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 Marketin...
#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/...
Combined w/ CRO, inbound channels             yield remarkable conversionshttp://www.seomoz.org/blog/why-the-inbound-marke...
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...
#3: “Content” doesn’t just mean blog posts,articles and infographics; be willing to get creative.                   http:/...
#4: Put all your content on one  domain, under one brand.http://www.seomoz.org/blog/understanding-root-domains-subdomains-...
#5: Experiment with lots of  potential networks & channelsUsers:   90mm    850mm    200mm   120mm     10mmUsers:    15mm  ...
#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-sear...
#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/insigh...
#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            ...
BONUS #11:                      News/Media/PR                                            SEO     Email        Blogs + Blog...
Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org    http://bit.ly/dontbuyearn
Don't Buy Your Marketing. Earn It.
Don't Buy Your Marketing. Earn It.
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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.

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Don't Buy Your Marketing. Earn It.

  1. 1. Don’t Buy Your Marketing. Earn It.Rand Fishkin | CEO http://bit.ly/dontbuyearn
  2. 2. Many Folks Think This is How Web Marketing Works…
  3. 3. Let’s Buy Some Of These
  4. 4. And a Couple of These
  5. 5. Can’t Forget About These
  6. 6. And, Some of These
  7. 7. Right, These Guys Too
  8. 8. Marketing? Nailed it!
  9. 9. There’s Two Huge Problems with This Approach
  10. 10. #1: Click Distribution
  11. 11. Only 18% of Clicks Go Here
  12. 12. 82% Go Here
  13. 13. Less than 1% of Clicks Go Here
  14. 14. 99% Go Everywhere ElseEspecially Here
  15. 15. The Best Facebook Ads Get <10% CTR
  16. 16. But Wall Posts Do Great
  17. 17. Banner Ads Are Lucky to Get 1% CTR
  18. 18. But Web ContentGenerates Tons of Views
  19. 19. Blog Sidebar Ads? <5%
  20. 20. Blog Content? Doing Great; Thank You.
  21. 21. 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
  22. 22. #2: Cost of Acquisition
  23. 23. Meet Steve
  24. 24. Steve Uses Ads to Buy Traffic
  25. 25. Steve Spends $500 on Average to Acquire a New Customer
  26. 26. Meet Greg
  27. 27. Greg Leverages Inbound Channels to Earn Traffic
  28. 28. Greg Spends $100 on Average to Acquire a New Customer
  29. 29. Greg Can Aqcuire 5X as Many Customers as Steve
  30. 30. Or Greg Can Spend $400 perCustomer to Improve His Product
  31. 31. Who Would You Rather Be?
  32. 32. How Inbound Marketing Works:
  33. 33. Great Contenthttp://blog.okcupid.com/index.php/your-looks-and-online-dating/
  34. 34. Visibility in Search
  35. 35. Visibility in Search
  36. 36. Visibility in Search
  37. 37. Reach in Social
  38. 38. Reach in Social
  39. 39. Reach in Social
  40. 40. Mentions/Links from Blogs
  41. 41. News / PR
  42. 42. Email Lists
  43. 43. Analytics
  44. 44. Conversion Rate Optimization (CRO) http://www.conversion-rate-experts.com/seomoz-case-study/
  45. 45. The Unity of Inbound Channels
  46. 46. Great content prompts your corps of supporters to share
  47. 47. Google’s New“Submit URL” BoxSocial shares get content indexed byengines and exposed to social users
  48. 48. Social shares earn links directly andindirectly, which lead to search rankings
  49. 49. Rankings bring you qualified traffic, even after the temporal social visits are gone
  50. 50. Even short-term visitors have memories; advertisers paymillions to make brand impressions. Inbound earns it for free.
  51. 51. Great content and brand experiencesbuild recognition, likability and trust.
  52. 52. Social + search yield links from sites of all kinds that send traffic and boost your authority
  53. 53. 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
  54. 54. Combined w/ CRO, inbound channels yield remarkable conversionshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
  55. 55. 10 Tips to Make Your Inbound Channels More Effective
  56. 56. #1: Create a content “strategy,” not just a blog.
  57. 57. Winning at Strategy Means
  58. 58. Having Great Answers to These Questions
  59. 59. Can You Reach the Right People?
  60. 60. Why Will They Care About You?
  61. 61. What Are You Doing to Earn Their Interest?
  62. 62. What Incentive Do They Have to Share?
  63. 63. Once They Reach You;
  64. 64. Will They Like and Trust You More?
  65. 65. Or Less?
  66. 66. Answer These, And Your Tactics Become Clear
  67. 67. #2: Be willing to fail repeatedly before you find what works Where people usually give up.
  68. 68. “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
  69. 69. #3: “Content” doesn’t just mean blog posts,articles and infographics; be willing to get creative. http://scaleofuniverse.com/
  70. 70. #4: Put all your content on one domain, under one brand.http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
  71. 71. #5: Experiment with lots of potential networks & channelsUsers: 90mm 850mm 200mm 120mm 10mmUsers: 15mm Millions 14mm 7.5mm
  72. 72. #6: Combine keyword research + shareable title for big wins
  73. 73. #7: Build relationships with theright influencers using these 3 tools http://www.google.com/reader/view/#directory-search/travel%20blog//0
  74. 74. #7: Build relationships with theright influencers using these 3 tools http://followerwonk.com
  75. 75. #7: Build relationships with theright influencers using these 3 tools http://findpeopleonplus.com
  76. 76. #8: Time things right; use tools to determine when your community is online http://tweriod.com
  77. 77. #8: Time things right; use tools to determine what topics are hot right now http://www.google.com/insights/search/
  78. 78. #9: Use rel=author from Google and post your content to Google+
  79. 79. #10: Don’t ignore advertising;retargeting, PPC, social ads all get moreeffective the bigger your inbound brand grows
  80. 80. 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
  81. 81. Rand Fishkin | CEO@randfishwww.seomoz.org/blogrand@seomoz.org http://bit.ly/dontbuyearn
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