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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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How to Tell People you’ve linked to them

If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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How to Tell People you’ve linked to them


There is many an SEO blog out there that states that by awarding links to others you will be rewarded yourself in time.  We’ve said this ourselves on more than one occasion, but in truth we and others have been guilty of saying “you’ll be rewarded” and leaving it at that.

Looking at this in its most basic form, we’d almost be assuming that people are sitting around looking at Majestic SEO or using Open Site Explorer to check out their new links on even a semi-regular basis.  You know as well as we do that this doesn’t happen.  If you’re giving links to high quality websites, the chances are that they aren’t going to discover it themselves.  If they do discover it, who knows what their next steps would be.

If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

How are you going to go about it?

Send Out an Email

Sending an email is the easiest thing to do, as you can create a friendly, personal template and then edit it slightly each time you send it so it’s specific to the person you’re speaking to.

Here’s an example template that we use at Bough Digital:

Subject: We’ve Linked to Your Site!

“Hi Karl,

We just wanted to reach out and let you know that we've linked to one of your pages in a recent blog on our website. I wanted to say "Thank You" for having a great piece of content that is easy to understand, and I know our readers will love it when they click through to it.

If you could confirm you're happy for us to link to your site, and that you'd welcome us doing so again, that would be great.

If you have any further questions about what we do or have any further feedback, please do not hesitate to get in touch.

Our blog is live here: <URL OF CLIENT BLOG>

The page we have linked to on your site is: <URL OF LINK>

Kind Regards

Karl”

Obviously you’d replace my name with the person you’re contacting and your own name, but other than that this is a great template you can use repeatedly, and tweak as necessary.  We’ve seen a positive response rate using this, from simple “Thank You for linking” replies to those saying how much they love our website (or our clients’) that have served as the start of a great relationship.

Get on the Phone

If you’re really going for it on the PR front as part of your marketing campaign, then making a phone call, either as your primary means of contact or as a follow up to a nil-response email, is a great step to take.

You should consider who you’re linking to and how busy they’re likely to be.  For example, if you’re linking to and contacting a small business, they probably wouldn’t appreciate a phone call, as it requires their attention there and then and the business might just be one or two people on a smartphone.  If you’re linking to and contacting a larger business, then a phone call is more likely to be taken, as such businesses and websites will probably have marketing departments who deal with PR all day.  Make sure you ask for the Marketing Department when you make these calls.

Our preference is to perform telephone outreach having sent the email, but to any larger businesses that you have targeted only.

Why?  Because emails to larger businesses can easily get lost, and a telephone call can act as a great reminder, even if someone in a marketing department might seem disinterested at the time.

Use Social Media

This is the easiest thing to do, and probably the thing people are doing most of, yet it lacks power and traction if it’s all you do.

Yes, people will share and like your updates when you’ve mentioned them, but if they’ve also had that primary contact of an email they’re far likelier to think “Yeah, I remember that from earlier.” 

As well as the link, a social mention also acts as another public endorsement and mention.  You should absolutely be using social media to reach out to sites and individuals you’ve linked to, but remember it is much more powerful if you’ve also reached out on a one-to-one basis.

Who Should You Speak To?

The best people and websites to contact are those that are clearly influential and knowledgeable, but aren’t massive.

This is because if you link to an early stage influencer and tell them about it, they are more likely to be excited about it and take an action such as linking out to you themselves, or be up for building a relationship with you.  Bigger businesses will appreciate the link, but are less likely to offer the chance of a relationship in the long-term or subsequently link to you themselves.

That isn’t to say you shouldn’t link to bigger sites, or reach out to them, but you’ll find better response rates from those in a similar market position to you.  If you’re insecure about linking and reaching out to competitors, it might be time to lose the inhibitions!

Telling People You’ve Linked to Them

If you link to someone in a piece of content on your website, tell them!  You have a great opportunity to build a positive relationship, introduce someone new to your website, and potentially earn links back to your own website.  Why wouldn’t you want to do this?

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Posted · Jun 18, 2014
Categories · Link Building & External Link Strategies.
Related Articles · How to Create Content to Win Links. How to Find Links Pointing at Your Site. Can Link Building be Automated?. How to Perform a Link Audit. How to Earn Authoritative Links. How to Build Links Offline.


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