We all know about the Linkerati by now – how to identify them, how they’re segmented and why they’re the secret to SEO. Yet, time and again, I see link builders and companies pass up amazing opportunities to earn links and attention from those who have the best ability to help your content/brand spread virally.
I’ll lay out two scenarios below to help illustrate this point:
Scenario 1: Emailing a Prominent Blogger/Writer/Journalist/Site Owner/Social Media Personality/Etc. Hoping for a Link
You/your company:
- Identify a list of Linkerati that may be relevant/interested in your business/content
- Send a carefully crafted email to each individual, hoping to attract their attention and interest
- Follow up with those who reply (and maybe those who don’t) with emails or even a phone call
- Request a review of your product/tool/site/idea
Scenario 2: Meeting that Same Person First, then Following Up
You/your company:
- Identify prominent (or even relatively less known) Linkerati in your city or at an event you’re attending
- Schedule a meeting / invite them to coffee or to tour your offices (or even just go to an event you know they’ll be at)
- Introduce yourself politely and humbly and mention you’re a fan. Exchange business cards, have a chat and let them know what you do (also helps if you can find some non-work related topics to bond on as well)
- Follow up with an email thanking them for the meeting and asking if they’d take a look at your product/tool/site/idea
I’d argue that while Scenario 1 is more scalable, it’s also potentially damaging in the long run. When you first introduce your work to someone who can help it spread, you have that single chance to make a first impression. If the relationship matters and you’re seeking a high “conversion rate” for attracting attention from the Linkerati, use Scenario 2.
The beauty of these links is that they not only create value for SEO, but often attract second-order effects like increased brand awareness, links/tweets from the followers & fans of the Linkerati, and improved odds that you’ll be positively remembered and introduced when someone mentions they need “X” (whatever it is your product/tool/site/idea does).
In-person connections have always been powerful attractors of value for me in the SEO, social media and startup worlds and when I see early stage (and mature, later-stage companies) engage in this fashion, it’s almost always positive. Just make sure you’re professional, candid, friendly and never over-bearing in your interactions; chances are you’ll get much more than a link.
