2012 12 digital leaders exec briefing 2

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Tactical advice and specifics on how to establish and grow a brand community.

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2012 12 digital leaders exec briefing 2

  1. 1. Inbound MarketingHow to earn your customers’ interest, loyalty and passionwith great content, SEO, social & conversion marketingGillian Muessig, SEOmozDigital Leaders Executive Briefing 2012
  2. 2. Let’s Start with a Story
  3. 3. My First 6 Years as a Startup Founder Rand and Gillian’s Combined Personal Debt RBlog post: http://randfishkin.com/blog/103/just-keep-going
  4. 4. The Last 5 Years Monthly Visits We took one round of financing in 2007; $1.1MM from Ignition + Curious Office More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
  5. 5. The Last 5 Years Monthly Visits Launched our Link Graph Index More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
  6. 6. The Last 5 Years Monthly Visits In 2009, we dropped consulting entirely More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
  7. 7. The Last 5 Years Monthly Visits 2010 had 7,000 2010 had 7,000 paying subscribers paying subscribers More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
  8. 8. The Last 5 Years Monthly Visits Failed to raise funding (despite long, nasty efforts) in 2009 and 2011 Full story at http://randfishkin.com/blog/128/misadventures-venture-capital-funding
  9. 9. The Last 5 Years Monthly Visits 2011 was our first 8-figure year, with 15,000 subscribers and nearly 1.5mm visits/month More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
  10. 10. How Do We Get Customers? Paid Channels Inbound~18% of our signups come via paid channels (in blue); the rest are via inbound channels
  11. 11. Interruption vs. Inbound
  12. 12. Interruption Marketing
  13. 13. Inbound Marketing
  14. 14. Interruption Marketing
  15. 15. InboundMarketing
  16. 16. Interruption Marketing
  17. 17. InboundMarketing
  18. 18. SomeMarketing
  19. 19. Stops UsInterruption…
  20. 20. From Doing WhatWe Want to Do
  21. 21. So It Can Sell Us R
  22. 22. RStuff We Don’t Need
  23. 23. That’s Interruption Marketing
  24. 24. R
  25. 25. RInterruption Marketers
  26. 26. RInterruption Marketers Me
  27. 27. Ads RInterruption Marketers Me
  28. 28. That’s NotR How We Roll
  29. 29. How People Buy in 2012
  30. 30. Realize a Need R
  31. 31. Investigate Options R
  32. 32. Ask Our Friends R
  33. 33. Seek Out Experts R
  34. 34. Find Communities R
  35. 35. Dig Into Every Detail Available R
  36. 36. Convert R
  37. 37. RYou Don’t Buy Those VisitorsYou Earn Them.
  38. 38. In∙bound Mar∙ket∙ingIn∙bound Mar∙ket∙ing-noun -noun RAny tactic that relies on earning people’s Any tactic that relies on earning people’sinterest rather than buying it. interest rather than buying it.
  39. 39. We’re Here to Help R
  40. 40. Startups Disrupt Markets. How About Marketing?
  41. 41. Inbound Channels
  42. 42. Content
  43. 43. InfluencesEverything
  44. 44. Without GreatContent…
  45. 45. There’sNoChance ofSuccess.
  46. 46. Content Can Mean:
  47. 47. “Content. ”
  48. 48. Community
  49. 49. Product
  50. 50. OrDistribution
  51. 51. No Matter the Form,Content is theFoundation of GreatInbound Marketing
  52. 52. Search
  53. 53. Search is HowThings Get Found.
  54. 54. Search =Discovery
  55. 55. Discovery Leads toSharing
  56. 56. Search is Still Big
  57. 57. And Growing Currently, there are more than 3 billion searches/day on Google
  58. 58. Search Often Brings theMost Highly Qualified Traffic
  59. 59. But Guess Where Searchers Click… ~20% of clicks~80% of clicks
  60. 60. Social
  61. 61. Social Lives at the Top of the Funnel
  62. 62. Social is DiscoveryPrior to Interest
  63. 63. Social Demands GreatContent,
  64. 64. And Rewards It.
  65. 65. Today,Social isa HugeInfluenceon Search
  66. 66. Users: 50mm 750mm 200mm 120mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm And Social Appears to Be Fragmenting into Multiple Large
  67. 67. Email
  68. 68. Email is Social’s “Secret Weapon”http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  69. 69. And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/
  70. 70. Conversion
  71. 71. The Funnel OnlyExists So It CanConvert.
  72. 72. Optimizing ConversionMeans Measuring &Testing http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  73. 73. It Means Listening, Too.
  74. 74. A Lot of Conversionis Wrapped in SoftMetrics
  75. 75. Branding
  76. 76. Messaging
  77. 77. Familiarity
  78. 78. Trust
  79. 79. CRO is a CriticalPractice
  80. 80. But itRequiresHolisticMarketingtoSucceed.
  81. 81. Building an Inbound Strategy
  82. 82. Who is Your Audience? Rhttp://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
  83. 83. Where are they on the Web? Rhttp://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
  84. 84. What Content Works There? Rhttp://blog.echen.me/2011/03/14/hacker-news-analysis/
  85. 85. Value of Content at Given Quality Levels R
  86. 86. How Will You Get Visitors Into Your Funnel?Branding/Awareness Free Trial Retargeting Email Social OAuth Mailing Address Phone Number R Multiple paths can work, so long as you segment them when tracking CR + CLTV
  87. 87. How Will You Measure & Improve? 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. R 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.http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  88. 88. Top 10 Inbound Marketing Tactics & Examples for 2013
  89. 89. #1: Create Sharing Incentives R to link to!http://www.paulgraham.com/good.html
  90. 90. #1: Create Sharing Incentives RUrbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevantsites and great SEO. Founders credited the concept as being the most important part of the company’s success.
  91. 91. #2: Mine the Social Web for Engagement Opportunities R Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  92. 92. #3: Create & Spread Embeddable Content Rhttp://www.simplyhired.com/a/jobtrends/home is a great example
  93. 93. #4: Make Your Data Interesting; Share It RProbably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  94. 94. #5: Mine Your Twitter Followers, Emails, etc. RVia Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/; toolis here: http://simplymeasured.com/freebies/twitter-follower-analytics
  95. 95. #6: Use Social to Connect w/ Journalists + Bloggers RAn amazing research tool: http://followerwonk.com
  96. 96. #7: Build Features that Require and/or Reward Sharing Rhttp://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have
  97. 97. #8: Give Your Community a Platform RMoz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and apoints/gamification system. Content contributed by non-employees is ~35% of our overall traffic
  98. 98. #9: Rel=Author & Video XML Sitemaps Rhttp://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
  99. 99. #9: Rel=Author & Video XML Sitemaps RWe use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
  100. 100. #10: Create a Monthly Top X Influencers in Your Industry Rhttp://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)
  101. 101. Every One of These Marketing Tactics News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! R Local Portals Forums (AKA all the “free” traffic sources) WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites Helps Every Other One
  102. 102. I Can’t Wait to See the Awesome Things You’re Going to Build @SEOmomwww.seomoz.org/bloggillian@seomoz.org

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