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iAcquire's Director of Strategy, Tom Harari, talks about the importance of relationship building for effective content amplification at SMX Israel.
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THE WOLF OF LINK STREET
Tom Harari
Director of Strategy @ IACQUIRE @Tomharari
Tom Harari
Director of Strategy @ IACQUIRE @Tomharari
DOWNLOAD Slides Here:
bit.ly/smx2014wolf
ABOUT ME • Tom Harari • Director of strategy @Iacquire • Worked for Omnicom Media Group • Consulted fortune 500 companies &
SMB’s • Started my SEO Journey as a Link
Builder
@IACQUIRE
AT LINK BUILDING
@tomharari
WHO HERE THINKS THEY ARE AWESOME
CLICK TO EDIT MASTER TITLE STYLE
CLICK TO EDIT MASTER TITLE STYLE
iacquire.com @tomharari
Let Me Tell You A Secret…
LINK BUILDING IS A FOOL’S GAME
iacquire.com @tomharari
@tomharari iacquire.com
ANY TACTIC MEANT TO BUILD UNNATURAL LINKS will get smacked down
@tomharari iacquire.com
ANY TACTIC MEANT TO BUILD UNNATURAL LINKS will get smacked down
@tomharari iacquire.com
We have Enough Tactics
http://www.linkbuildingbook.com/
http://pointblankseo.com/link-building-strategies
@tomharari iacquire.com
If you want to be a BOSS
@tomharari iacquire.com
You Need To Build Relationships
@tomharari iacquire.com
Building relationships leads to this
@tomharari iacquire.com
Content Marketing Process
Research
Ideation
Staging
Development
Promotion
Measurement
This is SO much easier when you got buy-in during the first few stages
@tomharari iacquire.com
If you want to stand out from everyone else
@tomharari iacquire.com
HUMAN ELEMENT Is What You’re Missing
TAKE THE TIME TO RESEARCH VIPS
iacquire.com
@tomharari iacquire.com
TWTRland • Drill down by
Location, Gender,
and Age
• Add additional
skills/topics
• See
Amplification/Reach
/Relevance
@tomharari iacquire.com
TWTRland • Drill down by
Location, Gender,
and Age
• Add additional
skills/topics
• See
Amplification/Reach
/Relevance
@tomharari iacquire.com
TWTRland • Drill down by
Location, Gender,
and Age
• Add additional
skills/topics
• See
Amplification/Reach
/Relevance
FIND POPULAR POSTS
iacquire.com @tomharari
FIND POPULAR POSTS
iacquire.com @tomharari
@tomharari iacquire.com
Deep Dive With Followerwonk
@tomharari iacquire.com
Deep Dive With Followerwonk
@tomharari iacquire.com
Additional Tools
iacquire.com @tomharari
Rules To Influence The Influencers
iacquire.com @tomharari
Great Content Is not good enough
@tomharari iacquire.com
10 Basic Pillars To get You Started 1. Gives a unique angle to a told
story
2. Shares new information
3. Has a backbone of a strong intro,
body, and conclusion
4. Is not thin content (i.e., doesn’t
simply identify a problem without
really giving any solutions)
5. Is newsworthy: creates a stir, is
tied to a current event, and doesn’t
cover stale news
6. Is backed up by research
7. Offers a solution
8. Has a clear audience in mind
9. Demonstrates why the topic is
important and whom it affects
10. Passes the “so what?” test
iacquire.com @tomharari
Switch From “ME” To “YOU”
iacquire.com @tomharari
Nobody
iacquire.com @tomharari
Gives
iacquire.com @tomharari
A
iacquire.com @tomharari
F@#$
iacquire.com @tomharari
About
iacquire.com @tomharari
YOU
@tomharari iacquire.com
Provide Value First
Focus on a benefit to them first before ever asking for a thing
http://www.youtube.com/watch?v=cFdCzN7RYbw
@tomharari iacquire.com
Never Anticipate Anything in Return
@tomharari iacquire.com
“When you ask selfishly, the other person responds selfishly (or not at all)”
http://okdork.com/2012/10/09/make-it-easy-to-say-yes/
Noah Kagan - AppSumo
iacquire.com @tomharari
Act Like You Belong
iacquire.com @tomharari
VIPS & Influencers are used to:
• People being nervous or uncomfortable around them
• People asking them for shit • People who lack confidence
iacquire.com @tomharari
What You Want To Accomplish:
• Establish rapport & Credibility
• Show you’re sharp & Enthusiastic
• Show you’re an expert
iacquire.com @tomharari
Getting an introduction from someone you both know
doesn’t hurt
iacquire.com @tomharari
iacquire.com @tomharari
iacquire.com @tomharari
iacquire.com @tomharari
iacquire.com @tomharari
Keep It Short
iacquire.com @tomharari
Important people are busy… Get to the point
iacquire.com @tomharari
Important people are busy… Get to the point
iacquire.com @tomharari
Make it Easy To Say Yes
iacquire.com @tomharari
Don’t Make Them Think Lay out
clear next steps
iacquire.com @tomharari
http://www.iwillteachyoutoberich.com/blog/how-to-ask-for-something-from-an-important-person-and-actually-get-it/
Personalize it. I personalized every email I sent and got a tremendous response rate of over 90%. Use my motto -- "Don't make the busy person do your work for you" -- and suggest ideas to them. Ramit Sethi –
IWillTeachYouToBeRich.com
@tomharari iacquire.com
INVOLVE THEM IN THE PROCESS If they agreed to give a quote or a story for your piece they’re much more likely to help you share it
iacquire.com @tomharari
Anticipate Objections
@tomharari iacquire.com
Think Hard About Why They might say no And counter it before They bring it up
@tomharari
you’ll be surprised at the people you become friends with
@tomharari iacquire.com
And how effective they can be for you
wwww.iacquire.com
Thank You @TomHarari Tom@Tomharari.com
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