In contrast to a word-of-mouth marketing campaign, the target group of a linkbait campaign is reduced to a few actors or influencers . This is because only a few people have the opportunity to place links outside of social networks. In addition, the effort involved is relatively high compared to a tweet or Facebook share.
Half-life Link vs. Social
There is a saying: "He who sows much will reap much." A backlink is generally more sustainable than social feedback. Compared to a Facebook share, the half-life and effect of a link are more sustainable.
half-life of links content marketing
For more information, see the article Lifecycle of a link .
That's why the seeding strategy is much more important for linkbait campaigns than for word-of-mouth campaigns, for example. Here, marketers must pay particular attention to the influencers ' high level of networking . They can use the Klout score, among other things, to identify them. However, seeding on a "mass" basis can also be done without individual contact. However, as always, there can be exceptions here too.
target groups according to degree of networking and influence
The degree of networking and influence play a crucial role georgia phone number data in successful inbound marketing campaigns. The more networked an influencer is, the more reach they will generate. The greater the influence of an influencer, the greater the trust in the content and the better the success rate of seeding.
The authors and marketers Malcolm Gladwell and Emanuel Rosen distinguish between “influentials” and “network hubs” according to their degree of networking and influence:
Intermediaries/social hubs are people with a high level of networking. These include celebrities, moderators and/or people with a high Klout score. Very communicative people with many contacts in their private and professional lives also belong to this group. Marketers can provide social hubs with exclusive previews before the content is published in order to increase interest.
Expert hubs are people who have a lot of influence due to their expert status. Trust in these people plays a big role here. These include geeks, innovators, teachers and other early adopters as well as people with a high level of trust. These people are particularly important for building trust when it comes to very expensive and/or complex issues, products or services. Expert hubs can involve marketers in the development process as early as the content planning phase.
Bloggers , journalists but also teachers such as university professors are a particularly interesting target group: they are often social hubs, expert hubs and link providers in one person.
You can find out more about influencers or influentials according to Rosen and Gladwell here: Influencers & Influentials: The Multipliers in Social Media Marketing .