Sometimes one of the hardest parts of making an inbound link building campaign a runway success is knowing where to start.
While you might know that your client sells a great product – or has one of the top software solutions to one of the world’s most pressing IT problems – unless you identify your target audience correctly, you’ll never achieve all of the great inbound linking that your client (and their offering) so rightly deserves.
This is why it pays to identify and segment your target audience for your campaign so that you’re never left in the dark about where you could be getting some fantastic inbound links from.
This was one of the core messages I took away from attending this week’s ‘How to Build Great Inbound Links in 2013′ webinars by Market Motive, presented by Buzzstream co-founder Paul May.
During the presentation, Paul broke this identification process down into three distinct levels: discovering who your primary target segment is, followed by discovering who your secondary and tertiary markets might be.
1) Identifying your primary target segment
The top-level of this model – and one that we’re all probably most familiar with – is the kind of person who is most likely to care about your clients’ industry.
So let’s assume that your client is a makeup seller, and is just about to release a new kind of foundation.
We already know – from a little common sense and a quick Google search – that makeup publications, bloggers, makeup sellers or fashion-houses might be the primary markets most likely to write about the release your clients’ new foundation.
But what happens after you’ve notified these individuals; after you’ve distributed the news via PR services, freebies for blogger review and announced the news to the world on your social networks?
Well, you identify other markets to target – your secondary and tertiary ones.
Google Trends (http://www.google.com/trends/) is a great tool to help identify your secondary and tertiary opportunities. It shows us a list of most often searched for terms from users that have also searched for our key theme, “makeup”.
What we can take away for this is that makeup is commonly searched for alongside makeup artists, makeup games for girls and wedding makeup. Therefore our secondary target markets could be:
- Wedding brochures, directories, roadshows and event sites
- Mummy and young teen websites, blogs, social networks
- Specialist publications in the film or theatre sector
Finally, your tertiary linking opportunities might include sites that aren’t necessarily bothered that your client is releasing a new product, but ones that might care about adding new or additional resources to their site.
“How-to” guides are an excellent example of this and are an excellent demonstration of how you can add value to a website or blog, without being overly promotional about your new product.
YouTube clips, bloggers, wikis, magazines and a whole host of other sites are likely to be this latter, tertiary market – as you’ll see below.
So, that’s how you can quite quickly identify a plethora of target markets that might potentially generate you some great inbound links.
Do head over to the Inbound Links presentation on Slide Share for more information on this great subject: