1. PPC Is Not Enough…How I Learned to
Embrace Holistic Growth Marketing at Moz and
Tips to Help You Do the Same.
Justin Vanning: Customer Acquisition Manager
Search Exchange – July 29, 2013
@justinvanning

2. Let’s start with a story…
My story

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I’ve been doing performance marketing since 2003
2003
• Search Marketing Specialist
• At a small company
2005
• Consumer and Online Marketing Manager
• Rodale Publishing
2007
• Media Specialist
• Microsoft - AdCenter Client Services Team
2010
• Display Advertising PM
• Microsoft – MSN Premier Media Group
2011
• Performance Marketing Strategist
• Moz
@justinvanning

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I considered myself a performance/paid marketer through and through

5. But then something happened,
I started spending time with
this guy…

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Rand has been leading the charge to get people to see the value of
Inbound Marketing for the past several years.
@justinvanning

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I was seeing more and more research showing that the way people were
searching was changing.
@justinvanning

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Even with this research, I wasn’t super receptive to the message at first.

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But then it clicked, both Paid and Inbound marketing utilize the
same tactics and skills.
@justinvanning

11. While I wasn’t going to give up on paid, I needed to embrace Inbound and
think differently about customer acquisition if I was going to succeed.
I no longer considered myself a “performance marketer” but rather a “growth
Marketer”.

12. 15 Holistic Customer Acquisition “Growth”
Tips I’ve Learned at Moz

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1. Go beyond the click and make sure your funnel is healthy.
@justinvanning

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1. Go beyond the click and make sure your funnel is healthy.
@justinvanning
HP
Products Section
Tour
Cart/Checkout Page

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2. Evoke Emotion with your Web Design.
@justinvanning
“Emotional design turns casual users into fanatics, ready to tell others about
their positive experience.”
– Aarron Walter

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2. Evoke Emotion with your Web Design.
@justinvanning
Use intriguing copy and beautiful images to make an emotional connection
with your audience.

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2. Evoke Emotion with your Web Design.
@justinvanning
It’s hard to evoke emotion when your landing page isn’t focused.

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2. Evoke Emotion with your Web Design.
@justinvanning
This site utilizes a simple animation of smoke in the background that makes
it almost impossible to not think of BBQ.

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2. Evoke Emotion with your Web Design.
@justinvanning
This restaurant focuses on local/organic food. Unfortunately, while the copy
is trying to evoke emotion, they could’ve achieved this better with photos.

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2. Evoke Emotion with your Web Design.
@justinvanning
Spotify’s use of compelling copy and imagery makes it almost impossible
to not continue exploring the site.

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2. Evoke Emotion with your Web Design.
@justinvanning
Rdio might have a great product, but there’s no emotional attachment that’s
garnered with their bland copy and image of musicians.

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3. Thank your customers and utilize customer loyalty campaigns to reward
customers for different actions.
@justinvanning

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4. Launch a referral program
@justinvanning

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5. Reach out to influencers, offer them something of value – your product
for free or just simply introduce them to your brand.
@justinvanning

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6. Utilize win-back campaigns
@justinvanning

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6. Utilize win-back campaigns
@justinvanning
Winback Emails
sent
#
Opened
Open
Rate
#
Clicked
CTR #
Signups
Conv
Rate
Version 1 36,025 10,552 29.29% 3,436 32.56% 914 26.6%
Version 2 22,684 10,585 46.66% 2,313 21.85% 1268 54.82%
Total 58,709 21,137 36% 5,749 27.20% 2,181 37.95%

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7. Create unique, compelling content that is easily shareable.
@justinvanning

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8. Find some partnership distributions you can launch.
@justinvanning

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9. Launch a perks store or find stores out there that you can get into.
@justinvanning

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10. Give away some of your tools for free.
@justinvanning

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11. Invest in your Youtube channel.
@justinvanning

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12. Show off your employees and culture
@justinvanning

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12. Show off your employees and culture

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13. Use your community to get direct feedback, talk to customers, and
share this with your company.
@justinvanning

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14. Show off your customer’s passions and success stories.

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15. Work with your social media marketers to make sure you’re measuring
engagements and using your community for testing.
@justinvanning

37. Over the past 2 years, I learned
and embraced this more holistic
approach to marketing.
Hopefully, if you’re not
already, I’ve inspired you to do

38. Thanks for listening!
38 @justinvanning