Inbound Marketing for Startups How to earn your customers’ interest, rather than buying it with great content, SEO, social...
Let’s Start with a Story
R My First 6 Years as a Startup Founder Blog post:  http://randfishkin.com/blog/103/just-keep-going Rand and Gillian’s Com...
The Last 5 Years More about Moz’s History:  http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits We took one roun...
The Last 5 Years More about Moz’s History:  http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits Launched our Lin...
The Last 5 Years More about Moz’s History:  http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits In 2009, we drop...
The Last 5 Years More about Moz’s History:  http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits 2010 had 7,000 p...
The Last 5 Years Full story at  http://randfishkin.com/blog/128/misadventures-venture-capital-funding Monthly Visits Faile...
The Last 5 Years More about Moz’s History:  http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits 2011 will be our...
How Do We Get Customers? ~18% of our signups come via paid channels (in blue); the rest are via inbound channels Paid Chan...
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 <ul><ul><li>In∙bound Mar∙ket∙ing </li></ul></ul><ul><ul><li>-noun </li></ul></ul><ul><ul><li>Any tactic that relies on e...
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 750m...
Email
Email is Social’s “Secret Weapon”  http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/
Conversion
The Funnel Only Exists So It Can Convert.
Optimizing Conversion Means Measuring & Testing http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
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? http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
R Where are they on the Web? http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-...
R What Content Works There? http://blog.echen.me/2011/03/14/hacker-news-analysis/
R
R How Will You Get Visitors Into Your Funnel? Multiple paths can work, so long as you segment them when tracking CR + CLTV...
R How Will You Measure & Improve? http://www.seomoz.org/blog/tracking-the-roi-of-social-media Step #1: Discover Step #2:Te...
Top 10 Inbound Marketing Tactics & Examples for Startups
R #1: Create Sharing Incentives http://www.paulgraham.com/good.html to link to!
R #1: Create Sharing Incentives Urbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to fo...
R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can ...
R #3: Create & Spread Embeddable Content http://www.simplyhired.com/a/jobtrends/home  is a great example
R #4: Make Your Data Interesting; Share It Probably the best case study around:  http://blog.okcupid.com/index.php/your-lo...
R #5: Mine Your Twitter Followers, Emails, etc. Via Wil Reynolds of SEER Interactive:  http ://www.seerinteractive.com/blo...
R #6: Use Social to Connect w/ Journalists + Bloggers An amazing research tool:  http://followerwonk.com
R #7: Build Features that Require and/or Reward Sharing http://www.quora.com/How-effective-is-Dropboxs-referral-program-at...
R #8: Give Your Community a Platform Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust us...
R #9: Rel=Author & Video XML Sitemaps http://www.blindfiveyearold.com/how-to-implement-rel-author  - good how-to
R #9: Rel=Author & Video XML Sitemaps We use  http://wistia.com  to post videos that automatically send video XML Sitemaps...
R #10: Create a Monthly Top X Influencers in Your Industry http://www.seattle20.com/startup-index.aspx  updates monthly, b...
R Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcast...
I Can’t Wait to See the Awesome Things You’re Going to Build   http://bit.ly/imforstartups @randfish www.seomoz.org/blog ...
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Gaining Traction: Inbound Marketing for Startups

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

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Gaining Traction: Inbound Marketing for Startups

  1. 1. Inbound Marketing for Startups How to earn your customers’ interest, rather than buying it with great content, SEO, social & conversion marketing. Rand Fishkin | CEO http://bit.ly/imforstartups
  2. 2. Let’s Start with a Story
  3. 3. R My First 6 Years as a Startup Founder Blog post: http://randfishkin.com/blog/103/just-keep-going Rand and Gillian’s Combined Personal Debt
  4. 4. The Last 5 Years More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits We took one round of financing in 2007; $1.1MM from Ignition + Curious Office
  5. 5. The Last 5 Years More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits Launched our Link Graph Index
  6. 6. The Last 5 Years More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits In 2009, we dropped consulting entirely
  7. 7. The Last 5 Years More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits 2010 had 7,000 paying subscribers
  8. 8. The Last 5 Years Full story at http://randfishkin.com/blog/128/misadventures-venture-capital-funding Monthly Visits Failed to raise funding (despite long, nasty efforts) in 2009 and 2011
  9. 9. The Last 5 Years More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits 2011 will be our first 8-figure year, with 15,000 subscribers and nearly 1.5mm visits/month
  10. 10. How Do We Get Customers? ~18% of our signups come via paid channels (in blue); the rest are via inbound channels Paid Channels Inbound
  11. 11. Interruption vs. Inbound
  12. 12. Interruption Marketing
  13. 13. Inbound Marketing
  14. 14. Interruption Marketing
  15. 15. Inbound Marketing
  16. 16. Interruption Marketing
  17. 17. Inbound Marketing
  18. 18. Some Marketing
  19. 19. Interruption… Stop Us
  20. 20. From Doing What We Want
  21. 21. R So It Can Sell Us
  22. 22. R Stuff We Don’t Need
  23. 23. That’s Interruption Marketing.
  24. 24. R
  25. 25. R Interruption Marketers
  26. 26. R Interruption Marketers Me
  27. 27. R Interruption Marketers Me Ads
  28. 28. R That’s Not How We Roll.
  29. 29. How People Buy in 2011
  30. 30. R Realize a Need
  31. 31. R Investigate Options
  32. 32. R Ask Our Friends
  33. 33. R Seek Out Experts
  34. 34. R Find Communities
  35. 35. R Dig Into Every Detail Available
  36. 36. R Convert
  37. 37. R You Don’t Buy Those Visitors. You Earn Them.
  38. 38. R <ul><ul><li>In∙bound Mar∙ket∙ing </li></ul></ul><ul><ul><li>-noun </li></ul></ul><ul><ul><li>Any tactic that relies on earning people’s interest rather than buying it. </li></ul></ul>
  39. 39. R We’re Here to Help
  40. 40. Startups Disrupt Markets. How About Marketing?
  41. 41. Inbound Channels
  42. 42. Content
  43. 43. Influences Everything
  44. 44. Without Great Content…
  45. 45. There’s No Chance of Success.
  46. 46. Content Can Mean:
  47. 47. “ Content.”
  48. 48. Community
  49. 49. Product
  50. 50. Or Distribution
  51. 51. No Matter the Form; Content is the Foundation of Great Inbound Marketing
  52. 52. Search
  53. 53. Search is How Things Get Found.
  54. 54. Search = Discovery
  55. 55. Discovery Leads to Sharing
  56. 56. Search is Still Big
  57. 57. And Growing Currently, there are more than 3 billion searches/day on Google
  58. 58. Search Often Brings the Most Highly Qualified Traffic
  59. 59. But Guess Where Searchers Click… ~20% of clicks ~80% of clicks
  60. 60. Social
  61. 61. Social Lives at the Top of the Funnel
  62. 62. Social is Discovery Prior to Interest
  63. 63. Social Demands Great Content,
  64. 64. And Rewards It.
  65. 65. Today, Social is a Huge Influence on Search
  66. 66. 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
  67. 67. Email
  68. 68. Email is Social’s “Secret Weapon” http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  69. 69. And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/
  70. 70. Conversion
  71. 71. The Funnel Only Exists So It Can Convert.
  72. 72. Optimizing Conversion Means Measuring & Testing http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  73. 73. It Means Listening, Too.
  74. 74. A Lot of Conversion is Wrapped in Soft Metrics
  75. 75. Branding
  76. 76. Messaging
  77. 77. Familiarity
  78. 78. Trust
  79. 79. CRO is a Critical Practice
  80. 80. But it Requires Holistic Marketing to Succeed.
  81. 81. Building an Inbound Strategy
  82. 82. R Who is Your Audience? http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
  83. 83. R Where are they on the Web? http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
  84. 84. R What Content Works There? http://blog.echen.me/2011/03/14/hacker-news-analysis/
  85. 85. R
  86. 86. 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
  87. 87. R How Will You Measure & Improve? http://www.seomoz.org/blog/tracking-the-roi-of-social-media 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.
  88. 88. Top 10 Inbound Marketing Tactics & Examples for Startups
  89. 89. R #1: Create Sharing Incentives http://www.paulgraham.com/good.html to link to!
  90. 90. 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.
  91. 91. R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  92. 92. R #3: Create & Spread Embeddable Content http://www.simplyhired.com/a/jobtrends/home is a great example
  93. 93. R #4: Make Your Data Interesting; Share It Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  94. 94. R #5: Mine Your Twitter Followers, Emails, etc. Via Wil Reynolds of SEER Interactive: http ://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28 / ; tool is here: http://simplymeasured.com/freebies/twitter-follower-analytics
  95. 95. R #6: Use Social to Connect w/ Journalists + Bloggers An amazing research tool: http://followerwonk.com
  96. 96. R #7: Build Features that Require and/or Reward Sharing http://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have
  97. 97. 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
  98. 98. R #9: Rel=Author & Video XML Sitemaps http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
  99. 99. R #9: Rel=Author & Video XML Sitemaps We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
  100. 100. R #10: Create a Monthly Top X Influencers in Your Industry http://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)
  101. 101. 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
  102. 102. I Can’t Wait to See the Awesome Things You’re Going to Build  http://bit.ly/imforstartups @randfish www.seomoz.org/blog [email_address]
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