Use interviews as a lead magnet
After interviewing some of the biggest domainers in the world, what can I share with you? Before I get to that I think there’s something else that is perhaps even more worth sharing, and that’s why I interviewed them in the first place. Why interviews?
1. Interviews are great link bait.
If you ask a good question other blogs and web sites might link to that content because the industry expert you interviewed might have said something smart (and there’s a good chance for it), maybe even visionary. Your task is to create an environment for him to shine!
A great example is my interview with one of the founders of DigitalOcean. This interview was later mentioned by countless websites, including Wikipedia. Have you ever tried to get a backlink from Wikipedia? Yeah, let me know how it goes. Heck, 7 years later I am still linking to that interview!
2. Success stories are great content
Interviews are easier to read than the author monolog. Also, people rather read what industry expert has to say, than what some newbie has to say. No offense to anyone, heck I consider myself a newbie.
Interviews are great content because industry experts have more than a few interesting stories to tell. The guy that went with a machete in the jungle has the most interesting stories. While the guy that 50 years later just drove by on the tarmac doesn’t have much to add.
3. Interviewing someone is better than guest posting
If you ask someone for a guest post, there’s a better chance they will refuse than an interview. Why? If you are interviewing someone it means you are giving them certain credit and recognition (successful people love that, it’s their tap on the back). But don’t forget, what you are really after is creating quality content, and a great website! In return, this will increase the traffic to your website!
Whereas a guest post is the same, only a level below. With interviews, you kinda give people a template or a road map of what to write about which is people’s biggest problem. Most of them don’t know what to write about, how to start, and they have the writer’s block. If you add daily work, problems, busy schedule, it’s easy to say no to a guest post.
4. Want access to someone who is hard to reach?
Think of your absolute best and prosperous client in the world. Call him or send him an email if you can pitch him your product. You probably know his answer in advance. Ask that same person to do an interview. Do you think your chances of reaching him increased?
What do you think which stands a better chance? It’s all about building relationships with your leads! Soft sell. Catching the whale, that’s what it’s all about.
5. Interviews with big names give your company a great context
What do you think about how do your partners, potential customers, clients, media, industry experts perceive your company if all the big names are present on your company’s web site? Good or bad? Positive or negative?
However, one thing has to be clear, it’s not only you that are getting the benefits. The person that is being interviewed gets the traction as well. You do all the hard work to get as many visitors as possible to read about this successful industry expert, you link to all the URL’s that person provides, and he can happily share the interview with his friends, clients, and partners. It’s a win-win situation.
6. Going viral
In some cases, you can include several industry experts in your article, and one of the influential people you interviewed may mention this in his social circle. This can be social media, email, or live event. This is where your article can especially pick up some traffic.
One last tip, don’t interview the first person that comes to mind. Interview business persons that you would like as your favorite customer. But don’t pitch! Don’t even hint a pitch. Be patient! Let them realize the potential of your product by themselves. Think about how they do it in the Inception movie! If you pitch, the dream will collapse.