Learn Inbound 2019 - Irina Nica slides "Scaling Links To Lead Gen Content: The Prospecting Approach That Guarantees Results"

1. Scaling Links
To Lead-Gen Content
by Irina Nica @nicairinica | Learn Inbound | 2019
The Prospecting Approach
That Guarantees Results

2. Hi, I’m Irina
Community & Influencer Relations
@HubSpot

3. Agenda
Why link building to lead gen often fails
How good prospecting can help
Scalable link prospecting tactic that gets results

4. Link building is hard

5. Link building is hard
Link building to lead gen content
is probably the hardest

6. Content type matters a lot
Email Signature Generator Social Media Workbook

7. Brand Awareness & Content Quality
also matter a lot.
Brand Awareness
ContentQuality

8. Brand Awareness & Content Quality
also matter a lot.
Brand Awareness
ContentQuality
Lots of links

9. Brand Awareness & Content Quality
also matter a lot.
Brand Awareness
ContentQuality
Lots of links
:(

10. Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness

11. Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness
Step #2 Prospecting
+Research
+CRM

12. Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness
Step #2 Prospecting
+Research
+CRM
Step #3 Outreach
+Email Templates
+Personalisation

13. Successful
Link
Building
Campaign
Step #1 Campaign Setup
+Content Type
+Content Quality
+Brand Awareness
Step #2 Prospecting
+Research
+CRM
Step #3 Outreach
+Email Templates
+Personalisation

14. Prospecting
is the art of finding
natural connections

15. Prospecting
is the art of finding (a lot of)*
natural connections
*scalability

16. Prospecting is a 3-Step Process
Planning Validation Research

18. 1000+ keywords in Google Top 10
34 referring domains (4 months)
Avg. Domain Authority = 42

19. Planning Validation Research
Prospecting is a 3-Step Process

20. Goal: Find Natural Connections

21. Solution:
A template to create a
daily schedule!
Goal: Find Natural Connections

22. Goal: Find Natural Connections
Problem:
Lack of productivity,
remote work
challenges etc.

23. Google/Searches related to
AnswerthePublic.com
Get Creative: Find More “Problems”

24. These article ides =
Prospects
Plan: Build a List of “Problems”

25. Planning Validation Research
Prospecting is a 3-Step Process

27. Keep in your list only
topics with:
● High volume
● Low competition
● Do-follow links

28. Planning Validation Research
Prospecting is a 3-Step Process

30. +”Problem”/Topics that
have a lot of articles
+Where there is low
competition
+That give do-follow
- Domain Authority <30
- Spammy backlinks
- Guest posts
- Sites w/ a bad look &
feel
- “admin” authors
- Competitor websites
+Partners
+Subscribers
+Followers
+Brand-fans
+High traffic
+Well ranking
Keep Exclude Prioritise

31. You have a list of prospects!

32. Takeaways
Pick the right lead gen offer to work on
Set realistic goals.
Always look for opportunities where you can create a natural
connection.
Test your ideas and only reach out where it makes sense

33. Thank you!
PS: Email me inica@hubspot.com
if you want the Google Sheets
prospecting templates