Debra Mastaler serves up two link building scenarios for a fictional "Smart Car" company, to illustrate the power of originality and incentives in the link acquisition process.
In
the first example, Smart Cars Inc. offers to pay a blogger or other Web site $20 for link placement, suggests a reciprocal link scheme, and also tries paying for a product review. In the second, the
company also ends up paying for a link, but labels it clearly and also lists the linker as a promotional partner within their sales collateral and on their Web site. Mastaler dubs that "promotional
product placement."
Smart Cars Inc. also tries to garner a full article placement--not just a link--by submitting their content to a blogger, telling her why it would fit with her
audience, and even including a $10 gas card as a way to say thanks.
"From my experience, the second set results in more responses and links secured," Mastaler says. "Why? Because
the second set of tactics sounds more professional, conveys authority and gives the perception the end user is getting the better end of the deal. Waving incentives and reinforcing benefits will
usually result in more open and response rates."
Read the whole story at The Link Spiel »