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• When Rand Fishken launched his Search Engine Ranking Factors, he
collected feedback from about a dozen prominent members in the
SEO community. Many of those people are active community
members who helped spread the news at launch time.
o Asking people for feedback can help others feel ownership in
your idea, and is a way to pitch them on your idea without
looking sleazy.
Seeding Your Idea
• Ask for feedback from people who may be interested in helping you
improve your idea or helping you market it.
• Leverage friends and contacts via instant message and email.
• Pitch relevant bloggers and media sources. It is preferable to build
rapport prior to pitching.
• Build accounts on social news sites.
• Some social news sites allow you to place voting buttons on your site.
Do so on your most important ideas.
• Consider the best times and locations to launch your idea.
• Have a friend or yourself submit your best ideas to the most
authoritative and relevant social news sites.
o Ensures your story has a title that is easy to vote for.
o Ensures your story is submitted at an appropriate time.
o If you do not do it soon after mentioning a story on your own
site someone else may submit for you, using a dumb title or
dumb post content.
Launching a Static Site
Even if your site is fairly static in nature you can still create a buzz when you launch
it.
• Call in favors from people you helped in the past.
• Incorporate community ideas into your idea.
• Spread out your ideas. For example, if you are forming a new
partnership you can triple dip on publicity:
o Interview partners on another channel.
o Announce the launch.
o Add linkbait to the site at a later point in time.
Formatting Link Bait
• Make it easy to identify and connect with. Think about human
emotions and tap the sense of empathy.
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