2012 02 ecomTIM: Inbound Marketing- SEO is more than SEO

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From technical SEO to the world of Inbound Marketing, the online marketing tools at our disposal are becoming more varied and robust.

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2012 02 ecomTIM: Inbound Marketing- SEO is more than SEO

  1. 1. Inbound Marketing SEO Has Become More Than SEO Gillian Muessig | President ecomTIM 2012
  2. 2. Buna ziua SEOs Romanesti!
  3. 3. Interruption vs. Inbound Marketing
  4. 4. Interruption Marketing
  5. 5. Inbound Marketing
  6. 6. Interruption Marketing
  7. 7. Inbound Marketing
  8. 8. Interruption Marketing
  9. 9. Inbound Marketing
  10. 10. Some marketing
  11. 11. Interruption… stops us
  12. 12. from doing what We want to do,
  13. 13. R … so it can sell us
  14. 14. R stuff we don’t need.
  15. 15. That’s Interruption Marketing
  16. 16. R
  17. 17. R Interruption Marketers
  18. 18. R Interruption Marketers Me
  19. 19. R Interruption Marketers Me Ads
  20. 20. R That ’s Not How We roll.
  21. 21. How People Buy in 2012
  22. 22. R Realize a Need
  23. 23. R Investigate Options
  24. 24. R Ask Our Friends
  25. 25. R Seek Out Experts
  26. 26. R Find Communities
  27. 27. R Dig Into Every Detail Available
  28. 28. R Convert
  29. 29. R You don’t buy those visitors. You earn them.
  30. 30. R <ul><ul><li>In∙bound Mar∙ket∙ing </li></ul></ul><ul><ul><li>-noun </li></ul></ul><ul><ul><li>Any tactic that relies on earning people ’s interest rather than buying it. </li></ul></ul>
  31. 31. R We’re here to help.
  32. 32. Startups disrupt markets. How about marketing?
  33. 33. Inbound Channels
  34. 34. Content
  35. 35. influences everything
  36. 36. Without great content…
  37. 37. there ’s no chance for success.
  38. 38. Content can mean…
  39. 39. “ Content.”
  40. 40. Community
  41. 41. Product
  42. 42. Or Distribution
  43. 43. No matter the form, content is the foundation of great Inbound Marketing
  44. 44. Search
  45. 45. Search is how things get found
  46. 46. Search = Discovery
  47. 47. Discovery Leads to Sharing
  48. 48. Search is Still Big
  49. 49. And Growing Currently, there are more than 3 billion searches/day on Google
  50. 50. Search often brings the most highly qualified traffic.
  51. 51. But guess where searchers click… ~20% of clicks ~80% of clicks
  52. 52. Social
  53. 53. Social lives at the top of the funnel
  54. 54. Social is discovery prior to interest
  55. 55. Social demands great content,
  56. 56. … and rewards it.
  57. 57. Today, Social has a huge influence on Search
  58. 58. And Social appears to be fragmenting into multiple large communities (and thousands of small ones) 120mm Users: 50mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm
  59. 59. Email
  60. 60. Email is Social ’s “Secret Weapon” http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  61. 61. And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/
  62. 62. Conversion
  63. 63. The funnel only exists so it can convert.
  64. 64. Optimizing Conversion means measuring & testing. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  65. 65. It means listening, too.
  66. 66. A lot of Conversion is wrapped in soft metrics
  67. 67. Branding
  68. 68. Messaging
  69. 69. Familiarity
  70. 70. Trust
  71. 71. CRO is a critical practice,
  72. 72. but it requires holistic marketing to succeed.
  73. 73. Building an Inbound Strategy
  74. 74. R Who is your audience? http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
  75. 75. R Where are they on the Web? http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
  76. 76. R What content works there? http://blog.echen.me/2011/03/14/hacker-news-analysis/
  77. 77. R
  78. 78. R How will you get visitors into your funnel? Multiple paths can work, so long as you segment them when tracking CR + CLTV Email Retargeting Social OAuth Phone Number Mailing Address Branding/Awareness Free Trial
  79. 79. R How will you measure & improve? http://www.seomoz.org/blog/tracking-the-roi-of-social-media Step #1: Discover Step #2:Test Step #3: Measure Step #4: Repeat Find inbound marketing paths that look promising and make a list. Invest a few days/hours building authentic value in that niche/sector. Use your web analytics to track primary + second-order impact Throw out low ROI projects; repeat high ROI ones.
  80. 80. Top 10 Inbound Marketing Tactics & Examples
  81. 81. R #1: Create Sharing Incentives http://www.paulgraham.com/good.html to link to!
  82. 82. R #1: Create Sharing Incentives Urbanspoon ’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant sites and great SEO. Founders credited the concept as being the most important part of the company’s success.
  83. 83. R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  84. 84. R #3: Create & Spread Embeddable Content http://www.simplyhired.com/a/jobtrends/home is a great example
  85. 85. R #4: Make Your Data Interesting; Share It Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  86. 86. R #5: Mine Your Twitter Followers, Emails, etc. Via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/ ; tool is here: http://simplymeasured.com/freebies/twitter-follower-analytics
  87. 87. R #6: Use Social to Connect w/Journalists + Bloggers An amazing research tool: http://followerwonk.com
  88. 88. R #7: Build Features that Require and/or Reward Sharing http://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have
  89. 89. R #8: Give Your Community a Platform Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and a points/gamification system. Content contributed by non-employees is ~35% of our overall traffic
  90. 90. R #9: Rel=Author & Video XML Sitemaps http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
  91. 91. R #9: Rel=Author & Video XML Sitemaps We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
  92. 92. R #10: Create a Monthly Top X Influencers in Your Industry http://www.seattle20.com/startup-index.aspx updates monthly, but doesn ’t use badges (which I highly recommend)
  93. 93. R Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Local Portals Every One of These Marketing Tactics Helps Every Other One
  94. 94. I brought you a present. Code: ecomTiM12 www.seomoz.org/signup @SEOmom www.seomoz.org/blog [email_address]

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