Gaining Traction: Inbound Marketing for Startups
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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.

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

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Transcript

  • 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. Let’s Start with a Story
  • 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. 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. 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. 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. 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. 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. 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. 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. Interruption vs. Inbound
  • 12. Interruption Marketing
  • 13. Inbound Marketing
  • 14. Interruption Marketing
  • 15. Inbound Marketing
  • 16. Interruption Marketing
  • 17. Inbound Marketing
  • 18. Some Marketing
  • 19. Interruption… Stop Us
  • 20. From Doing What We Want
  • 21. R So It Can Sell Us
  • 22. R Stuff We Don’t Need
  • 23. That’s Interruption Marketing.
  • 24. R
  • 25. R Interruption Marketers
  • 26. R Interruption Marketers Me
  • 27. R Interruption Marketers Me Ads
  • 28. R That’s Not How We Roll.
  • 29. How People Buy in 2011
  • 30. R Realize a Need
  • 31. R Investigate Options
  • 32. R Ask Our Friends
  • 33. R Seek Out Experts
  • 34. R Find Communities
  • 35. R Dig Into Every Detail Available
  • 36. R Convert
  • 37. R You Don’t Buy Those Visitors. You Earn Them.
  • 38. R
      • In∙bound Mar∙ket∙ing
      • -noun
      • Any tactic that relies on earning people’s interest rather than buying it.
  • 39. R We’re Here to Help
  • 40. Startups Disrupt Markets. How About Marketing?
  • 41. Inbound Channels
  • 42. Content
  • 43. Influences Everything
  • 44. Without Great Content…
  • 45. There’s No Chance of Success.
  • 46. Content Can Mean:
  • 47. “ Content.”
  • 48. Community
  • 49. Product
  • 50. Or Distribution
  • 51. No Matter the Form; Content is the Foundation of Great Inbound Marketing
  • 52. Search
  • 53. Search is How Things Get Found.
  • 54. Search = Discovery
  • 55. Discovery Leads to Sharing
  • 56. Search is Still Big
  • 57. And Growing Currently, there are more than 3 billion searches/day on Google
  • 58. Search Often Brings the Most Highly Qualified Traffic
  • 59. But Guess Where Searchers Click… ~20% of clicks ~80% of clicks
  • 60. Social
  • 61. Social Lives at the Top of the Funnel
  • 62. Social is Discovery Prior to Interest
  • 63. Social Demands Great Content,
  • 64. And Rewards It.
  • 65. Today, Social is a Huge Influence on Search
  • 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. Email
  • 68. Email is Social’s “Secret Weapon” http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  • 69. And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/
  • 70. Conversion
  • 71. The Funnel Only Exists So It Can Convert.
  • 72. Optimizing Conversion Means Measuring & Testing http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  • 73. It Means Listening, Too.
  • 74. A Lot of Conversion is Wrapped in Soft Metrics
  • 75. Branding
  • 76. Messaging
  • 77. Familiarity
  • 78. Trust
  • 79. CRO is a Critical Practice
  • 80. But it Requires Holistic Marketing to Succeed.
  • 81. Building an Inbound Strategy
  • 82. R Who is Your Audience? http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
  • 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. R What Content Works There? http://blog.echen.me/2011/03/14/hacker-news-analysis/
  • 85. R
  • 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. 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. Top 10 Inbound Marketing Tactics & Examples for Startups
  • 89. R #1: Create Sharing Incentives http://www.paulgraham.com/good.html to link to!
  • 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. R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  • 92. R #3: Create & Spread Embeddable Content http://www.simplyhired.com/a/jobtrends/home is a great example
  • 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. 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. R #6: Use Social to Connect w/ Journalists + Bloggers An amazing research tool: http://followerwonk.com
  • 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. 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. R #9: Rel=Author & Video XML Sitemaps http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
  • 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. 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. 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. 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]