Building Relationships for Successful Link and Brand Mention Acquisition
Building successful links and brand mentions is not just about sending out emails and waiting for responses. It’s about overcoming skepticism and building relationships with the people behind the websites you want to acquire links or brand mentions from. This can be as simple as showing what you have in common or inspiring a sense of goodwill towards your site.
Overcoming Skepticism
One of the biggest barriers to acquiring a link, particularly a free link, is skepticism. For example, some organizations may be resistant to linking to commercial sites, even if the site lacks overt signals of commercial intent. This is where non-link brand building comes in. By contributing to email newsletters or magazines, you can build top of mind brand awareness and establish a relationship with the organization.
The Power of Goodwill
The broken link outreach approach is a great example of how goodwill can be used to build relationships. By helping someone fix a broken link, you earn their trust and create a temporary bond. This goodwill can be used to bridge the skeptical distance between strangers. The same approach can be applied to other areas, such as fixing typos, broken code, or spam comments. By being helpful, you can create a sense of kindness and friendliness, making it more likely that the organization will consider linking to your site.
Social Affinity
Social affinity is another subtle signal that can help build relationships. People tend to feel more comfortable with those who share the same values and interests. By showing that you share the same values or interests, you can create a sense of social affinity. This can be as simple as having a badge on your site that shows you donate to a specific charity or that you’re a member of an organization. Mentioning that you’ve published an article in a sister-chapter of an organization or association can also be a powerful way to signal social affinity.
The Importance of Flexibility
When building relationships, it’s essential to be flexible and keep an eye out for hidden opportunities. This means being able to pivot your approach to fit the situation. For example, if you discover that a site has a resources page or a monthly newsletter, you can adjust your approach to fit that opportunity. By being flexible and adaptable, you can create a better sense of authenticity and build goodwill that can turn into a link or a valuable brand mention.
Building Relationships through Shared Interests
Building relationships through shared interests is a powerful way to establish trust and credibility. By showing that you share the same interests or values, you can create a sense of social affinity. This can be as simple as mentioning a shared hobby or vocation. For example, if your outreach is related to the outdoors, being a member, sponsor, or contributor to wildlife conservation groups can help bridge the skeptical distance with the publishers you are contacting for a link.
Conclusion
Link building is not just about sending out emails and waiting for responses. It’s about building relationships and establishing trust and credibility. By using goodwill and social affinity, you can overcome skepticism and build successful links and brand mentions. By being flexible and adaptable, you can create a better sense of authenticity and build relationships that can lead to valuable links and brand mentions. Remember, building relationships takes time and effort, but it’s essential for successful link and brand mention acquisition.