January 29, 2007 Comments
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Sometimes it takes an old school internet marketer to take a new school idea and break it down into practical, applicable advice. That's what Eric Ward has done with his latest link bait article over at Search Engine Land. In "Are You Linkbaiting the Right Audience" Eric explains how it's just as important (perhaps more important) to properly target your link bait as it is to come up with creative link bait.
From his article:
Whatever your linkbait is, it will appeal to a certain segment of the online population. The rest of us will never see it unless by pure chance. In this regard, there really is no difference between linkbait and other type of online content. You can only expect linkbait to travel so far on its own or via the big buzz venues mentioned earlier. And no matter what steps you take to help ease the sharing of the content, it may never reach the most relevant audience most inclined to link to it.
[snip]
If you are considering implementing a linkbait strategy, do some homework before you spend money creating the bait. What is the goal? Who is the most likely person to link to your content, and where can those people be found? Can they be found online at all? (Hint: if your content is geared towards an academic or librarian audience, Digg is nearly pointless). What types of content will they link to it from? How do you properly reach out to them when seeking a link? What will the effect of any obtained links be?
It's nice to see someone giving some solid advice about link baiting rather than simply shouting "do it! do it now!" The full article includes quite a bit of useful information and really focuses on building a solid marketing strategy with link bait as a tool rather than viewing link bait itself as the marketing strategy.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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