the mindset of successful outreach #searchlove 2016
TRANSCRIPT
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The Mindset of Successful Outreach
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It’s not bragging if it’s true
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I often get asked: HOW do we do outreach?
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Ideas & Concepts that deserves more than just links!
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source: the awesome @DaveTrott Source: @DaveTrott
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Think like a 50s Ad Exec and execute like a geek!
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let me show you some examples
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Unknown Tourism - com
http://www.expedia.co.uk/vc/unknowntourism/
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53 linking root domains (so far)
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It has even turned in to a fan-made-mod for The Sims
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People has been calling our office wanting to BUY the posters
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Over 500 signatures!
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http://www.gocompare.com/money/billionaire-league/
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75 linking root domains
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2 hours of twee,ng later…
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Over 200 pieces of coverage in 1 week
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It became a twitter moment
Shared over 48k times in 48 hours
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Historic London
http://www.expedia.co.uk/vc/historicLondon
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91 Linking root domains Views: 41,884
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When your campaign is good enough to get TV coverage
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Sometimes, it doesn’t work!
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How to Win a Man Booker Prize
5,333 page views
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When you get to a dead-end, find another way!
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Are Books Getting Bigger and Better?
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28 links 30 unlinked mentions Social shares from:
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I can tell you what tools we use and how we write outreach emails, but that isn’t the reason why we succeed!
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Finding & developing the RIGHT people!
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Who knows someone that has loads of experience but isn’t good at their job?
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Hiring based on experience as a main criteria is often a mistake!
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Meet Alex!
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He has a degree in Criminology���He’s an avid writer and really passionate about sports���
���He had no prior knowledge of SEO or Outreach
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He got coverage from:
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Alex insisted on increasing his own targets
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And STILL achieved 20% over target in his first 6 months!
Target Actual
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How?
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What makes success?
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I won a bunch of awards before I was 35 “Best Newcomer”- B2B Marketing Awards
“Best Use Of Technology” - Blackberry Woman & Technology
“35 women under 35” High Achievers List - Management Today
Search Personality of the Year - UK Search Awards
I started my own SEO agency at 31 On my own. No business partners.
Grown the agency to become a successful
and profitable business.
In the last 12 months the agency
has won 10 awards
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IQ?
Upbringing?
Education?
Luck?
Money?
How did I do that?
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I am dyslexic
My grades at school were; “meh”
I dropped out of university
My family was bankrupt (twice!) when I grew up
I had an alcoholic parent
I had my first baby at 26
I started the agency in the height of the recession
I had my second baby in the first year of business
Oh and my IQ is totally average (sadly)
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HOW YOU THINK
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change the way you look at things the things you look at change
if you
Wayne Dyer
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It’s not who you are that holds you back, it’s who you think you are. – David Brinkley
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Find the people that have GRIT + PASSION!
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Help people be MORE of who they really are!
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Lastly….
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YOU are NOT a monkey! Do not take on or inherit behaviors that you do not understand or want.
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Do, or do not, there is no try!