Link buiding strategies from what I’ve seen are largely the same. Same old tactics, same old approach. I’m not a big fan of this because every project is different. Every industry is different and even if you have two projects in the exact same industry, the clients aren’t identical, so why treat them that way?
I know that any team I have been a part of has had an exceptional strength in strategizing for a link building campaign. Why? Because we have excellent brainstorm sessions. So I’m going to share our secrets on how to have a great brainstorm session for laying out link building strategies.
So here we go. Without knowing what you’re getting into when you call link building brainstorm session, you could be in for some trouble. Here are my top tips for having an outstanding session.
Lots of people set goals when it comes to brainstorm sessions. But those goals aren’t necessarily good ones. Goals like “I want 10 new ideas for links” don’t really help. Set definable, measurable goals that are well thought out. For instance, set a goal like “come up with 3 solid ideas to pitch to the client surrounding increased brand awareness” or “let’s brainstorm ways that we can reach (fill in the blank) target market with high-quality content” or “we’re going to brainstorm link bait concepts based on these demographics to push the client’s tagline and business philosophy.”
Bottom line, you should always have some sort of idea of what you’re looking for before you stick a bunch of people in a room together.
Never go into a brainstorm session blind. Research the client or the site that you want to build links to. Research the competition and what they’re doing. Know the target market. Where do they hang out online? What type of content are they most likely to be reading? Research everything you need to know before you step foot into your brainstorming session. Trust me. It will make things go much easier.
Brainstorming should never be a one-person show. While some people are very knowledgeable about one particular topic, no one is the end-all-be-all. If you’re having a brainstorm session with your team, dig a little deeper and find out who you have access to that has knowledge or just a general interest or passion in the particular topic you’re going to be talking about. One of my favorite sessions I ever held was a discussion about a camping supply company. We had everyone who was on the project in the room plus a couple of people who weren’t on that team but that just loved the outdoors. The output from that session was phenomenal.
Tool are also important. And they’re basic. Things like having food, coffee, or water for everyone taking part, a white board (anyone who knows me will tell you have an unhealthy obsession with white boards), markers that work, research findings, any creative briefs already pitched and documented goals should all be in the room when people walk in. Plus, I find that if you have snacks it becomes more casual and the atmosphere will allow the creativity to flow much easier.
This is where I see most brainstorm sessions fall apart. Someone throws out an idea and it’s immediately shut down. Never do that. Even if you can tell from the get-go that it won’t work, throw it into the mix anyway. It could lead down a whole avenue that no one considered and be your most stellar idea.
No brainer? Maybe. But I can’t tell you how often I’ve been in a recap session of what was brainstormed and someone will say “What was the idea that involved…” and we all know what they’re talking about, but no one can remember the specifics. Keep detailed notes including the overarching concept, design elements, target markets, and any other items you discuss. One person should be nominated the secretary to follow the conversation closely while someone else is writing on your whiteboard or whatever else you have for the creative portion.
Brainstorm sessions should have two parts at a minimum. Inevitably, two days after your group pow-wow, someone comes up with someone else, so having a “Session Part 2″ will be extremely beneficial. Plus, if the session just isn’t flowing, walk away and try again another time. Forced sessions never work.
You have your ideas and you’ve selected the best ones. Now what? Make sure you have action lists created at the end of each session. Things like who is going to put together the presentation to get client buy in, further research on a particular topic, the creative brief, strategy bullet points, final reports, etc. should all be included. Each item should have an owner, a deadline for completion, and follow up notes if there are any issues that need to be resolved before someone can finish their task.
Whether this process works for you or if you have to tweak a few things, find something that works for you and keep doing it. This type of a creative approach to link building strategies should be an intregal part of your team’s efforts. Without it, you may regularly struggle to find success in your campaigns.
{ 3 comments }
Angela,
Great insights into the brainstorming process. I like your thoughts on digging deeper when brainstorming. Many people pick the first good idea and do not dig deep enough to find a “great” idea.
I love your insight! Great post.
Great post, we struggle with how ot make such brainstorms efficient all the time. this is a great guide.
Comments on this entry are closed.