Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin

on

  • 1,439 views

As a marketer for your organization, you’re called upon to handle the creation and promotion of content on your site, explore the various channels (social media, search, blogs, communities, etc.) ...

As a marketer for your organization, you’re called upon to handle the creation and promotion of content on your site, explore the various channels (social media, search, blogs, communities, etc.) for distribution, and then run analytics, reporting and optimization over your efforts.

This work can seem daunting.

In this talk, Rand will cover how to connect all of these in a way that builds more value than the sum of each part. The channels to pursue, the metrics to track, the optimization techniques — all will be explored with colorful examples and a repeatable process.

Statistics

Views

Total Views
1,439
Views on SlideShare
1,117
Embed Views
322

Actions

Likes
2
Downloads
11
Comments
0

4 Embeds 322

http://www.edsocialmedia.com 309
http://feeds.feedburner.com 8
http://grid.sitowebprova.com 3
http://us-w1.rockmelt.com 2

Accessibility

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

Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin Presentation Transcript

  • 1. Connecting Inbound Marketing for Exceptional ReturnsHow to leverage opportunities for content, blogs, searchand social to work together in your marketing practice Rand Fishkin | CEO http://bit.ly/mozedsocialmedia
  • 2. The Future of Marketing is Content
  • 3. Content Creates Loyalty & Trusthttp://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
  • 4. Content Builds Brands If this is the future, I better build a memorable brand that has positive signals of every kind.Google’s bias to brands means marketers must invest in their own branding, andcontent is, by far, the most cost-effective way to do that.
  • 5. Content Earns Links & Traffic While You Sleep Virtually every link here is editorially-given because of content we’ve producedhttps://www.google.com/search?q=seomoz+-site:seomoz.org&tbs=qdr:h (qdr:h at the endof the query narrows to results from just 1hr)
  • 6. Content is the Most Rewarding Work in MarketingGreat content makes the Internet a better place, and gives marketers pride in their work.
  • 7. Content Simultaneously Helps Every Channel More Long Higher More Brand Tail SEO Conversion Rate Visibility Higher Organic CONTENT! Stronger Social Search Rankings Following More Direct & Bigger Fanbase & More Referring Bookmarking Traffic Community LinksWhen you invest in content, you build efficiencies and synergies in SEO, referringlinks, community, social media, traffic, conversion and even branding.
  • 8. Search & Social Are Already Inseparable
  • 9. Google+’s Network Domination
  • 10. 90mm+ Google Users See Personalized SERPs
  • 11. Google+ Suggested UsersThe “people and pages” results appear to come from participation on G+, high circle counts,consistent contributions and brand signals
  • 12. Google+ in Logged-Out ResultsBoth “people and pages” and +1 counts show for logged-out users.
  • 13. Google+ Influences Crawling Google’s New“Submit URL” Box
  • 14. Tweeted URLs Earn Direct LinksGoogle says they don’t directly count tweets in rankings, but a popular tweet containing a linkearns a lot of re-publishing across the web Google does crawl, index and count.
  • 15. Facebook Shares in Bing, TooThrough Bing’s partnership/integration with Facebook, results are massively personalized for anylogged-in Facebook user (all 900 million of them)
  • 16. Google’s DEEP Social Network Whoa. Google really does know everything about you (and your friends).http://www.google.com/s2/u/0/search/social - the hardest-to-find page in Google
  • 17. Second-Order EffectsSocial Activity Leads to Search Rankings
  • 18. Social Drives Awareness & BrandingKeith Urban’s tweet informed 200 million people prior to President Obama’s speech:http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
  • 19. Social Drives QueriesJust after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
  • 20. Queries Influence Rankingshttp://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
  • 21. Social Yields Pressvia http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-journalism/what-facebook-and-twitter-mean-for-news/?src=prc-section
  • 22. Social Yields LinksVia http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
  • 23. A Unified StrategyFor Content, Search & Social Dominance
  • 24. Create Share-Worthy Content
  • 25. Create Share-Worthy Content Share Socially
  • 26. Create Share-Worthy Content Share Socially Earn the Social Rankings Boost
  • 27. Create Share-Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Visibility & Value
  • 28. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’sEarn More Social Visibility & Value Followers
  • 29. Create Share- Worthy Content Share Socially Earn the Social Rankings BoostAmplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
  • 30. Create Share- Worthy ContentMore Searchers Share SociallyBiased to Seeing Your Stuff Earn the Social Rankings BoostAmplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
  • 31. Create Share- Worthy ContentMore Searchers Share SociallyBiased to Seeing Your Stuff Win the Earn the Social Internet Rankings BoostAmplify Network Reach Get Natural Links from Content’s Earn More Social Visibility & Value Followers
  • 32. Let’s Watch It HappenWith a Real Example
  • 33. Start with Great Contenthttp://www.dollarshaveclub.com/
  • 34. Add a Little PR Outreachhttp://techcrunch.com/2012/03/06/dollar-shave-club/
  • 35. Spread Across Social Networkshttp://www.facebook.com/DollarShaveClub
  • 36. Spread Across Social Networkshttps://twitter.com/#!/dollarshaveclub
  • 37. Spread Across Social Networkshttp://www.youtube.com/watch?v=ZUG9qYTJMsI
  • 38. Dominate Personalized Searchhttps://www.google.com/search?q=shave (while logged in to my account)
  • 39. Earn Links Like CrazyThe links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links fromhigh authority domains in just a few days.
  • 40. Win the InternetVia http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
  • 41. A Great Case Study for SEOIf DSC had integrated SEO into their viral and social marketing plan, they likely could have earnedrankings across search terms that would continue to send them traffic long after the launch.
  • 42. Tactics that Work In an Integrated,Inbound Marketing World
  • 43. ContentTactics
  • 44. Visuals > Pure Text ContentJust by putting text statistics into visual content, you can earn massive sharing potential
  • 45. Positive Mentions of InfluencersVia http://www.urbanspoon.com/blogs/52/London.html
  • 46. Sharing Data & Illuminating TrendsVia http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 47. Good = Not Good Enoughhttp://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
  • 48. Google+Tactics
  • 49. Google+ CirclesGoogle’s “extended circles” mean you influence not only your followers, but their followers, too.
  • 50. FindPeopleonPlus + Targeted Outreachhttp://findpeopleonplus.com – great tool for G+ discovery
  • 51. Requesting Feedback/Shares by NameBecause a +Name becomes a notification, using them signals G+ users and often results in a follow
  • 52. Study Ripples to Target Viral Users I shared this; it got lots of re-shares By viewing ripples like this one, you can see which influencers resulted in large amounts of shares.Hot on G+ is a great way to study this: https://plus.google.com/u/1/hot
  • 53. G+ Also Uses Gmail… Email = NetworkAnyone with a Gmail account is automatically included in personalized sharing
  • 54. Twitter & Facebook Tactics
  • 55. Best Way to Grow Your Network: Share Linkshttp://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
  • 56. Drive More Social Activity w/ Proper TimingVia http://www.tweriod.com (I know, terrible name, but cool service)
  • 57. Don’t Be Shy; Ask for Social SharesThe Science of Retweets (http://danzarrella.com/science-of-retweets.pdf) shows that asking for anRT does indeed earn them. Sites like http://www.bigdoor.com/features/social-media-integration/and http://www.paywithatweet.com/ let you gamify the social sharing process.
  • 58. Be Smart with Social Sharing Buttonshttp://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
  • 59. Integrated Tactics
  • 60. Social Channels to Build Search DemandIn this case, I drove searches directly using a link, but it’s also very possible
  • 61. Rel Author + Author AuthorityGreat how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
  • 62. Rich Snippets through Hosted Video ContentGreat tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
  • 63. YourAnalytics RWill Lieto You.(unless you’re usingmulti-touch attribution)
  • 64. Multi-ChannelAttribution isCritical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  • 65. Visualizing Visits Through Various Channelshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  • 66. IntegratedInbound Marketing Is the Future
  • 67. 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 Podcasting Type-In Traffic Q+A Sites
  • 68. Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/mozedsocialmedia