Inbound Marketing is All ConnectedDownload: http://bit.ly/inboundconnected       Rand Fishkin, CEO, SEOmoz
Why Did We Become   Marketers?
So We CouldPush People?
ProdThem
Force Them
to Buy SomethingThey Don’t Want?
No.
That’s Interruption Marketing.
Interruption…
Interruption  Stops Us…
From Doing WhatWe Want
So It Can Sell Us    Interruption    …
Interruption   …What We Don’t Need
Interruption Marketers
Interruption Marketers   Me
AdsInterruption 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 ThoseVisitors.
In∙bound Mar∙ket∙ing-nounAny tactic that relies on earningpeople’s interest rather than buyingit.
We’re Here toHelp
Original Audience: 250 Total Reach: 11,000+Buh.. Zam.
Content
InfluencesEverything
Without GreatContent…
There’s NoChance ofSuccess.
Content Can Mean:
“Content.    ”
Community
Product
OrDistribution
No Matter the Form;Content is the Foundationof Great InboundMarketing
Search
Search is HowThings Get Found.
Search =Discovery
Discovery = Sharing
Search BringsHighly Qualified
SearchDominates
Social
Social Lives at the Top of the           Funnel
Social is DiscoveryPrior to Interest
Social Demands GreatContent,
And Rewards It.
Social Can Spread aMessage Like Nothing Else
Today,Social isa HugeInfluenceon Search
Users:   50mm   750mm       200mm   120mm      10mmUsers:   14mm    Millions       14mm        6.5mm      And Social Appea...
Conversion
The Funnel OnlyExists So It CanConvert.
Optimizing ConversionMeans Measuring & Testing
It Means Listening, Too.
A Lot of Conversionis Wrapped in SoftMetrics
Branding
Messaging
Familiarity
Trust
CRO is a CriticalPractice
But itRequiresHolisticMarketingto 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/market...
#1: Data as Content Marketing  While Kelly shows lots of good ways to use your growth/financial/metrics  data, I also love...
#2: Video Content + SERP Visuals   For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video   result i...
#2: Video Content + SERP Visuals   Getting a video snippet simply requires embedding a video on the page (though standard ...
#3: Thought Leadership +                    Rel=AuthorWho needs to rank #1 when you can earn better traffic than the top r...
#4: Social Networks for Personalized                                Rankings  Last year, Google used Facebook, Friendfeed,...
#4: Social Networks for Personalized                            Rankings  More on this: http://www.seomoz.org/blog/social-...
#4: Social Networks for Personalized                                Rankings                             Create Share-Wort...
#5: Link Building w/ Your Social                      Followers  Tactic via Wil Reynolds of SEER Interactive: http:/google...
#5: Link Building w/ Your Social                    Followers You can use Klout or Followerwonk scores (or just follower c...
#5: Link Building w/ Your Social                       Followers Use vLookup in Excelwith the Linkscape APIto see if they’...
#5: Link Building w/ Your Social                           FollowersEngage w/ or reach out tosites you want links from    ...
#6: Long Tail SEO via Gamification   http://quora.com has been highly effective with this, as have   http://stackexchange....
#7: PR through Social Outreach  Starting a relationship over social media is easy and it leads to great press coverage  su...
#8: Viral-Worthy Content via Q+A Research    Places like http://answers.yahoo.com, http://quora.com, http://answers.com,  ...
#9: Influence Search Suggest through                         Branding You can see the original experiment here: https://pl...
#10: Leverage Thought Leaders to Build                            Content  Via http://blog.folyo.me/post/10723370923/how-m...
Download this deck:bit.ly/inboundconnected
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
Rand fishkin-sic-2011
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Rand fishkin-sic-2011

  1. 1. Inbound Marketing is All ConnectedDownload: http://bit.ly/inboundconnected Rand Fishkin, CEO, SEOmoz
  2. 2. Why Did We Become Marketers?
  3. 3. So We CouldPush People?
  4. 4. ProdThem
  5. 5. Force Them
  6. 6. to Buy SomethingThey Don’t Want?
  7. 7. No.
  8. 8. That’s Interruption Marketing.
  9. 9. Interruption…
  10. 10. Interruption Stops Us…
  11. 11. From Doing WhatWe Want
  12. 12. So It Can Sell Us Interruption …
  13. 13. Interruption …What We Don’t Need
  14. 14. Interruption Marketers
  15. 15. Interruption Marketers Me
  16. 16. AdsInterruption Marketers Me
  17. 17. Interruption… That’s Not How We Roll.
  18. 18. How People Buy in 2011
  19. 19. Realize a Need
  20. 20. Investigate Options
  21. 21. Ask Our Friends
  22. 22. Seek Out Experts
  23. 23. Find Communities
  24. 24. Dig Into Every Detail Available
  25. 25. Convert
  26. 26. You Don’t Buy ThoseVisitors.
  27. 27. In∙bound Mar∙ket∙ing-nounAny tactic that relies on earningpeople’s interest rather than buyingit.
  28. 28. We’re Here toHelp
  29. 29. Original Audience: 250 Total Reach: 11,000+Buh.. Zam.
  30. 30. Content
  31. 31. InfluencesEverything
  32. 32. Without GreatContent…
  33. 33. There’s NoChance ofSuccess.
  34. 34. Content Can Mean:
  35. 35. “Content. ”
  36. 36. Community
  37. 37. Product
  38. 38. OrDistribution
  39. 39. No Matter the Form;Content is the Foundationof Great InboundMarketing
  40. 40. Search
  41. 41. Search is HowThings Get Found.
  42. 42. Search =Discovery
  43. 43. Discovery = Sharing
  44. 44. Search BringsHighly Qualified
  45. 45. SearchDominates
  46. 46. Social
  47. 47. Social Lives at the Top of the Funnel
  48. 48. Social is DiscoveryPrior to Interest
  49. 49. Social Demands GreatContent,
  50. 50. And Rewards It.
  51. 51. Social Can Spread aMessage Like Nothing Else
  52. 52. Today,Social isa HugeInfluenceon Search
  53. 53. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm And Social Appears to Be Fragmenting into Multiple Large Communities
  54. 54. Conversion
  55. 55. The Funnel OnlyExists So It CanConvert.
  56. 56. Optimizing ConversionMeans Measuring & Testing
  57. 57. It Means Listening, Too.
  58. 58. A Lot of Conversionis Wrapped in SoftMetrics
  59. 59. Branding
  60. 60. Messaging
  61. 61. Familiarity
  62. 62. Trust
  63. 63. CRO is a CriticalPractice
  64. 64. But itRequiresHolisticMarketingto Succeed.
  65. 65. Now We Can Win.
  66. 66. 10 Actionable Tactics w/ Examples
  67. 67. #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-
  68. 68. #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
  69. 69. #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
  70. 70. #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.
  71. 71. #3: Thought Leadership + Rel=AuthorWho needs to rank #1 when you can earn better traffic than the top ranking sites w/a photo?! 
  72. 72. #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+
  73. 73. #4: Social Networks for Personalized Rankings More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your- social-network-rankings You can see your socially connected data via
  74. 74. #4: Social Networks for Personalized Rankings Create Share-Worthy Content Win the Internet Share SociallyMore Searchers Biased Earn Rankings to Seeing Your Stuff Boost Network Amplification Get Natural Links Grows Reach through Visibility Earn More Social Followers Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.
  75. 75. #5: Link Building w/ Your Social Followers Tactic via Wil Reynolds of SEER Interactive: http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-
  76. 76. #5: Link Building w/ Your Social Followers You can use Klout or Followerwonk scores (or just follower counts) to order the results
  77. 77. #5: Link Building w/ Your Social Followers Use vLookup in Excelwith the Linkscape APIto see if they’re linking to you yet How to: http://www.distilled.net/blog/seo/getting-started-with-the-
  78. 78. #5: Link Building w/ Your Social FollowersEngage w/ or reach out tosites 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
  79. 79. #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
  80. 80. #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
  81. 81. #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
  82. 82. #9: Influence Search Suggest through Branding You can see the original experiment here: https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku
  83. 83. #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
  84. 84. Download this deck:bit.ly/inboundconnected
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