Inbound Marketing Beyond the SERPsEarning great traffic w/o spending a fortune dime         Gillian Muessig, President & C...
Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
How’d You Do That?
News/Media/PR                                             SEO     Email        Blogs + Blogging                           ...
It all starts withContent Marketing
A Blog We Update Every Day
“Viral” Targeted Contenthttp://www.seomoz.org/article/search-ranking-factors
“Viral” Targeted Contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
“Viral” Targeted Contenthttp://www.seomoz.org/seo-industry-survey
Graphics + Illustrations
A Weekly Video Serieshttp://www.seomoz.org/blog/category/33
Build it and they’ll come?Nope. Build it, then market it.
Comments + Conversations
Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
Social News / Bookmarkinghttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com andhttp://reddit.com ha...
Q+A Sites / Forums
Conferences + Events
SEO
Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Let’s get specific with some Advanced Tactics
Involve a Sharing-Incented Community   The brilliant strategy by http://www.urbanspoon.com made them one of the biggest pl...
Design Like an “Award Winner”  Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
“Skip” the Competitive SERPs
Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
Investigate the Competition’s Top Content    Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way...
Examples of more startups thatRock Inbound Marketing
OKCupidhttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
EngineYardEngineyard does awesome stuff on their blog, job board + site in general –http://www.engineyard.com
Mint.comhttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
AdiosoAdioso’s microsite for Valentine’s Day is here – http://howmuchdoyouheartme.com
Visual Website Optimizerhttp://visualwebsiteoptimizer.com/split-testing-blog/
The Inbound Marketing process   In 4 Simple Steps
Step #1: DiscoverFind inbound marketing paths that look promising and make a list.
Step #2:TestInvest a few days/hours building authentic value in that niche/sector.
Step #3: MeasureUse your web analytics to track primary + second-order impact
Step #4: RepeatThrow out low ROI projects; repeat high ROI ones.
Q+AGillian Muessig, President & Co-Founder SEOmoz         CEO Coach, WebmasterRadio.fm            • Twitter: @SEOmom      ...
Thank You! Complimentary Student SEOmoz PRO Accounts          Email: Help@SEOmoz.org       Try SEOmoz PRO free for 45 days...
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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 discusses inbound marketing and provides helpful tips on increasing digital marketing impact on a budget.

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Inbound marketing beyond the SERPs

  1. 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. 2. Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
  3. 3. How’d You Do That?
  4. 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. 5. It all starts withContent Marketing
  6. 6. A Blog We Update Every Day
  7. 7. “Viral” Targeted Contenthttp://www.seomoz.org/article/search-ranking-factors
  8. 8. “Viral” Targeted Contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  9. 9. “Viral” Targeted Contenthttp://www.seomoz.org/seo-industry-survey
  10. 10. Graphics + Illustrations
  11. 11. A Weekly Video Serieshttp://www.seomoz.org/blog/category/33
  12. 12. Build it and they’ll come?Nope. Build it, then market it.
  13. 13. Comments + Conversations
  14. 14. Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
  15. 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. 16. Q+A Sites / Forums
  17. 17. Conferences + Events
  18. 18. SEO
  19. 19. Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  20. 20. Let’s get specific with some Advanced Tactics
  21. 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. 22. Design Like an “Award Winner” Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
  23. 23. “Skip” the Competitive SERPs
  24. 24. Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
  25. 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. 26. Examples of more startups thatRock Inbound Marketing
  27. 27. OKCupidhttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
  28. 28. EngineYardEngineyard does awesome stuff on their blog, job board + site in general –http://www.engineyard.com
  29. 29. Mint.comhttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
  30. 30. AdiosoAdioso’s microsite for Valentine’s Day is here – http://howmuchdoyouheartme.com
  31. 31. Visual Website Optimizerhttp://visualwebsiteoptimizer.com/split-testing-blog/
  32. 32. The Inbound Marketing process In 4 Simple Steps
  33. 33. Step #1: DiscoverFind inbound marketing paths that look promising and make a list.
  34. 34. Step #2:TestInvest a few days/hours building authentic value in that niche/sector.
  35. 35. Step #3: MeasureUse your web analytics to track primary + second-order impact
  36. 36. Step #4: RepeatThrow out low ROI projects; repeat high ROI ones.
  37. 37. Q+AGillian Muessig, President & Co-Founder SEOmoz CEO Coach, WebmasterRadio.fm • Twitter: @SEOmom • Blog: www.seomoz.org/blog • Email: gillian@seomoz.org
  38. 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
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