C3 2012 Inbound Marketing, Where Do I Go from Here - Jeff Herbst

1. #C3ny
#C3ny
|
September
19-­‐20
|
New
York
City
Inbound
Marke-ng:
Where
do
we
go
from
here
Jeff
Herbst
Director,
Organic
Search
@
2tor,
Inc.

2. #C3ny
Who
is
2tor
Inc.?
2tor
partners
with
preeminent
insHtuHons
of
higher
educaHon
to
deliver
rigorous,
selecHve
degree
programs
online
to
students
globally.
We
provide
our
partners:
+ Technology
+ InstrucHonal
Design
+ Infrastructure
+ RecruiHng
+ Resources

3. #C3ny
What
does
an
SEO
look
like
in
2013
&
beyond?
#RockySEO

4. #C3ny
Why
am
I
here
today?

5. #C3ny
Challenges
SEOs
(Inbound
Marketers)
Face
5
1
2
3
4
Business
Needs
Ourselves
CompeHHon
Planning/Strategy
5
6
JusHficaHon
Evangelizing
7
8
9
10
OrganizaHon/Resources
RecruiHng/Hiring
ExecuHon/Process
ExpectaHons
11
12
Silos
…

6. #C3ny
Round
1:
Business
Needs

7. #C3ny
Inbound
@
2tor
7
+ A]ract
students
to
enroll
in
our
partner’s
online
graduate
programs.
+ Maintain
low
acquisiHon
costs.

8. #C3ny
Round
2:
Ourselves

9. #C3ny
Rant:
Make
ShiU
Happen
(#MSH)
Photo
credit:
SEOBlonde.com

10. #C3ny
10
Rant:
Make
ShiU
Happen
(#MSH)

11. #C3ny
11
Rant:
Make
ShiU
Happen
(#MSH)
“I
would
not
be
surprised
if
at
some
point
in
the
future
we
did
not
start
to
discount
these
infographic-­‐type
links
to
a
degree.
The
link
is
oben
embedded
in
the
infographic
in
a
way
that
people
don’t
realize,
vs.
a
true
endorsement
of
your
site.”

12. #C3ny
2tor
Inbound
#MSH
12
+ Inbound
=
SEO
+
Social
+
Content
+
Web
Ops
/
CRO
+
AnalyHcs
+ Inbound
cannot
exist
in
a
silo
within
markeHng
+ Inbound
is
a
3+
year
investment
per
program
+ Outreach
is
focused
on:
building
trust
&
authority
and
establishing
long-­‐
term
relaHonships
(online
&
offline).
Photo
credit:
Volusion

13. #C3ny
The
Big
Picture
•
Every
verHcal
has
its
own
social
graph
of
influencers.
•
It
is
the
primary
responsibility
of
Social
Media
Outreach
Coordinators
to
understand
the
online
landscape
of
their
verHcal
(e.g.
lawyers
teachers,
social
workers,
nurses,
etc.).
•
What
are
the
pockets
of
communiHes
that
exist?
Who
are
the
connectors?
Influencers?

14. #C3ny
Influencing
the
Influencers
Outreach
coordinator
Influencers
•
By
establishing
relaHonships
with
online
influencers,
the
Outreach
coordinator
has
the
ability
to
generate
awareness
and
authenHc
word
of
mouth
about
programs.
•
AddiHonally,
links
from
these
influencers
directly
supports
our
SEO
efforts.
EFFORTS.

15. #C3ny
Round
3:
Compe--on

16. #C3ny
Iden-fica-on
&
Assessment

17. #C3ny
Iden-fica-on
&
Assessment
17

18. #C3ny
Our
“Compe--on”

19. #C3ny
Round
4:
Planning

20. #C3ny
Inbound
Planning
at
2tor
+ Yearly,
quarterly
&
monthly
plans
+ SituaHon-­‐Target-­‐Path
approach
• ObjecHve:
Grow
prospecHve
student
interest
from
referral
sources
by
15%
up
from
Q2.
• Strategies:
Demonstrate
that
MAT@USC
is
a
genuine
and
trusted
brand
in
the
educaHon
space
by
spotlighHng
high-­‐
impact
teachers
and
professionals.
• TacHcs:
Create
and
publish
a
scalable
weekly
teacher
spotlight.
Conduct
outreach
to
chosen
teachers
and
bloggers.

21. #C3ny
Round
5:
Jus-fica-on

22. #C3ny
Iden-fying
poten-al
+ Research
the
market
opportunity
+ Design
social
graph
+ Understand
current
posiHoning
+ Build
keyword
scorecard
(Organic
&
Paid)

23. #C3ny
Inbound
Roll-­‐Up
23
Segment
Visits
Conversion
Point
1
Costs
Conversion
Rate
Cost
/
Conversion
1
Conversion
Point
2
Cost
/
Conversion
2
Direct
8000
400
$5,000
5.00%
$13
20
$250
Branded
10000
250
$5,000
2.50%
$20
18
$278
Non-­‐Branded
7500
113
$6,000
1.50%
$53
11
$545
Social
1500
60
$4,500
4.00%
$75
2
$2,250
Referral
-­‐
Earned
750
15
$5,000
2.00%
$333
1
$5,000
Referral
-­‐
PR
900
5
$3,500
0.50%
$778
0
$3,500
Total
28,650
842
$29,000
2.94%
$34
52
$558

24. #C3ny
Inbound
versus…
24
Segment
Visits
Conversion
Point
1
Costs
Conversion
Rate
Cost
/
Conversion
1
Conversion
Point
2
Cost
/
Conversion
2
Inbound
28,650
842
$29,000
2.94%
$34
52
$558
PPC
86,500
1479
$81,353
1.71%
$55
38
$2,141
Social
SEM
42,325
1143
$55,310
2.70%
$48
22
$2,514
RetargeHng
38,450
192
$9,516
0.50%
$50
3
$3,172
Affiliate
12,280
368
$18,236
3.00%
$50
2
$9,118

25. #C3ny
Round
6:
Evangelizing

26. #C3ny
Evangelizing
at
2tor
+ Inbound
101
road
show
+ Internal
wiki
+ Weekly
&
monthly
reports
+ Quarterly
“State
of
Inbound”

27. #C3ny
Round
7:
Organiza-on/Resources

28. #C3ny
Marke-ng
at
2tor
Brand
MarkeHng
Retail
/
AnalyHcs
Wholesale
CMO
SEM
Data
/
AnalyHcs
Sales
Ops
Affiliate
Biz
Dev
Inbound
Brand
PR
/
Comms

29. #C3ny
Inbound
Marke-ng
at
2tor
Organic
Search
Social
Media
Web
Ops
Sr.
Dir,
Inbound
SEO
Coordinators
AnalyHcs
Community
Management
Social
Media
/
Outreach
Coordinators
Conversion
Rate
OpHmizaHon
Project
Manager
Analysts
Web
Producers
Content
Editors
EVP,
Brand
MarkeHng

30. #C3ny
Round
8:
Recrui-ng/Hiring

31. #C3ny
Recrui-ng/Hiring
at
2tor
+ Formal
briefing
with
human
resources
about
role
&
expectaHons
+ Hunt
for
passive
job
candidates
(Linkedin
/
Inbound.org,
personal
networks,
local
groups,
etc)
+ Screen
for
cultural
fit
+ Scenario
based
tests
before
interview
with
hiring
manager
+ Phone
&
in-­‐person
(video
con)
interviews
+ Social
media
&
outreach
coordinators
–
background
in
community
management,
graduate
work
in
communicaHon
or
journalism,
biz
dev.

32. #C3ny
Round
9:
Execu-on
&
Process

33. #C3ny
Establish
Authority

34. #C3ny
Establish
Authority
34

35. #C3ny
Build
Sustainable
Rela-onships

36. #C3ny
Build
Sustainable
Rela-onships
36

37. #C3ny
MSW@USC
example
37

38. #C3ny
MSW@USC
example
38

39. #C3ny
MSW@USC
example
39

40. #C3ny
Process
Process
Process
40
0
500
1000
1500
2000
2500
M1
M2
M3
M4
Search
Traffic
Branded
Non-­‐Branded

41. #C3ny
Process
Process
Process
41

42. #C3ny
Round
10:
Expecta-ons

43. #C3ny
Going
the
distance…
43
Credit
–
Rand
Fishkin
@
mozCon
2012

44. #C3ny
Round
11:
Silos

45. #C3ny
Breaking
down
silos
within
2tor
Brand
MarkeHng
Retail
/
AnalyHcs
Wholesale
CMO
SEM
Data/
AnalyHcs
Sales
Ops
Affiliate
Biz
Dev
Inbound
Brand
PR/
Comms

46. #C3ny
Round
12:
Search
Engines

47. #C3ny
47
#RockySEO
Eye
of
the
Hger,
it's
the
thrill
of
the
fight,
rising
up
to
the
spirit
of
our
rival,
and
the
last
known
survivor
stalks
his
prey
in
the
night,
and
it
all
comes
down
to
survival.

48. #C3ny
48