Fishing with the right bait makes all the difference… A post on Link Bait.

For a lot of businesses, marketing in the local waters of lakes and streams comes easily over time. You know what bait to use, in the right season, to really drive the fish, i.e., the customers, into your boat. The nice thing about the local lakes and streams is there is always someone on the shores willing to share some secrets, or you can do what I do, stand back a little and watch the baits they are using. You can easily learn who likes the flashy baits (Billboards, TV) for a big strike, and who likes to live easy and let a simple tasty bait just sit there and get found over time (referrals) to reel in a big catfish. Soon enough it becomes your lake, you know it well, and know what works. Then you decide one day, it’s time to go online to expand your business and find some new types of fish. Holy carp, (pardon the pun) you find yourself in the middle of an ocean. Except in this ocean, the waters and weather are almost invisible to an untrained eye, and your old tackle box might need a major make over… Yikes! What you’ll soon learn is that you need get some new bait… Link Bait.

Link Bait? What does that even mean?

It’s essentially great content marketing and turning your site into a fun, smart, interesting, whatever-you-want resource on a topic. If you do it right you can earn links that can boost your search rankings and help customers find recommendations on an array of sites. Most people think, “If you build it they will link” but, sadly, that is not reality. Link bait is more than just putting something pretty in the water and waiting. For example a buzz bait works because you work it. It just doesn’t sit there and link bait is no different; it takes a lot of work and planning. Before I give you some great bait ideas, I want you to remember, it’s important to not get discouraged or get upset when you hit a snag. In all my years at fishing, if I lost bait on a snag, even if it was the one Pop gave me when I became a man, I put a new lure on and cast it out again.

You cannot catch fish without something in the water. That’s a fact!

Now the good part, BAITS! Below is a list of a few good baits you should consider adding to your tackle box that, at the very least, will drive some more traffic to your site. Remember not all lures are good for every condition but, most of these can work in variety of waters.

• Have a Blog: This is your rod and reel out on the high seas. Unless you want to go Hawaiian style. Get a blog started. This is how you can easily and logically talk about an array of topics without diluting the core of your business online.
• Ego Bait: Basically pick some big fish you want to compliment or attract in hopes for a link. One idea I am fond of is writing a review of a product or service you use within your business frequently. Then let the provider know you posted the review on your blog. If you’re a type of contractor that has worked with a big company, write a review about your experience. The important thing is to get creative and give some love not just a link.
• Research: Maybe you already some have the information on your industry in your internal reports. Think about what you know about your industry and put a little elbow grease into it to proving it with a study or survey. You might find your competitors linking to you when you post the results on your site. You can even research something from the beginning by using great tools like Survey Monkey.
• Contest and competitions: This can work for an array of retail businesses. Maybe you can have a photo contest about the wildest things that can be done with your product. A video competition asking your customers to explain why they chose you. Don’t forget to have a worthwhile award and not these awards. This makes for good bait in getting social media involved.
• Infographics: This works with research but is not limited to finding out something new. Check this out this great political infographic. Sometimes information that is well known can be understood by creating something that simplifies it to be digestible; it’s surprising what you can learn and teach. Think creatively on this one and keep it relevant to your business!

Well, that’s a good start to get the old noodle working but, there are more ideas out there.

The best idea resource ever is your brain!

Need help picking out your bait and making a plan? Get with the team at Upright! (I know… I am shameless). Everyone you work with wants your business to grow! Happy people make a happy world and remember…You cannot catch fish without something in the water. That’s a fact!

Feel free to contact me for further discussion about fishing or marketing, I am always ready for both Jacob@walkupright.com.