Inbound Marketing is All Connected
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Inbound Marketing is All Connected

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Rand Fishkin's presentation on Inbound Marketing's connectedness, illustrating how content, search, social and conversion optimization all must work together in harmony to achieve great results.

Rand Fishkin's presentation on Inbound Marketing's connectedness, illustrating how content, search, social and conversion optimization all must work together in harmony to achieve great results.

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Inbound Marketing is All Connected Inbound Marketing is All Connected Presentation Transcript

  • Inbound Marketing
    is All Connected
    Download: http://bit.ly/inboundconnected
    Rand Fishkin, CEO, SEOmoz
  • Why Did We Become Marketers?
  • So We Could Push People?
  • Prod Them
  • Force Them
  • to Buy Something
    They Don’t Want?
  • No.
  • That’s
    Interruption Marketing.
  • Interruption…
  • Interruption…
    Stops Us
  • From Doing What We Want
  • So It Can Sell Us
    Interruption…
  • Interruption…
    What We Don’t Need
  • Interruption Marketers
  • Interruption Marketers
    Me
  • Ads
    Interruption Marketers
    Me
  • Interruption…
    That’s
    Not
    How
    We
    Roll.
  • How People Buy in 2011
  • Realize a Need
  • Investigate Options
  • Ask Our Friends
  • Seek Out Experts
  • Find Communities
  • Dig Into Every Detail Available
  • Convert
  • You Don’t Buy Those Visitors.
    You Earn Them.
  • In∙boundMar∙ket∙ing
    -noun
    Any tactic that relies on earning people’s interest rather than buying it.
  • We’re Here to Help
  • Original Audience: 250
    Total Reach: 11,000+
    Buh.. Zam.
  • 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 = Sharing
  • Search Brings Highly Qualified Traffic
  • Search Dominates
  • Currently, there are more than 3 billion searches/day on Google
    And Search Just Keeps Growing
  • Social
  • Social Lives at the Top of the Funnel
  • Social is Discovery Prior to Interest
  • Social Demands Great Content,
  • And Rewards It.
  • Social Can Spread a Message Like Nothing Else
  • Today, Social is a Huge Influence on Search
  • Users:
    50mm
    750mm
    200mm
    120mm
    10mm
    Users:
    14mm
    Millions
    14mm
    6.5mm
    And Social Appears to Be Fragmenting into Multiple Large Communities
    (and thousands of small ones)
  • Conversion
  • The Funnel Only Exists So It Can Convert.
  • Optimizing Conversion Means Measuring & Testing
  • 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.
  • Now We Can Win.
  • 10 Actionable Tactics w/ Examples
  • #1: Data as Content Marketing
    Tons of great examples via Kelly Ford’s blog post: http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-drumbeat-of-data/
  • #1: Data as Content Marketing
    While Kelly shows lots of good ways to use your growth/financial/metrics data, I also love using user/habit/trend data like http://blog.last.fm/2010/12/16/the-data-behind-best-of-2010
  • #2: Video Content + SERP Visuals
    For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video result in position #3 actually earned more traffic/clicks than the top 2 combined.
  • #2: Video Content + SERP Visuals
    Getting a video snippet simply requires embedding a video on the page (though standard YOUTube embeds don’t work) and submitting a video XML sitemap file. We use http://wistia.com which is awesome for this.
  • #3: Thought Leadership + Rel=Author
    Who needs to rank #1 when you can earn better traffic than the top ranking sites w/ a photo?! 
  • #4: Social Networks for Personalized Rankings
    Last year, Google used Facebook, Friendfeed, Twitter, Quora and several other social networks to show connected content. Today, it’s nearly impossible to find something socially annotated that’s not through Google+
  • #4: Social Networks for Personalized Rankings
    More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankingsYou can see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
  • #4: Social Networks for Personalized Rankings
    Create Share-Worthy Content
    Win the Internet
    Share Socially
    More Searchers Biased to Seeing Your Stuff
    Earn Rankings Boost
    Network Amplification Grows Reach
    Get Natural Links through Visibility
    Earn More Social Followers
    Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.
  • #5: Link Building w/ Your Social Followers
    Tactic via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/
  • #5: Link Building w/ Your Social Followers
    You can use Klout or Followerwonk scores (or just follower counts) to order the results
  • #5: Link Building w/ Your Social Followers
    Use vLookup in Excel with the Linkscape API to see if they’re linking to you yet
    How to: http://www.distilled.net/blog/seo/getting-started-with-the-free-linkscape-api/
  • #5: Link Building w/ Your Social Followers
    Engage w/ or reach out to sites you want links from
    This tactic can also be applied to blog commenters, email list subscribers and any social network where you can export a list of your friends/followers
  • #6: Long Tail SEO via Gamification
    http://quora.com has been highly effective with this, as have http://stackexchange.com, http://dribbble.com, and even Moz’s own http://www.seomoz.org/q
  • #7: PR through Social Outreach
    Starting a relationship over social media is easy and it leads to great press coverage surprisingly fast. Recent example from Moz: http://www.geekwire.com/2011/postit-wars-part-space-invaders-attack-pine-street
  • #8: Viral-Worthy Content via Q+A Research
    Places like http://answers.yahoo.com, http://quora.com, http://answers.com, virtually any web forum (http://boardreader.com is a good way to find them) and even Google Suggest are good for this.
  • #9: Influence Search Suggest through Branding
    You can see the original experiment here: https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku
  • #10: Leverage Thought Leaders to Build Content
    Via http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The concept is simple; identify leading influencers in your space, recruit them to contrbute something small, perhaps just a few survey answers, then aggregate and share the data. They’ll help it spread.
  • Download this deck: bit.ly/inboundconnected