0
The Power of Inbound MarketingHow changes in human behavior and the web landscape have led to a revolution in customer acq...
               makes SOFTWARE!!<br />We don’t offer any consulting.<br />
How Things Used to Be Sold<br />
1921<br />
1955<br />
1983<br />
1998<br />
Some Marketers Still Do It This Way<br />
2011<br />
2011<br />
2011<br />
The Process of Selling Hasn’t Changed…<br />
The Process of Buying Has…<br />
How People Buy Today<br />
Realize a Need<br />
Investigate Options<br />
Ask Our Friends<br />
Seek Out Experts<br />
Leverage Q+A Sites & Forums<br />
Dig Into Every Detail Available<br />
Convert<br />
Rise of the Organic Web<br />
Search<br />Currently,  there are more than 3 billion searches/day on Google<br />Data via Google’s occasional public stat...
Social Networks<br />Users:<br />10mm<br />750mm<br />200mm<br />120mm<br />10mm<br />Users:<br />14mm<br />Millions<br />...
Local Portals<br />
Blogs<br />
Forums & Niche Communities<br />
Social Discovery & Content Sharing<br />
Video + MultiMedia Portals<br />
The Problem withClassic Web Marketing<br />
An Unhealthy Focus on the Controllable, Spend-Driven Channels<br />Contextual Ads<br />Newspapers<br />Paid Search<br />Ba...
An Unhealthy Focus on the Controllable, Spend-Driven Channels<br />Contextual Ads<br />Newspapers<br />Interruption-Based ...
Inbound Marketing is Under-Invested<br />Unpaid drives 85%+ of traffic<br />(but garners only ~$5 billion of investment in...
Every Marketer Sees This:<br />But That’s Not Reality<br />
Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and ever...
All the traffic we receive that isn’t the result of paid acquisition or advertising (in SEOmoz’s case – 95%+)<br />comes f...
Inbound vs. Outbound Marketing<br />
Inbound Marketing<br />Outbound Marketing<br />Organic Search Rankings<br />Paid Search Ads<br />Social Networks (Facebook...
You Must Become a Hub for GreatContent in Your Niche<br />Answers on Q+A sites reference its resources<br />Referenced by ...
 Informed Opinions
 News/Trend Analysis
 Multimedia Content
 Authentic Expert Contributors
 Quality Discussion/Interaction</li></ul>Mentioned in news publications<br />Forum discussions link to its pages<br />Peop...
“Good, Unique Content” is NOT ENOUGH<br />
Tips, Strategies & Channels for Powerful Inbound Marketing<br />
Search Engine Optimization (SEO)<br />
Discover What People Want<br />This post - http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined...
Grow Your Social Network to Reach Searchers<br />Geraldine’s blog is awesome, but it would never rank on page #1 for this ...
Social Media<br />
Facebook<br />More fans = more people potentially exposed to your content.<br />But… You also need to create posts that wi...
Twitter<br />It’s not just about the follower count. Your tweets have to count for something and drive actions/awareness.<...
LinkedIn<br />LinkedIn’s “Groups” are a powerful way to grow your network and spread a message.<br />Like Facebook, Linked...
Reddit<br />Reddit’s grown to be in the top 100 most visited sites on the web, and even smaller subreddits can send remark...
StumbleUpon<br />StumbleUpon reaches more than 15 million active monthly users, and drives massive amounts of outbound tra...
Participating in the Blogosphere <br />Using http://www.google.com/reader, you can see how many GG Reader users subscribe ...
Content that Works<br />
Blog Readership is Up, But to Fewer Blogs<br />Data via http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adu...
Great Blogs Rock.<br />Mediocre Blogs are Useless.<br />Research for this statement via PEW Internet & Captain Obvious<br />
Evergreen Content<br />Every two years, we put out http://www.seomoz.org/article/search-ranking-factors but leave the URL ...
Infographics<br />After producing what is, admittedly, an awesome graphic - http://www.paralegal.net/judge-judy/ - Paraleg...
Fostering Community<br />
User Profiles<br />Progress Bar<br />Highly customizable profile details<br />Custom Photo<br />Links to other web profile...
User-Generated Content<br />When users contribute content (as with http://artistmarketplace.moleskine.com/en) they’re inve...
An Incentive to Share<br />These “spoonback” were key to Urbanspoon’s growth (now ahead of Citysearch in traffic!)<br />Be...
Gamification<br />The genius game-like badges, points and progress at http://stackoverflow.com has helped make it one of t...
RSS + XML Feeds<br />
Blog Content Feeds<br />On average, this many people actually read a post via feed<br />Feeds aren’t just useful for subsc...
Anything with Regular Updates<br />Etsy makes it possible to subscribe to a feed of anyone’s shop on the site!<br />I was ...
Don’t Forget Email Subscriptions!<br />I use email to subscribe to http://www.avc.com/ and am 1 of 100K+ who read Fred’s p...
Presentations<br />
Live Events<br />I did a brief, 4-minute presentation at the Seattle 2.0 Awards - http://www.geekwire.com/2011/seomoz-ceo-...
Webinars<br />Our webinars http://www.seomoz.org/webinars attract 500-1,000 attendees and earn lots of tweets, blog posts ...
Online Presentations<br />I put many of my presentation on http://slideshare.net where they earn thousands of additional v...
Video<br />
YouTube<br />Don’t be a honey badger. Care about YouTube’s potential!<br />YouTube actually ranks as the second largest “s...
The “Long Tail” of Video Sites<br />Long tail of video sites get 50% of all online video traffic/views!<br />http://techcr...
Self-Hosted Video Content<br />At SEOmoz, we use http://www.wistia.com who submits our video XML sitemaps to Google for us...
Local + Mobile<br />
Google Local / Maps / Places<br />Fox Sports Grill? I’m sorry Google, but that is not barbecue.<br />To register, go to ht...
Easiest Way to Win Google Maps<br />This blog post explains how: http://www.seomoz.org/blog/one-dead-simple-tactic-for-bet...
Public Relations, Guest Authoring and Comment Marketing<br />
Guest Blogging + Writing<br />Guest blogging (or contributing content to any type of publisher) is a great way to build yo...
Direct Connections to Journalists<br />HARO (http://www.helpareporter.com/) is a popular service that lets you get contact...
Comment Marketing<br />This post has a list of recommendations for blog commenting as a marketing tactic: http://www.seomo...
Inbound Marketing is<br />
Inbound Marketing isAll Connected<br />
Upcoming SlideShare
Loading in...5
×

The Power of Inbound Marketing

29,817

Published on

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

Published in: Technology, Business
5 Comments
52 Likes
Statistics
Notes
  • Thanks for a very informative presentation.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • 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.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • 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
    SEO (Search Engine Optimization) and SEM solution with top ranking on major
    search engine as Google, Yahoo and Bing as per the current status of website
    and requirement.

    We work on on-page factors, off-page factors and site wide factors of
    website.

    We always adopt the ETHICAL SEO process/White hat technique; also follow the
    guidelines of Google and major search engine for SEO result.

    We follow these below point in consideration.

    *Ethical process and white hat technique only.
    *Agency Client Oriented Approach in our process.
    *White label for client re-selling and re branding.
    *Frequent reporting with all required format and information.
    *Timely and smooth communication etc.

    We can assure you of getting high SERP (Search engine Result Page) with our
    high track record of success. Our SEO solution will help to increase the
    traffic and sales lead to your website.

    We are looking forward starting a long and healthy business relationship
    with you.

    We will be happy to AMAZE you with our work. I will really appreciate you
    please let me know your SEO requirement.



    Kind Regards,

    Sonakshi Sinha
    seo.company78@yahoo.in
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I learned so much about seo in Expon. Your presentations was sucessfull. I hope see you for a long time in Brazil.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • this is great! loved your keynote at ExpOn (São Paulo)!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
29,817
On Slideshare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
828
Comments
5
Likes
52
Embeds 0
No embeds

No notes for slide

Transcript of "The Power of Inbound Marketing"

  1. 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!)<br />Download at http://bit.ly/mozsaopaulo<br />Rand Fishkin, CEO & Co-founder, SEOmoz | July 2011<br />
  2. 2. makes SOFTWARE!!<br />We don’t offer any consulting.<br />
  3. 3. How Things Used to Be Sold<br />
  4. 4. 1921<br />
  5. 5. 1955<br />
  6. 6. 1983<br />
  7. 7. 1998<br />
  8. 8. Some Marketers Still Do It This Way<br />
  9. 9. 2011<br />
  10. 10. 2011<br />
  11. 11. 2011<br />
  12. 12. The Process of Selling Hasn’t Changed…<br />
  13. 13. The Process of Buying Has…<br />
  14. 14. How People Buy Today<br />
  15. 15. Realize a Need<br />
  16. 16. Investigate Options<br />
  17. 17. Ask Our Friends<br />
  18. 18. Seek Out Experts<br />
  19. 19. Leverage Q+A Sites & Forums<br />
  20. 20. Dig Into Every Detail Available<br />
  21. 21. Convert<br />
  22. 22. Rise of the Organic Web<br />
  23. 23. Search<br />Currently, there are more than 3 billion searches/day on Google<br />Data via Google’s occasional public statements and some inference (for 2006 + 2009)<br />
  24. 24. Social Networks<br />Users:<br />10mm<br />750mm<br />200mm<br />120mm<br />10mm<br />Users:<br />14mm<br />Millions<br />14mm<br />6.5mm<br />
  25. 25. Local Portals<br />
  26. 26. Blogs<br />
  27. 27. Forums & Niche Communities<br />
  28. 28. Social Discovery & Content Sharing<br />
  29. 29. Video + MultiMedia Portals<br />
  30. 30. The Problem withClassic Web Marketing<br />
  31. 31. An Unhealthy Focus on the Controllable, Spend-Driven Channels<br />Contextual Ads<br />Newspapers<br />Paid Search<br />Banner Ads<br />Outdoor<br />Video Ads<br />Television<br />Radio<br />Magazines<br />
  32. 32. An Unhealthy Focus on the Controllable, Spend-Driven Channels<br />Contextual Ads<br />Newspapers<br />Interruption-Based Messaging<br />Paid Search<br />Banner Ads<br />Outdoor<br />Video Ads<br />Television<br />Radio<br />Magazines<br />
  33. 33. Inbound Marketing is Under-Invested<br />Unpaid drives 85%+ of traffic<br />(but garners only ~$5 billion of investment in 2011)<br />Paid drives <15% of web traffic(but wins a whopping $31+ Billion of investment in 2011)<br />Percent of Web Traffic from Various Sources to the Average Website<br />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.<br />
  34. 34. Every Marketer Sees This:<br />But That’s Not Reality<br />
  35. 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.<br />
  36. 36. All the traffic we receive that isn’t the result of paid acquisition or advertising (in SEOmoz’s case – 95%+)<br />comes from Inbound Marketing!<br />
  37. 37. Inbound vs. Outbound Marketing<br />
  38. 38. Inbound Marketing<br />Outbound Marketing<br />Organic Search Rankings<br />Paid Search Ads<br />Social Networks (Facebook, Twitter)<br />Display Advertising<br />Inclusion in Universal Search Results<br />Contextual Ad Networks (AdSense)<br />Blogs + News Sites<br />Buying Email Lists<br />Links from Partners + Friends<br />Site Sponsorships<br />Opt-In Email Newsletters<br />Video Ads<br />Forums + Discussion Sites<br />Demographic Targeting<br />Viral Content<br />Facebook Ads<br />Q+A Answers w/ a Link<br />Affiliate Marketing<br />User Profiles + Comments<br />Viral Content<br />For more on Inbound Marketing, check out Brian + Dharmesh’s awesome book: http://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311<br />
  39. 39. You Must Become a Hub for GreatContent in Your Niche<br />Answers on Q+A sites reference its resources<br />Referenced by industry blogs<br />Site that offers:<br /><ul><li> Unique Research
  40. 40. Informed Opinions
  41. 41. News/Trend Analysis
  42. 42. Multimedia Content
  43. 43. Authentic Expert Contributors
  44. 44. Quality Discussion/Interaction</li></ul>Mentioned in news publications<br />Forum discussions link to its pages<br />People email links to each other<br />Links are Tweeted<br />Liked/Shared on Facebook<br />Cited at conferences + events<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  45. 45. “Good, Unique Content” is NOT ENOUGH<br />
  46. 46. Tips, Strategies & Channels for Powerful Inbound Marketing<br />
  47. 47. Search Engine Optimization (SEO)<br />
  48. 48. Discover What People Want<br />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.<br />
  49. 49. Grow Your Social Network to Reach Searchers<br />Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.<br />Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.<br />
  50. 50. Social Media<br />
  51. 51. Facebook<br />More fans = more people potentially exposed to your content.<br />But… You also need to create posts that will show up in “top news” on your fans’ walls. That’s more challenging.<br />For some great Facebook-focused marketing tactics, check out http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about<br />
  52. 52. Twitter<br />It’s not just about the follower count. Your tweets have to count for something and drive actions/awareness.<br />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.<br />
  53. 53. LinkedIn<br />LinkedIn’s “Groups” are a powerful way to grow your network and spread a message.<br />Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).<br />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).<br />
  54. 54. Reddit<br />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.)<br />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/<br />
  55. 55. StumbleUpon<br />StumbleUpon reaches more than 15 million active monthly users, and drives massive amounts of outbound traffic.<br />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.<br />
  56. 56. Participating in the Blogosphere <br />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.<br />
  57. 57. Content that Works<br />
  58. 58. Blog Readership is Up, But to Fewer Blogs<br />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<br />
  59. 59. Great Blogs Rock.<br />Mediocre Blogs are Useless.<br />Research for this statement via PEW Internet & Captain Obvious<br />
  60. 60. Evergreen Content<br />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.<br />
  61. 61. Infographics<br />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).<br />
  62. 62. Fostering Community<br />
  63. 63. User Profiles<br />Progress Bar<br />Highly customizable profile details<br />Custom Photo<br />Links to other web profiles<br />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.<br />
  64. 64. User-Generated Content<br />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!<br />
  65. 65. An Incentive to Share<br />These “spoonback” were key to Urbanspoon’s growth (now ahead of Citysearch in traffic!)<br />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.<br />
  66. 66. Gamification<br />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.<br />
  67. 67. RSS + XML Feeds<br />
  68. 68. Blog Content Feeds<br />On average, this many people actually read a post via feed<br />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.<br />
  69. 69. Anything with Regular Updates<br />Etsy makes it possible to subscribe to a feed of anyone’s shop on the site!<br />I was actually tempted to subscribe. http://www.etsy.com/shop/ThisYearsGirl has some awesome stuff!<br />
  70. 70. Don’t Forget Email Subscriptions!<br />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!<br />
  71. 71. Presentations<br />
  72. 72. Live Events<br />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)<br />
  73. 73. Webinars<br />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/<br />
  74. 74. Online Presentations<br />I put many of my presentation on http://slideshare.net where they earn thousands of additional views.<br />
  75. 75. Video<br />
  76. 76. YouTube<br />Don’t be a honey badger. Care about YouTube’s potential!<br />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/<br />
  77. 77. The “Long Tail” of Video Sites<br />Long tail of video sites get 50% of all online video traffic/views!<br />http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/<br />
  78. 78. Self-Hosted Video Content<br />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<br />
  79. 79. Local + Mobile<br />
  80. 80. Google Local / Maps / Places<br />Fox Sports Grill? I’m sorry Google, but that is not barbecue.<br />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.<br />
  81. 81. Easiest Way to Win Google Maps<br />This blog post explains how: http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local<br />
  82. 82. Public Relations, Guest Authoring and Comment Marketing<br />
  83. 83. Guest Blogging + Writing<br />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.<br />
  84. 84. Direct Connections to Journalists<br />HARO (http://www.helpareporter.com/) is a popular service that lets you get contacted when relevant reporters/journalists need sources.<br />
  85. 85. Comment Marketing<br />This post has a list of recommendations for blog commenting as a marketing tactic: http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy<br />
  86. 86. Inbound Marketing is<br />
  87. 87. Inbound Marketing isAll Connected<br />
  88. 88.
  89. 89.
  90. 90.
  91. 91.
  92. 92. Original Audience: 250<br />
  93. 93. Original Audience: 250<br />Total Reach: 10,000<br />Buh.. Zam.<br />
  94. 94. The Inbound Marketing Process<br />
  95. 95. 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 />
  96. 96. Q+A<br />Download at http://bit.ly/mozsaopaulo<br />You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />Rand on the Web<br /><ul><li> Twitter: @randfish
  97. 97. Blog: www.seomoz.org/blog
  98. 98. Email: rand@seomoz.org</li>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×