The Power of Inbound Marketing

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 http://bit.ly/mozsaopaulo,[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]

Some Marketers Still Do It This Way,[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]

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]

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: http://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311,[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]

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:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[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 - http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined 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 http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.,[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 http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about,[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 http://www.slideshare.net/danzarrella/the-science-of-re-tweets 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 - 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).,[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 - http://www.reddit.com/r/travel - and thousands more browsing. Full list of subreddits, sorted by # of subs here: http://metareddit.com/,[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 http://www.stumbleupon.com 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 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.,[object Object]

Content that Works,[object Object]

Blog Readership is Up, But to Fewer Blogs,[object Object],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,[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 http://www.seomoz.org/article/search-ranking-factors 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 - http://www.paralegal.net/judge-judy/ - Paralegal.net 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 (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.,[object Object]

User-Generated Content,[object Object],When users contribute content (as with http://artistmarketplace.moleskine.com/en) 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, http://urbanspoon.com 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 http://stackoverflow.com 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. http://www.etsy.com/shop/ThisYearsGirl has some awesome stuff!,[object Object]

Don’t Forget Email Subscriptions!,[object Object],I use email to subscribe to http://www.avc.com/ and am 1 of 100K+ who read Fred’s posts on a daily basis. That’s a powerful inbound channel!,[object Object]

Live Events,[object Object],I 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’s values rather than trying to sell to them),[object Object]

Webinars,[object Object],Our webinars http://www.seomoz.org/webinars attract 500-1,000 attendees and earn lots of tweets, blog posts and links. Hubspot’s get 10K+ attendees http://www.hubspot.com/marketing-webinars/,[object Object]

Online Presentations,[object Object],I put many of my presentation on http://slideshare.net where they earn thousands of additional views.,[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: http://thenextweb.com/google/2011/05/25/youtube-hits-3-billion-views-per-day-2-days-worth-of-video-uploaded-every-minute/,[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],http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/,[object Object]

Self-Hosted Video Content,[object Object],At 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,[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 http://www.google.com/placesforbusiness. Also check out http://www.davidmihm.com/local-search-ranking-factors.shtml for great local ranking tips.,[object Object]

Easiest Way to Win Google Maps,[object Object],This blog post explains how: http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local,[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 http://myblogguest.com/ can help make the process easier.,[object Object]

Direct Connections to Journalists,[object Object],HARO (http://www.helpareporter.com/) 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: http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy,[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

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The Power of Inbound Marketing