Have you ever had a client that you weren’t even sure what they did after combing through their website?
It can be frustrating to try to find media placements and link opportunities for a brand when you can’t even articulate who their customers are.
Sure, you could always slide them into high quality directories, but wouldn’t it be more beneficial to give them a robust link profile? There are ways to do it even for the trickiest technical companies, such as manufacturing or medical equipment.
To drive home my point, I’ll be using my client SIMTEC Silicone, a custom manufacturer of liquid silicone rubber, as an example.
Focus on Customer-Specific Services
Think about where your client’s customers live on the web and how you could get their business there, too.
Since SIMTEC creates silicone pieces for the healthcare and automotive industries, I can get a relevant link on an automotive blog by writing about the advantages of having silicone parts vs plastic in cars.
Scholarship links, though sometimes criticized when done unnaturally, do have their advantages for technical clients like SIMTEC. And don’t worry about breaking the bank — scholarships as low as $250 could suffice; everyone is looking for free money.
Just make sure whatever scholarship you pursue that it’s relevant to your client’s general industry. In addition to building links, the company could also attract prospective employees down the line.
Develop Content to Serve as Linkable Assets
If you check out SIMTEC’s video page, you’ll see the company has a good deal of case studies hosted on YouTube and posted on its website. Many of their videos are fun cartoons that describe the benefits of silicone manufacturing in layman terms. They also post regularly on their blog and even have a free glossary for those new to manufacturing.
These pieces are great linkable assets, making your job easier when it comes to finding natural link building opportunities in their industry. For example, I could write (or pitch to a journalist) for Entrepreneur about the process to make an idea into a selling product. I would suggest linking to SIMTEC’s free glossary for the lingo needed to talk with manufacturers.
Pursue Side Angles
Did they raise money for charity or even help create parts for NASA? Pitch the story to a local journalist.
My favorite side angle to use is talking about my client’s marketing efforts in articles (case in point). Even if they aren’t doing any marketing efforts, use their 404 page (or any design element) as a “great example” in your article about how to create 404 pages. There is always a connection.
At the end of the day, your goal is to get people to link to and visit your client’s site. By thinking outside the box and implementing a few new tactics for those difficult niches, you’re certain to see your link building strategy pay off.
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