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Don't Buy Your Marketing. Earn It.
 

Don't Buy Your Marketing. Earn It.

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Rand Fishkin's presentation on the follies of investing exclusively in paid marketing channels vs. inbound channels.

Rand Fishkin's presentation on the follies of investing exclusively in paid marketing channels vs. inbound channels.

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    Don't Buy Your Marketing. Earn It. Don't Buy Your Marketing. Earn It. Presentation Transcript

    • Don’t Buy Your Marketing. Earn It.Rand Fishkin | CEO http://bit.ly/dontbuyearn
    • Many Folks Think This is How Web Marketing Works…
    • Let’s Buy Some Of These
    • And a Couple of These
    • Can’t Forget About These
    • And, Some of These
    • Right, These Guys Too
    • Marketing? Nailed it!
    • There’s Two Huge Problems with This Approach
    • #1: Click Distribution
    • Only 18% of Clicks Go Here
    • 82% Go Here
    • Less than 1% of Clicks Go Here
    • 99% Go Everywhere ElseEspecially Here
    • The Best Facebook Ads Get <10% CTR
    • But Wall Posts Do Great
    • Banner Ads Are Lucky to Get 1% CTR
    • But Web ContentGenerates Tons of Views
    • Blog Sidebar Ads? <5%
    • Blog Content? Doing Great; Thank You.
    • Paid Marketing: ~10% of traffic($40 Billion of investment in 2012*) Inbound Marketing: ~90% of traffic (but only $5 Billion of investment in 2012*) *Via Forrester’s Interactive Marketing 2012 Report
    • #2: Cost of Acquisition
    • Meet Steve
    • Steve Uses Ads to Buy Traffic
    • Steve Spends $500 on Average to Acquire a New Customer
    • Meet Greg
    • Greg Leverages Inbound Channels to Earn Traffic
    • Greg Spends $100 on Average to Acquire a New Customer
    • Greg Can Aqcuire 5X as Many Customers as Steve
    • Or Greg Can Spend $400 perCustomer to Improve His Product
    • Who Would You Rather Be?
    • How Inbound Marketing Works:
    • Great Contenthttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
    • Visibility in Search
    • Visibility in Search
    • Visibility in Search
    • Reach in Social
    • Reach in Social
    • Reach in Social
    • Mentions/Links from Blogs
    • News / PR
    • Email Lists
    • Analytics
    • Conversion Rate Optimization (CRO) http://www.conversion-rate-experts.com/seomoz-case-study/
    • The Unity of Inbound Channels
    • Great content prompts your corps of supporters to share
    • Google’s New“Submit URL” BoxSocial shares get content indexed byengines and exposed to social users
    • Social shares earn links directly andindirectly, which lead to search rankings
    • Rankings bring you qualified traffic, even after the temporal social visits are gone
    • Even short-term visitors have memories; advertisers paymillions to make brand impressions. Inbound earns it for free.
    • Great content and brand experiencesbuild recognition, likability and trust.
    • Social + search yield links from sites of all kinds that send traffic and boost your authority
    • Consistent content drives email subscriptions,which yields another great marketing channel http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
    • Combined w/ CRO, inbound channels yield remarkable conversionshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
    • 10 Tips to Make Your Inbound Channels More Effective
    • #1: Create a content “strategy,” not just a blog.
    • Winning at Strategy Means
    • Having Great Answers to These Questions
    • Can You Reach the Right People?
    • Why Will They Care About You?
    • What Are You Doing to Earn Their Interest?
    • What Incentive Do They Have to Share?
    • Once They Reach You;
    • Will They Like and Trust You More?
    • Or Less?
    • Answer These, And Your Tactics Become Clear
    • #2: Be willing to fail repeatedly before you find what works Where people usually give up.
    • “The only thing that I see that isdistinctly different about me is that I’mnot afraid to DIE on a treadmill. Youmight have more talent than me, youmight be smarter than me, but if we geton a treadmill together, there are twothings: 1- You’re getting off first OR 2-I’m gonna DIE. It’s really that simple” - Will Smith
    • #3: “Content” doesn’t just mean blog posts,articles and infographics; be willing to get creative. http://scaleofuniverse.com/
    • #4: Put all your content on one domain, under one brand.http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
    • #5: Experiment with lots of potential networks & channelsUsers: 90mm 850mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm
    • #6: Combine keyword research + shareable title for big wins
    • #7: Build relationships with theright influencers using these 3 tools http://www.google.com/reader/view/#directory-search/travel%20blog//0
    • #7: Build relationships with theright influencers using these 3 tools http://followerwonk.com
    • #7: Build relationships with theright influencers using these 3 tools http://findpeopleonplus.com
    • #8: Time things right; use tools to determine when your community is online http://tweriod.com
    • #8: Time things right; use tools to determine what topics are hot right now http://www.google.com/insights/search/
    • #9: Use rel=author from Google and post your content to Google+
    • #10: Don’t ignore advertising;retargeting, PPC, social ads all get moreeffective the bigger your inbound brand grows
    • BONUS #11: 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 Community Building Type-In Traffic Q+A Sites
    • Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/dontbuyearn