• Save
GROWtalks - How to Earn Customers for Free - Rand Fishkin SEOmoz
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

GROWtalks - How to Earn Customers for Free - Rand Fishkin SEOmoz

on

  • 1,157 views

Rand Fishkin is the CEO of SEO software company; SEOmoz. He co-authored the Art of SEO from O'Reilly Media, co-founded Inbound.org, and was named on PSBJ's 40 Under 40 List and BusinessWeek's 30 Best ...

Rand Fishkin is the CEO of SEO software company; SEOmoz. He co-authored the Art of SEO from O'Reilly Media, co-founded Inbound.org, and was named on PSBJ's 40 Under 40 List and BusinessWeek's 30 Best Tech Entrepreneurs Under 30. Rand is an addict of all things content & social on the web.

Statistics

Views

Total Views
1,157
Views on SlideShare
1,157
Embed Views
0

Actions

Likes
2
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

GROWtalks - How to Earn Customers for Free - Rand Fishkin SEOmoz Presentation Transcript

  • 1. How to Earn Customers For FreeRand Fishkin | CEO http://bit.ly/dontbuyearn
  • 2. Many Folks Think This is How Web Marketing Works…
  • 3. Let’s Buy Some Of These
  • 4. And a Couple of These
  • 5. Can’t Forget About These
  • 6. And, Some of These
  • 7. Right, These Guys Too
  • 8. Marketing? Nailed it!
  • 9. There’s Two Huge Problems with This Approach
  • 10. #1: Click Distribution
  • 11. Only 18% of Clicks Go Here
  • 12. 82% Go Here
  • 13. Less than 1% of Clicks Go Here
  • 14. 99% Go Everywhere ElseEspecially Here
  • 15. The Best Facebook Ads Get <10% CTR
  • 16. But Wall Posts Do Great
  • 17. Banner Ads Are Lucky to Get 1% CTR
  • 18. But Web ContentGenerates Tons of Views
  • 19. Blog Sidebar Ads? <5%
  • 20. Blog Content? Doing Great; Thank You.
  • 21. Paid Marketing: ~10% of traffic($40 Billion of investment in 2012*) Inbound Marketing: ~90% of traffic (but only $5 Billion of investment in 2012*) *Via Forrester’s Interactive Marketing 2012 Report
  • 22. #2: Cost of Acquisition
  • 23. Meet Steve
  • 24. Steve Uses Ads to Buy Traffic
  • 25. Steve Spends $500 on Average to Acquire a New Customer
  • 26. Meet Greg
  • 27. Greg Leverages Inbound Channels to Earn Traffic
  • 28. Greg Spends $100 on Average to Acquire a New Customer
  • 29. Greg Can Aqcuire 5X as Many Customers as Steve
  • 30. Or Greg Can Spend $400 perCustomer to Improve His Product
  • 31. Who Would You Rather Be?
  • 32. How Inbound Marketing Works:
  • 33. Great Contenthttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 34. Visibility in Search
  • 35. Visibility in Search
  • 36. Visibility in Search
  • 37. Reach in Social
  • 38. Reach in Social
  • 39. Reach in Social
  • 40. Mentions/Links from Blogs
  • 41. News / PR
  • 42. Email Lists
  • 43. Analytics
  • 44. Conversion Rate Optimization (CRO) http://www.conversion-rate-experts.com/seomoz-case-study/
  • 45. The Unity of Inbound Channels
  • 46. Great content prompts your corps of supporters to share
  • 47. Google’s New“Submit URL” BoxSocial shares get content indexed byengines and exposed to social users
  • 48. Social shares earn links directly andindirectly, which lead to search rankings
  • 49. Rankings bring you qualified traffic, even after the temporal social visits are gone
  • 50. Even short-term visitors have memories; advertisers paymillions to make brand impressions. Inbound earns it for free.
  • 51. Great content and brand experiencesbuild recognition, likability and trust.
  • 52. Social + search yield links from sites of all kinds that send traffic and boost your authority
  • 53. Consistent content drives emailsubscriptions, which yields another great marketing channel http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  • 54. Combined w/ CRO, inbound channels yield remarkable conversionshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  • 55. 10 Tips to Make Your Inbound Channels More Effective
  • 56. #1: Create a content “strategy,” not just a blog.
  • 57. Winning at Strategy Means
  • 58. Having Great Answers to These Questions
  • 59. Can You Reach the Right People?
  • 60. Why Will They Care About You?
  • 61. What Are You Doing to Earn Their Interest?
  • 62. What Incentive Do They Have to Share?
  • 63. Once They Reach You;
  • 64. Will They Like and Trust You More?
  • 65. Or Less?
  • 66. Answer These, And Your Tactics Become Clear
  • 67. #2: Be willing to fail repeatedly before you find what works Where people usually give up.
  • 68. “The only thing that I see that isdistinctly different about me is that I’mnot afraid to DIE on a treadmill. Youmight have more talent than me, youmight be smarter than me, but if we geton a treadmill together, there are twothings: 1- You’re getting off first OR 2-I’m gonna DIE. It’s really that simple” - Will Smith
  • 69. #3: “Content” doesn’t just mean blogposts, articles and infographics; be willing to get creative. http://scaleofuniverse.com/
  • 70. #4: Put all your content on one domain, under one brand.http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
  • 71. #5: Experiment with lots of potential networks & channelsUsers: 90mm 850mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm
  • 72. #6: Combine keyword research + shareable title for big wins
  • 73. #7: Build relationships with theright influencers using these 3 tools http://www.google.com/reader/view/#directory-search/travel%20blog//0
  • 74. #7: Build relationships with theright influencers using these 3 tools http://followerwonk.com
  • 75. #7: Build relationships with theright influencers using these 3 tools http://findpeopleonplus.com
  • 76. #8: Time things right; use tools to determine when your community is online http://tweriod.com
  • 77. #8: Time things right; use tools to determine what topics are hot right now http://www.google.com/insights/search/
  • 78. #9: Use rel=author from Google and post your content to Google+
  • 79. #10: Don’t ignore advertising;retargeting, PPC, social ads all get moreeffective the bigger your inbound brand grows
  • 80. BONUS #11: News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video COMBINE TO WIN Local Portals (focus on just one, and you miss out) Forums WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Community Building Type-In Traffic Q+A Sites
  • 81. Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/dontbuyearn