The Power of Inbound Marketing

Rand Fishkin
Rand FishkinFounder, CEO, Author at SparkToro
The Power of Inbound MarketingHow changes in human behavior and the web landscape have led to a revolution in customer acquisition (and how marketers can take advantage!),[object Object],Download at,[object Object],Rand Fishkin, CEO & Co-founder, SEOmoz | July 2011,[object Object]
               makes SOFTWARE!!,[object Object],We don’t offer any consulting.,[object Object]
How Things Used to Be Sold,[object Object]
1921,[object Object]
1955,[object Object]
1983,[object Object]
1998,[object Object]
Some Marketers Still Do It This Way,[object Object]
2011,[object Object]
2011,[object Object]
2011,[object Object]
The Process of Selling Hasn’t Changed…,[object Object]
The Process of Buying Has…,[object Object]
How People Buy Today,[object Object]
Realize a Need,[object Object]
Investigate Options,[object Object]
Ask Our Friends,[object Object]
Seek Out Experts,[object Object]
Leverage Q+A Sites & Forums,[object Object]
Dig Into Every Detail Available,[object Object]
Convert,[object Object]
Rise of the Organic Web,[object Object]
Search,[object Object],Currently,  there are more than 3 billion searches/day on Google,[object Object],Data via Google’s occasional public statements and some inference (for 2006 + 2009),[object Object]
Social Networks,[object Object],Users:,[object Object],10mm,[object Object],750mm,[object Object],200mm,[object Object],120mm,[object Object],10mm,[object Object],Users:,[object Object],14mm,[object Object],Millions,[object Object],14mm,[object Object],6.5mm,[object Object]
Local Portals,[object Object]
Blogs,[object Object]
Forums & Niche Communities,[object Object]
Social Discovery & Content Sharing,[object Object]
Video + MultiMedia Portals,[object Object]
The Problem withClassic Web Marketing,[object Object]
An Unhealthy Focus on the Controllable, Spend-Driven Channels,[object Object],Contextual Ads,[object Object],Newspapers,[object Object],Paid Search,[object Object],Banner Ads,[object Object],Outdoor,[object Object],Video Ads,[object Object],Television,[object Object],Radio,[object Object],Magazines,[object Object]
An Unhealthy Focus on the Controllable, Spend-Driven Channels,[object Object],Contextual Ads,[object Object],Newspapers,[object Object],Interruption-Based Messaging,[object Object],Paid Search,[object Object],Banner Ads,[object Object],Outdoor,[object Object],Video Ads,[object Object],Television,[object Object],Radio,[object Object],Magazines,[object Object]
Inbound Marketing is Under-Invested,[object Object],Unpaid drives 85%+ of traffic,[object Object],(but garners only ~$5 billion of investment in 2011),[object Object],Paid drives <15% of web traffic(but wins a whopping $31+ Billion of investment in 2011),[object Object],Percent of Web Traffic from Various Sources to the Average Website,[object Object],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.,[object Object]
Every Marketer Sees This:,[object Object],But That’s Not Reality,[object Object]
Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.,[object Object]
All the traffic we receive that isn’t the result of paid acquisition or advertising (in SEOmoz’s case – 95%+),[object Object],comes from Inbound Marketing!,[object Object]
Inbound vs. Outbound Marketing,[object Object]
Inbound Marketing,[object Object],Outbound Marketing,[object Object],Organic Search Rankings,[object Object],Paid Search Ads,[object Object],Social Networks (Facebook, Twitter),[object Object],Display Advertising,[object Object],Inclusion in Universal Search Results,[object Object],Contextual Ad Networks (AdSense),[object Object],Blogs + News Sites,[object Object],Buying Email Lists,[object Object],Links from Partners + Friends,[object Object],Site Sponsorships,[object Object],Opt-In Email Newsletters,[object Object],Video Ads,[object Object],Forums + Discussion Sites,[object Object],Demographic Targeting,[object Object],Viral Content,[object Object],Facebook Ads,[object Object],Q+A Answers w/ a Link,[object Object],Affiliate Marketing,[object Object],User Profiles + Comments,[object Object],Viral Content,[object Object],For more on Inbound Marketing, check out Brian + Dharmesh’s awesome book:,[object Object]
You Must Become a Hub for GreatContent in Your Niche,[object Object],Answers on Q+A sites reference its resources,[object Object],Referenced by industry blogs,[object Object],Site that offers:,[object Object],[object Object]
 Informed Opinions
 News/Trend Analysis
 Multimedia Content
 Authentic Expert Contributors
 Quality Discussion/InteractionMentioned in news publications,[object Object],Forum discussions link to its pages,[object Object],People email links to each other,[object Object],Links are Tweeted,[object Object],Liked/Shared on Facebook,[object Object],Cited at conferences + events,[object Object],Sometimes, a single piece of content or just a few, can yield these results but, more often, it takes dozens to hundreds of attempts to become a resource hub.,[object Object],http:/,[object Object]
“Good, Unique Content” is NOT ENOUGH,[object Object]
Tips, Strategies & Channels for Powerful Inbound Marketing,[object Object]
Search Engine Optimization (SEO),[object Object]
Discover What People Want,[object Object],This post - goes into detail about how to leverage this tactic to build great resources people will love.,[object Object]
Grow Your Social Network to Reach Searchers,[object Object],Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.,[object Object],Check out for more on how search engines and social media are mixing together.,[object Object]
Social Media,[object Object]
Facebook,[object Object],More fans = more people potentially exposed to your content.,[object Object],But… You also need to create posts that will show up in “top news” on your fans’ walls. That’s more challenging.,[object Object],For some great Facebook-focused marketing tactics, check out,[object Object]
Twitter,[object Object],It’s not just about the follower count. Your tweets have to count for something and drive actions/awareness.,[object Object],I highly recommend which helps show the correlation between activities on Twitter and your ability to have the message spread.,[object Object]
LinkedIn,[object Object],LinkedIn’s “Groups” are a powerful way to grow your network and spread a message.,[object Object],Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).,[object Object],Good advice on LinkedIn profiles here - (also, don’t miss the comments which discuss how the links work).,[object Object]
Reddit,[object Object],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.),[object Object],The travel subreddit has nearly 19K registered subscribers - - and thousands more browsing. Full list of subreddits, sorted by # of subs here:,[object Object]
StumbleUpon,[object Object],StumbleUpon reaches more than 15 million active monthly users, and drives massive amounts of outbound traffic.,[object Object],Two great activities on for beginners: #1) Discover content that people share in your niche. #2) Find great stuff to share/tweet that will earn you more followers.,[object Object]
Participating in the Blogosphere ,[object Object],Using, 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.,[object Object]
Content that Works,[object Object]
Blog Readership is Up, But to Fewer Blogs,[object Object],Data via and See also Hubspot’s awesome slide deck:,[object Object]
Great Blogs Rock.,[object Object],Mediocre Blogs are Useless.,[object Object],Research for this statement via PEW Internet & Captain Obvious,[object Object]
Evergreen Content,[object Object],Every two years, we put out but leave the URL the same, so it continues to accrue great link/social/sharing signals.,[object Object]
Infographics,[object Object],After producing what is, admittedly, an awesome graphic - - rose to page one in Google (and got bjillions of drive-by visits, too).,[object Object]
Fostering Community,[object Object]
User Profiles,[object Object],Progress Bar,[object Object],Highly customizable profile details,[object Object],Custom Photo,[object Object],Links to other web profiles,[object Object],These ( emulate the success of places like LinkedIn, Quora, Stackoverflow and others. They’ve increased participation and traffic to the profiles dramatically.,[object Object]
User-Generated Content,[object Object],When users contribute content (as with they’re invested in the promotion and success of their work, and thus, your site!,[object Object]
An Incentive to Share,[object Object],These “spoonback” were key to Urbanspoon’s growth (now ahead of Citysearch in traffic!),[object Object],Because Yelp + Citysearch had taken the “badges” angle for local businesses, incented foodie bloggers to link to the site by featuring those bloggers’ posts + content on the site.,[object Object]
Gamification,[object Object],The genius game-like badges, points and progress at has helped make it one of the most successful sites in the Q+A world.,[object Object]
RSS + XML Feeds,[object Object]
Blog Content Feeds,[object Object],On average, this many people actually read a post via feed,[object Object],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.,[object Object]
Anything with Regular Updates,[object Object],Etsy makes it possible to subscribe to a feed of anyone’s shop on the site!,[object Object],I was actually tempted to subscribe. has some awesome stuff!,[object Object]
Don’t Forget Email Subscriptions!,[object Object],I use email to subscribe to and am 1 of 100K+ who read Fred’s posts on a daily basis. That’s a powerful inbound channel!,[object Object]
Presentations,[object Object]
Live Events,[object Object],I did a brief, 4-minute presentation at the Seattle 2.0 Awards - that promoted our hiring + growth (focused on that audience’s values rather than trying to sell to them),[object Object]
Webinars,[object Object],Our webinars attract 500-1,000 attendees and earn lots of tweets, blog posts and links. Hubspot’s get 10K+ attendees,[object Object]
Online Presentations,[object Object],I put many of my presentation on where they earn thousands of additional views.,[object Object]
Video,[object Object]
YouTube,[object Object],Don’t be a honey badger. Care about YouTube’s potential!,[object Object],YouTube actually ranks as the second largest “search property” in the US, behind only Google:,[object Object]
The “Long Tail” of Video Sites,[object Object],Long tail of video sites get 50% of all online video traffic/views!,[object Object],,[object Object]
Self-Hosted Video Content,[object Object],At SEOmoz, we use who submits our video XML sitemaps to Google for us -,[object Object]
Local + Mobile,[object Object]
Google Local / Maps / Places,[object Object],Fox Sports Grill? I’m sorry Google, but that is not barbecue.,[object Object],To register, go to Also check out for great local ranking tips.,[object Object]
Easiest Way to Win Google Maps,[object Object],This blog post explains how:,[object Object]
Public Relations, Guest Authoring and Comment Marketing,[object Object]
Guest Blogging + Writing,[object Object],Guest blogging (or contributing content to any type of publisher) is a great way to build your brand and earn links. Tools like can help make the process easier.,[object Object]
Direct Connections to Journalists,[object Object],HARO ( is a popular service that lets you get contacted when relevant reporters/journalists need sources.,[object Object]
Comment Marketing,[object Object],This post has a list of recommendations for blog commenting as a marketing tactic:,[object Object]
Inbound Marketing is,[object Object]
Inbound Marketing isAll Connected,[object Object]
The Power of Inbound Marketing
The Power of Inbound Marketing
The Power of Inbound Marketing
The Power of Inbound Marketing
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