Link building is about great content and finding ways to get the word out about it so that people can find it. The important thing to remember is you need to have a clear content strategy that leads to people find your content and giving you links. I wrote this post on SEJ about alternatives to guest blogging without having to guest post. Here are three more advanced link building strategies you can use to get people to share images or content and help drive backlinks without any link requests.
Use Sponsorships to Drive Traffic And Work as Link Bait.
Sponsorships sound scary! Well maybe not scary, but they sound expensive which is usually a turn off. So let’s throw giant event sponsorships and other expensive things out the door and get more realistic. If you’re a small business, a blogger, or don’t have the $20K to have your brand plastered on a huge sign, you can still gain exposure and generate the links you need. I’ll start with an example that I used at a tradeshow for getting leads that turned into backlinks and then give you a couple of examples that you can use that are easy and affordable.
Affiliate Summit is one of the only tradeshows I say is a must-attend. Each show has a huge themed costume party thrown by ShareaSale. If you’ve met me before, or been to a ShareaSale party at Affiliate Summit, you know it’s all about the costumes and I don’t like to underdress.
A couple years ago the theme was Masquerade. It gave me an idea to turn an awesome costume into a full-blown marketing campaign. In addition to the goal of driving leads for my company and bringing in new affiliates for my clients, it ended up becoming link bait for a standalone landing page URL.
I bought a fun costume and added a sash with a URL, jewelry, and created a character for it. I then created a name for the character and gave her business cards with the URL on them. I also created a tagline for her that makes sense to affiliate industry veterans and would generate questions for new people in the industry. Once I had the costume on, sash and business cards in gear, proper attitude for the character and the right comfy shoes, I was ready with my marketing and what became a linkbait campaign.
I started walking through the Paris Casino in Las Vegas and people instantly started stopping me for photos or calling out the name on the sash. That’s when I knew it was a winning campaign, since people got the name they could remember by reading the sash. Getting people to notice me wasn’t the hard part. The challenge was making sure my sash with my URL was in every photo.
During the party tons of affiliates, merchants, network reps, vendors, bloggers, and everyone in between came up for photos with me. I made sure I didn’t drink so I could always focus on the angle of the cameras and so that the URL showed almost perfectly when someone was taking a picture.
Because I made sure the URL was always visible, as the images were shared around the web, Facebook and Twitter, people used the photos in their show wrap-ups, they linked to the URL and others mentioned it during podcast reviews. Now people could find the site since they knew how to properly reference the costume and character.