The Power of Inbound Marketing

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

Some Marketers Still Do It This Way

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

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.

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

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The Power of Inbound Marketing

by Rand Fishkin

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