Inbound Marketing for Startups in 2011

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Rand Fishkin of SEOmoz's presentation at Twiistup Los Angeles, February 2011

Rand Fishkin of SEOmoz's presentation at Twiistup Los Angeles, February 2011

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  • 1. Inbound Marketing for Startupsin 2011:Earning great traffic w/o spending a fortune dime
    Rand Fishkin, CEO & Co-founder, SEOmoz
    February 2011
  • 2. Our only marketing expense? Flights + hotels for conferences/events
    More at http://www.seomoz.org/blog/the-history-of-seomoz
  • 3. How’d You Do That?
  • 4. News/Media/PR
    SEO
    Email
    Research/White Papers
    Blogs + Blogging
    Infographics
    Comment Marketing
    Social Networks
    Online Video
    INBOUND MARKETING!(AKA “free” traffic sources)
    Forums
    Webinars
    Word of Mouth
    Social Bookmarking
    Podcasting
    Direct/Referring Links
    Type-In Traffic
    Q+A Sites
    http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
  • 5. It all starts withContent Marketing
  • 6. A Blog We Update Every Day
  • 7. “Viral” Targeted Content
    http://www.seomoz.org/article/search-ranking-factors
  • 8. “Viral” Targeted Content
    http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  • 9. “Viral” Targeted Content
    http://www.seomoz.org/seo-industry-survey
  • 10. Graphics + Illustrations
  • 11. A Weekly Video Series
    http://www.seomoz.org/blog/category/33
  • 12. Build it and they’ll come?Nope. Build it, then market it.
  • 13. Comments + Conversations
  • 14. Social Networks
    Data and charts of our Facebook and Twitter account performance via http://export.ly
  • 15. Social News / Bookmarking
    http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results
  • 16. Q+A Sites / Forums
  • 17. Conferences + Events
  • 18. SEO
  • 19. Email Marketing
    We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  • 20. Let’s get specific with someAdvanced Tactics
  • 21. Involve a Sharing-Incented Community
    The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
  • 22. Design Like an “Award Winner”
    Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
  • 23. “Skip” the Competitive SERPs
  • 24. Leverage the QDF Algorithm
    Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
  • 25. Investigate the Competition’s Top Content
    Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this 
  • 26. Examples of more startups thatRock Inbound Marketing
  • 27. OKCupid
    http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 28. EngineYard
    Engineyard does awesome stuff on their blog, job board + site in general – http://www.engineyard.com
  • 29. Mint.com
    http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 30. Adioso
    Adioso’smicrosite for Valentine’s Day is here – http://howmuchdoyouheartme.com
  • 31. Visual Website Optimizer
    http://visualwebsiteoptimizer.com/split-testing-blog/
  • 32. The Inbound Marketing processIn 4 Simple Steps
  • 33. Step #1: Discover
    Find inbound marketing paths that look promising and make a list.
    Step #2:Test
    Invest a few days/hours building authentic value in that niche/sector.
    Step #3: Measure
    Use your web analytics to track primary + second-order impact
    Step #4: Repeat
    Throw out low ROI projects; repeat high ROI ones.
  • 34. Q+A
    Rand Fishkin, CEO & Co-Founder, SEOmoz
    • Twitter: @randfish
    • 35. Blog: www.seomoz.org/blog
    • 36. Email: rand@seomoz.org