PPC is not enough. How I learned to embrace holistic growth marketing at Moz and tips to help you do the same.
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PPC is not enough. How I learned to embrace holistic growth marketing at Moz and tips to help you do the same.

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I spent 10 years doing Performance Marketing. I used to think Performance Marketing and Customer Acquisition went hand in hand. ...

I spent 10 years doing Performance Marketing. I used to think Performance Marketing and Customer Acquisition went hand in hand.

That was before I started working at Moz and interacting with Rand Fishkin. Over the past two years I've learned the value of Inbound Marketing and a more holistic approach to customer acquisition that I believe is the key to successfully growing a company.

Performance Marketers have all the skillsets necessary to be amazing at Inbound marketing. The sooner they can utilize these skillsets and start embracing alternative approaches to customer acquisition, the sooner they can reap the rewards.

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  • Talk about Rand’s interview with me and how I knew of Inbound Marketing but didn’t really understand it or feel like I needed to. Tell the story of Casey asking me why I only had 2 Twitter followers.
  • It’s Rand’s passion. He breaths and bleeds Inbound. He’s always challenging or even begging marketers to do “better marketing”. He believes better marketing is inspired, passionate marketing that earns the trust of the consumer rather than trying to buy it or beat them over the head with ads. He talks about it all the time. http://moz.com/blog/the-new-era-of-inbound-marketing
  • Source: http://searchengineland.com/forrester-consumers-prefer-organic-search-not-search-ads-for-discovery-164112
  • Source: http://moz.com/blog/goodbye-seomoz-hello-moz
  • Source: http://moz.com/blog/10-ways-paid-marketers-can-leverage-inbound-marketing
  • I no longer needed to look at Inbound as the enemy. In fact, I saw it as a new frontier. New channels, new areas to explore where I could bring my performance marketing skills to and try to master.
  • Many times as paid marketers, we get so hung up on the metrics and health of our paid campaigns. We are constantly testing ad copy, keywords, bid strategies but often forget that even if we increase the performance of a campaign, we still need to get the customer to convert when they get to our site. If you can increase a conversion rate at a step in your on site funnel, you’ll see that benefit on the paid side.
  • At Moz we have a pretty simple funnel. Even though it’s simple, we need to make sure we test big things. We look at how people are moving within the site, utilizing eye tracking and cursor tracking as well as customer feedback and then test things like redesigning a homepage, or adding a products splash page to help segment our audience.
  • Aarron Walter: Designing for Emotion - http://aarronwalter.com/author/
  • Your customers are so important (especially your first customers). Make sure you thank them for trying your product/service. And get creative with how you do this. Send them a hand written thank you card, send them a photo of your staff celebrating them becoming a customer. Also, utilize customer loyalty campaigns to reward customers for taking certain actions. MailChimp does a great job of this by sending Freddie the Monkey shirts to each person as they set launch their first paid campaign. We do something similar at moz where our Team Happy sends out happy packages to folks in our community and customers when they hit certain activity points.
  • The best referral programs will incentivize your customers to share your product/service by giving them a reward and also will give their referrals a reward (free service/credits) – “double loop referral program”. Uber does a great job of this. If I refer someone to Uber, not only do they get $20 free when they set up their account, but I also get $20 in free uber credits. Win-Win!
  • Utilize tools such as Followerwonk and Klout to research topics your business is interested in and find the influencers in each one. Reach out, try to form a relationship and offer them something of value to try and get them to use your product. If you can win them over, their influence will pay huge dividends for your business. Bonus: Kotex video: http://www.youtube.com/watch?v=UVCoM4ao2TwTo me, this is what better marketing is, it’s using our passion and these new channels and ways to communicate with one another to do creative and amazing things instead of just beating someone over the head until they try our product/service.
  • We’ve done a lot of win-back campaigns here at Moz. Whenever we launch new features or new products, we reach out to our past customers to let them know about the new feature/product and give them another chance to take a 2nd free trial. We’ve had thousands of past customers (and community members) give us a 2nd try and this costs us nothing to do.
  • If you are fortunate enough to have a Content Marketing team at your company, you should be best friends with them. As a paid marketer, you’re constantly exposed to new topics and discussions that are resonating with your target audience. You should work with your content team to look for opportunities to create content around these hot topics. Also, consider investing some design resources to what would normally seem like a boring project (like this annual report from AirBNB). If you do it in a unique, creative way, people will share it and it will help you get new brand impressions.
  • We have a biz dev team here at Moz who reaches out to potential partners on a regular basis to see if we can promote their products in return for them promoting ours. We always create a unique offer (longer free trial) and try to get these partners to distribute our offer to their audience. This is free and is a great way to expand your reach. Note: these customers will most likely be much lower quality compared to your core customers. Make sure you track them separately so you can see how they are churning and if the distribution program is worth it in the long run.
  • At Moz we have the PRO perks store which we launch almost 2 years ago and have continued to add companies to. This gives us a great way to form relationships with some of the top brands in our industry and also lets us offer their services at a discount to our customers. The reverse is also true and we partner with some other companies who feature us in their solution partners listing.
  • This is another one that’s tough to do without design/dev resources but if you can manage to do it, it can work wonders for your acquisition/growth efforts. Hubspot uses their marketing grader as an acquisition tool. People come and enter their website to see their grade. Then they can download more Hubspot resources or sign up to use their software to help improve their grade. We do this with some of our other tools like OSE, we allow people to use it for free (up to a certain number of reports a day) and get a lot of free trial signups through this channel.
  • Salesforce does a great job of organizing their youtube channel so you can see all their product videos, customer stories, culture/careers, and event videos in one place. Once you set up a proper youtube channel, you can start investing in youtube advertising to drive more traffic to the site.
  • The about section is the best place to show off the heart of your company. Show off what your passionate about, your core values, your quirks, your personality, and why people should want to do business with you.
  • This is another one that’s tough to do without design/dev resources but if you can manage to do it, it can work wonders for your acquisition/growth efforts. Hubspot uses their marketing grader as an acquisition tool. People come and enter their website to see their grade. Then they can download more Hubspot resources or sign up to use their software to help improve their grade. We do this with some of our other tools like OSE, we allow people to use it for free (up to a certain number of reports a day) and get a lot of free trial signups through this channel.
  • Customer feedback is gold. Inbound marketing is all about being found online through a variety of mediums such as content marketing and social presence. One of the big advantages of this is the conversations and interactions you can have with customers and your community. Here at Moz, we often ask our community specific questions about what they love about our products or our company. We hear directly from them about what they love and what we can do better. This feedback makes it in to our marketing messaging and in to our product roadmap. The value of this direct feedback is huge and sharing it across teams within your company is even better.
  • This is one we’re working on here at Moz. We want to build an experience that showcases our paying customers and our community members and the things their passionate about, things their building, and also how their experience with Moz has helped them achieve their goals. Letting your customers tell your success story for you is much more believable than just hearing it from you. Whenever you can, use video and interview these customers so they can really tell their stories in a compelling manner.
  • If you’re fortunate enough to have a social person or team, make sure you are best friends with them. They are on the front lines of hearing directly from customers and community and can help you perfect your marketing messages and strategies. I like to partner with our team by sharing my anlaytical skills to help them track and measure their efforts.

PPC is not enough. How I learned to embrace holistic growth marketing at Moz and tips to help you do the same. PPC is not enough. How I learned to embrace holistic growth marketing at Moz and tips to help you do the same. Presentation Transcript

  • PPC Is Not Enough…How I Learned to Embrace Holistic Growth Marketing at Moz and Tips to Help You Do the Same. Justin Vanning: Customer Acquisition Manager Search Exchange – July 29, 2013 @justinvanning
  • Let’s start with a story… My story
  • 3 I’ve been doing performance marketing since 2003 2003 • Search Marketing Specialist • At a small company 2005 • Consumer and Online Marketing Manager • Rodale Publishing 2007 • Media Specialist • Microsoft - AdCenter Client Services Team 2010 • Display Advertising PM • Microsoft – MSN Premier Media Group 2011 • Performance Marketing Strategist • Moz @justinvanning
  • 4 I considered myself a performance/paid marketer through and through
  • But then something happened, I started spending time with this guy…
  • 7 Rand has been leading the charge to get people to see the value of Inbound Marketing for the past several years. @justinvanning
  • 8 I was seeing more and more research showing that the way people were searching was changing. @justinvanning
  • 9 Even with this research, I wasn’t super receptive to the message at first.
  • 10 But then it clicked, both Paid and Inbound marketing utilize the same tactics and skills. @justinvanning
  • While I wasn’t going to give up on paid, I needed to embrace Inbound and think differently about customer acquisition if I was going to succeed. I no longer considered myself a “performance marketer” but rather a “growth Marketer”.
  • 15 Holistic Customer Acquisition “Growth” Tips I’ve Learned at Moz
  • 13 1. Go beyond the click and make sure your funnel is healthy. @justinvanning
  • 14 1. Go beyond the click and make sure your funnel is healthy. @justinvanning HP Products Section Tour Cart/Checkout Page
  • 15 2. Evoke Emotion with your Web Design. @justinvanning “Emotional design turns casual users into fanatics, ready to tell others about their positive experience.” – Aarron Walter
  • 16 2. Evoke Emotion with your Web Design. @justinvanning Use intriguing copy and beautiful images to make an emotional connection with your audience.
  • 17 2. Evoke Emotion with your Web Design. @justinvanning It’s hard to evoke emotion when your landing page isn’t focused.
  • 18 2. Evoke Emotion with your Web Design. @justinvanning This site utilizes a simple animation of smoke in the background that makes it almost impossible to not think of BBQ.
  • 19 2. Evoke Emotion with your Web Design. @justinvanning This restaurant focuses on local/organic food. Unfortunately, while the copy is trying to evoke emotion, they could’ve achieved this better with photos.
  • 20 2. Evoke Emotion with your Web Design. @justinvanning Spotify’s use of compelling copy and imagery makes it almost impossible to not continue exploring the site.
  • 21 2. Evoke Emotion with your Web Design. @justinvanning Rdio might have a great product, but there’s no emotional attachment that’s garnered with their bland copy and image of musicians.
  • 22 3. Thank your customers and utilize customer loyalty campaigns to reward customers for different actions. @justinvanning
  • 23 4. Launch a referral program @justinvanning
  • 24 5. Reach out to influencers, offer them something of value – your product for free or just simply introduce them to your brand. @justinvanning
  • 25 6. Utilize win-back campaigns @justinvanning
  • 26 6. Utilize win-back campaigns @justinvanning Winback Emails sent # Opened Open Rate # Clicked CTR # Signups Conv Rate Version 1 36,025 10,552 29.29% 3,436 32.56% 914 26.6% Version 2 22,684 10,585 46.66% 2,313 21.85% 1268 54.82% Total 58,709 21,137 36% 5,749 27.20% 2,181 37.95%
  • 27 7. Create unique, compelling content that is easily shareable. @justinvanning
  • 28 8. Find some partnership distributions you can launch. @justinvanning
  • 29 9. Launch a perks store or find stores out there that you can get into. @justinvanning
  • 30 10. Give away some of your tools for free. @justinvanning
  • 31 11. Invest in your Youtube channel. @justinvanning
  • 32 12. Show off your employees and culture @justinvanning
  • 33 12. Show off your employees and culture
  • 34 13. Use your community to get direct feedback, talk to customers, and share this with your company. @justinvanning
  • 35 14. Show off your customer’s passions and success stories.
  • 36 15. Work with your social media marketers to make sure you’re measuring engagements and using your community for testing. @justinvanning
  • Over the past 2 years, I learned and embraced this more holistic approach to marketing. Hopefully, if you’re not already, I’ve inspired you to do
  • Thanks for listening! 38 @justinvanning