Most people don't care about you.
You could have just written the greatest article on SEO. You might be giving away a killer new tool. For free. And what happens?
Unfortunately, people are just too busy. Everybody is competing for attention, and sometimes it's just easier for others to Twitter about something, than to write a blog post and link to you. That's if they even bother to do that much!
Here's are a few ideas on how to get around this problem, and get noticed.
1. If It's Free, Make It Look Like It Isn't
People often value things based on the price they pay for it. So if you aren't charging for something, some people will assume it is worthless.
Dress the product up as though you are charging for it. That is, create a brand, make the graphics and site layout look good. Try to create a perception of value by using the same tools as if you were selling a product.
2. Don't Publish Your Article/Idea As A Blog Post
Blog posts are perceived as low value.
Create a dedicated branded site, or dedicated branded page for your product, service or idea. By all means create a blog post to link to your branded site or page, but try to make the presentation of your idea different that what you normally do.
For example, Aaron recently released the SEO Toolbar. This toolbar is free, but Aaron treated it the same as if he was charging for it. It has it's own dedicated page and dedicated brand.
3. Brand It
People take brands seriously. And they remember them. What is more memorable - a regular blog post in which you bestow awards, or a branded SEO awards site.
If you create a logo, people may use the logo when talking about you. This helps spread your idea, and your identity. $100 spent on a logo is nothing if it helps get you a few high profile links.
4. Save The Advertising For Later
Do you link to pages with Adsense all over them?
If a page is plastered with ads, it can look low value, and people may be reluctant to link to it. The exception is if you have already established a high level of trust with your audience. Even so, it's probably better to strip out the ads, at least initially, as your primary aim is to get attention and links.
You can always put the ads back in later.
5. Establish Social Proof Of Value
You need to prepare your market.
A few weeks or months out, start approaching people in your niche. Try to get the attention of people who have influence in the space. Comment on their blogs. Get your name known. Then, when it comes to your launch, you're already a familiar name.
Once you've launched, ask for feed-back, and be sure to quote any mentions you've had in the press. If people see that big name sites they are already familiar with have covered your stuff, they are more likely to be receptive to your ideas.
6. Learn PR
PR emails can be tedious, but they can work if done well.
Send out some well-targeted, personalized emails to a hand-picked group of industry commentators. Try to offer them something for covering you i.e. offer them a free service, or product, or links, etc. Many people will just be happy to spread the word if you're offering something truly unique and interesting.
7. Be Everywhere
Try to get seen in as many channels as possible.
Vertical search provides a number of opportunities if you can repeat your idea in different mediums. For example, you could create a video and put it on YouTube. Release your post as an audio track, or a presentation.
Twitter your stuff and remind people to check out your blog post. On your blog post, incorporate buttons that enable people to bookmark your page, or vote it up on Digg, or other aggregation services.
Aaron covers these topics, and more, in the LinkBait Launch Sequence presentation.
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