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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/
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
Shia LaButt
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