ExpOn 2011 - Rand Fishkin - The Power of Inbound Marketing


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ExpOn 2011 - Rand Fishkin - The Power of Inbound Marketing

  1. 1. The Power of Inbound Marketing How changes in human behavior and the web landscape have led to arevolution in customer acquisition (and how marketers can take advantage!) Download at http://bit.ly/mozsaopaulo Rand Fishkin, CEO & Co-founder, SEOmoz | July 2011
  2. 2. makes SOFTWARE!!We don’t offer any consulting.
  3. 3. How Things Used to Be Sold
  4. 4. 1921
  5. 5. 1955
  6. 6. 1983
  7. 7. 1998
  8. 8. Some Marketers Still Do It This Way
  9. 9. 2011
  10. 10. 2011
  11. 11. 2011
  12. 12. The Process of Selling Hasn’t Changed…
  13. 13. The Process of Buying Has…
  14. 14. How People Buy Today
  15. 15. Realize a Need
  16. 16. Investigate Options
  17. 17. Ask Our Friends
  18. 18. Seek Out Experts
  19. 19. Leverage Q+A Sites & Forums
  20. 20. Dig Into Every Detail Available
  21. 21. Convert
  22. 22. Rise of the Organic Web
  23. 23. Search Currently, there are more than 3 billion searches/day on GoogleData via Google’s occasional public statements and some inference (for 2006 + 2009)
  24. 24. Social NetworksUsers: 10mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm
  25. 25. Local Portals
  26. 26. Blogs
  27. 27. Forums & Niche Communities
  28. 28. Social Discovery & Content Sharing
  29. 29. Video + MultiMedia Portals
  30. 30. The Problem withClassic Web Marketing
  31. 31. An Unhealthy Focus on the Controllable, Spend-Driven Channels Newspapers Contextual Ads Banner Ads Paid Outdoor Search Television Video Ads Magazines Radio
  32. 32. An Unhealthy Focus on the Controllable, Spend-Driven Channels Newspapers Contextual Ads Interruption- Banner Ads Paid Outdoor Television Based Video Ads Search Messaging Magazines Radio
  33. 33. Inbound Marketing is Under-InvestedUnpaid drives85%+ of traffic (but garners only ~$5 billion ofinvestment in 2011) Paid drives <15% of web traffic (but wins a whopping $31+ Billion of investment in 2011) Percent of Web Traffic from Various Sources to the Average Website Web Traffic is driven almost entirely by organic/inbound/earned media, yet nearly all of the investment in driving traffic to websites is through paid channels… This is an unsustainable dichotomy.
  34. 34. Every Marketer Sees This: But That’s Not Reality
  35. 35. Referring + Other = 50% of our traffic? But this chart isbasically saying Twitter, Facebook, blogs, feed readers andevery non-search site that sends traffic is exactly the same.
  36. 36. All the traffic we receive that isn’t the result of paidacquisition or advertising (in SEOmoz’s case – 95%+) comes from Inbound Marketing!
  37. 37. Inbound vs. Outbound Marketing
  38. 38. Inbound Marketing Outbound MarketingOrganic Search Rankings Paid Search AdsSocial Networks (Facebook, Twitter) Display AdvertisingInclusion in Universal Search Results Contextual Ad Networks (AdSense)Blogs + News Sites Buying Email ListsLinks from Partners + Friends Site SponsorshipsOpt-In Email Newsletters Video AdsForums + Discussion Sites Demographic TargetingViral Content Facebook AdsQ+A Answers w/ a Link Affiliate MarketingUser Profiles + CommentsViral Content For more on Inbound Marketing, check out Brian + Dharmesh’s awesome book: http://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311
  39. 39. You Must Become a Hub for Great Answers on Q+A Content in Your Niche Referenced sites reference by industry its resources Site that offers: blogs • Unique ResearchForum discussions Mentioned in • Informed Opinions link to its pages news • News/Trend Analysis publications • Multimedia ContentLinks are Tweeted People email • Authentic Expert Contributors links to each • Quality Discussion/Interaction otherLiked/Sharedon Facebook Cited at conferences + events Sometimes, a single piece of content or just a few, can yield these results but, more http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html often, it takes dozens to hundreds of attempts to become a resource hub.
  40. 40. “Good, Unique Content” is NOT ENOUGH
  41. 41. Tips, Strategies & Channels for Powerful Inbound Marketing
  42. 42. Search Engine Optimization (SEO)
  43. 43. Discover What People WantThis post - http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imaginedgoes into detail about how to leverage this tactic to build great resources people will love.
  44. 44. Grow Your Social Network to Reach Searchers Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection. Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.
  45. 45. Social Media
  46. 46. Facebook More fans = more people potentially exposed to your content. But… You also need to create posts that will show up in “top news” on your fans’ walls. That’s more challenging.For some great Facebook-focused marketing tactics, check out http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about
  47. 47. Twitter It’s not just about the follower count. Your tweets have to count for something and drive actions/awareness.I highly recommend http://www.slideshare.net/danzarrella/the-science-of-re-tweets which helpsshow the correlation between activities on Twitter and your ability to have the message spread.
  48. 48. LinkedIn LinkedIn’s “Groups” are a powerful way to grow your network and spread a message. Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).Good advice on LinkedIn profiles here - http://www.seomoz.org/ugc/optimize-your-linkedin-profile-for-best-results-howto (also, don’t miss the comments which discuss how the links work).
  49. 49. Reddit Reddit’s grown to be in the top 100 most visited sites on the web, and even smaller subreddits can send remarkable traffic (and result in tweets/FB shares/etc.)The travel subreddit has nearly 19K registered subscribers - http://www.reddit.com/r/travel - andthousands more browsing. Full list of subreddits, sorted by # of subs here: http://metareddit.com/
  50. 50. StumbleUpon StumbleUpon reaches more than 15 million active monthly users, and drives massive amounts of outbound traffic.Two great activities on http://www.stumbleupon.com for beginners: #1) Discover content thatpeople share in your niche. #2) Find great stuff to share/tweet that will earn you more followers.
  51. 51. Participating in the Blogosphere Using http://www.google.com/reader, you can see how many GG Reader users subscribe + average # of posts/week. Those with fewer than 50 subscribers and 1 post/week often are too tiny to be worthwhile.
  52. 52. Content that Works
  53. 53. Blog Readership is Up, But to Fewer Blogs Data via http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx and http://www.slideshare.net/DianeRayfield/social-medias-shocking-statistics. See also Hubspot’s awesome slide deck: http://www.slideshare.net/HubSpot/how-to-be-the-awesomest-marketer-ever
  54. 54. Great Blogs Rock. Mediocre Blogs are Useless.Research for this statement via PEW Internet & Captain Obvious
  55. 55. Evergreen ContentEvery two years, we put out http://www.seomoz.org/article/search-ranking-factors but leave theURL the same, so it continues to accrue great link/social/sharing signals.
  56. 56. InfographicsAfter producing what is, admittedly, an awesome graphic - http://www.paralegal.net/judge-judy/ -Paralegal.net rose to page one in Google (and got bjillions of drive-by visits, too).
  57. 57. Fostering Community
  58. 58. User Profiles Progress BarHighly customizable profile details Custom PhotoLinks to other web profiles These (http://www.seomoz.org/users/profile/) emulate the success of places like LinkedIn, Quora, Stackoverflow and others. They’ve increased participation and traffic to the profiles dramatically.
  59. 59. User-Generated ContentWhen users contribute content (as with http://artistmarketplace.moleskine.com/en) they’reinvested in the promotion and success of their work, and thus, your site!
  60. 60. An Incentive to Share These “spoonback” were keyto Urbanspoon’s growth (nowahead of Citysearch in traffic!) Because Yelp + Citysearch had taken the “badges” angle for local businesses, http://urbanspoon.com incented foodie bloggers to link to the site by featuring those bloggers’ posts + content on the site.
  61. 61. GamificationThe genius game-like badges, points and progress at http://stackoverflow.com has helped make itone of the most successful sites in the Q+A world.
  62. 62. RSS + XML Feeds
  63. 63. Blog Content FeedsOn average, this manypeople actually read a post via feed Feeds aren’t just useful for subscribers. They “ping” search engines, enable easy syndication and can be used by lots of content aggregators that send traffic, too.
  64. 64. Anything with Regular Updates Etsy makes it possible to subscribe to a feed of anyone’s shop on the site!I was actually tempted to subscribe. http://www.etsy.com/shop/ThisYearsGirl has some awesomestuff!
  65. 65. Don’t Forget Email Subscriptions!I use email to subscribe to http://www.avc.com/ and am 1 of 100K+ who read Fred’s posts on adaily basis. That’s a powerful inbound channel!
  66. 66. Presentations
  67. 67. Live EventsI did a brief, 4-minute presentation at the Seattle 2.0 Awards - http://www.geekwire.com/2011/seomoz-ceo-rand-fishkin-googles-panda-update that promoted our hiring + growth (focused on that audience’svalues rather than trying to sell to them)
  68. 68. WebinarsOur webinars http://www.seomoz.org/webinars attract 500-1,000 attendees and earn lots of tweets, blog postsand links. Hubspot’s get 10K+ attendees http://www.hubspot.com/marketing-webinars/
  69. 69. Online PresentationsI put many of my presentation on http://slideshare.net where they earn thousands of additionalviews.
  70. 70. Video
  71. 71. YouTube Don’t be a honey badger. Care about YouTube’s potential!YouTube actually ranks as the second largest “search property” in the US, behind only Google:http://thenextweb.com/google/2011/05/25/youtube-hits-3-billion-views-per-day-2-days-worth-of-video-uploaded-every-minute/
  72. 72. The “Long Tail” of Video Sites Long tail of video sites get 50% of all online video traffic/views!http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/
  73. 73. Self-Hosted Video ContentAt SEOmoz, we use http://www.wistia.com who submits our video XML sitemaps to Google for us- http://www.google.com/support/webmasters/bin/answer.py?answer=80472
  74. 74. Local + Mobile
  75. 75. Google Local / Maps / Places Fox Sports Grill? I’m sorry Google, but that is not barbecue.To register, go to http://www.google.com/placesforbusiness. Also check outhttp://www.davidmihm.com/local-search-ranking-factors.shtml for great local ranking tips.
  76. 76. Easiest Way to Win Google MapsThis blog post explains how: http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local
  77. 77. Public Relations, Guest Authoring and Comment Marketing
  78. 78. Guest Blogging + WritingGuest blogging (or contributing content to any type of publisher) is a great way to build your brandand earn links. Tools like http://myblogguest.com/ can help make the process easier.
  79. 79. Direct Connections to JournalistsHARO (http://www.helpareporter.com/) is a popular service that lets you get contacted whenrelevant reporters/journalists need sources.
  80. 80. Comment MarketingThis post has a list of recommendations for blog commenting as a marketing tactic:http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
  81. 81. Inbound Marketing is
  82. 82. Inbound Marketing is All Connected
  83. 83. Original Audience: 250
  84. 84. Original Audience: 250 Total Reach: 10,000Buh.. Zam.
  85. 85. The Inbound Marketing Process
  86. 86. Step #1: Discover Find inbound marketing paths that look promising and make a list. Step #2:TestInvest a few days/hours building authentic value in that niche/sector. 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.
  87. 87. Q+ADownload at http://bit.ly/mozsaopaulo You can now try SEOmoz PRO Free! Rand on the Web http://www.seomoz.org/freetrial • Twitter: @randfish • Blog: www.seomoz.org/blog • Email: rand@seomoz.org