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menswearmusings · 4 years ago

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My Spier & Mackay Custom Shirt Guide

If you’re looking into having a custom shirt made through Spier & Mackay, I recommend them. Of the online custom shirt makers I’ve tried, they have my favorite pattern. Something about the way they cut the armholes and chest is magic—fitted but not constricting.

The process is pretty straightforward, but it can nonetheless be daunting because the pressure to get it perfect on the first go is high. I’ve ordered a few shirts at this point, and have some tips for getting the best results.

Fit considerations

Measuring

I prefer to measure shirts I like the fit of and combine those measurements into the ideal amalgamation of them all. That gives maximum control over the resulting fit pattern. Below are some tips to make sure you get it right.

Pay attention to their specific instructions for how to measure by watching the embedded YouTube videos for how to do it. In particular:

Neck measurement is measured from the button to the middle of the buttonhole, not the far end of the buttonhole (like some other shirt makers).

Cuff is measured end to end, not button to buttonhole (this is huge; don’t mess this up).

The sleeve measurement is straightforward, but many people have a misconception about how long a shirt sleeve should be. A sleeve should hang about an inch past your wrist when the cuff’s unbuttoned (and your cuff should be cut slim enough that when it’s buttoned, your hand stops the cuff from slipping down). Watch the video of how to measure your body for a shirt and that illustrates where it should go. When you’re inputting your own shirt measurements, adjust accordingly.

The armhole measurement is tricky to figure out. You measure a shirt by laying it flat but that makes the armhole curve a little. The instructions say to measure straight, though. So here’s how to think of what you’re doing to alleviate confusion: Measure the full length of the seam. You can either do that by leaving it curved and measuring around the curve, or pulling it straight and measuring it straight.

Speaking of armhole, my suggestion is to go for a relatively small armhole and relatively loose bicep. My first shirt had a high armhole and slim bicep and it feels constricting. My second shirt had a slightly more relaxed armhole and slim bicep, and it still felt a little constricting. I locked it in at a small armhole, with looser bicep, and it’s awesome. Great range of motion, comfortable, and wearable.

Elbows and forearms. I hate feeling like my shirt might tear at the elbow. But if you have a fairly fitted cuff and relatively fitted bicep (compared with the way many shirts are super loosely cut), that can happen. So I specified the elbow measurement in the comments of the shirt order. That measurement is simply measuring the sleeve from the end of the cuff to the shoulder seam, and right in the middle is where to measure the elbow. Measure it straight across the sleeve.

If you also want to specify the forearm, which might be unnecessary (I did it but if you specify the elbow it’ll probably work itself out), you measure 6 inches up from the cuff seam (where it attaches to the sleeve) and take the measurement straight across. Measure straight across the sleeve.

Do you have to allow for fabric shrinkage?

My experience has been that the shirts are cut accurately, and shrinkage has been minimal. I asked Rick, the owner of Spier & Mackay, and he confirmed that they cut with normal shrinkage allowance in mind, so you don’t have to game the system to get the result you want (which mirrors my experience so far). A few years ago, a couple fabrics they offered had major shrinkage, which got lots of chatter on Styleforum, but he tells me those fabrics were discontinued 2 years ago and it’s been a non-issue ever since.

What if the shirt comes out wrong? What’s the cost for a remake?

Remakes for fit problems that are your own making—say you don’t carefully read the instructions for cuff width (edge-to-edge, not button-to-buttonhole!) and they’re super tight—are half price. To initiate that process, just email their customer service at [email protected] to get the ball rolling. However, like any good company, if the shirt is cut wrong—say you specified a measurement and it comes out way off by more than a normal tolerance—they’ll make it right on their dime.

Design considerations

Collar choices are personal and many design choices are personal, too. But below are some of my preferences based on my own style and recommendations for design combinations based on what I’ve seen good designers do.

Button-downs

The button-down collars from Spier are rockin’. The classic one (C3-K) is really great for almost everyone. The Italian version they sometimes use off the rack for special makes (C22), like the washed denim shirts, is 10% extra cool and a little bigger, but not so noticeably bigger as to call more attention to itself. For those who want maximum collar drama, there’s the biggest Italian button-down (C23), which I plan to test eventually.

Design pairings with button-down collars

Pair button-down collars with the rounded single button cuff and normal placket. On the back, go for a center box pleat if you’re a traditionalist, but side pleats give it a modern twist that breathes a bit of life into the OCBD. Pocket or no is your choice. If it’s striped, specify “one piece yoke” in the comments.

Spread collars

I personally go for either large cutaways (which I like when worn without a tie the best), or large spread collars. So for me that’s the C21 and C19 collars. Big, tall collar band and big, long collar points, which tuck under a jacket nicely and stand tall. However, for someone with a smaller frame and/or shorter neck, the standard version of these collars would also work well (C13, C16, C17).

Design pairings with spread and cutaway collars

Pair these with either the rounded single button cuff or a mitered cuff (mitered is more business-y if that’s what you’re going for). For the placket, a French turn placket is the more business friendly approach; go standard placket for more casual fabrics like chambray or oxford cloth. And on the back, either side pleats or no pleats. I do no pocket, typically. One designer who makes a great shirt that dresses up or down excellently is Sid Mashburn who makes his with spread collars, a standard placket, rounded cuffs, side pleats and a front pocket in all types of fabrics, and it looks great in every situation.

Collar linings (and cuffs and placket, too)

Unusual for many custom shirt makers is the ability to specify collar, placket and cuff linings. Most of Spier’s shirts have a fused interlining of some sort by default but you can specify in the comments box during the checkout process for them to use something different. Here’s the down-low:

There are four levels of collar interlinings ranging from lightest to stiffest. The linings can be either simply sewn in, or fused into the collar, and you can even have them use two layers if you want.

From lightest to stiffest, the identifiers are soft, medium, medium-firm, and firm. My preferences are for the lighter linings, which allow the collar to roll and have some shape to them (which is an Italian affectation; you may prefer the collar to stay starched in place). Here is how I have done shirts so far, and I like it. I may experiment in the future but for now this has given me good results:

For shirts in more casual fabrics like oxford cloth or cotton-linen or madras, I go for a single layer medium sewn interlining. It gives the collar just enough body to shape nicely, but doesn’t weigh it down. Inside button-down collars, it gives the collar a perfect amount of body to roll beautifully, but is thin enough the collar still has some of the charming unlined look. This feels about like how a Drake’s Oxford collar feels to me.

For shirts in business-y fabrics like broadcloth or pinpoint oxford, I go for the single layer medium fused interlining. The fusing makes the collar smoother in appearance, so it’s a bit more professional. It still stands up well under a jacket without a tie on, too. This feels about like how my Eidos dress shirt collars feel to me.

Just remember to specify in the comments box no only the collar lining, but for clarity, also specify that you also want the same in the cuffs and placket if your shirt is being made with a placket. (They might do this automatically but I’m not sure so it’s safer just to put it in writing.)

Basically unlimited options

You can ask them to do almost anything in the comments section. I haven’t gone too far down the rabbit hole with minute changes, but I have specified changes to the base collar pattern. Specifically, I’ve asked them to increase the front collar band height, and requested the collar be cut with no tie space. They accommodated both requests on my orders. (In case you’re wondering, I did that on the C21 collar, which modified it to be identical to my favorite Eidos shirt collar, the “Marcus”).

You can even send in a shirt you love and simply have them copy it, too. I haven’t done that, but if you want to give it a try, email [email protected] and they’ll tell you how to proceed.

So that’s it. Those are my tips for ordering a custom shirt from Spier & Mackay. While the program’s UI/UX on the website leaves a lot to be desired, and I still wish they’d allow you to order fabric swatches, the results and quality of the end product are excellent; and the price is outstanding.

Is there anything else you’d like to see covered in this article? Let me know in the comments below!

(Help support this site! If you buy stuff through my links, your clicks and purchases earn me a commission from many of the retailers I feature, and it helps me sustain this site—as well as my menswear habit ;-) Thanks!)

If you’re just getting into tailored menswear and want a single helpful guide to building a trend-proof wardrobe, buy my eBook. It’s only $5 and covers wardrobe essentials for any guy who wants to look cool, feel cool and make a good impression. Formatted for your phone or computer/iPad so it’s not annoying to read, and it’s full of pretty pictures, not just boring prose. Buy it here.

Read more at Menswear Musings

#Bespoke shirts #custom shirt #custom shirts #spier and mackay

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brynwrites · 6 years ago

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What I learned while self-publishing.

@milkyteefs asked:

I'm unsure about the entire self-publishing world! Do you have a basic outline of the process? Some key highlights/headings of how you started and what connections you needed to make? Thanks again! <3

I went through the process of self-publishing Our Bloody Pearl this summer. Even with all the guides in the world it turned out to be a very grueling experience. I’ll be doing it again with Quasi Stellar soon, but I also hope to traditionally publish The Warlord Contracts trilogy.

First, let’s get this out of the way: Self published books are often very bad.

But they don’t have to be.

Self publishing requires you, the writer, to either wear the hat of everyone else at a publishing house, or be your own investor and pay for professionals to do the jobs you can’t. If you’re willing to put in that effort and money then you can come out with a more professional book than you might have had you published traditionally. If you’re not, then self publishing might not be the right road for you.

Now then, how do you self publish in a way that produces a professional book?

Fifteen Basic Steps to Self-Publishing:

1. Write and edit the book.

This is, understandably, the step that a lot of people get stuck at. Writing a novel is hard. Don’t worry about how or when you’ll publish it until it’s finished.

Just write it.

During this time you should also be marketing yourself as a writer. Learn more about that via my marketing tips tag.

2. Beta readers and critique partners.

Getting feedback from handpicked peers is essential for any book no matter which publishing route you choose. If these terms are new to you, learn more about beta readers here and critique partners here.

During your first book (or two) I recommend starting with critique partners and then moving to beta readers afterward, because critique partners will shred your novel down to the bare bones, which you usually really need the first few books you write. Critique partners will also generally pick at your grammar and typos though, which can be very useful at the end of the editing stage so that your manuscript looks cleaner to an editor (or agent, if you traditionally publish.)

3. Write your blurbs and summary.

While your story is in the hands of your final group of readers, you should already be working on blurbs and summaries. By the end of the publishing process you will need:

A back of the book blurb.

A one-two sentence logline style blurb.

A one page summary of the story.

Don’t put these off! They won’t get any easier if you wait. You can find tips on writing blurbs in this article.

4. Determine that you’re done making changes to the manuscript.

A writer who’s growing and learning will forever feel as though there’s something they can change in their manuscript, but at some point you have to decide that what’s done is done. You will always have another awesome book which will be even better than this one.

If you have trouble determining when this point should be, check out this explanation!

5. Make a publishing timetable.

Give yourself more time on your timetable than you think you need! Traditional publishing takes about two years for a reason. A lot of the steps below this point seem relatively simple compared to writing and editing a book, but they require you to learn new skills and spend a lot of time waiting for other people with busy schedules.

Five and a half: Start book two.

You might have already done this during the beta reading stage, but if not, start another book! Writers should never stop writing and editing (outside of planned vacations, emergencies, and mental health breaks, of course), so pick that pen back up and start pounding out another book.

6. Find a content editor.

If you ran a beta reading stage with 10-20 critical and knowledgeable beta readers in your target audience then congratulations, they served the purpose of a content editor already!

6. Find a copy editor.

A copy editor is the person who checks your grammar, sentence structure, flow, and word usage. I found my editor though the editorial freelance association directory. The main things to look for when choosing an editor:

Experience. This should include testimonies, information about any publishing companies they worked with, and the works they edited in the past. If you can’t easily access and double check these things, then keep looking.

Sample edits. Any editor worth your time will offer you a free sample edit. (For copy editing this is generally 750-1k words of your novel. I’m not sure about other types of editing.) Take advantage of this! Send the same sample to the top four or five editors who fit your price range and see who returns feedback that you jive with and feel comfortable paying.

What if I can’t afford a copy editor?

In general, you can probably get away without hiring a professional copy editor if you (a) find 3-4 solid critique partners who are willing to do a very detailed line edit and proofread of your final draft (do not take advantage of your fellow writers!! Offer them the same in return!!), (b) get free sample edits from a handful of freelance authors to see if they catch any major formatting issues you do regularly, and (c) learn what a style guide is and make at least a simple one for yourself while you do another round of proofreading.

Remember though, traditionally publishing exists specifically so that you, the writer, can get a professional edit without having to pay for it. If you want a professional book without putting in the investment, then querying an agent might be the better option for you.

7. Prepare to offer ARCs to reviewers and friends.

Getting reviews for your book is the most important marketing activity you can do. The sooner you contact reviewers about this, the more reviews you’ll have when the release date comes. Note that the large majority of book reviewers you contact will never respond. If you email 20 reviewers, expect to get one or two reviews out of it, most likely in 4-6 months. (Which is why you should email all your friends and past beta readers too.)

How do we maximize the number reviewers who will read our books?

You know those neat little lists of book blogs who will review indie books? Don’t use them. Anything that with nicely compiled and easy to get reviewer lists is going to be overcrowded with blogs who have two year wait-lists and 97% of them will never even email you back.

Instead, try searching for reviewers you already follow on twitter and tumblr. Look for semi-popular goodreads reviewers who put positive reviews on books similar to your own and check if they have a link to a blog, or an email for review inquiries. Find less well known booktubers that youtube links to off your favorite popular booktubers.

8. Format the book.

You can pay someone to format your novel, but its rather expensive for something that’s relatively easy to learn to do yourself using guides off the internet. Paperback and ebook formatting must be done separately, and your first time I would set aside a full Saturday to tackle each of them, just to be safe. If you have a program like scrivener, with a little tweaking you should be able to get a nice looking ebook with none of the hassle of learning html. There are many other options though. Do a little research to find the one which works for you!

(Note: If you’re printing a paperback you cannot get a paperback cover until you’ve formatted the book and know final page count for your print size!)

9. Hire a cover artist.

The book cover is the most important part of your book, so far as sales and success are concerned.

There’s a huge trend in self published books to skip this stage and work with photoshop or cavna instead. I would not recommend this. Cover artists for professional books do what they do full time. They know the market. They know what sells. So do some writers, but the truth is, many of the writers who think they can design covers, turn out the sorts of designs that are easily pegged as self-published books.

If you want a professional looking book that pops in the amazon charts, hire a professional.

There are a multitude of ways you can go about this. Some large cover art sites like damonza offer bundles which can get pricey, but let you back out with no charge if you don’t like their first drafts and include unlimited changes if you commit. There are also many freelancers who specialize in book covers, for a wide range of prices.

What if I don’t have the money to hire a cover artist?

If there is anything you don’t want to go cheep on, it’s your cover art. But let’s say you absolutely have to get a cover for cheap or free. There are people who do cover designs for $5 on Fiverr, and I think some of them actually turn out half decent covers for very specific genres, but its a gamble. A couple writeblrs do cover design as part of their day job and might be willing to do something cheep or for a trade. You could also learn how to design covers yourself, but if you want to compete with books whose designers went to school just to do what they now do full time, you’ll either have to put in a lot of time or be lucky enough to have a very good, easily executed idea for your particular novel, and hopefully not one with requires any stock photos unless you want to purchase rights to them.

Now, there are some exceptions. Some writers have a natural design brain, and some writers are in fact designers themselves. Sometimes you write a book where the perfect cover design is very simple and easy to produce yourself. But that won’t be most people, with most books.

So far I have seen exactly two of the hundreds of self publisher made covers I’ve seen have actually made me want to buy the story. I’m not trying to be mean. It’s just the truth.

10. Offer ARCs to more reviewers.

Now you have a nicely formatted book and everything! Who can resist that?

11. Do a cover reveal, and during the cover reveal, offer everyone there an ARC.

Cover reveals come in many different forms. Some writers just post the cover on their blog, some do livestreams on facebook, some do question and answer sessions leading up to the reveal, some even go all out and have other writers come talk about their books on their site for a full day prior to the cover reveal.

Do whatever works best for your schedule. The goal is to attract attention for the book, so make sure you link to anything you’ve already set up from #12, so people can easily find your book when you release it!

And, as always, give out ARCs.

12. Get your book and author profile set up on everything.

Prior to your book’s release you should have a goodreads author page, an amazon author page, and a bookbub author page, all with your book attached. You should also have a website and a mailing list (linked to via your ebook), prepared release announcements for every social media site you work off of, and be ready with attractive and easily noticeable links to the book’s sale page off your tumblr blog and website.

Keep in mind that some of these things will take a decent chunk of time to set up, and a few of them require a live human being to confirm you are who you say you are. Start them as early as possible!

13. Release the book!

Time to actually put the book out there for all to buy. You can do a similar hype release as you do with a cover reveal, if you so desire. Make sure you remember to post all your announcements and put up all your links.

Try not to check on the book’s sales until the following day! It does not help their growth or your mental health to constantly be haunting your sales charts. When you do check them, keep in mind that a book which sells two thousand copies in its entire life time has done well, all things considered.

The fantastic thing about self publishing is that you never have to stop selling your book. If you sell fifty copies your first month and then twenty the second and then five the third, you can always dive back into marketing, run a discount, apply for a bookbub ad, focus on marketing yourself as an author and gaining followers. You chose whether your book is done selling.

To offer pre-orders or not?

This is a toss up. In my experience, pre-orders aren’t a good idea for your debut self-published novel, even if you think you have a large audience who will buy them, because they take away from the sales you could have your release week, and the boost those sale give you on the amazon charts. If you do wish to offer pre-orders though, try going through ingramspark instead of amazon advantage, to save yourself tears and heartache.

To go amazon exclusive or not?

Many authors claim that you have to try both to know what’s right for any particular book. Do your own research and decide what you think is best for you.

Thirteen and a half: Start book three.

At this point you should already have finished at least the rough draft of second novel, so don’t forget to start your third book at some point!

14. Offer people read for review copies.

Especially if your debut novel is aimed toward broke teenagers and younger adults, there will be a lot of people who are interested in the book but aren’t motivated enough to actually buy it on faith alone. By offering free ebooks on a read for review basis, you...

Grow your reviews.

Create fans out of people who may have never read the book otherwise.

Have higher paperback sales, because readers who loved the ebook you gave them may decide to buy themselves a paperback.

15, unto infinity: Keep promoting your book into the sunset, while writing new books!

The time to stop promoting you book is whenever you feel you’ve had enough sales and reached enough readers. Until you reach a point where you’ve published so many books that you can’t handle marketing them all, you should still be trying to expand your readership!

And don’t forget to have a little bit of fun along the way. You worked hard for this. Celebrate it.

But what if I just want to get a book out there?

If your goal is not to publish a professional looking book with will expand your fanbase and set you on a path to full time authorship, but rather to have a piece of your writing available in a book format your friends and family can buy, then there’s no reason not to publish exactly how you wish to.

Are all these steps really necessarily?

I believe they are, at least for a debut novel. In fact, there are probably more steps which I missed entirely. But, if you can find multiple self-published authors who went through a less rigorous publishing process and still received hundreds or goodreads reviews, then by all mean, follow that process instead (and let me know about it!)

So which book did you self publish?

This one here! You can support me and my ability to keep giving writing advice by purchasing a copy today =D

#writeblr #writing resources #writers on writing #writers on tumblr #self publishing #authors on tumblr #writing tag: publishing

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genetimothy3-blog · 5 years ago

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Gene Timothy Tips And Tricks For Network Marketing Prowess

Gene Timothy Top service provider. Generate powerful leads for network marketing with our information tips and tricks. While it may seem to be frustrating at times, just by following our simple advice, you will be better able to handle marketing tasks and generate a more successful campaign. This quick guide will show you some important aspects to check out.

As with most businesses, the quality you produce is more important than the quantity. You want good quality people who will put the time and effort into what they are doing so that you both make money.

It may take money to make money with network marketing, so do not forget that you may need to invest in order to see a return on that investment. If you aren't ready to put any money into building a successful marketing business, perhaps you should look elsewhere to find money-making opportunities.

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You need to have a schedule. These hours that must dedicate to growing your network marketing business. If it is just be a couple of hours each day or every other day off, the two or three hours that you dedicate to your business need to be followed. Stick to your plan and work when you say you will work.

Find ways to connect with the people you are trying to recruit into your network. If they feel that you are simply looking to build your own business, they are not going to be interested in the opportunity. However, if you show them that you care about making them money by proving to them that it will work for them personally, they are much more likely to say yes to your proposals.

People are swiftly moving to Kindle, Nook, and other eReaders. It's time for you to write an ebook or a hundred on network marketing! Keep each book simple, concise, and relatively small, as people like to read short ebooks which give them quick and accurate information. Keep your pricing low and the volume of ebooks sold will more than make up for it!

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Pay attention to what the executives are doing in the company you are doing marketing for. You can use their achievements to promote a positive side of the company. You could also use their networks for your marketing campaign. Perhaps you could ask for regular staff meetings so that everyone knows what the others are working on.

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Personalize your website. Don't just take the website that your company offers you without doing anything to it. Remember that prospective partners will see this site and want to know why they should join with you instead of someone else. If you can't handle web design on your own, consider hiring a web designer for that purpose.

It isn't necessary to devote yourself full time to your network marketing but you do need to set aside some time. Most experts recommend around 10-20 hours per week depending on your level of skill. Once it has taken off you can probably reduce this to 5-12 hours per week of work.

Find network marketing help and tips online. Many forums are available that have helpful and insightful advice. Find a forum that is relevant to you and spend a little time each day browsing for tips and tricks. Just be sure to limit the time spent reading about network marketing, so that your actual business does not suffer.

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Send daily motivation and tips to your downline. By contacting them with some general information and a few positive quotes, you open a door for them to contact you in return with questions or concerns. You also let your downline know that you are there for them and cheering them on, which will motivate them for the day.

Choose your own success and stay focused with your network marketing. When you have found a company and product that are a good fit for you and when you have positioned yourself to get the highest returns possible, follow through. You need to take action, follow through on your decisions, and see results.

Your goal should be to transform traffic into customers. Don't rely on purchasing leads as they may not help you build any solid relationships. You need a sustainable business that generates good amounts of traffic. What you are offering needs to be of use to people. Make sure to set yourself apart and garner more interest.

Gene Timothy Qualified tips provider. After putting this knowledge to work for you, you will enjoy the great benefits of network marketing. With these wonderful tips and tools at your disposal, you can begin to enjoy all the benefits and much more. Simply put this fantastic information into motion with a goal in mind and see your leads increase.

#Gene Timothy

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lakelandseo · 4 years ago

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How Lead Generation Tactics Can Boost Your Link Building Results

Posted by AnnSmarty

How effective is your link building campaign? I bet your answer is “I wish it could be better.”

Talking to business owners and executives on a daily basis, I have yet to meet one who would be satisfied with their link building strategy.

Everyone needs links, yet they are getting harder and harder to get.

The solution?

Change your link building mindset.

How link building is similar to lead generation

In any business marketing strategy, we’re really interested in one thing: sales.

Yet, if we keep focusing on that end goal, we won’t achieve much. A customer may need up to eight touchpoints before they finally make a purchase. If you only focus on that final sale, you’re missing out on all those extra steps that drive your customer to buy.

It may sound obvious (so I’ll stop here) but the point I’m trying to make is: Marketers cannot focus on the final sale. We need something in between — a secondary metric that will bridge the gap between “a stranger” and a “a buyer”.

This is where the notion of a “lead” came from, i.e. a contact which we consider our prospective/possible/future customer.

A journey from a “a stranger” to a “lead” is shorter and much more predictable than a journey from “a stranger” to a “a buyer”, and once we turn a visitor into a lead, we can reach out to them in a much more meaningful and personalized way (via email, Facebook re-marketing, on-site personalizations, etc.).

What does this have to do with link building?

In link building we need links, just like in marketing we want sales. But focusing on the final goal is just as limiting in link building as it is in marketing.

Very few link builders these days do anything beyond sending an email, then using automated follow-ups. There’s no “lead generation” in link building. It’s either “link or no link” reporting.

And that’s where that process is broken.

In link building, all those bloggers, publishers, editors, etc. may also need several touchpoints (from something beyond an email). Furthermore, they may not be proper decision makers within the publication you are targeting.

If you apply that lead generation process to link building, you may see much better results, and more importantly, those results will keep growing the more leads you acquire.

How to add lead generation processes to your link building strategy

1. Define your linking leads prior to creating content

In B2B marketing, this is called outcomes-focused data strategy, which basically means you need to know exactly what you want to achieve (the outcome) before you start developing your strategy of achieving said outcome.

This concept is — sadly — seldom applied to link building.

What usually happens:

The content team creates what they think is a great content asset.

The outreach team identifies website owners who are likely to be interested in that asset, and starts the outreach.

Both teams are working in isolation.

But what happens if you turn that process around?

The outreach team shows the content team what’s attracting links on a specific topic (with examples). This insight should come from prospect research, current or upcoming trends, from previous outreach campaign data, etc.

The content team (in collaboration with the outreach team) creates something better than what currently exists on that topic. At this point, both the teams may involve those linking leads in the actual content creation (by reaching out and asking for expert opinions on the topic).

The outreach team delivers that content to the contacts they identified prior to the content creation.

Depending on the outlined link building opportunities, the linkable assets should take a specific format or angle, for example:

Curated lists of resources: Make sure your article fits one of the existing categories in the list, better fills a gap, or fixes an existing broken link.

Links from influencers or experts: Prior to publishing your article, reach out to those influencers and get their quote (opinion) to include in your article. Influencers are more likely to link when they’re featured on that page.

Links from peers and friends: Follow those people everywhere and start interacting with them on a daily basis. Think of this as “lead nurturing” — increasing your chances of creating long-lasting partnerships.

Editorial links from popular blogs: Track down authors and editors of those sites and start interacting with them on social media. Consider inviting them to contribute a quote to your article as well.

By letting your link building research guide the content creation process, you will end up with a highly successful campaign that is still delivering links (without the need to do the active outreach anymore).

2. Organize your linking leads

As we said previously, in link building the end goal is a link. But different leads will need a different number of touchpoints to finally link. Plus, more links are better than one.

This is where a lead nurturing process comes into play.

Just like B2B marketers using different methods to “warm up” leads and take them close to a sale, in link building you will get many more links if you keep reaching out to your leads to remind them of your asset.

If you’re using an outreach tool (both Pitchbox and Link Hunter are good options, depending on your budget and complexity of your project), it will handle some of the lead nurturing for you. At the very least, any outreach solution will:

Save all the emails you sent

Update the email status and dates (replied, bounced back, followed up, etc.)

Many link building teams will find that sufficient. I recommend going further and using a solid customer relationship management approach, which would also include:

Creating a detailed profile for each lead (which would also include their sites and columns, social media profiles, etc.)

Reaching out on social media (through ads and/or manual outreach)

If you want to go even further, you can adopt a well-organized customer relationship management strategy towards your linking leads. To get you started, here’s a solid comparison of major CRM types, as well as lead generation and nurturing platforms allowing you to properly organize and monitor your link building prospects.

You can set your link acquisition workflow and automate some parts of it (like follow-ups) while being in full control of everything that is going on.

3. Find alternative contacts and decision makers within each publication

In B2B, this process is called “account-based marketing”, i.e. when you know exactly which company would make your ideal customer and you start researching how to best onboard it.

In link building, this strategy applies to huge multi-author publications that would make ideal and ongoing backlink providers for your content. Think of the New York Times, Mashable, or a huge research magazine in your niche.

Emailing one of their authors with a request to link to your study or your infographic may not be enough (in fact, it will hardly ever be enough).

To investigate publications I’m really interested in getting links from, I use the following tools:

I don’t use Linkedin for outreach, but I just love its company profiles, which show me which friends (or friends of friends) I have associated with those entities. I have been introduced to quite a few great publications this way:

Twitter bio search

While Linkedin may be useful to identify existing contacts, Twitter is great for building new ones. For bigger publications, all you need is to find people including that publication in their bios.

A tool called Twiangulate is a great and free option for doing that: Just specify the company name (or its Twitter handle) as a keyword and the tool will find all the Twitter profiles that include it:

Now create a separate Twitter list to keep in touch with all of them.

Website’s “About Us” page

This may seem obvious, but it’s often a missed step. Many publications list their whole editorial team with all the emails included on their “About” page.

Try developing an outreach strategy for each of those emails. For example, a CEO may not be the best contact to request a link from, but they may reply and give you clearer directions for who to speak with, so ask for a contact!

4. Diversify your touchpoints

In my experience, an email is still the most effective link building outreach method. Truthfully, I’ve seen better success with a follow-up email versus the initial email.

But other ways to reach out certainly increase your chances of hearing back. These include:

A simple Twitter follow or retweet (no requests here)

A DM (especially when journalists claim their DMs are open for pitches and ideas)

A comment on their personal site

A LinkedIn message

Adding a contact to a Twitter list (Twitter will notify them)

Tagging them on social media (especially when they’re referenced or quoted in your content)

The bottom line here: Simply being there may remind them of your request and prompt them to open your email.

5. Diversify your assets

With diverse touchpoints comes the need to diversify your assets. Your outreach will be more effective if you give your linking leads something of value to include in their article.

If your initial email and the first follow-up weren’t successful, try creating a visual summary (an infographic) in your second follow-up to give them something fresh.

The process may turn quite easy and effective if you provide your outreach and content teams with tools enabling them to handle the creation of those assets. These tools include:

Venngage (to create slideshows and infographics)

Google Docs (to create ebooks and whitepapers)

Surveys (to collect ideas and stats)

Invideo (to create videos)

6. Keep an eye on your team performance

Your team is everything. If you fail to train them properly or distribute tasks among your team members effectively, the whole process will fail to move along.

At the very least:

Include your outreach team in your social media marketing so they can extend their outreach methods beyond emailing. Tools like Agorapulse will help in that process. You can set up lists, monitor certain keywords, save and delegate certain updates to turn them into tasks, etc.

Track your outreach activity. Tools like Email Analytics will help you with that. It will generate daily and weekly reports showing you how actively your team was emailing and how many responses they got. It will also save all emails to backup conversations.

7. Optimize your landing page

Your linkable asset should make an instantly positive impression on the people you email. There may by different ways to achieve that, but certain things help for just about any SEO campaign:

Your page needs to be ad-free

I’ve seen lots of people not willing to provide “a free link” to a page that is monetized with ads. There’s no point in arguing with your linking leads on that. It’s easier to remove the ads from the page you’re actively link building for at the moment. Besides, more often than not, it’s very easy to do.

Create CTAs targeting your linking leads

This one is a little bit advanced, but it will help a lot. Adjust your CTAs on the linkable asset page to fit your linking leads rather than your regular ads.

For example, instead of “Sign up for a free trial”, you may include a press coverage link or invite visitors to download additional data or resources.

Using Facebook pixel to record everyone who initially landed on the site through your linkable asset is another great way to re-market your asset to your linking leads.

8. Keep an eye on those links

Very few people will reply to you saying they have indeed linked to your content. But knowing if they have is important because conversion is a crucial part in the lead nurturing process. It doesn’t stop your relationships with your lead, but it impacts your interactions going forward. Those leads who end up linking to you are your best friends. Cancel your follow-ups, thank them, and keep interacting with them on social media.

Again, if you are using an outreach platform, chances are the link tracking will be included. Otherwise, check out Site Checker that has a handy link monitoring feature included.

Conclusion

Safe links mean those we cannot control. This turns a link building process almost into a form of art, or a well-manufactured serendipity (one of my favorite business concepts). You need to do a lot before reaching your end goal, all while keeping your end goal in mind.

These days, when any site owner — professional or amateur — is bombarded with link requests, you need to up your link building game. Luckily, there’s a neighboring marketing area that you can learn from: lead generation. Adopt more complicated and more diverse outreach methods to acquire great links to your website. Good luck!

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epackingvietnam · 4 years ago