Really Targeted Outreach - Mozcon 2013 - Richard Baxter

#MozCon

Richard Baxter

REALLY TARGETED OUTREACH

"Hey, we need to get some links!"

"Let's do some outreach!"

Credit: http://www.flickr.com/photos/leonahobbs/

AT FIRST I WAS LIKE

Credit: http://www.flickr.com/photos/doublebug/

THEN I WAS LIKE

Credit: http://www.flickr.com/photos/remcat/

AND NOW I’M JUST

I STARTED WITH GOOGLE

Let's do some marketing…

I want to find out where my target market is

I want to find out what they're sharing

I want to know who to contact

Option 1: Google

"write for us” + marketing(or whatever)

Take option 1:

You understand nothing.

Option 2:

Collect data + analyze + be smart

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Count of Domain

pda

Get data like this:

Beautiful websites

Still not convinced?

The average Domain Authority of sites found in Google search asking for guest contributions: 47.82

The average Domain Authority of domains shared by influential US Chief Marketing Officers: 74.49

Average Domain Authority0

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Twitter SharesGoogle Search Results

*based on 100 domains extracted from “guest post” searches in Google vs 100 domains shared by influential US CMOs in July 2013

You took option 2:

You understand everything.

There's a better way – and it doesn't involve Google.

Who are you

targeting?

Identifyinfluencer intersect

What Are those people

sharing?

Be there

Really targeted outreach

The Influencer Intersect

Intersect: influential individuals typically followed by lots of

people in our target audience

Domains shared by pro snowboarders

instagram.comwww.martyrobert-son.comwww.redbull.comimaginate.redbull.compbs.twimg.comwww.pinkbike.comofferpop.comwww.snowboarder-mag.comlive.redbull.tvwww.golfdigest.combeachlifestyle.comwww.usopen.com

inst

agra

m.com

face

book

.com

yout

ube.

com

four

squa

re.com

pint

eres

t.com

twitp

ic.com

vine

.co

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Social sites shared by people interested in snowboarding

What are they sharing?

Want to know how to do it?

You need these 3 tools:

#MozCon

Get TAGS v5

Go here: http://bit.ly/twitterarchiver

#MozCon

And the rest:

Credit: http://www.flickr.com/photos/wundoroo/

FETCH!

#MozCon

Authorize the app

#MozCon

You get a window like this…

#MozCon

Then get a Twitter OAuth Consumer Key:

GO TO: https://dev.twitter.com/apps/new

Find your audience

#MozCon

#MozCon

Grab Their Shared Links with Advanced Twitter Search:

filter:links from:richardbaxter OR from:randfish OR from:wilreynolds

Construct the search query, fast:

http://bit.ly/followerwonkfetcher

#MozCon

Requires a little XPath

//span/a/@href (should have worked)

"//span/a","href" (is the SEO Tools for Excel way

Thanks, @dbseo

#MozCon

Paste your query into TAGs

Then, click run!

#MozCon

If it worked, it’ll look bad ass:

#MozCon

TIP: Create profiles for every target group

Credit: http://www.flickr.com/photos/backinthepack/

OK am listening

#MozCon

Here’s your next template:

bit.ly/mozcontemplate

#MozCon

#MozCon

#MozCon

Make the data actionable

#MozCon

Ta Da! Data…

Tweet

Entity Data

User

Followers

Shared URL

Domain

Author

Social stuff

#MozCon

#MozCon

Pull through tweets, user + entity data

=OFFSET

(INDIRECT("'Twitter Archive'!“&

ADDRESS(6,COLUMN()+3,4)),ROW()-2,0,1,1)

#MozCon

=RegexpFind

(G25,"(

https?:\/\/)?([\da-z\.-]+)\.([a-z\.]{2,6})([\/\w \.-]*)*\/?

")Thanks, @petewailes

Extract the shared URL

#MozCon

Scrape the author name

=XPathOnUrl

(

[Unshortened_URL],"//a[@rel='author']“

)

#MozCon

Get the contact details

use: tools.seogadget.co.uk or tools.seogadget.co.uk/use_api

I actually did some outreach with this data

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I marked off the best sites for my audience targeting

Leo looks like a really cool guy:

I tried to get the email address

But Rapportive did…

Who’s the content manager at Mindjet?

Here are the replies:

And that, is really targeted.

Enjoy the rest of #MozCon!

#MozCon