Rand Fishkin's presentation on the follies of investing exclusively in paid marketing channels vs. inbound channels.

1. Don’t Buy Your Marketing.
Earn It.
Rand Fishkin | CEO
http://bit.ly/dontbuyearn

2. Many Folks Think This is How
Web Marketing Works…

3. Let’s Buy Some Of These

4. And a Couple of These

5. Can’t Forget About These

6. And, Some of These

7. Right, These Guys Too

8. Marketing? Nailed it!

10. There’s Two Huge Problems with
This Approach

11. #1: Click Distribution

12. Only 18% of Clicks Go Here

13. 82% Go Here

14. Less than 1% of Clicks Go Here

15. 99% Go Everywhere Else
Especially Here

16. The Best Facebook Ads
Get <10% CTR

17. But Wall Posts Do Great

18. Banner Ads Are Lucky
to Get 1% CTR

19. But Web Content
Generates Tons of Views

20. Blog Sidebar Ads? <5%

21. Blog Content? Doing Great;
Thank You.

22. Paid Marketing:
~10% of traffic
($40 Billion of investment in 2012*)
Inbound Marketing:
~90% of traffic
(but only $5 Billion of investment in 2012*)
*Via Forrester’s Interactive Marketing 2012 Report

24. #2: Cost of Acquisition

25. Meet Steve

26. Steve Uses Ads to Buy Traffic

27. Steve Spends $500 on Average to
Acquire a New Customer

28. Meet Greg

29. Greg Leverages Inbound Channels
to Earn Traffic

30. Greg Spends $100 on Average to
Acquire a New Customer

31. Greg Can Aqcuire 5X as Many
Customers as Steve

32. Or Greg Can Spend $400 per
Customer to Improve His Product

33. Who Would You Rather Be?

34. How Inbound Marketing Works:

35. Great Content
http://blog.okcupid.com/index.php/your-looks-and-online-dating/

36. Visibility in Search

37. Visibility in Search

38. Visibility in Search

39. Reach in Social

40. Reach in Social

41. Reach in Social

42. Mentions/Links from Blogs

43. News / PR

44. Email Lists

45. Analytics

46. Conversion Rate Optimization (CRO)
http://www.conversion-rate-experts.com/seomoz-case-study/

47. The Unity of Inbound Channels

48. Great content prompts your corps of
supporters to share

49. Google’s New
“Submit URL” Box
Social shares get content indexed by
engines and exposed to social users

50. Social shares earn links directly and
indirectly, which lead to search rankings

51. Rankings bring you qualified traffic, even
after the temporal social visits are gone

52. Even short-term visitors have memories; advertisers pay
millions to make brand impressions. Inbound earns it for free.

53. Great content and brand experiences
build recognition, likability and trust.

54. Social + search yield links from sites of all kinds
that send traffic and boost your authority

55. Consistent content drives email subscriptions,
which yields another great marketing channel
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html

56. Combined w/ CRO, inbound channels
yield remarkable conversions
http://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday

57. 10 Tips to Make Your Inbound
Channels More Effective

58. #1: Create a content “strategy,”
not just a blog.

59. Winning at Strategy Means

60. Having Great Answers to
These Questions

61. Can You Reach the Right People?

62. Why Will They Care About You?

63. What Are You Doing to Earn Their
Interest?

64. What Incentive Do They
Have to Share?

65. Once They Reach You;

66. Will They Like and
Trust You More?

67. Or Less?

68. Answer These, And Your
Tactics Become Clear

69. #2: Be willing to fail repeatedly
before you find what works
Where people usually give up.

70. “The only thing that I see that is
distinctly different about me is that I’m
not afraid to DIE on a treadmill. You
might have more talent than me, you
might be smarter than me, but if we get
on a treadmill together, there are two
things: 1- You’re getting off first OR 2-
I’m gonna DIE. It’s really that simple”
- Will Smith

71. #3: “Content” doesn’t just mean blog posts,
articles and infographics; be willing to get creative.
http://scaleofuniverse.com/

72. #4: Put all your content on one
domain, under one brand.
http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites

73. #5: Experiment with lots of
potential networks & channels
Users: 90mm 850mm 200mm 120mm 10mm
Users: 15mm Millions 14mm 7.5mm

74. #6: Combine keyword research +
shareable title for big wins

75. #7: Build relationships with the
right influencers using these 3 tools
http://www.google.com/reader/view/#directory-search/travel%20blog//0

76. #7: Build relationships with the
right influencers using these 3 tools
http://followerwonk.com

77. #7: Build relationships with the
right influencers using these 3 tools
http://findpeopleonplus.com

78. #8: Time things right; use tools to determine
when your community is online
http://tweriod.com

79. #8: Time things right; use tools to determine
what topics are hot right now
http://www.google.com/insights/search/

80. #9: Use rel=author from Google and
post your content to Google+

81. #10: Don’t ignore advertising;
retargeting, PPC, social ads all get more
effective the bigger your inbound brand
grows

82. BONUS #11:
News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers
Infographics
Comment Marketing
Social Networks
Online Video
COMBINE TO WIN Local Portals
(focus on just one, and you miss out)
Forums
Webinars
Social Bookmarking Word of Mouth
Direct/Referring Links Community Building
Type-In Traffic Q+A Sites

83. Rand Fishkin | CEO
@randfish
www.seomoz.org/blog
rand@seomoz.org
http://bit.ly/dontbuyearn