Gaining Traction: Inbound Marketing for Startups
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Gaining Traction: Inbound Marketing for Startups



Rand Fishkin's presentation from the Nov. 30th Hackers+Founders event in Silicon Valley.

Rand Fishkin's presentation from the Nov. 30th Hackers+Founders event in Silicon Valley.



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Gaining Traction: Inbound Marketing for Startups Gaining Traction: Inbound Marketing for Startups Presentation Transcript

  • Inbound Marketing for Startups How to earn your customers’ interest, rather than buying it with great content, SEO, social & conversion marketing. Rand Fishkin | CEO
  • Let’s Start with a Story
  • R My First 6 Years as a Startup Founder Blog post: Rand and Gillian’s Combined Personal Debt
  • The Last 5 Years More about Moz’s History: Monthly Visits We took one round of financing in 2007; $1.1MM from Ignition + Curious Office
  • The Last 5 Years More about Moz’s History: Monthly Visits Launched our Link Graph Index
  • The Last 5 Years More about Moz’s History: Monthly Visits In 2009, we dropped consulting entirely
  • The Last 5 Years More about Moz’s History: Monthly Visits 2010 had 7,000 paying subscribers
  • The Last 5 Years Full story at Monthly Visits Failed to raise funding (despite long, nasty efforts) in 2009 and 2011
  • The Last 5 Years More about Moz’s History: Monthly Visits 2011 will be our first 8-figure year, with 15,000 subscribers and nearly 1.5mm visits/month
  • How Do We Get Customers? ~18% of our signups come via paid channels (in blue); the rest are via inbound channels Paid Channels Inbound
  • Interruption vs. Inbound
  • Interruption Marketing
  • Inbound Marketing
  • Interruption Marketing
  • Inbound Marketing
  • Interruption Marketing
  • Inbound Marketing
  • Some Marketing
  • Interruption… Stop Us
  • From Doing What We Want
  • R So It Can Sell Us
  • R Stuff We Don’t Need
  • That’s Interruption Marketing.
  • R
  • R Interruption Marketers
  • R Interruption Marketers Me
  • R Interruption Marketers Me Ads
  • R That’s Not How We Roll.
  • How People Buy in 2011
  • R Realize a Need
  • R Investigate Options
  • R Ask Our Friends
  • R Seek Out Experts
  • R Find Communities
  • R Dig Into Every Detail Available
  • R Convert
  • R You Don’t Buy Those Visitors. You Earn Them.
  • R
      • In∙bound Mar∙ket∙ing
      • -noun
      • Any tactic that relies on earning people’s interest rather than buying it.
  • R We’re Here to Help
  • Startups Disrupt Markets. How About Marketing?
  • Inbound Channels
  • Content
  • Influences Everything
  • Without Great Content…
  • There’s No Chance of Success.
  • Content Can Mean:
  • “ Content.”
  • Community
  • Product
  • Or Distribution
  • No Matter the Form; Content is the Foundation of Great Inbound Marketing
  • Search
  • Search is How Things Get Found.
  • Search = Discovery
  • Discovery Leads to Sharing
  • Search is Still Big
  • And Growing Currently, there are more than 3 billion searches/day on Google
  • Search Often Brings the Most Highly Qualified Traffic
  • But Guess Where Searchers Click… ~20% of clicks ~80% of clicks
  • Social
  • Social Lives at the Top of the Funnel
  • Social is Discovery Prior to Interest
  • Social Demands Great Content,
  • And Rewards It.
  • Today, Social is a Huge Influence on Search
  • And Social Appears to Be Fragmenting into Multiple Large Communities (and thousands of small ones) 120mm Users: 50mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm
  • Email
  • Email is Social’s “Secret Weapon”
  • And Email Marketing is Insanely Profitable/Powerful
  • Conversion
  • The Funnel Only Exists So It Can Convert.
  • Optimizing Conversion Means Measuring & Testing
  • It Means Listening, Too.
  • A Lot of Conversion is Wrapped in Soft Metrics
  • Branding
  • Messaging
  • Familiarity
  • Trust
  • CRO is a Critical Practice
  • But it Requires Holistic Marketing to Succeed.
  • Building an Inbound Strategy
  • R Who is Your Audience?
  • R Where are they on the Web?
  • R What Content Works There?
  • R
  • R How Will You Get Visitors Into Your Funnel? Multiple paths can work, so long as you segment them when tracking CR + CLTV Email Retargeting Social OAuth Phone Number Mailing Address Branding/Awareness Free Trial
  • R How Will You Measure & Improve? Step #1: Discover Step #2:Test Step #3: Measure Step #4: Repeat Find inbound marketing paths that look promising and make a list. Invest a few days/hours building authentic value in that niche/sector. Use your web analytics to track primary + second-order impact Throw out low ROI projects; repeat high ROI ones.
  • Top 10 Inbound Marketing Tactics & Examples for Startups
  • R #1: Create Sharing Incentives to link to!
  • R #1: Create Sharing Incentives Urbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant sites and great SEO. Founders credited the concept as being the most important part of the company’s success.
  • R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  • R #3: Create & Spread Embeddable Content is a great example
  • R #4: Make Your Data Interesting; Share It Probably the best case study around:
  • R #5: Mine Your Twitter Followers, Emails, etc. Via Wil Reynolds of SEER Interactive: http :// / ; tool is here:
  • R #6: Use Social to Connect w/ Journalists + Bloggers An amazing research tool:
  • R #7: Build Features that Require and/or Reward Sharing*paying*-users-i-e-how-many-subscribers-do-they-have
  • R #8: Give Your Community a Platform Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and a points/gamification system. Content contributed by non-employees is ~35% of our overall traffic
  • R #9: Rel=Author & Video XML Sitemaps - good how-to
  • R #9: Rel=Author & Video XML Sitemaps We use to post videos that automatically send video XML Sitemaps to Google
  • R #10: Create a Monthly Top X Influencers in Your Industry updates monthly, but doesn’t use badges (which I highly recommend)
  • R Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Local Portals Every One of These Marketing Tactics Helps Every Other One
  • I Can’t Wait to See the Awesome Things You’re Going to Build  @randfish [email_address]