Connecting Inbound Marketing for        Exceptional ReturnsHow to leverage opportunities for content, blogs, searchand soc...
The Future of Marketing     is Content
Content Creates Loyalty & Trusthttp://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
Content Builds Brands                                          If this is the future, I better build                      ...
Content Earns Links & Traffic While You Sleep                                                           Virtually every li...
Content is the Most Rewarding Work in MarketingGreat content makes the Internet a better place, and gives marketers pride ...
Content Simultaneously Helps Every Channel                                       More Long      Higher                    ...
Search & Social Are Already Inseparable
Google+’s Network Domination
90mm+ Google Users See Personalized SERPs
Google+ Suggested UsersThe “people and pages” results appear to come from participation on G+, high circle counts,consiste...
Google+ in Logged-Out ResultsBoth “people and pages” and +1 counts show for logged-out users.
Google+ Influences Crawling Google’s New“Submit URL” Box
Tweeted URLs Earn Direct LinksGoogle says they don’t directly count tweets in rankings, but a popular tweet containing a l...
Facebook Shares in Bing, TooThrough Bing’s partnership/integration with Facebook, results are massively personalized for a...
Google’s DEEP Social Network                                                                  Whoa. Google really does    ...
Second-Order EffectsSocial Activity Leads to  Search Rankings
Social Drives Awareness & BrandingKeith Urban’s tweet informed 200 million people prior to President Obama’s speech:http:/...
Social Drives QueriesJust after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
Queries Influence Rankingshttp://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
Social Yields Pressvia http://stateofthemedia.org/2012/mobile-devices-and-news-consumption-some-good-signs-for-journalism/...
Social Yields LinksVia http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
A Unified StrategyFor Content, Search &  Social Dominance
Create Share-Worthy Content
Create Share-Worthy Content                 Share Socially
Create Share-Worthy Content                  Share Socially                 Earn the Social                 Rankings Boost
Create Share-Worthy Content                  Share Socially                 Earn the Social                 Rankings Boost...
Create Share-               Worthy Content                                 Share Socially                                E...
Create Share-                   Worthy Content                                     Share Socially                         ...
Create Share-                    Worthy ContentMore Searchers                        Share SociallyBiased to Seeing   Your...
Create Share-                    Worthy ContentMore Searchers                          Share SociallyBiased to Seeing   Yo...
Let’s Watch It HappenWith a Real Example
Start with Great Contenthttp://www.dollarshaveclub.com/
Add a Little PR Outreachhttp://techcrunch.com/2012/03/06/dollar-shave-club/
Spread Across Social Networkshttp://www.facebook.com/DollarShaveClub
Spread Across Social Networkshttps://twitter.com/#!/dollarshaveclub
Spread Across Social Networkshttp://www.youtube.com/watch?v=ZUG9qYTJMsI
Dominate Personalized Searchhttps://www.google.com/search?q=shave (while logged in to my account)
Earn Links Like CrazyThe links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links fromhi...
Win the InternetVia http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
A Great Case Study for SEOIf DSC had integrated SEO into their viral and social marketing plan, they likely could have ear...
Tactics that Work  In an Integrated,Inbound Marketing       World
ContentTactics
Visuals > Pure Text ContentJust by putting text statistics into visual content, you can earn massive sharing potential
Positive Mentions of InfluencersVia http://www.urbanspoon.com/blogs/52/London.html
Sharing Data & Illuminating TrendsVia http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Good = Not Good Enoughhttp://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
Google+Tactics
Google+ CirclesGoogle’s “extended circles” mean you influence not only your followers, but their followers, too.
FindPeopleonPlus + Targeted Outreachhttp://findpeopleonplus.com – great tool for G+ discovery
Requesting Feedback/Shares by NameBecause a +Name becomes a notification, using them signals G+ users and often results in...
Study Ripples to Target Viral Users                                                                      I shared this; it...
G+ Also Uses Gmail… Email = NetworkAnyone with a Gmail account is automatically included in personalized sharing
Twitter & Facebook     Tactics
Best Way to Grow Your Network: Share Linkshttp://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retw...
Drive More Social Activity w/ Proper TimingVia http://www.tweriod.com (I know, terrible name, but cool service)
Don’t Be Shy; Ask for Social SharesThe Science of Retweets (http://danzarrella.com/science-of-retweets.pdf) shows that ask...
Be Smart with Social Sharing Buttonshttp://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
Integrated Tactics
Social Channels to Build Search DemandIn this case, I drove searches directly using a link, but it’s also very possible
Rel Author + Author AuthorityGreat how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
Rich Snippets through Hosted Video ContentGreat tutorial: http://www.distilled.net/blog/video/getting-video-results-in-goo...
YourAnalytics                           RWill Lieto You.(unless you’re usingmulti-touch attribution)
Multi-ChannelAttribution isCritical                                R    http://www.seomoz.org/blog/tracking-the-roi-of-soc...
Visualizing Visits Through Various Channelshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteb...
IntegratedInbound Marketing  Is the Future
News/Media/PR                                            SEO     Email        Blogs + Blogging                            ...
Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org       http://bit.ly/mozedsocialmedia
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Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin

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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.

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Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin

  1. 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. 2. The Future of Marketing is Content
  3. 3. Content Creates Loyalty & Trusthttp://thisismadebyhand.com/film/the_knife_maker play 4:45 - 5:45
  4. 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. 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. 6. Content is the Most Rewarding Work in MarketingGreat content makes the Internet a better place, and gives marketers pride in their work.
  7. 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. 8. Search & Social Are Already Inseparable
  9. 9. Google+’s Network Domination
  10. 10. 90mm+ Google Users See Personalized SERPs
  11. 11. Google+ Suggested UsersThe “people and pages” results appear to come from participation on G+, high circle counts,consistent contributions and brand signals
  12. 12. Google+ in Logged-Out ResultsBoth “people and pages” and +1 counts show for logged-out users.
  13. 13. Google+ Influences Crawling Google’s New“Submit URL” Box
  14. 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. 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. 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. 17. Second-Order EffectsSocial Activity Leads to Search Rankings
  18. 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. 19. Social Drives QueriesJust after the social boom from DSC, the queries for their brand went “meteoric” in Google Trends
  20. 20. Queries Influence Rankingshttp://www.seomoz.org/blog/whoa-can-query-volume-directly-influence-rankings
  21. 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. 22. Social Yields LinksVia http://www.opensiteexplorer.org/pages?site=www.seomoz.org%2Fblog
  23. 23. A Unified StrategyFor Content, Search & Social Dominance
  24. 24. Create Share-Worthy Content
  25. 25. Create Share-Worthy Content Share Socially
  26. 26. Create Share-Worthy Content Share Socially Earn the Social Rankings Boost
  27. 27. Create Share-Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’s Visibility & Value
  28. 28. Create Share- Worthy Content Share Socially Earn the Social Rankings Boost Get Natural Links from Content’sEarn More Social Visibility & Value Followers
  29. 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. 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. 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. 32. Let’s Watch It HappenWith a Real Example
  33. 33. Start with Great Contenthttp://www.dollarshaveclub.com/
  34. 34. Add a Little PR Outreachhttp://techcrunch.com/2012/03/06/dollar-shave-club/
  35. 35. Spread Across Social Networkshttp://www.facebook.com/DollarShaveClub
  36. 36. Spread Across Social Networkshttps://twitter.com/#!/dollarshaveclub
  37. 37. Spread Across Social Networkshttp://www.youtube.com/watch?v=ZUG9qYTJMsI
  38. 38. Dominate Personalized Searchhttps://www.google.com/search?q=shave (while logged in to my account)
  39. 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. 40. Win the InternetVia http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382
  41. 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. 42. Tactics that Work In an Integrated,Inbound Marketing World
  43. 43. ContentTactics
  44. 44. Visuals > Pure Text ContentJust by putting text statistics into visual content, you can earn massive sharing potential
  45. 45. Positive Mentions of InfluencersVia http://www.urbanspoon.com/blogs/52/London.html
  46. 46. Sharing Data & Illuminating TrendsVia http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  47. 47. Good = Not Good Enoughhttp://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined
  48. 48. Google+Tactics
  49. 49. Google+ CirclesGoogle’s “extended circles” mean you influence not only your followers, but their followers, too.
  50. 50. FindPeopleonPlus + Targeted Outreachhttp://findpeopleonplus.com – great tool for G+ discovery
  51. 51. Requesting Feedback/Shares by NameBecause a +Name becomes a notification, using them signals G+ users and often results in a follow
  52. 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. 53. G+ Also Uses Gmail… Email = NetworkAnyone with a Gmail account is automatically included in personalized sharing
  54. 54. Twitter & Facebook Tactics
  55. 55. Best Way to Grow Your Network: Share Linkshttp://danzarrella.com/infographic-5-scientifically-proven-ways-to-get-more-retweets.html
  56. 56. Drive More Social Activity w/ Proper TimingVia http://www.tweriod.com (I know, terrible name, but cool service)
  57. 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. 58. Be Smart with Social Sharing Buttonshttp://wordpress.org/extend/plugins/active-share-by-orangesoda/screenshots/
  59. 59. Integrated Tactics
  60. 60. Social Channels to Build Search DemandIn this case, I drove searches directly using a link, but it’s also very possible
  61. 61. Rel Author + Author AuthorityGreat how-to here: http://www.blindfiveyearold.com/how-to-implement-rel-author
  62. 62. Rich Snippets through Hosted Video ContentGreat tutorial: http://www.distilled.net/blog/video/getting-video-results-in-google/
  63. 63. YourAnalytics RWill Lieto You.(unless you’re usingmulti-touch attribution)
  64. 64. Multi-ChannelAttribution isCritical R http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  65. 65. Visualizing Visits Through Various Channelshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  66. 66. IntegratedInbound Marketing Is the Future
  67. 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. 68. Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/mozedsocialmedia
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