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
    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.
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    We can assure you of getting high SERP (Search engine Result Page) with our
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    traffic and sales lead to your website.

    We are looking forward starting a long and healthy business relationship
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    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
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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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    The Power of Inbound Marketing The Power of Inbound Marketing Presentation Transcript

    • 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
    • makes SOFTWARE!!
      We don’t offer any consulting.
    • How Things Used to Be Sold
    • 1921
    • 1955
    • 1983
    • 1998
    • Some Marketers Still Do It This Way
    • 2011
    • 2011
    • 2011
    • The Process of Selling Hasn’t Changed…
    • The Process of Buying Has…
    • How People Buy Today
    • Realize a Need
    • Investigate Options
    • Ask Our Friends
    • Seek Out Experts
    • Leverage Q+A Sites & Forums
    • Dig Into Every Detail Available
    • Convert
    • Rise of the Organic Web
    • 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)
    • Social Networks
      Users:
      10mm
      750mm
      200mm
      120mm
      10mm
      Users:
      14mm
      Millions
      14mm
      6.5mm
    • Local Portals
    • Blogs
    • Forums & Niche Communities
    • Social Discovery & Content Sharing
    • Video + MultiMedia Portals
    • The Problem withClassic Web Marketing
    • An Unhealthy Focus on the Controllable, Spend-Driven Channels
      Contextual Ads
      Newspapers
      Paid Search
      Banner Ads
      Outdoor
      Video Ads
      Television
      Radio
      Magazines
    • 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
    • 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.
    • Every Marketer Sees This:
      But That’s Not Reality
    • 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.
    • All the traffic we receive that isn’t the result of paid acquisition or advertising (in SEOmoz’s case – 95%+)
      comes from Inbound Marketing!
    • Inbound vs. Outbound Marketing
    • 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
    • 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
      • Informed Opinions
      • News/Trend Analysis
      • Multimedia Content
      • Authentic Expert Contributors
      • 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
    • “Good, Unique Content” is NOT ENOUGH
    • Tips, Strategies & Channels for Powerful Inbound Marketing
    • Search Engine Optimization (SEO)
    • 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.
    • 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.
    • Social Media
    • 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
    • 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.
    • 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).
    • 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/
    • 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.
    • 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.
    • Content that Works
    • 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
    • Great Blogs Rock.
      Mediocre Blogs are Useless.
      Research for this statement via PEW Internet & Captain Obvious
    • 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.
    • 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).
    • Fostering Community
    • 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.
    • 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!
    • 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.
    • 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.
    • RSS + XML Feeds
    • 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.
    • 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!
    • 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!
    • Presentations
    • 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)
    • 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/
    • Online Presentations
      I put many of my presentation on http://slideshare.net where they earn thousands of additional views.
    • Video
    • 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/
    • 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/
    • 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
    • Local + Mobile
    • 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.
    • 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
    • Public Relations, Guest Authoring and Comment Marketing
    • 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.
    • Direct Connections to Journalists
      HARO (http://www.helpareporter.com/) is a popular service that lets you get contacted when relevant reporters/journalists need sources.
    • 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
    • Inbound Marketing is
    • Inbound Marketing isAll Connected
    • Original Audience: 250
    • Original Audience: 250
      Total Reach: 10,000
      Buh.. Zam.
    • The Inbound Marketing Process
    • 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.
    • 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
      • Blog: www.seomoz.org/blog
      • Email: rand@seomoz.org