Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Up and to the Right: Growing Traffic, Conversions, & Revenue

1,672 views

Published on

So many of the case studies that document how a company has grown from 0 to X forget to mention that solutions that they found are applicable to their specific scenario and won't work for everyone. This falls into the dangerous category of bad advice for generic problems. Instead of building up a list of other companies' tactics, marketers need to understand how to diagnose and solve problems across their entire funnel. Illustrated with real-world examples, I'll be talking you through the process that I take to come up with ideas that none of my competitors are thinking of.

This was presented by Matthew Barby at MozCon in July 2017.

Published in: Marketing
  • Be the first to comment

Up and to the Right: Growing Traffic, Conversions, & Revenue

  1. 1. @matthewbarby Up and to the Right: Growing Traffic, Conversions & Revenue
  2. 2. #MozCon@matthewbarby // @HubSpot
  3. 3. #MozCon@matthewbarby // @HubSpot
  4. 4. #MozCon@matthewbarby // @HubSpot
  5. 5. #MozCon@matthewbarby // @HubSpot 😳
  6. 6. #MozCon@matthewbarby // @HubSpot Don’t just focus on learning tactics; focus on understanding problems. “
  7. 7. #MozCon@matthewbarby // @HubSpot Let’s take the example of link building…
  8. 8. #MozCon@matthewbarby // @HubSpot
  9. 9. #MozCon@matthewbarby // @HubSpot Google didn’t “kill” guest posting, we did.
  10. 10. #MozCon@matthewbarby // @HubSpot
  11. 11. #MozCon@matthewbarby // @HubSpot
  12. 12. #MozCon@matthewbarby // @HubSpot Approach your acquisition strategy as if each of the tactics you use won’t work tomorrow. “
  13. 13. #MozCon@matthewbarby // @HubSpot This all starts with channel evaluation and prioritization.
  14. 14. #MozCon@matthewbarby // @HubSpot http://bit.ly/1p21cwi
  15. 15. #MozCon@matthewbarby // @HubSpot Then we get granular into specific tactic prioritization…
  16. 16. #MozCon@matthewbarby // @HubSpot S.O.N.D.L.G The starting point…
  17. 17. #MozCon@matthewbarby // @HubSpot S.O.N.L.G … to the end point.
  18. 18. #MozCon@matthewbarby // @HubSpot
  19. 19. #MozCon@matthewbarby // @HubSpot S.O.N.D.L.G The starting point… (Shit, our numbers don’t look great 😱)
  20. 20. #MozCon@matthewbarby // @HubSpot S.O.N.L.G … to the end point. (Shit, our numbers look great 🤑)
  21. 21. #MozCon@matthewbarby // @HubSpot S.O.N.L.GS.O.N.D.L.G 😱 🤑 Channel Evaluation Solution Proposition Experimentation/Reporting
  22. 22. #MozCon@matthewbarby // @HubSpot Enter brain here… **edgy shot of me against a brick wall to make me look cool and super legit.
  23. 23. #MozCon@matthewbarby // @HubSpot Let’s start with some problems…
  24. 24. #MozCon@matthewbarby // @HubSpot
  25. 25. #MozCon@matthewbarby // @HubSpot Most companies have 1 or 2 channels that contribute to at least 60% of their acquisition funnel.
  26. 26. #MozCon@matthewbarby // @HubSpot 💔
  27. 27. #MozCon@matthewbarby // @HubSpot What would you do if there wasn’t even search demand for what you offer to begin with?
  28. 28. #MozCon@matthewbarby // @HubSpot
  29. 29. #MozCon@matthewbarby // @HubSpot “An app marketplace to connect different apps together to increase their functionality”
  30. 30. #MozCon@matthewbarby // @HubSpot 👀
  31. 31. #MozCon@matthewbarby // @HubSpot Creating side doors into the website. The Solution
  32. 32. #MozCon@matthewbarby // @HubSpot Extend a Product’s Functionality Product Integration Specific Feature Product Comparison Search Intent to Site Architecture /zapbook/BRAND1/BRAND2 /zapbook/brand/REVIEW/zapbook/zaps/FEATURE /zapbook/hubspot-crm/mailchimp/ e.g /zapbook/zaps/367/hipchat-message/ e.g /zapbook/gumroad/review/ e.g
  33. 33. #MozCon@matthewbarby // @HubSpot Product Integration /zapbook/hubspot-crm/mailchimp/
  34. 34. #MozCon@matthewbarby // @HubSpot
  35. 35. #MozCon@matthewbarby // @HubSpot Specific Feature /zapbook/zaps/233/publish-your-rss- feed-to-twitter/
  36. 36. #MozCon@matthewbarby // @HubSpot Product Comparison /zapbook/mailjet/review/
  37. 37. #MozCon@matthewbarby // @HubSpot
  38. 38. #MozCon@matthewbarby // @HubSpot Zapier’s internal linking architecture is killer.
  39. 39. #MozCon@matthewbarby // @HubSpot Links to brand level pages. Links to feature pages. Links to brand review pages.
  40. 40. #MozCon@matthewbarby // @HubSpot S.O.N.L.G
  41. 41. #MozCon@matthewbarby // @HubSpot But what if your problem is that people are searching for you, but you’re not visible?
  42. 42. #MozCon@matthewbarby // @HubSpot Authority vs Relevancy & Discovery
  43. 43. #MozCon@matthewbarby // @HubSpot Indexing Ranking } } } — — — Relevancy Authority DiscoveryCrawling
  44. 44. #MozCon@matthewbarby // @HubSpot How most SEO campaigns 
 [incorrectly] begin Backlinks Content Time Quantity S.O.N.D.L.G
  45. 45. #MozCon@matthewbarby // @HubSpot
  46. 46. #MozCon@matthewbarby // @HubSpot
  47. 47. #MozCon@matthewbarby // @HubSpot S.O.N.D.L.G
  48. 48. #MozCon@matthewbarby // @HubSpot How *most SEO campaigns
 should be begin Backlinks Content Time Quantity S.O.N.L.G
  49. 49. #MozCon@matthewbarby // @HubSpot Here’s an example…
  50. 50. #MozCon@matthewbarby // @HubSpot http://bit.ly/2j0WHaS
  51. 51. #MozCon@matthewbarby // @HubSpot
  52. 52. #MozCon@matthewbarby // @HubSpot
  53. 53. #MozCon@matthewbarby // @HubSpot } Over 100k visits in 7 days. } Links from 308 websites. S.O.N.L.G
  54. 54. #MozCon@matthewbarby // @HubSpot And what if we have the authority but just don’t have the rankings?
  55. 55. #MozCon@matthewbarby // @HubSpot
  56. 56. #MozCon@matthewbarby // @HubSpot } Authority isn’t an issue.
  57. 57. #MozCon@matthewbarby // @HubSpot
  58. 58. #MozCon@matthewbarby // @HubSpot
  59. 59. #MozCon@matthewbarby // @HubSpot
  60. 60. #MozCon@matthewbarby // @HubSpot
  61. 61. #MozCon@matthewbarby // @HubSpot S.O.N.L.G
  62. 62. #MozCon@matthewbarby // @HubSpot Sometimes problems can be solved without creating net new content.
  63. 63. #MozCon@matthewbarby // @HubSpot
  64. 64. #MozCon@matthewbarby // @HubSpot S.O.N.D.L.G
  65. 65. #MozCon@matthewbarby // @HubSpot
  66. 66. #MozCon@matthewbarby // @HubSpot }Increase of over 50,000 visits per month. S.O.N.L.G
  67. 67. #MozCon@matthewbarby // @HubSpot All of these examples are a consequence of identifying problems…
  68. 68. #MozCon@matthewbarby // @HubSpot …but what about when you’re exploring new opportunities?
  69. 69. #MozCon@matthewbarby // @HubSpot Early adoption
  70. 70. #MozCon@matthewbarby // @HubSpot
  71. 71. #MozCon@matthewbarby // @HubSpot
  72. 72. #MozCon@matthewbarby // @HubSpot Metaphor for landing in existing pools of potential customers.
  73. 73. #MozCon@matthewbarby // @HubSpot
  74. 74. #MozCon@matthewbarby // @HubSpot } 1,000 paying customers per month. 40k MRR each month. S.O.N.L.G
  75. 75. #MozCon@matthewbarby // @HubSpot
  76. 76. #MozCon@matthewbarby // @HubSpot
  77. 77. #MozCon@matthewbarby // @HubSpot
  78. 78. #MozCon@matthewbarby // @HubSpot
  79. 79. #MozCon@matthewbarby // @HubSpot Approach your acquisition strategy as if each of the tactics you use won’t work tomorrow. “
  80. 80. #MozCon@matthewbarby // @HubSpot
  81. 81. #MozCon@matthewbarby // @HubSpot Get the deck via Facebook Messenger here: matthewbarby.com/mozcon
  82. 82. @matthewbarby Up and to the Right: Growing Traffic, Conversions & Revenue

×