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2012 03 OMI Denver inbound marketing- seo is more than seo

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SEO, Social and Mobile combine as the Inbound Marketing platform expands on the Internet. Learn how to use multiple tactics and platforms to create cohesive marketing that improves conversions and gives you a competitive edge.

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2012 03 OMI Denver inbound marketing- seo is more than seo

  1. 1. Inbound MarketingSEO, Mobile & Social CombineGillian Muessig | President www.slideshare.net/SEOmom
  2. 2. Interruption vs.Inbound Marketing
  3. 3. Interruption Marketing
  4. 4. Inbound Marketing
  5. 5. Interruption Marketing
  6. 6. InboundMarketing
  7. 7. Interruption Marketing
  8. 8. InboundMarketing
  9. 9. Somemarketing
  10. 10. stops usInterruption…
  11. 11. from doing what wewant to do,
  12. 12. so it can sell us
  13. 13. …stuff we don’t need.
  14. 14. That’s Interruption Marketing
  15. 15. AdsInterruption Marketers Me
  16. 16. That’sNotHowWeroll.
  17. 17. How People Buy in 2012
  18. 18. Realize a Need
  19. 19. Investigate Options
  20. 20. Ask Our Friends
  21. 21. Seek Out Experts
  22. 22. Find Communities
  23. 23. Dig Into Every Detail
  24. 24. Convert
  25. 25. RYou don’t buy those visitors.You earn them.
  26. 26. In∙bound Mar∙ket∙ing-nounAny tactic that relies on earning people’s interestrather than buying it.
  27. 27. We’re here to help.
  28. 28. Startups disrupt marketsMarketing can do that, too
  29. 29. Multi-sized Screen Design
  30. 30. Multi-sized Screen Design Make a list of all the elements on the page
  31. 31. Multi-sized Screen Design What is the relative value of each? • Image • Reservation widget • Brand logos • Log in • Language selector • Top direct link to customer service • Top Navigation • Special offer images • Direct links to offers, modifying reservations, redeem points • Additional bottom navigation • Privacy policy, T&C, Security, Site Map
  32. 32. Multi-sized Screen Design
  33. 33. Multi-sized Screen Design
  34. 34. Multi-sized Screen Design Which elements can you delete without harming the user experience? Note: the user experience changes on mobile
  35. 35. Multi-sized Screen Design Use time as well as space to display what users need Click through Info bubbles Images later
  36. 36. Multi-sized Screen Design
  37. 37. Design for fingers
  38. 38. Not mice
  39. 39. Inbound Channels
  40. 40. Content
  41. 41. influenceseverything
  42. 42. Without greatcontent…
  43. 43. there’snochancefor
  44. 44. Content can mean…
  45. 45. “Content”
  46. 46. Product
  47. 47. Distribution
  48. 48. Community
  49. 49. No matter the form,content is the foundationof great InboundMarketing
  50. 50. Search
  51. 51. Search ishow things get
  52. 52. Search =Discovery
  53. 53. Discovery leads toSharing
  54. 54. Search is stillBIG
  55. 55. and Growing Currently, there are more than 3 billion searches/day on Google
  56. 56. Search often brings the most highly qualified
  57. 57. But guess where searchers click… ~20% of clicks~80% of clicks
  58. 58. Social
  59. 59. Social lives at the funnel top
  60. 60. Social isdiscovery prior to
  61. 61. Social demands greatcontent,
  62. 62. …and rewards it.
  63. 63. Today,Socialhas ahugeinfluence onSearch
  64. 64. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm Social is fragmenting into multiple large communities
  65. 65. Email
  66. 66. Email is Social’s“Secret Weapon” http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  67. 67. Fred Wilson learns why Facebookdoes so well on monthlyactives/total registered users…“When I get an emailfrom Facebook thata friend has taggedme in a photo, I clickon it and go check itout every time." http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  68. 68. If you want to driveretention and repeat usage, there isnt a better way to do it than email.
  69. 69. And Email Marketing is Insanely Profitable/Powerful http://www.conversion-rate-experts.com/seomoz-case-study/
  70. 70. Conversion
  71. 71. The funnel onlyexists so it canconvert.
  72. 72. Optimizing Conversionmeans measuring &testing. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  73. 73. It means listening, too.
  74. 74. A lot ofConversion iswrapped insoft metrics
  75. 75. Branding
  76. 76. Messaging
  77. 77. Familiarity
  78. 78. Trust
  79. 79. CRO is a criticalpractice,
  80. 80. but it equiresholisticmarketing o succeed.
  81. 81. Building anInbound Strategy
  82. 82. Who is your audience? Rhttp://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
  83. 83. Where on the web are they? Rhttp://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
  84. 84. What content works there? Rhttp://blog.echen.me/2011/03/14/hacker-news-analysis/
  85. 85. Value of content at Quality Levels
  86. 86. How will you get visitors into your funnel?Branding/Awareness Free Trial Retargeting Email Social OAuth Mailing Address Phone Number RMultiple paths can work, so long as you segment them when tracking CR + CLTV
  87. 87. How will you measure & improve? Step #1: Discover Find inbound marketing paths that look promising and make a list. Step #2:Test Invest a few days/hours building authentic value in that niche/sector. R Step #3: Measure Use your web analytics to track primary + second-order impact Step #4: Repeat Throw out low ROI projects; repeat high ROI ones.http://www.seomoz.org/blog/tracking-the-roi-of-social-media
  88. 88. Top 10 Inbound MarketingTactics & Examples
  89. 89. #1: Create Sharing Incentives R to link to!http://www.paulgraham.com/good.html
  90. 90. #1: Create Sharing Incentives RUrbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevantsites and great SEO. Founders credited the concept as being the most important part of the company’s success.
  91. 91. #1: Create Sharing Incentives R
  92. 92. #2: Mine the Social Web forEngagement OpportunitiesTwitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  93. 93. #2: See where you can engageTwitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
  94. 94. #3: Create & SpreadEmbeddable Contenthttp://www.simplyhired.com/a/jobtrends/home is a great example
  95. 95. #4: Make Your Data Interesting;Share ItProbably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  96. 96. #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/; toolis here: http://simplymeasured.com/freebies/twitter-follower-analytics
  97. 97. #6: Use Social to Connectw/Journalists + BloggersAn amazing research tool: http://followerwonk.com
  98. 98. #7: Build Features that Require and/or Reward Sharinghttp://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have
  99. 99. #8: Give Your Community a PlatformMoz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and apoints/gamification system. Content contributed by non-employees is ~35% of our overall traffic
  100. 100. #9: Rel=Author & Video XML Sitemapshttp://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
  101. 101. #9: Rel=Author & Video XML Sitemaps We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
  102. 102. #10: Create a Monthly Top X Influencers in Your Industryhttp://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)
  103. 103. Every One of These Marketing Tactics News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! R Local Portals Forums (AKA all the “free” traffic sources) WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites Helps Every Other One
  104. 104. @SEOmomwww.seomoz.org/bloggillian@seomoz.org www.slideshare.net/seomom

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