.

The dark horse in this race is Tesla, which plans to run their own autonomous ride service through their Tesla Network. While Uber and Lyft are both experimenting with self-driving technology, Tesla is already baking the hardware for full autonomy into every car — and has been since October of last year.

Additional local marketing perks

The implications of chauffeuring customers around, whether human or self-driven, is that it frees up the hands of the rider. What will riders do with their newfound freedom? The same thing they do when they’re not driving: spend time on their phones. This will open up additional local marketing opportunities for customers in transit, ushering in a new era of pit stop impulse buys.

Likewise, as soon as Uber and Lyft begin to operate their own autonomous fleets, you can expect to see the center console and the back of every headrest sporting a screen promoting advertisements.

Having local businesses pay for rides will also help close the online-to-offline local marketing attribution gap. After all, if a ride is validated via Uber or Lyft, it’s easy to know that a sale was made and the source it came from.

And finally, ride services will help with verifying business locations. Simply by asking customers feedback about whether the destination was correct, it should help clear up some of our location data issues.

How should marketers prepare for the coming changes?

Local marketers need to ensure that their location data is accurate and up to date, particularly the information about their products in stock. For example, if a customer shows up to your location via Lyft and can’t find the product she was looking for, you’ll have one very unhappy customer on your hands.

You also need to start improving the quality of your location data in anticipation of self-driving cars. You don’t want your geocodes to be off and have these self-driving cars drop your customers off in the wrong location. In the long run, data issues will likely be cleaned up by the driving services themselves, but we’re probably years away from this becoming a reality. In the meantime, the old way of establishing and verifying geocodes will still hold true.

Finally, local marketers need to get their heads around the fact that with Uber, Lyft and self-driving cars, your potential customers are riders, not drivers. Be creative and start thinking of ways to take advantage of the opportunity. Who knows? Billboards might start making a comeback!

In short, ride services and self-driving cars are about to open up an entire world of local marketing opportunities. The question is, will you be ready for it?

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Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

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