Rand Fishkin_CEO as Marketer_LinkLovePresentation Transcript
How CEOs Can BeGreat Marketershttp://bit.ly/ceomarketers Rand Fishkin | @randfish | Linklove 2013, London
Let’s Talk About the CEO’s Job.
Set the Mission, Vision & StrategyWhere are we going? How are we going to get there? Why will this set us apart?
Live, Breathe, & Spread the Core ValuesYou can probably tell that one of Moz’s core values is Fun.
Hire & Manage the Executive TeamHoliday party shenanigans with 4/5 of Moz’s exec team members.
Ensure the Business is Properly CapitalizedReaction from Will & Richard after I announced our $18mm funding in April 2012: http://goo.gl/BTUhX
Allocate the Company’s ResourcesAt Moz, we spend ~$750K/month on servers and ~$700/month on cupcakes. Both are critical to operations.
Be the Brand’s Chief EvangelistWhen evangelizing in the UK, I strongly suggest embracing their moustaches and bumbershoots.
Why Should the CEO DoMarketing Themselves?
No One Else Will Ever Know the Business As WellVia Mindjet & Jess3: http://goo.gl/elqw1
No One Else Has the CEO’s Reach or CoverageVia Fresh Web Explorer: http://goo.gl/rJTgx
No One Else Has the CEO’s AuthorityGoogle’s Larry Page shut down numerous internal businesses w/ $10mm+ in revenue & high growth to focus resources
Much of What Makes Leaders Great Also Makes Them Great MarketersVia the White House Flickr Feed: http://www.flickr.com/photos/whitehouse/8191317327/ - Inbound marketing in action!
The 3 Kinds of Great CEO Marketers
The Richard BransonBranson markets through celebrity, intelligent use of press, and a willingness to adopt new media (blog, Twitter, etc).
Ben Huh helps Cheezburger earn massive amounts of press & brand awareness.Ben Huh on not fearing the press: http://benhuh.org/don-t-fear-the-press And my reply: http://bit.ly/I7DX3z
The Danielle MorrillDanielle is CEO/Founder of Referly, and an active blogger/social user: http://www.daniellemorrill.com/
Smart. Authentic. Adds value. Good marketing, too.HN Comment from Ray Grieselhuber of Ginza Metrics: http://news.ycombinator.com/item?id=5236837
The Jeremy StoppelmanJeremy is personally passionate about SEO. Some notes on Yelp’s SEO success: http://goo.gl/NnJ3h
Betabrand rocks e-commerce marketing, from naming conventions to SEO, to some of the best product detail pages on the web.Chris Lindland of http://betabrand.com is quiet on the blog/social front, but knows exactly how to make inbound marketing worktogether, e.g. http://www.adweek.com/news/advertising-branding/profiting-hoodiegate-140898
What If I Can’t Be That CEO?(or can’t convince my CEO to adopt these recommendations?)
Option #1: Delegate to an Internal Marketing LeaderHilary Mason of Bit.ly: http://www.hilarymason.com/about/
Option #2: Rely on Your Product, Your Persona, and/or Your Paid Marketing to Take You Viral.Priceline hasn’t (historically) invested in strategic inbound marketing, yet benefits from great viral reach.
Option #3: Accept that Inbound Marketing (SEO, social, content, etc) Won’t Be a Competitive AdvantageIt’s OK to intentionally make inbound a weakness. It’s not OK to pretend it’s a strength if it’s not.
10 Tactical Tips for CEOsEngaging in Inbound Marketing** I would strongly urge CEOs not to engage in any other kind of marketing, mostly because these others donot scale as well, nor do they leverage the unique advantages CEOs possess.
#1: Understand & Evangelize How Your Funnel WorksThis dynamic funnel is visible to everyone at Moz via a dynamic web interface.
#2: Be a Proactive Industry ContributorMatt Blumberg of http://returnpath.com sits on the DMA’s board, & contributes to industry publications.
#3: Leverage the Press WiselyCreate press-worthy news: http://www.fullcontact.com/2012/07/10/paid-paid-vacation/ then be accessible.
#4: Empower Your Marketing Team w/ Devs Casey Devin JakeMoz has an “inbound engineering” team that focuses exclusively on marketing-related development
#5: Get Good at One or More Forms of ContentDelegating most of these is fine. But you have to find at least one that fits your strengths.
#6: Recognize Marketing Accomplishments the Way You Do Product, Engineering, and Financial MilestonesRecognition is an incredibly powerful way CEOs drive action & show what matters to the culture.
#7: Optimize Your Online Bio (& Update It, Too)Your bio gives you full control over links & anchor text. Keep it useful & updated, and provide it to whomever needsit (events, charities, interviewers, etc).
#8: CEOs Amass Favors. Ask for Links & Shares!!100s of people I connect with ask me how/if they can “repay the favor.” Other CEOs get this, too.
#9: Leverage Your Contacts to Amplify Messages You can/should do this manually through email, but Wonk makes it easy to export & search your followers for those who can help.