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.
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 <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. R We’re Here to Help
40. Startups Disrupt Markets. How About Marketing?
41. Inbound Channels
43. Influences Everything
44. Without Great Content…
45. There’s No Chance of Success.
46. Content Can Mean:
47. “ Content.”
50. Or Distribution
51. No Matter the Form; Content is the Foundation of Great Inbound Marketing
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
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
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/
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
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/
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]