The Power of Inbound Marketing
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The Power of Inbound Marketing

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Rand Fishkin's keynote presentation for Expon Brazil in Sao Paulo, July 2011.

Rand Fishkin's keynote presentation for Expon Brazil in Sao Paulo, July 2011.

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  • Full Name Full Name Comment goes here.
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  • Thanks for a very informative presentation.
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  • Slide 33 really needs to be put in context. I bet the 15% of paid traffic actually drives the majority of the transactions. The reality is, this is all focused on transactional queries etc, people much deeper down the funnel. The 85% of inbound traffic will contain a lot of people that will never convert. I am a big supporter of inbound marketing, but you can really make those kind of figures mean anything without the proper context behind them.
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  • Dear Sir/Madam,

    We are a Delhi-NCR, India based, and leading web services company with main
    competency in SEO ( Search Engine Optimization), working as an outsourced
    vendor for many reputed SEO agency based in USA , UK , Canada and Australia
    .
    We have a dedicated team of 25 professionals to serve you. We provide the
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    seo.company78@yahoo.in
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  • I learned so much about seo in Expon. Your presentations was sucessfull. I hope see you for a long time in Brazil.
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  • this is great! loved your keynote at ExpOn (São Paulo)!
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  • 1. The Power of Inbound MarketingHow changes in human behavior and the web landscape have led to a revolution in customer acquisition (and how marketers can take advantage!)
    Download at http://bit.ly/mozsaopaulo
    Rand Fishkin, CEO & Co-founder, SEOmoz | July 2011
  • 2. makes SOFTWARE!!
    We don’t offer any consulting.
  • 3. How Things Used to Be Sold
  • 4. 1921
  • 5. 1955
  • 6. 1983
  • 7. 1998
  • 8. Some Marketers Still Do It This Way
  • 9. 2011
  • 10. 2011
  • 11. 2011
  • 12. The Process of Selling Hasn’t Changed…
  • 13. The Process of Buying Has…
  • 14. How People Buy Today
  • 15. Realize a Need
  • 16. Investigate Options
  • 17. Ask Our Friends
  • 18. Seek Out Experts
  • 19. Leverage Q+A Sites & Forums
  • 20. Dig Into Every Detail Available
  • 21. Convert
  • 22. Rise of the Organic Web
  • 23. Search
    Currently, there are more than 3 billion searches/day on Google
    Data via Google’s occasional public statements and some inference (for 2006 + 2009)
  • 24. Social Networks
    Users:
    10mm
    750mm
    200mm
    120mm
    10mm
    Users:
    14mm
    Millions
    14mm
    6.5mm
  • 25. Local Portals
  • 26. Blogs
  • 27. Forums & Niche Communities
  • 28. Social Discovery & Content Sharing
  • 29. Video + MultiMedia Portals
  • 30. The Problem withClassic Web Marketing
  • 31. An Unhealthy Focus on the Controllable, Spend-Driven Channels
    Contextual Ads
    Newspapers
    Paid Search
    Banner Ads
    Outdoor
    Video Ads
    Television
    Radio
    Magazines
  • 32. An Unhealthy Focus on the Controllable, Spend-Driven Channels
    Contextual Ads
    Newspapers
    Interruption-Based Messaging
    Paid Search
    Banner Ads
    Outdoor
    Video Ads
    Television
    Radio
    Magazines
  • 33. Inbound Marketing is Under-Invested
    Unpaid drives 85%+ of traffic
    (but garners only ~$5 billion of investment in 2011)
    Paid drives <15% of web traffic(but wins a whopping $31+ Billion of investment in 2011)
    Percent of Web Traffic from Various Sources to the Average Website
    Web Traffic is driven almost entirely by organic/inbound/earned media, yet nearly all of the investment in driving traffic to websites is through paid channels… This is an unsustainable dichotomy.
  • 34. Every Marketer Sees This:
    But That’s Not Reality
  • 35. Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.
  • 36. All the traffic we receive that isn’t the result of paid acquisition or advertising (in SEOmoz’s case – 95%+)
    comes from Inbound Marketing!
  • 37. Inbound vs. Outbound Marketing
  • 38. Inbound Marketing
    Outbound Marketing
    Organic Search Rankings
    Paid Search Ads
    Social Networks (Facebook, Twitter)
    Display Advertising
    Inclusion in Universal Search Results
    Contextual Ad Networks (AdSense)
    Blogs + News Sites
    Buying Email Lists
    Links from Partners + Friends
    Site Sponsorships
    Opt-In Email Newsletters
    Video Ads
    Forums + Discussion Sites
    Demographic Targeting
    Viral Content
    Facebook Ads
    Q+A Answers w/ a Link
    Affiliate Marketing
    User Profiles + Comments
    Viral Content
    For more on Inbound Marketing, check out Brian + Dharmesh’s awesome book: http://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311
  • 39. You Must Become a Hub for GreatContent in Your Niche
    Answers on Q+A sites reference its resources
    Referenced by industry blogs
    Site that offers:
    • Unique Research
    • 40. Informed Opinions
    • 41. News/Trend Analysis
    • 42. Multimedia Content
    • 43. Authentic Expert Contributors
    • 44. Quality Discussion/Interaction
    Mentioned in news publications
    Forum discussions link to its pages
    People email links to each other
    Links are Tweeted
    Liked/Shared on Facebook
    Cited at conferences + events
    Sometimes, a single piece of content or just a few, can yield these results but, more often, it takes dozens to hundreds of attempts to become a resource hub.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 45. “Good, Unique Content” is NOT ENOUGH
  • 46. Tips, Strategies & Channels for Powerful Inbound Marketing
  • 47. Search Engine Optimization (SEO)
  • 48. Discover What People Want
    This post - http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined goes into detail about how to leverage this tactic to build great resources people will love.
  • 49. Grow Your Social Network to Reach Searchers
    Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.
    Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.
  • 50. Social Media
  • 51. Facebook
    More fans = more people potentially exposed to your content.
    But… You also need to create posts that will show up in “top news” on your fans’ walls. That’s more challenging.
    For some great Facebook-focused marketing tactics, check out http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about
  • 52. Twitter
    It’s not just about the follower count. Your tweets have to count for something and drive actions/awareness.
    I highly recommend http://www.slideshare.net/danzarrella/the-science-of-re-tweets which helps show the correlation between activities on Twitter and your ability to have the message spread.
  • 53. LinkedIn
    LinkedIn’s “Groups” are a powerful way to grow your network and spread a message.
    Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).
    Good advice on LinkedIn profiles here - http://www.seomoz.org/ugc/optimize-your-linkedin-profile-for-best-results-howto (also, don’t miss the comments which discuss how the links work).
  • 54. Reddit
    Reddit’s grown to be in the top 100 most visited sites on the web, and even smaller subreddits can send remarkable traffic (and result in tweets/FB shares/etc.)
    The travel subreddit has nearly 19K registered subscribers - http://www.reddit.com/r/travel - and thousands more browsing. Full list of subreddits, sorted by # of subs here: http://metareddit.com/
  • 55. StumbleUpon
    StumbleUpon reaches more than 15 million active monthly users, and drives massive amounts of outbound traffic.
    Two great activities on http://www.stumbleupon.com for beginners: #1) Discover content that people share in your niche. #2) Find great stuff to share/tweet that will earn you more followers.
  • 56. Participating in the Blogosphere
    Using http://www.google.com/reader, you can see how many GG Reader users subscribe + average # of posts/week. Those with fewer than 50 subscribers and 1 post/week often are too tiny to be worthwhile.
  • 57. Content that Works
  • 58. Blog Readership is Up, But to Fewer Blogs
    Data via http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx and http://www.slideshare.net/DianeRayfield/social-medias-shocking-statistics. See also Hubspot’s awesome slide deck: http://www.slideshare.net/HubSpot/how-to-be-the-awesomest-marketer-ever
  • 59. Great Blogs Rock.
    Mediocre Blogs are Useless.
    Research for this statement via PEW Internet & Captain Obvious
  • 60. Evergreen Content
    Every two years, we put out http://www.seomoz.org/article/search-ranking-factors but leave the URL the same, so it continues to accrue great link/social/sharing signals.
  • 61. Infographics
    After producing what is, admittedly, an awesome graphic - http://www.paralegal.net/judge-judy/ - Paralegal.net rose to page one in Google (and got bjillions of drive-by visits, too).
  • 62. Fostering Community
  • 63. User Profiles
    Progress Bar
    Highly customizable profile details
    Custom Photo
    Links to other web profiles
    These (http://www.seomoz.org/users/profile/) emulate the success of places like LinkedIn, Quora, Stackoverflow and others. They’ve increased participation and traffic to the profiles dramatically.
  • 64. User-Generated Content
    When users contribute content (as with http://artistmarketplace.moleskine.com/en) they’re invested in the promotion and success of their work, and thus, your site!
  • 65. An Incentive to Share
    These “spoonback” were key to Urbanspoon’s growth (now ahead of Citysearch in traffic!)
    Because Yelp + Citysearch had taken the “badges” angle for local businesses, http://urbanspoon.com incented foodie bloggers to link to the site by featuring those bloggers’ posts + content on the site.
  • 66. Gamification
    The genius game-like badges, points and progress at http://stackoverflow.com has helped make it one of the most successful sites in the Q+A world.
  • 67. RSS + XML Feeds
  • 68. Blog Content Feeds
    On average, this many people actually read a post via feed
    Feeds aren’t just useful for subscribers. They “ping” search engines, enable easy syndication and can be used by lots of content aggregators that send traffic, too.
  • 69. Anything with Regular Updates
    Etsy makes it possible to subscribe to a feed of anyone’s shop on the site!
    I was actually tempted to subscribe. http://www.etsy.com/shop/ThisYearsGirl has some awesome stuff!
  • 70. Don’t Forget Email Subscriptions!
    I use email to subscribe to http://www.avc.com/ and am 1 of 100K+ who read Fred’s posts on a daily basis. That’s a powerful inbound channel!
  • 71. Presentations
  • 72. Live Events
    I did a brief, 4-minute presentation at the Seattle 2.0 Awards - http://www.geekwire.com/2011/seomoz-ceo-rand-fishkin-googles-panda-update that promoted our hiring + growth (focused on that audience’s values rather than trying to sell to them)
  • 73. Webinars
    Our webinars http://www.seomoz.org/webinars attract 500-1,000 attendees and earn lots of tweets, blog posts and links. Hubspot’s get 10K+ attendees http://www.hubspot.com/marketing-webinars/
  • 74. Online Presentations
    I put many of my presentation on http://slideshare.net where they earn thousands of additional views.
  • 75. Video
  • 76. YouTube
    Don’t be a honey badger. Care about YouTube’s potential!
    YouTube actually ranks as the second largest “search property” in the US, behind only Google: http://thenextweb.com/google/2011/05/25/youtube-hits-3-billion-views-per-day-2-days-worth-of-video-uploaded-every-minute/
  • 77. The “Long Tail” of Video Sites
    Long tail of video sites get 50% of all online video traffic/views!
    http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/
  • 78. Self-Hosted Video Content
    At SEOmoz, we use http://www.wistia.com who submits our video XML sitemaps to Google for us - http://www.google.com/support/webmasters/bin/answer.py?answer=80472
  • 79. Local + Mobile
  • 80. Google Local / Maps / Places
    Fox Sports Grill? I’m sorry Google, but that is not barbecue.
    To register, go to http://www.google.com/placesforbusiness. Also check out http://www.davidmihm.com/local-search-ranking-factors.shtml for great local ranking tips.
  • 81. Easiest Way to Win Google Maps
    This blog post explains how: http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local
  • 82. Public Relations, Guest Authoring and Comment Marketing
  • 83. Guest Blogging + Writing
    Guest blogging (or contributing content to any type of publisher) is a great way to build your brand and earn links. Tools like http://myblogguest.com/ can help make the process easier.
  • 84. Direct Connections to Journalists
    HARO (http://www.helpareporter.com/) is a popular service that lets you get contacted when relevant reporters/journalists need sources.
  • 85. Comment Marketing
    This post has a list of recommendations for blog commenting as a marketing tactic: http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
  • 86. Inbound Marketing is
  • 87. Inbound Marketing isAll Connected
  • 88.
  • 89.
  • 90.
  • 91.
  • 92. Original Audience: 250
  • 93. Original Audience: 250
    Total Reach: 10,000
    Buh.. Zam.
  • 94. The Inbound Marketing Process
  • 95. 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.
  • 96. Q+A
    Download at http://bit.ly/mozsaopaulo
    You can now try SEOmoz PRO Free!
    http://www.seomoz.org/freetrial
    Rand on the Web
    • Twitter: @randfish
    • 97. Blog: www.seomoz.org/blog
    • 98. Email: rand@seomoz.org