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I have a three step starter process when working with a client in building links. By knowing the following items, I get a huge jump start on my work. I ask the client:
1. What do you stand for? Not the same as a brand positioning statement, this tells me what is truly important to my client. Is it educating your customer base? Is it providing high quality products that could save their life or otherwise improve their quality of living?
2. Who are you looking to reach? Age, gender, socioeconomic background, status in life… all of those things will guide my strategies in the right direction.
3. What are you doing to better the world? Sponsorships and partnerships play a huge role in this. This also gives your humanitarian position a spotlight. If you’re not doing anything, what do you want to do? Hopefully, the answer isn’t “nothing.”
When you look at these three things and combine with an overall picture of the site (current sources of link popularity, content inventory, etc) you can create a strategy that is not the standard cookie cutter approach, but is tailored to your client, their industry, and their goals.
