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.
Fernando Costas at Consultor IndependienteExcelent! Outstanding! In your case I should say 'as always...' but really... thank you... It helps a lot at clarifying strategic and tactic ideas for companies! (I'm @mercadosweb)1 year ago
Gopal Das, Project Manager at IT SoftwareRand It’s simply awesome presentation; Can you share some slide which helps for insurance industry to make online marketing plan.1 year ago
Inbound Marketing is All ConnectedPresentation 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.
tazanjinho
http://spacechimpmedia.com - Integrated Internet Marketing Specialists 1 year ago