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

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

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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.

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

    • How to Earn Customers For FreeRand Fishkin | CEO http://bit.ly/dontbuyearn
    • Many Folks Think This is How Web Marketing Works…
    • Let’s Buy Some Of These
    • And a Couple of These
    • Can’t Forget About These
    • And, Some of These
    • Right, These Guys Too
    • Marketing? Nailed it!
    • There’s Two Huge Problems with This Approach
    • #1: Click Distribution
    • Only 18% of Clicks Go Here
    • 82% Go Here
    • Less than 1% of Clicks Go Here
    • 99% Go Everywhere ElseEspecially Here
    • The Best Facebook Ads Get <10% CTR
    • But Wall Posts Do Great
    • Banner Ads Are Lucky to Get 1% CTR
    • But Web ContentGenerates Tons of Views
    • Blog Sidebar Ads? <5%
    • Blog Content? Doing Great; Thank You.
    • 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
    • #2: Cost of Acquisition
    • Meet Steve
    • Steve Uses Ads to Buy Traffic
    • Steve Spends $500 on Average to Acquire a New Customer
    • Meet Greg
    • Greg Leverages Inbound Channels to Earn Traffic
    • Greg Spends $100 on Average to Acquire a New Customer
    • Greg Can Aqcuire 5X as Many Customers as Steve
    • Or Greg Can Spend $400 perCustomer to Improve His Product
    • Who Would You Rather Be?
    • How Inbound Marketing Works:
    • Great Contenthttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
    • Visibility in Search
    • Visibility in Search
    • Visibility in Search
    • Reach in Social
    • Reach in Social
    • Reach in Social
    • Mentions/Links from Blogs
    • News / PR
    • Email Lists
    • Analytics
    • Conversion Rate Optimization (CRO) http://www.conversion-rate-experts.com/seomoz-case-study/
    • The Unity of Inbound Channels
    • Great content prompts your corps of supporters to share
    • Google’s New“Submit URL” BoxSocial shares get content indexed byengines and exposed to social users
    • Social shares earn links directly andindirectly, which lead to search rankings
    • Rankings bring you qualified traffic, even after the temporal social visits are gone
    • Even short-term visitors have memories; advertisers paymillions to make brand impressions. Inbound earns it for free.
    • Great content and brand experiencesbuild recognition, likability and trust.
    • Social + search yield links from sites of all kinds that send traffic and boost your authority
    • Consistent content drives emailsubscriptions, which yields another great marketing channel http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
    • Combined w/ CRO, inbound channels yield remarkable conversionshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
    • 10 Tips to Make Your Inbound Channels More Effective
    • #1: Create a content “strategy,” not just a blog.
    • Winning at Strategy Means
    • Having Great Answers to These Questions
    • Can You Reach the Right People?
    • Why Will They Care About You?
    • What Are You Doing to Earn Their Interest?
    • What Incentive Do They Have to Share?
    • Once They Reach You;
    • Will They Like and Trust You More?
    • Or Less?
    • Answer These, And Your Tactics Become Clear
    • #2: Be willing to fail repeatedly before you find what works Where people usually give up.
    • “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
    • #3: “Content” doesn’t just mean blogposts, articles and infographics; be willing to get creative. http://scaleofuniverse.com/
    • #4: Put all your content on one domain, under one brand.http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
    • #5: Experiment with lots of potential networks & channelsUsers: 90mm 850mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm
    • #6: Combine keyword research + shareable title for big wins
    • #7: Build relationships with theright influencers using these 3 tools http://www.google.com/reader/view/#directory-search/travel%20blog//0
    • #7: Build relationships with theright influencers using these 3 tools http://followerwonk.com
    • #7: Build relationships with theright influencers using these 3 tools http://findpeopleonplus.com
    • #8: Time things right; use tools to determine when your community is online http://tweriod.com
    • #8: Time things right; use tools to determine what topics are hot right now http://www.google.com/insights/search/
    • #9: Use rel=author from Google and post your content to Google+
    • #10: Don’t ignore advertising;retargeting, PPC, social ads all get moreeffective the bigger your inbound brand grows
    • 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
    • Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/dontbuyearn