One of the most difficult things businesses seem to struggle with in the their online marketing efforts is social media. While it's not new by the web's standards, businesses have only just begun to tap into its true potential over the last couple of years.

In the automotive industry, car dealers who previously questioned the value of automotive social media marketing are beginning to understand its value. With Facebook becoming a great advertising platform, on top of a platform to connect with customers and brand your business, car dealers have an opportunity to  sell more cars for a fraction of what it would normally cost.

Let's take a look at ways dealerships can stand out on Facebook.

Stop Self-Promoting and Give the People What They Want

When thinking about content for your dealership's Facebook page, stop thinking about self-promotion. It may sound like the exact opposite of what you think a Facebook page is for, but you need to think about how people (including yourself) utilize Facebook on a day-to-day basis.

You don't care about whether Joe and Jane Schmo bought a Jeep Wrangler today because you came onto Facebook to check on friends and family, as well as read news and see other interesting stories from the web. For your dealership to stand out, you have to post compelling and engaging content that can relate to your business. The most effective way to do this is to draw out the excitement in the brands you sell.

Post high quality images of cars you sell to show what they're capable of, giving the action a story. Post about the evolution of a particular model and ask people to respond with memories. Post facts about these vehicles, such as fuel efficiency or interior features to spark interest.

Create Awesome Content on Your Site

Your website is one of the most important aspects of successful social media marketing. You want to make sure you're not only sending people there to increase business, but you want to create shareable content to help grow your online presence.

Great examples of this for dealerships would be lists of modifications people can make, or vehicle comparisons that show how awesome the cars you sell are compared to the competition.

This content is not only great for your dealership's social presence, but also great for its SEO as well.

Give Your Inventory a Story

Posting inventory directly to Facebook and other social media sites has been controversial in the automotive industry. But done right, it not only becomes useful content, it brings real ROI to social media as well.

So instead of just announcing you have a "White 2015 Jeep Wrangler" in stock, give it a unique story to draw users in to engage. Since it's a jeep, you can say:

"This white paint job looks so clean. Almost too clean, in fact! Who's going to take this off-road for us?"

Add a Local Touch

For local businesses, connecting with area consumers on Facebook is a the best way to get your name out there. For car dealers, standing out often means the difference between being the highest-volume dealership and the lowest-volume dealership.

To build more connections with car buyers in your area, post interesting facts and history about your local area and talk about area attractions. People like to be informed, and if you can add in the local connection, you'll help increase engagement and interest in your Facebook page.

Engage with Users to Build Loyalty

All of the above will help give your dealership's Facebook strategy a nice foundation, but to build upon that you need to engage with users.

This will not only help solidify the connections you've started to make, but will help create the loyal advocates that will help increase the consistency of your dealership's business.

This is a syndicated post. It originally appeared on Wikimotive's blog. 

One of the most difficult things businesses seem to struggle with in the their online marketing efforts is social media. While it's not new by the web's standards, businesses have only just begun to tap into its true potential over the last couple of years.

In the automotive industry, car dealers who previously questioned the value of automotive social media marketing are beginning to understand its value. With Facebook becoming a great advertising platform, on top of a platform to connect with customers and brand your business, car dealers have an opportunity to  sell more cars for a fraction of what it would normally cost.

Let's take a look at ways dealerships can stand out on Facebook.

Stop Self-Promoting and Give the People What They Want

When thinking about content for your dealership's Facebook page, stop thinking about self-promotion. It may sound like the exact opposite of what you think a Facebook page is for, but you need to think about how people (including yourself) utilize Facebook on a day-to-day basis.

You don't care about whether Joe and Jane Schmo bought a Jeep Wrangler today because you came onto Facebook to check on friends and family, as well as read news and see other interesting stories from the web. For your dealership to stand out, you have to post compelling and engaging content that can relate to your business. The most effective way to do this is to draw out the excitement in the brands you sell.

Post high quality images of cars you sell to show what they're capable of, giving the action a story. Post about the evolution of a particular model and ask people to respond with memories. Post facts about these vehicles, such as fuel efficiency or interior features to spark interest.

Create Awesome Content on Your Site

Your website is one of the most important aspects of successful social media marketing. You want to make sure you're not only sending people there to increase business, but you want to create shareable content to help grow your online presence.

Great examples of this for dealerships would be lists of modifications people can make, or vehicle comparisons that show how awesome the cars you sell are compared to the competition.

This content is not only great for your dealership's social presence, but also great for its SEO as well.

Give Your Inventory a Story

Posting inventory directly to Facebook and other social media sites has been controversial in the automotive industry. But done right, it not only becomes useful content, it brings real ROI to social media as well.

So instead of just announcing you have a "White 2015 Jeep Wrangler" in stock, give it a unique story to draw users in to engage. Since it's a jeep, you can say:

"This white paint job looks so clean. Almost too clean, in fact! Who's going to take this off-road for us?"

Add a Local Touch

For local businesses, connecting with area consumers on Facebook is a the best way to get your name out there. For car dealers, standing out often means the difference between being the highest-volume dealership and the lowest-volume dealership.

To build more connections with car buyers in your area, post interesting facts and history about your local area and talk about area attractions. People like to be informed, and if you can add in the local connection, you'll help increase engagement and interest in your Facebook page.

Engage with Users to Build Loyalty

All of the above will help give your dealership's Facebook strategy a nice foundation, but to build upon that you need to engage with users.

This will not only help solidify the connections you've started to make, but will help create the loyal advocates that will help increase the consistency of your dealership's business.

This is a syndicated post. It originally appeared on Wikimotive's blog. 

When business owners think of SEO, they most likely think of ranking #1 for the most obvious search terms in their area. And while those are arguably the most high-value single targets for your SEO efforts, these terms, such as "[SERVICE] in [CITY]," are also the most competitive.

Because of this, businesses should explore options for long tail keywords when doing keyword research for SEO campaigns.

Long tail keywords, on top of being easier targets, have a lot of unique advantages over their short tail brethren that can open up a lot of doors for businesses looking to increase conversions.

So the next time you're thinking about the importance of specific keywords in the grand scheme of your overall SEO strategy, keep the following points in mind!

Short-Tail Searchers Are Often at the Very Beginning of the Buying Process

I was recently in the market for a used car here in New Hampshire. The first thing I did was search for "used cars NH." That's a great example of a short tail keyword that many car buyers here in New Hampshire will use when looking to research used cars online.

Now, for used car dealers, that term drives a lot of traffic if you're able to get the #1 position. The problem is, there's no telling where that buyer is in the car buying process. But because the search did not include "dealership," "dealers," or anything specific, such as a city in New Hampshire, it's really tough to understand the bigger picture behind my search.

Long Tail Searchers Are Ready to Convert

After doing all of my research at the beginning of my buying process, I knew exactly what I wanted. Like most car buyers, that changed 20 times throughout my research, but I've made up my mind now and I contact the dealership that shows up for my specific, long tail search.

This is the main reason why it's so crucial to target long tail keywords. You want to attract customers who are intent on buying NOW!

Now, for products like iPhone cases, or any small purchase, the value in ranking for short tail keywords is much higher than for larger purchases. (People will often do a search, pick one that looks nice, buy it, and be done with it in less than 15 minutes.)

Optimizing for longtail keywords also pays dividends the same way short tail keywords do, as people search in many different ways, you'll often receive many more visits for questions, misspellings, and other related variations.

Focusing on Long Tail Keywords Can Inadvertently Help Short Tail Rankings

Google understands the relationships between different searches, and by becoming an authoritative site on 10 ultra-specific topics related to your business, you can easily boost your rankings for the most high-value short tail keywords as well.

This way of thinking about rankings not only ensures you achieve more success with your SEO efforts, it also means you don't fall into the shortcut pitfalls of thin content and paid links. Many businesses, or their SEO companies, turn to these risky practices after having trouble ranking for the most competitive keywords in a particular industry.

By taking a deeper look at the opportunities long tail keywords can open up for your business, you could discover you're sitting on a goldmine of conversion opportunities!

Originally published to Wikimotive.com on November 24, 2014. 

When business owners think of SEO, they most likely think of ranking #1 for the most obvious search terms in their area. And while those are arguably the most high-value single targets for your SEO efforts, these terms, such as "[SERVICE] in [CITY]," are also the most competitive.

Because of this, businesses should explore options for long tail keywords when doing keyword research for SEO campaigns.

Long tail keywords, on top of being easier targets, have a lot of unique advantages over their short tail brethren that can open up a lot of doors for businesses looking to increase conversions.

So the next time you're thinking about the importance of specific keywords in the grand scheme of your overall SEO strategy, keep the following points in mind!

Short-Tail Searchers Are Often at the Very Beginning of the Buying Process

I was recently in the market for a used car here in New Hampshire. The first thing I did was search for "used cars NH." That's a great example of a short tail keyword that many car buyers here in New Hampshire will use when looking to research used cars online.

Now, for used car dealers, that term drives a lot of traffic if you're able to get the #1 position. The problem is, there's no telling where that buyer is in the car buying process. But because the search did not include "dealership," "dealers," or anything specific, such as a city in New Hampshire, it's really tough to understand the bigger picture behind my search.

Long Tail Searchers Are Ready to Convert

After doing all of my research at the beginning of my buying process, I knew exactly what I wanted. Like most car buyers, that changed 20 times throughout my research, but I've made up my mind now and I contact the dealership that shows up for my specific, long tail search.

This is the main reason why it's so crucial to target long tail keywords. You want to attract customers who are intent on buying NOW!

Now, for products like iPhone cases, or any small purchase, the value in ranking for short tail keywords is much higher than for larger purchases. (People will often do a search, pick one that looks nice, buy it, and be done with it in less than 15 minutes.)

Optimizing for longtail keywords also pays dividends the same way short tail keywords do, as people search in many different ways, you'll often receive many more visits for questions, misspellings, and other related variations.

Focusing on Long Tail Keywords Can Inadvertently Help Short Tail Rankings

Google understands the relationships between different searches, and by becoming an authoritative site on 10 ultra-specific topics related to your business, you can easily boost your rankings for the most high-value short tail keywords as well.

This way of thinking about rankings not only ensures you achieve more success with your SEO efforts, it also means you don't fall into the shortcut pitfalls of thin content and paid links. Many businesses, or their SEO companies, turn to these risky practices after having trouble ranking for the most competitive keywords in a particular industry.

By taking a deeper look at the opportunities long tail keywords can open up for your business, you could discover you're sitting on a goldmine of conversion opportunities!

Originally published to Wikimotive.com on November 24, 2014. 

The phrase "quality content" has become somewhat of a joke within the SEO and digital marketing community. It's used so often when giving SEO advice--typically without further detail or actionable instructions--that there's no way for a non-SEO to truly grasp the meaning behind it.

But that all changes today!

I want to give you my explanation of quality content to help shed light on any mistakes you might be making with your own content efforts.

Let's dig in!

You Have to Nail the Intent

First and foremost, intent is easily the single most important factor to creating content today. If you don't nail the intent behind your content properly, you're not going to attract the right visitors, and your results will be suffer as a result.

But how do you understand intent?

In order to understand intent, you need an inside look at how people are phrasing searches related to your business/niche. For that, we'll use the Adwords Keyword Planner.

As an example, let's say you're trying to rank for the keyword "used cars for sale." The intent here is pretty simple: the user wants to find used cars for sale (likely within driving distance from their location). But the type of content you'd create for that target keyword would be a lot different from the content you'd create for "best used cars for sale."

A user searching for "used cars for sale" is probably after a list of used cars available at a dealership, or an aggregate display of used cars in their area. There's no phrase modifying this search, as is the case with "best used cars for sale." Modifiers help us identify searcher intent, allowing us to create content that will match that intent.

For instance, the "best used cars for sale" content should include a list of cars that are widely considered to be the most reliable. We've determined this based on the context of the word "best" combined with used cars. (If we were talking about "best movies ever," we'd be looking at movies that were universally well reviewed.)

I've come to put keywords into different categories based on intent. This helps me identify the right keywords to target on pages, and better craft content to meet the needs of search users.

The first is "transactional" keywords. These are keywords that show an intent to purchase. In our example, "used cars for sale" is a transactional keyword.

The second is "informational" keywords. Users searching these types of keywords are obviously out to be informed on a particular subject. People searching for "best used cars for sale" are out to be informed about the best used cars so they can make a better decision as a consumer. (They're also probably afraid of buying a lemon!)

Get into the habit of thinking about the intent behind keywords. It's really easy when you change your mindset. You've searched Google with the intent of buying, and with the intent of being informed, plenty of times. So take that experience and apply it to the keywords other people are searching for in your arena.

Creating Value for the User

Stay in the mindset of a search user!

Now, instead of applying that information to identifying intent based on keywords, apply it to your satisfaction with the content of pages that rank well.

What was it that separated their content from others? It was probably the value they brought to the subject.

But what does that mean exactly?!

It means they nailed the intent of your query.

For our "best used cars for sale" example, to fully ensure you're going above and beyond for users, you'd be best off breaking your list down into categories, featuring cars, trucks, and SUVs. Some users may have only been searching for sedans, but it's very likely the large majority were just looking for used cars in general.

Now, if you want to target searchers of "best used SUVs to buy," though, you only have to worry about covering SUVs. The only downside is, once you start getting specific you're likely going to see major drops in search volume per keyword.

Whatever your individual situation, the goal is to think of ways you can add more and more valuable information to aid searchers based on that intent. To put this into practice, I employ the Skyscraper Technique.

The Skyscraper Technique is simply building off of the foundation other sources have built in order to create something that's even more valuable to users. For example, you could use used car data from multiple sources, such as U.S. News, Consumer Reports, as well as user-generated data from sites like Car Complaints and True Delta to create a list of best used SUVs that takes more data into account than any other page out there.

If you're going above and beyond your competition while staying on topic, you're creating a lot of great value for users.

Combine Great Writing and Page Layout

Finally we start discussing the actual writing of content! You'd think that wasn't the most important part.

Well, it is and isn't. To truly call your content "quality," you need to first nail the research and planning. As long as you do that and follow through, the only way things could go wrong is if your writing is absolutely horrible. You want to have a little fun, add personality, but still maintain flow for an uninterrupted reading experience for users.

After the writing is complete, it's formatting the page layout that may present you with trouble. You don't just want to leave paragraphs and paragraphs of text on a page. You need headings, images, maybe even contextually relevant video, depending on the type of page you're creating.

Leave the Over-Optimization at Home

On-page optimization is still extremely important for SEO success, but not in the way many of you might think. You do still need optimized headings, metadata, and images, so don't think optimization has been made irrelevant. The difference is you don't need to stuff keywords into every other sentence in order to have Google understand what your content is about and achieve rankings.

Instead, the optimization you do make should be subtle. Look for longtail keywords that can be naturally fit into your content without taking away from the flow or seeming out of place. It's not something you'll immediately master, but it does get easier over time.

Just Remember: Quality is Subjective

While I'd love to tell you that everyone will universally love your content if you follow these instructions, quality is subjective at the end of the day. Not everyone is going to approve, and it's nearly impossible to create "perfect" content.

As long as you're achieving results and utilizing the available data to improve with each new page, you're on the right track!

Originally Posted to Wikimotive.com on August 10, 2015.

The phrase "quality content" has become somewhat of a joke within the SEO and digital marketing community. It's used so often when giving SEO advice--typically without further detail or actionable instructions--that there's no way for a non-SEO to truly grasp the meaning behind it.

But that all changes today!

I want to give you my explanation of quality content to help shed light on any mistakes you might be making with your own content efforts.

Let's dig in!

You Have to Nail the Intent

First and foremost, intent is easily the single most important factor to creating content today. If you don't nail the intent behind your content properly, you're not going to attract the right visitors, and your results will be suffer as a result.

But how do you understand intent?

In order to understand intent, you need an inside look at how people are phrasing searches related to your business/niche. For that, we'll use the Adwords Keyword Planner.

As an example, let's say you're trying to rank for the keyword "used cars for sale." The intent here is pretty simple: the user wants to find used cars for sale (likely within driving distance from their location). But the type of content you'd create for that target keyword would be a lot different from the content you'd create for "best used cars for sale."

A user searching for "used cars for sale" is probably after a list of used cars available at a dealership, or an aggregate display of used cars in their area. There's no phrase modifying this search, as is the case with "best used cars for sale." Modifiers help us identify searcher intent, allowing us to create content that will match that intent.

For instance, the "best used cars for sale" content should include a list of cars that are widely considered to be the most reliable. We've determined this based on the context of the word "best" combined with used cars. (If we were talking about "best movies ever," we'd be looking at movies that were universally well reviewed.)

I've come to put keywords into different categories based on intent. This helps me identify the right keywords to target on pages, and better craft content to meet the needs of search users.

The first is "transactional" keywords. These are keywords that show an intent to purchase. In our example, "used cars for sale" is a transactional keyword.

The second is "informational" keywords. Users searching these types of keywords are obviously out to be informed on a particular subject. People searching for "best used cars for sale" are out to be informed about the best used cars so they can make a better decision as a consumer. (They're also probably afraid of buying a lemon!)

Get into the habit of thinking about the intent behind keywords. It's really easy when you change your mindset. You've searched Google with the intent of buying, and with the intent of being informed, plenty of times. So take that experience and apply it to the keywords other people are searching for in your arena.

Creating Value for the User

Stay in the mindset of a search user!

Now, instead of applying that information to identifying intent based on keywords, apply it to your satisfaction with the content of pages that rank well.

What was it that separated their content from others? It was probably the value they brought to the subject.

But what does that mean exactly?!

It means they nailed the intent of your query.

For our "best used cars for sale" example, to fully ensure you're going above and beyond for users, you'd be best off breaking your list down into categories, featuring cars, trucks, and SUVs. Some users may have only been searching for sedans, but it's very likely the large majority were just looking for used cars in general.

Now, if you want to target searchers of "best used SUVs to buy," though, you only have to worry about covering SUVs. The only downside is, once you start getting specific you're likely going to see major drops in search volume per keyword.

Whatever your individual situation, the goal is to think of ways you can add more and more valuable information to aid searchers based on that intent. To put this into practice, I employ the Skyscraper Technique.

The Skyscraper Technique is simply building off of the foundation other sources have built in order to create something that's even more valuable to users. For example, you could use used car data from multiple sources, such as U.S. News, Consumer Reports, as well as user-generated data from sites like Car Complaints and True Delta to create a list of best used SUVs that takes more data into account than any other page out there.

If you're going above and beyond your competition while staying on topic, you're creating a lot of great value for users.

Combine Great Writing and Page Layout

Finally we start discussing the actual writing of content! You'd think that wasn't the most important part.

Well, it is and isn't. To truly call your content "quality," you need to first nail the research and planning. As long as you do that and follow through, the only way things could go wrong is if your writing is absolutely horrible. You want to have a little fun, add personality, but still maintain flow for an uninterrupted reading experience for users.

After the writing is complete, it's formatting the page layout that may present you with trouble. You don't just want to leave paragraphs and paragraphs of text on a page. You need headings, images, maybe even contextually relevant video, depending on the type of page you're creating.

Leave the Over-Optimization at Home

On-page optimization is still extremely important for SEO success, but not in the way many of you might think. You do still need optimized headings, metadata, and images, so don't think optimization has been made irrelevant. The difference is you don't need to stuff keywords into every other sentence in order to have Google understand what your content is about and achieve rankings.

Instead, the optimization you do make should be subtle. Look for longtail keywords that can be naturally fit into your content without taking away from the flow or seeming out of place. It's not something you'll immediately master, but it does get easier over time.

Just Remember: Quality is Subjective

While I'd love to tell you that everyone will universally love your content if you follow these instructions, quality is subjective at the end of the day. Not everyone is going to approve, and it's nearly impossible to create "perfect" content.

As long as you're achieving results and utilizing the available data to improve with each new page, you're on the right track!

Originally Posted to Wikimotive.com on August 10, 2015.

Whether you’re in PR, linkbuilding, or other forms of digital marketing, one part of your job might be reaching out to bloggers with requests for coverage or links. As a veteran blogger, I’ve been sent thousands of pitches and replied to only a small percentage of them.

Recently, I’ve begun reaching out to bloggers with requests of my own and have used many of the tactics that worked on me to win them over.

I should keep them to myself, as less competition will help me ultimately succeed more with more and more blogs, but I will release five of the best tips that will help you increase the effectiveness of your outreach.

Keep the Request Quick and Direct

The problem with most outreach emails I receive is that the sender is trying too hard to convince me to fulfill their request.

People constantly want to set up phone meetings or video chats to rope you into listening to their pitch. If you do this, please stop. The average writer/blogger doesn’t have time for that in 2015. We’re trying to juggle multiple stories at once and anything extra could bring us down like a house of cards.

The solution? Keep it quick and be direct.

The only times I reply to an email pitching me on a product or service is when the request is quick and direct. You want me to write a post about your line of products, link to your site in an older post, tweet that your company is awesome, or whatever other request you have–just tell me that.

I don’t need to know some BS about why I should do it, just give me the details so I can decide whether or not I’m interested. This leads me to my next point…

Do the Heavy Lifting Yourself

If you want a better chance of getting replies and requests fulfilled, go above and beyond for the recipient. Don’t just say, “Hey, would love if you checked this out and did something with it.” Because unless the product or service your pitching stands out as perfect for the blogger or ground-breaking in its industry, the blogger needs to do most of the heavy lifting.

Take the time to give each individual blogger suggestions on how they can integrate your content into theirs. Whether that’s straight up offering a free sample or trial of service to suggest a review or sending a post idea with an outline they can use.

The idea is to make yourself stand out from the crowd of press releases and spam that tend to accumulate in a blogger’s email and make yourself useful!

Don’t Ask to Schedule a Call

Everyone claims to be busy, but bloggers really are busy. So when you suggest a phone call to discuss your pitch in more detail, they start to hyperventilate.

The last thing someone with deadlines needs is to waste time on a phone call when you could simply send them all of the information they need to know via email. It falls under the heavy lifting category, as this is you trying to save yourself time.

You’ve probably also been told that if you can get someone on the phone you’ll have a better shot at getting your request fulfilled. (That’s a sales tactic, and it won’t work on bloggers!)

There’s nothing wrong with sending all of the information they could ever need and also asking if they’d like to connect on a call. The problem comes when the call stands in the way of the blogger getting the initial information.

It may take you longer to complete, but I can guarantee that you’ll have a better success rate if you put all your cards on the table up front, instead of trying to reel a blogger into an unnecessary meeting.

Personalize Your Email to Each Blogger

One of my biggest pet peeves when it comes to outreach is most people don’t bother personalizing the email to the recipient. They have a template and a list of email addresses, and they blindly blast email after email.

Don’t be one of those people!

Go beyond just adding in your target’s name and get to know them. You may find they hate unsolicited emails, prefer to be pitched at a different email address, or enjoy the convenience of talking on Twitter or other social networks.

You can also discover things about them to mention in your email. You don’t want to stroke their ego too much, as that comes off as disingenuous, but try to make a connection between what they do and your pitch.

Follow Them on Social Media First

This might not always work, but most bloggers are active on social media, especially Twitter. This makes it easy to find and follow most bloggers, get to know them a bit more, and get their attention.

Now, the goal here is to get their attention BEFORE you send your pitch. Make them think you discovered them on social media instead of through their site, as that will make your pitch look less crafted for linkbuilding or press value. This means waiting at least a day or two after following and interacting with them on Twitter before sending your pitch.

They likely go through new followers every day or two, so there’s a good chance they saw you or your brand’s name. If they then check their email and see it again, there’s a good chance they’ll read it to see what you have to say.

Have fun with outreach, and don’t get caught up in the cycle of templates and blasting emails. You can have a ton of success by simply putting in extra work and targeting your outreach to the right people!

Bonus Infographic: The 5-Point Blogger Outreach Checklist

Whether you’re in PR, linkbuilding, or other forms of digital marketing, one part of your job might be reaching out to bloggers with requests for coverage or links. As a veteran blogger, I’ve been sent thousands of pitches and replied to only a small percentage of them.

Recently, I’ve begun reaching out to bloggers with requests of my own and have used many of the tactics that worked on me to win them over.

I should keep them to myself, as less competition will help me ultimately succeed more with more and more blogs, but I will release five of the best tips that will help you increase the effectiveness of your outreach.

Keep the Request Quick and Direct

The problem with most outreach emails I receive is that the sender is trying too hard to convince me to fulfill their request.

People constantly want to set up phone meetings or video chats to rope you into listening to their pitch. If you do this, please stop. The average writer/blogger doesn’t have time for that in 2015. We’re trying to juggle multiple stories at once and anything extra could bring us down like a house of cards.

The solution? Keep it quick and be direct.

The only times I reply to an email pitching me on a product or service is when the request is quick and direct. You want me to write a post about your line of products, link to your site in an older post, tweet that your company is awesome, or whatever other request you have–just tell me that.

I don’t need to know some BS about why I should do it, just give me the details so I can decide whether or not I’m interested. This leads me to my next point…

Do the Heavy Lifting Yourself

If you want a better chance of getting replies and requests fulfilled, go above and beyond for the recipient. Don’t just say, “Hey, would love if you checked this out and did something with it.” Because unless the product or service your pitching stands out as perfect for the blogger or ground-breaking in its industry, the blogger needs to do most of the heavy lifting.

Take the time to give each individual blogger suggestions on how they can integrate your content into theirs. Whether that’s straight up offering a free sample or trial of service to suggest a review or sending a post idea with an outline they can use.

The idea is to make yourself stand out from the crowd of press releases and spam that tend to accumulate in a blogger’s email and make yourself useful!

Don’t Ask to Schedule a Call

Everyone claims to be busy, but bloggers really are busy. So when you suggest a phone call to discuss your pitch in more detail, they start to hyperventilate.

The last thing someone with deadlines needs is to waste time on a phone call when you could simply send them all of the information they need to know via email. It falls under the heavy lifting category, as this is you trying to save yourself time.

You’ve probably also been told that if you can get someone on the phone you’ll have a better shot at getting your request fulfilled. (That’s a sales tactic, and it won’t work on bloggers!)

There’s nothing wrong with sending all of the information they could ever need and also asking if they’d like to connect on a call. The problem comes when the call stands in the way of the blogger getting the initial information.

It may take you longer to complete, but I can guarantee that you’ll have a better success rate if you put all your cards on the table up front, instead of trying to reel a blogger into an unnecessary meeting.

Personalize Your Email to Each Blogger

One of my biggest pet peeves when it comes to outreach is most people don’t bother personalizing the email to the recipient. They have a template and a list of email addresses, and they blindly blast email after email.

Don’t be one of those people!

Go beyond just adding in your target’s name and get to know them. You may find they hate unsolicited emails, prefer to be pitched at a different email address, or enjoy the convenience of talking on Twitter or other social networks.

You can also discover things about them to mention in your email. You don’t want to stroke their ego too much, as that comes off as disingenuous, but try to make a connection between what they do and your pitch.

Follow Them on Social Media First

This might not always work, but most bloggers are active on social media, especially Twitter. This makes it easy to find and follow most bloggers, get to know them a bit more, and get their attention.

Now, the goal here is to get their attention BEFORE you send your pitch. Make them think you discovered them on social media instead of through their site, as that will make your pitch look less crafted for linkbuilding or press value. This means waiting at least a day or two after following and interacting with them on Twitter before sending your pitch.

They likely go through new followers every day or two, so there’s a good chance they saw you or your brand’s name. If they then check their email and see it again, there’s a good chance they’ll read it to see what you have to say.

Have fun with outreach, and don’t get caught up in the cycle of templates and blasting emails. You can have a ton of success by simply putting in extra work and targeting your outreach to the right people!

Bonus Infographic: The 5-Point Blogger Outreach Checklist

When someone new to digital marketing reads about link building strategies, it’s likely a confusing and stressful experience. The reason is, most people try to complicate the process to sell services by convincing you there’s something proprietary about their methods.

Now, most businesses should consider SEO or link building services if they want to get results, but the cost is something many small businesses simply can’t afford. But instead of just forgoing link building altogether, you need solutions that fit your business, right?

That’s why I’ve put together a list of five simple link building strategies that small businesses can start immediately. So take notes and start building links!

Sponsor Something Locally or Create Your Own Event

Local businesses are often asked to sponsor events, children’s sports teams, and school functions. And while many see some of these are charitable or simply promotional, most of the organizations looking for sponsorship would be happy to feature you on their website or already do it as a part of the sponsorship.

When looking for opportunity’s, check out the  organization or event’s website to see if they link to their sponsors.

Alternatively, you could create your own local event, which will attract plenty of link opportunities from local press, event trackers, and perhaps other local businesses.

Become a Source for Reporters

Local press is huge for small businesses, but there are other ways small businesses can utilize the press to aid in link building efforts.

One of the best ways is by signing up to be a source on Help A Reporter Out (HARO), a service that connects journalists and bloggers with sources that can help them craft the perfect story.

So if you run a car dealership and a reporter was seeking someone with experience in the automotive industry to comment on last month’s national car sales report,  you could reach out that reporter directly with an original comment. If the reporter likes it, they’ll quote you and often leave a link to your company.

Offer Products to Industry-Related/Local Bloggers

Bloggers love it when businesses reach out with free products/samples. Whether you’ve got a local shop or sell a retail product, reaching out to bloggers is a great way to get your brand in front of readers, get links, and build relationships.

Take some time to research blogs/bloggers in your industry or local area and simply ask for their shipping details or invite them to your shop at a specific time. When presented with such an easy answer, most bloggers will respond, which will give you an opportunity to pitch them.

Turn Non-linked Mentions into Links with Outreach

Most business owners are happy to receive mentions of their business in articles or on resource pages. Known as “citations” to SEOs, they offer some value on their own, but offer even more as links to your business’s website.

In this guide on getting sites to link these mentions, I break down my own personal method for discovering and reaching out to sites that have mentioned your business but not linked. It takes less than 15 minutes, but can add a ton of great authority that you might have otherwise overlooked.

Create Resourceful Content Using the ‘Skyscraper Technique’

Envisioned by Brian Dean of Backlinko, the “Skyscraper Technique” is one of the easiest ways to create truly amazing content that’s worth linking to more than any other similar piece.

Because one of the realities of content today is that there’s just way too much of it being created. If you’re just throwing more of the same onto the web, no one is going to value it, as it doesn’t bring anything new to the table.

To change this, many bloggers and businesses employ the Skyscraper Technique using these three simple steps laid out by Dean:

1. Find content that has attracted links
2. Make that content even more attractive by building upon the foundation
3. Reach out to relevant sites that link to similar content

It’s that simple. You might not hit a home run on your first try, but the pay off of valuable links makes it more than worth the time and effort.

Taking Action

If you’re a small business owner with a few employees but no real marketing budget, turning these ideas into a reality can be tough. But you don’t have to do it all at once.

The order in which these strategies are presented is a great way to get started, meant to build up your comfort level and experience in link outreach.

Like most things in life, you’ll learn as you go. Good luck!

This post originally appeared on Wikimotive's blog on February 16, 2015. 

When someone new to digital marketing reads about link building strategies, it’s likely a confusing and stressful experience. The reason is, most people try to complicate the process to sell services by convincing you there’s something proprietary about their methods.

Now, most businesses should consider SEO or link building services if they want to get results, but the cost is something many small businesses simply can’t afford. But instead of just forgoing link building altogether, you need solutions that fit your business, right?

That’s why I’ve put together a list of five simple link building strategies that small businesses can start immediately. So take notes and start building links!

Sponsor Something Locally or Create Your Own Event

Local businesses are often asked to sponsor events, children’s sports teams, and school functions. And while many see some of these are charitable or simply promotional, most of the organizations looking for sponsorship would be happy to feature you on their website or already do it as a part of the sponsorship.

When looking for opportunity’s, check out the  organization or event’s website to see if they link to their sponsors.

Alternatively, you could create your own local event, which will attract plenty of link opportunities from local press, event trackers, and perhaps other local businesses.

Become a Source for Reporters

Local press is huge for small businesses, but there are other ways small businesses can utilize the press to aid in link building efforts.

One of the best ways is by signing up to be a source on Help A Reporter Out (HARO), a service that connects journalists and bloggers with sources that can help them craft the perfect story.

So if you run a car dealership and a reporter was seeking someone with experience in the automotive industry to comment on last month’s national car sales report,  you could reach out that reporter directly with an original comment. If the reporter likes it, they’ll quote you and often leave a link to your company.

Offer Products to Industry-Related/Local Bloggers

Bloggers love it when businesses reach out with free products/samples. Whether you’ve got a local shop or sell a retail product, reaching out to bloggers is a great way to get your brand in front of readers, get links, and build relationships.

Take some time to research blogs/bloggers in your industry or local area and simply ask for their shipping details or invite them to your shop at a specific time. When presented with such an easy answer, most bloggers will respond, which will give you an opportunity to pitch them.

Turn Non-linked Mentions into Links with Outreach

Most business owners are happy to receive mentions of their business in articles or on resource pages. Known as “citations” to SEOs, they offer some value on their own, but offer even more as links to your business’s website.

In this guide on getting sites to link these mentions, I break down my own personal method for discovering and reaching out to sites that have mentioned your business but not linked. It takes less than 15 minutes, but can add a ton of great authority that you might have otherwise overlooked.

Create Resourceful Content Using the ‘Skyscraper Technique’

Envisioned by Brian Dean of Backlinko, the “Skyscraper Technique” is one of the easiest ways to create truly amazing content that’s worth linking to more than any other similar piece.

Because one of the realities of content today is that there’s just way too much of it being created. If you’re just throwing more of the same onto the web, no one is going to value it, as it doesn’t bring anything new to the table.

To change this, many bloggers and businesses employ the Skyscraper Technique using these three simple steps laid out by Dean:

1. Find content that has attracted links
2. Make that content even more attractive by building upon the foundation
3. Reach out to relevant sites that link to similar content

It’s that simple. You might not hit a home run on your first try, but the pay off of valuable links makes it more than worth the time and effort.

Taking Action

If you’re a small business owner with a few employees but no real marketing budget, turning these ideas into a reality can be tough. But you don’t have to do it all at once.

The order in which these strategies are presented is a great way to get started, meant to build up your comfort level and experience in link outreach.

Like most things in life, you’ll learn as you go. Good luck!

This post originally appeared on Wikimotive's blog on February 16, 2015.