Inbound Marketing for Startupsin 2011:Earning great traffic w/o spending a fortune dime<br />Rand Fishkin, CEO & Co-founde...
Our only marketing expense? Flights + hotels for conferences/events<br />More at http://www.seomoz.org/blog/the-history-of...
How’d You Do That?<br />
News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketin...
It all starts withContent Marketing<br />
A Blog We Update Every Day<br />
“Viral” Targeted Content<br />http://www.seomoz.org/article/search-ranking-factors<br />
“Viral” Targeted Content<br />http://guides.seomoz.org/beginners-guide-to-search-engine-optimization<br />
“Viral” Targeted Content<br />http://www.seomoz.org/seo-industry-survey<br />
Graphics + Illustrations<br />
A Weekly Video Series<br />http://www.seomoz.org/blog/category/33<br />
Build it and they’ll come?Nope. Build it, then market it.<br />
Comments + Conversations<br />
Social Networks<br />Data and charts of our Facebook and Twitter account performance via http://export.ly<br />
Social News / Bookmarking<br />http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit...
Q+A Sites / Forums<br />
Conferences + Events<br />
SEO<br />
Email Marketing<br />We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)<br />
Let’s get specific with someAdvanced Tactics<br />
Involve a Sharing-Incented Community<br />The brilliant strategy by http://www.urbanspoon.com made them one of the biggest...
Design Like an “Award Winner”<br />Check out http://google.com/search?q=css+gallery for tons of great galleries and inspir...
“Skip” the Competitive SERPs<br />
Leverage the QDF Algorithm<br />Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562<br />
Investigate the Competition’s Top Content<br />Sort of a shameless plug, but http://www.opensiteexplorer.org is the best w...
Examples of more startups thatRock Inbound Marketing<br />
OKCupid<br />http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
EngineYard<br />Engineyard does awesome stuff on their blog, job board + site in general – http://www.engineyard.com<br />
Mint.com<br />http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
Adioso<br />Adioso’smicrosite for Valentine’s Day is here – http://howmuchdoyouheartme.com<br />
Visual Website Optimizer<br />http://visualwebsiteoptimizer.com/split-testing-blog/<br />
The Inbound Marketing processIn 4 Simple Steps<br />
Step #1: Discover<br />Find inbound marketing paths that look promising and make a list.<br />Step #2:Test<br />Invest a f...
Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
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Inbound Marketing for Startups in 2011

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

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Inbound Marketing for Startups in 2011

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