Learn more about the top trends that marketing experts predict will take center stage in 2018.
As a business you have, by now, probably realized that social media presence is an imperative and that it is one of the greatest tools placed in your hands.
Recently, I had the privilege of chatting with marketing and outreach guru, Mark Samms.
Mark and his Ninja Outreach team provide their customers with a truly awesome product – an all-in-one lead prospecting and outreach software.
When Mark talked with me, we discussed something that has confused quite a few marketers: how to get great backlinks.
How People Have Gone About Getting Backlinks in the Past
A lot of people go about trying to get backlinks in two ways that don’t always work very well.
Here’s an overview.
1. Focusing Only on High-Authority Backlinks
Focusing on getting high-authority backlinks can seem like the most logical way to achieve Google ranking success. It can also seem like the best way to paint yourself as an authority in your industry.
However, making this your only focus can slow your ranking progress to a snail’s pace.
Not only that, getting higher DA backlinks can be even more difficult depending on your location, business type, relationships/connections, and the number of employees you have.
For instance, a solopreneur with no connections living in a small town will have a harder time getting those backlinks. It won’t be impossible, of course – it will just take extra time.
2. Not Concerning Themselves with High-Authority Backlinks
Then there are those who go to the other extreme. These folks don’t worry about the DA of their backlink sources. While every little bit helps when it comes to backlinks and Google rankings, not having a plan at all can leave you struggling to rise.
Ideally, you should get a mix of high-, medium-, and low-authority backlinks. The reason for this is because every little bit will help with your Google rankings, particularly if you’re a smaller business or don’t have a lot of high-authority connections.
Of course, getting those high-authority backlinks will raise your rankings faster, but when you’re just starting out – you have to work up to the high-authority backlink goal.
Mark’s Backlink Recommendations – How You Should Get Them
What does it take to get people to backlink to your website?
Mark Samms was gracious enough to share some of his top ideas for getting better backlinks.
1. Reach Out to People You Already Know
This is the best place for everyone to start.
Do you know someone who already has a blog? You probably do. Because content marketing is one of the top marketing formats available – and blogging is a huge part of that – more businesses are focusing their marketing efforts on their blog.
Reach out to business owners within your community that you admire – whether they’re in your online community or local community.
If you’re a small business owner in a small town, reach out to other local business owners whose blogs reach people in your niche. It might help to write some guest blogs for them, and vice versa.
Remember – it doesn’t always have to be about competition. Focus on providing your readership with the most valuable content. They’ll appreciate it and it can result in loyal followers.
2. Reach Out to Influencers in Your Space
Mark calls your “target market” your “space.” Within that space are influencers/leaders and followers. At some point, we’re all followers – avid readers of blog content that addresses our needs, desires, and questions.
As a reader, have you come across some bloggers who you really resonate with, who address the issues you have and provide helpful answers? It may be these very people who have inspired you to start a business in this particular space.
Whatever the case may be, these influencers can actually help you when it comes to backlinking.
There are many bloggers out there who are busy entrepreneurs just like you and are looking for people to write some guest blog posts for them.
Reach out to these people. Ask them if they would consider letting you write for them.
Even if they aren’t looking for someone right now, they may in the future – and at this point, you’ve started a relationship with them. You’re now on their radar, and with time they may reach out to you.
3. Look for Broken Backlinks
This process is a time consuming one, but it can be a goldmine. It definitely shouldn’t be your only way of getting backlinks, but occasionally looking for broken links can lead to great rewards.
There are two ways to go about doing this.
The slowest way is to read articles by a business that could benefit from your product or service, or maybe it’s their readers who could benefit.
Read their articles and check out the backlinks that they provide.
If you find a broken backlink to a business that provides a product or service similar to yours, contact the company that wrote the article. Let them know that their backlink is broken and that your company offers a similar service. They might change out the broken link for a backlink to your website.
Another way to do this – one that’s a bit faster – is to Google “broken backlink checker tools.” These tools will help you find the backlinks in a more efficient manner.
Great Backlinks Are a Mix of High-, Medium-, and Low-Authority Links
Instead of going to extremes and focusing only on high-authority links, the best thing you can do is go for a good mix of high-, medium-, and low-authority links.
While it may seem like the best thing you can do is focus on high-authority links, this will take some time to achieve. In the meantime, try to get some other backlinks. Every little bit will help.
This mix is a sure way to progressively move your blog and/or website up in Google rankings.
Try some of the steps above and you’ll slowly but surely begin to see progress. Don’t worry if you don’t see progress overnight – that never happens. But as Mark kept pointing out – it will happen with consistency.
ABOUT MARK SAMMS
Mark's got a big heart and even bigger dreams - he's the main motivator behind NinjaOutreach and keeps the team together.
NinjaOutreach is the brain child of three internet marketers who saw a need for better outreach marketing tools.
For years people have been researching influencers, collecting valuable data and contact information, emailing and tweeting, and building out client reports.
Except they were using a dozen different tools to do so.
We put our heads together and asked ourselves one, simple question:
Can we do this all in one?
The answer, of course, is yes.
And so, like ninjas, we did.
Ninja Outreach is now a blooming software business, which also offers digital marketing services ranging from prospecting to entirely done for you outreach campaigns.
Contact us to inquire about our services.
Paul Kortman is the owner of Connex Social: a digital marketing agency that specializes in increasing conversions and quality traffic. Today, Paul explains how small businesses can begin developing their digital marketing strategy from scratch.
To entrepreneurs and their marketing and sales teams, the concept of automation is a fascinating one.
Just imagine – robots doing what people used to do.
This technology cuts way down on the “busy work” of content marketing that many marketing and sales teams have had to do, taking them away from other important tasks.
Content marketing takes a lot of time and effort. And the amount of time and effort a company invests has increased over the past few years because the internet has become so saturated with content.
So when automated systems were introduced, a lot of companies jumped on the bandwagon.
Some had great success. Many, though, haven’t.
What has contributed to their automation failure? And what tactics can your marketing and sales teams implement that will actually see results?
That’s what I discussed with marketing expert and award-winning blogger, Matt Heinz.
Why Automation Isn’t Working for So Many Companies
In working with big companies (like Amazon and The Bill and Melinda Gates Foundation) is that budgets for content marketing have been on the rise. This is great because content marketing is one of the best ways to reach out to clients and prospects.
However, Matt’s noticed a worrying trend – the spending increases and content proliferates, but the companies aren’t seen a commensurate tie between that content and their business results.
His theory is that companies are putting out a ton of “crappy” blog posts that make the companies feel good because they’re getting clicks and web traffic. However, that content and traffic aren’t actively translating into business value.
To Matt, marketing automation is the means of creating consistency and repeatability of certain actions that connect the right content to the right prospect at the right time.
But a lot of companies tend to look at automation as “set it and forget it.”
Good marketing and sales technology mean automating something that robots can do better and more efficiently than humans. The robot can be on the lookout for and track your prospects activities.
They can even take care of some of the follow-up work, like sending the next email in your drip campaign when a client takes a certain action, like downloading a white paper or signing up for your newsletters.
But robots aren’t going to (and shouldn’t!) replace what Matt calls “the human touch.”
Prospects don’t want to communicate with robots – they want to communicate with people.
Therefore, the idea that a robot can take care of complex sales needs is a fallacy.
Yet, many companies think that once they purchase their automation software that’s all there is to it. The robot will take care of everything.
There’s so much more to it, though, if a company is to be truly successful, see growth, and garner repeat customers.
Automation Tactics That Will Help Your Business Grow
How can we take advantage of automation technology without losing the human touch?
The first thing we need to do is slow down and come up with a strategy.
To do that, ask yourself these questions.
- What does success look like? What is my ultimate goal? (This is usually a sales or revenue number.)
- Who is my ideal customer?
- What are the issues they care about?
- What type of content will you create to fit each stage of the purchasing journey to engage prospects?
Matt made a really good point: before you can sell to someone, you have to have their attention. What are you going to do to earn and keep their attention?
At this stage, it’s best to forget about technology altogether. Right now, the focus is on the client – their needs, their concerns, what they’re trying to accomplish in their life and/or business.
If you address that in your content, you’re more likely to get their attention and get them interested in a particular topic.
The next step is to consider what else you can share with them that is relative to their topic of interest.
Once you’ve figured out what is going to interest your customers at different stages of the sales process – then you can create something that is scalable and repeatable that marketing automation can now help with.
During these initial strategy stages, both the sales and marketing teams need to be involved. They have a good idea of what kind of persona you want to market to and how you’re going to accomplish this.
Then, have your teams figure out when and what the marketing teams should put in front of prospects, as well as when and how the sales team should engage with customers.
Your Key to Success: Everything Should Be Client-Centric
When it comes to marketing, a lot of companies get really caught up in everything they need to get done – their ever-growing To Do list. What they forget to think about is why they’re doing what they’re doing and for whom.
Matt repeatedly told me (and this is something I’m hearing from a lot of marketing experts these days) that we need to make sure we stay client-centric.
One-size does not fit all when it comes to sales and marketing.
Different people want different things for different reasons and at different times.
The goal of a marketing campaign is to get the right information to the right people at the right time.
Always think about your ideal customer – the customer you want to sell to, the customer who really needs your product, and the customer that you want coming back again and again.
Remembering that your clients are people with needs and desires just like you can make that easier. Think about how your product will serve a person or company. Now think about what other ways you can help them once they have your product.
Start with this and you will start to see successful automated marketing campaigns, as well as the business growth you’ve been wanting.
ABOUT MATT HEINZ
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 15 years of marketing, business development and sales experience from a variety of organizations and industries. Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers.
Douglas has read hundreds of marketing books, and he shared seven of the most important insights of marketing concepts that he’s gained from reading the latest and greatest books.
Mark Schaefer is one of the most influential marketing gurus around right now, and recently he joined me during my podcast to talk about a topic that he’s made famous.
Our topic was centered around content shock, a term coined by Mark over three years ago. People thought he was crazy when he first started talking about it, but they’re running en masse to buy up his books on the topic these days.