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Rand Fishkin's presentation on the Fermi Paradox and how great filters relate to marketing activities. Presented at Conductor C3, Seattle Interactive Conference, and others.
Rand Fishkin's presentation on the Fermi Paradox and how great filters relate to marketing activities. Presented at Conductor C3, Seattle Interactive Conference, and others.
The mathematical odds of Earth
being the only life-bearing planet in the galaxy are exceptionally low. Milky Way Galaxy: 200-400B Stars ~100B Planets ~11B Earth-like Planets Orbiting Sun-like Stars SOURCE: Planetary Habitability Laboratory
13.8 BILLION YRS AGO If
life can form on other planets (or if meteors/ comets can pass life between planets), there are millions of life-bearing candidates.
Two Possibilities: 1) We’re alone
(for now) 2) We’re unable to perceive whomever else is out there (and they’ve decided to ignore us)
Type III Civilization A civilization
colonizing enough of the galaxy to be perceptible to us here on Earth doesn’t take long on a cosmic time scale.
If any such civilization existed
in the last 13 Billion years (and their wave emissions lasted long enough), we could perceive them today.
The Great Filter Commonly achieved
evolutionary leaps The Great Filter An evolutionary leap that no civilization has passed (yet?). Type III Civilization Species Origin
Eric couldn’t have been more
literal! Tip #1: If You Have Great Customers Today, Find Ways to ID & Target Their Clones
Long before anyone searches for
this They search for this Tip #2: Know What Your Audience Does Before They Search For You/Your Solution
Even one person passionate about
the service can get it in front of many others Tip #3: Even a Small Element of Virality is Worth Repeated Investment and Testing
Mark was among the first
to create a comprehensive guide to Ello. Timing + content = domination. Tip #4: Early Adoption Gives an Unfair Advantage
If you know that this
headline works better, change your page title and social shares, too! Tip #2: Apply The CRO You Learn in Paid Media to Your Inbound Efforts
Paid Marketing Spend + All
Marketing Salaries + All Marketing T&E + All Brand-Focused Spend Sales Spend + All Marketing Tech Costs + All Sales Salaries + All Sales T&E + Deal-Closing Spend + All Sales Tech Costs Tip #1: Break Out Costs of Marketing vs. Sales
Tip #2: Spend Early in
Unpaid Marketing Channels Trying to build competence here early is far easier than building it after your paid marketing machine is running.
A free trial may initially
show worse converting customers than a demo, but if you follow up w/ right-looking trialers, you can drastically improve close rates & CLTV Tip #4: If Possible, Enable Customer Qualification that Scales Without Salespeople
Dinner Volunteering Tip #1: Increase
the Potential Vectors of Exposure Conference Phone Call Coffee Email Reply Things You “Really Don’t Have Time For”
“We could make a better
Tip #2: Consistently Ask “Could We Do That 10X Better?” version of that” “We can do something 10X better than any of these”
Strengths Weaknesses Facebook Video Social
Ads LinkedIn Twitter Google+ Trade Show Booths Spending time getting up to speed on these may be a SEO Retargeting PPC net loss. Content Community Email Affiliate Display Partnerships Whitepapers Content/Native Ads Tip #3: Don’t Get Bogged Down By Your Weaknesses
Strengths Weaknesses Facebook Video Social
Ads LinkedIn Twitter Google+ Trade Show Booths Hitting cruise control on SEO Retargeting PPC Content Community Email Affiliate these, rather than pressing an advantage could seriously hurt, too. Display Partnerships Whitepapers Content/Native Ads Tip #4: Don’t Get Complacent About Your Strengths
Get links Grow authority Grow
network Rank for slightly Amplify Publish more competitive terms & phrases Earn search traffic
Plan for a traffic graph
like this and you’re doomed. Tip #1: Anticipate the First Few Revolutions of Any Marketing Flywheel to Be Insanely Challenging
This is much more realistic.
(via Crain’s Detroit) Tip #1: Anticipate the First Few Revolutions of Any Marketing Flywheel to Be Insanely Challenging
Get links Grow authority Grow
network Rank for slightly Amplify Publish more competitive terms & phrases Earn search traffic Our social efforts never grow our audience… that’s what’s missing. Tip #2: Relentlessly Search for Your Flywheel’s Friction
Because Moz has had a
lot of success driving organic traffic, re-targeting is a huge additional force on our flywheel Tip #3: Once a Flywheel is Moving, Any Additional Force Pushes it Faster – Leverage Those Forces!
There is a Type III
Civilization, But They’re Not Friendly. Type III Civilization The Great Culling To prevent competition, a civilization may be killing off any who make it too far. Species Origin
“(Messaging extraterrestrials is) deeply unwise
and immature… The newest children in a strange and uncertain cosmos should listen quietly for a long time, patiently learning about the universe and comparing notes, before shouting into an unknown jungle that we do not understand.” - Carl Sagan (source), 1934-1996
The 800lb gorilla competitors do
not, however, appear to be the great filters in our world. Source Competitors: 19% Competitors beating you in your own marketing channels: <19%