At the weekend I gave a presentation at Think Visibility ‘Link Building Lessons from Swiss Toni’ which was all about taking lessons from sales and successful business people, and seeing how we can apply that to link building. I thought it would be good to go into a bit more detail as to the ideas behind the session. The whole thought process started from my mild obsession with business and being inspired by people who ‘just do it’. It got me thinking that there’s a pretty strong tie in with link building and sales. From finding potential link opportunities, to getting your outreach and pitch right to maximise your success rate – these are all things that great sales people have learnt to master.
When I talk about ‘sales’ I’m definitely not referring to the irritating kind of people that call you up with a well rehearsed sketch of BS; I’m talking about the skill of identifying what other people need and then tailoring your pitch to suit. In my mind this is all about trying to create a ‘win, win, win’ type of situation where everyone comes out on top. Relating that back to link building in a guest posting situation the blog should be ‘proud’ to publish the content, their readers should enjoy it enough to share/link to, and you of course get the link and some traffic. If you can provide stuff that genuinely benefits other websites and their audience, your chances of future links and an ongoing relationship increase dramatically. (more…)