Inbound marketing beyond the SERPs
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Inbound marketing beyond the SERPs

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This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) third presentation from her DCU LINK Techspectations seminar at Dublin City University, supported by DCU Business School. This presentation ...

This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) third presentation from her DCU LINK Techspectations seminar at Dublin City University, supported by DCU Business School. This presentation discusses inbound marketing and provides helpful tips on increasing digital marketing impact on a budget.

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Inbound marketing beyond the SERPs Presentation Transcript

  • 1. Inbound Marketing Beyond the SERPsEarning great traffic w/o spending a fortune dime Gillian Muessig, President & Co-founder, SEOmoz Dublin City University - March 2011
  • 2. Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
  • 3. How’d You Do That?
  • 4. News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Forums (AKA “free” traffic sources) WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
  • 5. It all starts withContent Marketing
  • 6. A Blog We Update Every Day
  • 7. “Viral” Targeted Contenthttp://www.seomoz.org/article/search-ranking-factors
  • 8. “Viral” Targeted Contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  • 9. “Viral” Targeted Contenthttp://www.seomoz.org/seo-industry-survey
  • 10. Graphics + Illustrations
  • 11. A Weekly Video Serieshttp://www.seomoz.org/blog/category/33
  • 12. Build it and they’ll come?Nope. Build it, then market it.
  • 13. Comments + Conversations
  • 14. Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
  • 15. Social News / Bookmarkinghttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com andhttp://reddit.com have historically performed best for us, but you should test results
  • 16. Q+A Sites / Forums
  • 17. Conferences + Events
  • 18. SEO
  • 19. Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  • 20. Let’s get specific with some Advanced Tactics
  • 21. Involve a Sharing-Incented Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
  • 22. Design Like an “Award Winner” Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
  • 23. “Skip” the Competitive SERPs
  • 24. Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
  • 25. Investigate the Competition’s Top Content Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this 
  • 26. Examples of more startups thatRock Inbound Marketing
  • 27. OKCupidhttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 28. EngineYardEngineyard does awesome stuff on their blog, job board + site in general –http://www.engineyard.com
  • 29. Mint.comhttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 30. AdiosoAdioso’s microsite for Valentine’s Day is here – http://howmuchdoyouheartme.com
  • 31. Visual Website Optimizerhttp://visualwebsiteoptimizer.com/split-testing-blog/
  • 32. The Inbound Marketing process In 4 Simple Steps
  • 33. Step #1: DiscoverFind inbound marketing paths that look promising and make a list.
  • 34. Step #2:TestInvest a few days/hours building authentic value in that niche/sector.
  • 35. Step #3: MeasureUse your web analytics to track primary + second-order impact
  • 36. Step #4: RepeatThrow out low ROI projects; repeat high ROI ones.
  • 37. Q+AGillian Muessig, President & Co-Founder SEOmoz CEO Coach, WebmasterRadio.fm • Twitter: @SEOmom • Blog: www.seomoz.org/blog • Email: gillian@seomoz.org
  • 38. Thank You! Complimentary Student SEOmoz PRO Accounts Email: Help@SEOmoz.org Try SEOmoz PRO free for 45 days Use the code: DCU2011Gillian@SEOmoz.org | @SEOmom | www.seomoz.org