Lampshade Marketing blog


Link building hints and tips

Links to your website are still the most important thing that Google, Bing and other search engines look at to decide where your website will rank against other websites. Since Google's Penguin update, spammy links don't work anymore and the quality of the links to your website is more important than ever.

You should always have a plan of how you are going to increase the links to your website.  These few tips will give you a good base for this but this isn't everything.

Tip 1: check your website. You are in control of this.

What is going to make people want to link to your website? Do you know where your customers hang out on the internet - these are the sites you should get links from 1st. Does your website give your customers the content that will interest your current and potential customers?

Tip 2: set some KPIs

Getting shed loads of links isn't your KPI. Getting relevant inbound links to your website is.  They have to be relevant. If they aren't, Google wont much appriciate them, so your hard work wont be worth it. In fact it might be detrimental.

Think about KPIs such as:

Get at least 20 links from related websites that will deliver targeted visitors to my website.
Getting at least 100 links from related websites that contain keywords that are related to my business to improve my search engine rankings.

Your KPIs should be SMART. And trackable.

Tip 3: make sure that your website is worth a link from someone else.

Would you link to a website from your website if it wasn't relevant?  Go to the bother of logging in, writing some text and creating a hyperlink?  So why should anyone else?

The best link building campaign won't work if your website isn't worth a link. Other people will not link to your website for no reason.

Therefore you need to spend time creating content worth linking to.

Improve your existing content and make it more attractive. Put in some top tips or Top 5's
Use all of the content that your company produces offline and put it on your website. Not just in PDF form, but as a nice new page

Websites will only link to you if your content is useful and interesting.

Tip 4: Test test and test again

Check that people want your content. Check again. Use google prediction to see if people ask those questions about your product or service. Do other people really care about this content? If the content is just about you, chances are that not many people will care.

Tip 5: hard work. It doesn't just happen. If you want links, you'll have to put in some graft.

Find websites that will want to link to you. Then contact these people. Ask for links. If you get a 10% take up, you'll be doing well. So ask 100 website owners and you might just get 10 links. Told you it was hard graft!

How to create an Email Marketing plan

In the beginning....

Before you start developing email campaigns, we think that it's best if you define your target audience.

Once you get a good idea of your email recipients, it'll be much easier to decide what you want to say to them.

Really. Who is going to read your email marketing campaigns?

Industry leaders and peers? Current and potential customers? Family and friends? Once you define the group or groups you want to send to, you may even want to jot down a few bullet points to help define them a little more. Maybe a few key words that describe the people in the group and what the group will want to get out of your campaign. This will help you keep your newsletter content relevant to that group, and ultimately help ensure the success of your email marketing

What are industry leaders and peers going to want?

  • They'll be looking for information about the things that are current right now and your thoughts on what the next big this is going to be
  • They might also be interested in receiving an email on market trends gathered from in-depth consumer research which you've done
  • And maybe some fluff on gossip and news!


What are your current customers going to want to know?

  • How about some new product information and reviews—which of the widgets that you sell are the best?
  • Some new news on widgets? How about a review of them to entice them to order?
  • Or of course the fave, special offers, discounts and coupons!

Defining your target audience is key. Get that right and we are on the way to creating an email marketing campaign.  Keep an eye out for our new installment on creating an email marketing campaign.  Why not follow is on Twitter to make sure you don't miss the next one?

Last week we did some Good For Nothing

Around 40 people came together for a day and a half of doing for three Birmingham based social enterprises and charities. We were some of those people, helping out for nothing. We didn't get paid, just did it out of the goodness of our heart.

It’s the second time Lampshade Marketing have teamed up with Good For Nothing (GFN) for an event. And this time around we were even more effective.

We worked flat out to build new websites, create videos, e-newsletters, business plans, complete funding applications, write and design fundraising packs and much more.

We also learned a lot about getting stacks done in a short time – making the most of our combined voluntary charity work time.

We mainly worked with Continental Star FC, a Birmingham based charity that helps people through sport.

What we as a team achieved was truly amazing. Inside 2 days we either kicked off, or in many cases completed the following:

  • Designed from scratch a new website
  • Registered with Just Giving and Spend & Raise
  • Twitter backgrounds, Social Media guidelines, Twitter best practice, “Spread the word” documentation
  • Email template, user guide and registration with email delivery system
  • Designed and Printed, Letter and DM Pack for lead generation for sponsorship, Copy written, letterhead, flyer and leaflet
  • Video footage shot for website and pitch presentation and created presentation for pitches
  • Set up meeting with Breakfast networking club
  • Database of local companies created for prospecting
  • Application for funding for 8k
  • ....oh, and started to organise a world record attempt for longest ever football match!

How would I describe the day in 3 words? WOW wow WOW.

There is no super hero to describe the work that went on. That being said, what we achieved in two days goes nowhere near what the team at Continental Star FC do every single day. Makes you think.  What did you do today?