Successful link and brand mention building is strongly about overcoming skepticism and building relationships with the people behind the websites that you want to acquire a link or brand mention from. It can be as simple as showing what you have in common or inspiring a sense of goodwill towards your site.
Overcoming Skepticism: Try Non-Link Brand Building
One of the biggest barriers to acquiring a link, particularly a free link, is skepticism. For example, I recall that one of my campaigns repeatedly received rejections from non-profit type organizations and associations because the client site was commercial in nature, even though this particular client site lacked the overt signals of commercial intent like ads or products, associations and organizations were resistant.
This is how I discovered there are other opportunities for building top of mind brand awareness with brand mentions. Although these organizations were skeptical about linking to commercial client sites they were way okay with accepting contributions to their email newsletters and magazines that were sent out every month to thousands of potential customers.
Lessons To Learn From The Broken Link Outreach
The broken link outreach is an old approach that works (Hi, I saw you have a broken link on your page/And btw would you consider adding example.com?). One thing that doesn’t get discussed is why it works.
The reason why broken link building works is instructional on crafting an outreach with a high conversion rate. Ever see a supermarket shopper drop a few boxes and subsequently be assisted by a stranger? Most people typically welcome help. Most people generally smile. Why is that? How do you feel when someone helps you?
I feel good and believe most others do, too. Not only that, there is a temporary bond between us in the form of a good feeling. That’s called goodwill. Goodwill is a general feeling of kindness and friendliness to someone else. When someone does something kind to someone else, the other person thinks, “Oh, this is a nice person.” That’s goodwill.
I believe that is the reason why the broken link outreach works so well. The normal skeptical distance is temporarily bridged by an amount of goodwill that is earned by helping someone else out. The approach bridges the skeptical distance between strangers.
Knowing this, don’t limit yourself to broken links. The approach should be renamed from Broken Links Outreach to simply the Goodwill Outreach because it works for anything that is broken on a site and leads to building goodwill.
For example:
- Typos
- Broken code
- Spam comments
- Hacked web pages
- A dangerously out of date CMS installation
During the course of your free link campaign, keep your approach flexible by keeping an eye out for hidden opportunities for bridging the distance of skepticism. This means having the flexibility to alter your approach to fit the typo, broken code, out of date CMS installation, etc. This is the challenge facing those who…
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