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Why Inbound Marketing for Online Business - EBriks Infotech
 

Why Inbound Marketing for Online Business - EBriks Infotech

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Why Inbound Marketing for Online Business - EBriks Infotech

Why Inbound Marketing for Online Business - EBriks Infotech

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    Why Inbound Marketing for Online Business - EBriks Infotech Why Inbound Marketing for Online Business - EBriks Infotech Presentation Transcript

    • Choose Short Men (and tall women)
    • Let’s talk about dating… http://blog.okcupid.com/index.php/your-looks-and-online-dating/
    • Here’s the problem
    • Height Is Holding You Back… As men’s height falls, messages drop (the opposite is true for women): http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
    • Height Is Holding You Back… Not only is height a poor, arbitrary limitation, most lie about it: http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
    • Remove the Irrational Bias And You Can Get Every Other Criteria You Want, Fulfilled
    • Let’s Apply This Principle to the Marketing World
    • 8 Irrational Biases (and how your inbound marketing can benefit by rejecting them)
    • Bias #1: Ranking Position is All That Matters http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates
    • CTR is Influenced By More than Position
    • CTR is Influenced By More than Position Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet
    • Start w/ Great Titles, Meta Descriptions & URLs Terrible Excellent Snippet Testing Tool: http://www.google.com/webmasters/tools/richsnippets
    • Profile Pics = CTR Boost Rel=Author Guide from AJ Kohn: http://www.blindfiveyearold.com/how-to-implement-rel-author
    • Video XML Sitemaps = CTR Boost Video SEO Guide from Wistia: http://wistia.com/doc/video-seo
    • Rich Snippets: High Value in the Right Niches Visual Rich Snippet Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
    • Bias #2: SEO is About Ranking for the “Money” Keywords
    • The Chunky Middle & Long Tail Are Amazing
    • Google Wants the Head for Themselves
    • Google Wants the Head for Themselves
    • Google Wants the Head for Themselves
    • Regular Content + UGC = Long Tail Success Tens of thousands of pages of content created by professional marketers (our writers and those who ask Q+A)
    • Bias #3: AdWords is All The Keyword Research You Need
    • Search Suggest Is a Great Keyword Research Tool
    • Search Suggest Is a Great Keyword Research Tool Great tool for grabbing search suggest data: http://ubersuggest.org
    • Google News: Research the Undiscovered Keywords In the next 1-5 days, these will all have significant search volume
    • Social Media Leads to Queries
    • Tools for Tracking Social: PopURLs http://search.popurls.com/
    • Tools for Tracking Social: Topsy http://topsy.com/s?q=dublin
    • Bias #4: My Site is the Only Place to Do SEO
    • Controlling Brand SERPs Matters
    • Earning Rankings on Other Sites May Be Easier
    • Dominating SERPs is a Powerful Tactic
    • Consider SEO for Your Profiles & Content on these Sites, Too. R Users: Users: 100mm 15mm 1B+ Millions 200mm 120mm 20mm 14mm 7.5mm 18mm
    • Controlling Brand SERPs Matters You can’t let this rank on page 2!
    • Bias #5: Social Sharing is Fire & Forget
    • What You Say and How Matters
    • Timing Matters At the highest point, only ~6.5% of my followers are online, which means only 4,514 of my 69,458 followers could possibly see a tweet. Via http://followerwonk.com
    • Repetition Matters The 3.5% online at night are almost certainly not the same as the 6.7% online in the morning. Via http://followerwonk.com
    • Link Placement Matters URL at the end & hash tag next to the URL URL in the center of text blocks, no usernames or hashes around it
    • Hashtags & Mentions Matter Using the event hashtag will get it in front of IFBC attendees Mentioning me makes sure I see it, which might mean I RT
    • Snippets Matter in Google+ Not a great image (3:4 style format works best) Comes from title & meta description
    • Snippets Matter on Facebook When @jennita (Moz’s community manager) shares content on Facebook, she’ll often upload an individual image from the post to make it better stand out in the Facebook timeline
    • Bias #6: SEO is About Best Fitting to the Perfect Algorithmic Formula
    • Google SEES ALL. KNOWS ALL. http://www.seobythesea.com/2011/07/how-google-might-rank-pages-basedupon-usage-information/
    • Scale of ROI from SEO Activities Over Time 2004-2009 Highest Value Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Optimize on-page keyword usage/targeting Create content people want to consume & share Lowest Value Optimize metadata, schema, rich snippets, etc
    • Scale of ROI from SEO Activities Over Time 2004-2009 Create content people want to consume & share Make the website’s pages accessible to engines Optimize on-page keyword usage/targeting Optimize on-page keyword usage/targeting Create content people want to consume & share Lowest Value Make the website’s pages accessible to engines Build links to individual URLs for higher rankings Highest Value 2010-present Optimize metadata, schema, rich snippets, etc Optimize metadata, schema, rich snippets, etc Build links to individual URLs for higher rankings
    • The “Algorithm” Today Has Very Few Inputs: Delightfulness to Users + Accessibility & KW Targeting + Ability to Reach an Audience = Rankings (eventually – sometimes it takes a while)
    • Bias #7: There’s No Simple Way to Increase Traffic
    • Site Speed Optimization: Simple. Data from @jcolman of REI http://www.slideshare.net/jcolman/web-performance-optimization-the-silver-bullet-of-seo-and-ux
    • 404, 500 & 302 Fixes: Simple. http://google.com/webmasters and/or http://pro.seomoz.org can help ID these
    • Re-targeting: Simple. Increases Traffic. Best retargeting providers? http://www.seomoz.org/blog/comparing-the-top-4-retargeting-companies
    • Sharing New Content on Each Network. Simple.
    • Bias #8: CRO is about testing variations of content and design
    • I want more people who visit the site to subscribe via email From my blog: http://moz.com/rand/
    • A) More People Visiting B) Higher Conversion Rate
    • Let’s Improve the Call to Action! This must be the problem!
    • A/B Testing We’ll show half our visitors one and half the other, and get a winner
    • Multivariate Testing We’ll show each version to a percentage of visitors and find a winner
    • We Can Test Everything! Location on Page Display Width Box Color Address Verification Social Proof Inclusion Different Versions Based on User Behavior Loading After the Page Changing Messaging on Call-to-Action Copy Different Types of Pages/Posts
    • That’s Not CRO
    • What if this isn’t the problem?
    • What if this is?
    • What if this guy is?
    • Likability Design Branding Historical Experiences Trust Social Proof Word of Mouth Associations UX CONVERSION DECISION CTAs Price (it’s a complex process) Process Copywriting Word of Mouth Timing Discovery Path Amount of Pain Effort Required
    • Likability Design Branding Historical Experiences Trust Social Proof Word of Mouth Associations UX CTAs WHICH OF THESE IS THE REAL ISSUE? Copywriting Price Process Word of Mouth Timing Discovery Path Amount of Pain Effort Required
    • Ask Smart Questions to the Right People Never Taken a Free Trial Took the Free Trial But Left Took the Free Trial and Stayed What are you seeking What made you take What initially made from SEOmoz? What’s the free trial? you want SEOmoz? What objections did What objections did What would make you you have and how did you have and how did more likely to sign up? you overcome them? you overcome them? What are your biggest What caused you to What’s been most objections to signup? cancel subscription? valuable to you? What would have made Had success w/ Moz? you stay a subscriber? Can we share? brought you back?
    • This is How the Pros Do It: Boom. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
    • This is How the Pros Do It: Boom. And Shakalaka. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
    • This process made SEOmoz $1mm in additional revenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rateexperts.com/seomoz-case-study/
    • Remove Irrational Biases. Win at Marketing.
    • Choose Short Men (and tall women) http://bit.ly/chooseshortmen • Email: rand@seomoz.org • Tweet: @randfish • Blog: moz.com/rand