Inbound Marketing is All Connected

Inbound Marketing

is All ConnectedDownload: http://bit.ly/inboundconnected

Rand Fishkin, CEO, SEOmoz

Why Did We Become Marketers?

So We Could Push People?

Prod Them

Force Them

to Buy SomethingThey Don’t Want?

No.

That’s Interruption Marketing.

Interruption…

Interruption…Stops Us

From Doing What We Want

Interruption…So It Can Sell Us

Interruption…

What We Don’t Need

Interruption Marketers

Interruption Marketers Me

Interruption Marketers Me

Ads

Interruption…

That’sNotHowWeRoll.

How People Buy in 2011

Realize a Need

Investigate Options

Ask Our Friends

Seek Out Experts

Find Communities

Dig Into Every Detail Available

Convert

You Don’t Buy Those Visitors.You Earn Them.

In∙bound Mar∙ket∙ing-noun

Any tactic that relies on earning people’s interest rather than buying it.

We’re Here to Help

Original Audience: 250

Total Reach: 11,000+

Buh.. Zam.

Content

Influences Everything

Without Great Content…

There’s No Chance of Success.

Content Can Mean:

“Content.”

Community

Product

Or Distribution

No Matter the Form; Content is the Foundation of Great Inbound Marketing

Search

Search is How Things Get Found.

Search = Discovery

Discovery = Sharing

Search Brings Highly

Qualified Traffic

Search Dominates

Social

Social Lives at the Top of the Funnel

Social is Discovery Prior to Interest

Social Demands Great Content,

And Rewards It.

Social Can Spread a Message Like Nothing Else

Today, Social is a Huge Influence on Search

And Social Appears to Be Fragmenting into Multiple Large Communities

(and thousands of small ones)

Users: 50mm 750mm 200mm 120mm 10mm

Users: 14mm Millions 14mm 6.5mm

Conversion

The Funnel Only Exists So It Can Convert.

Optimizing Conversion Means Measuring & Testing

It Means Listening, Too.

A Lot of Conversion is Wrapped in Soft Metrics

Branding

Messaging

Familiarity

Trust

CRO is a Critical Practice

But it Requires Holistic Marketing to Succeed.

Now We Can Win.

10 Actionable Tactics w/ Examples

#1: Data as Content Marketing

Tons of great examples via Kelly Ford’s blog post: http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-drumbeat-of-data/

#1: Data as Content Marketing

While Kelly shows lots of good ways to use your growth/financial/metrics data, I also love using user/habit/trend data like http://blog.last.fm/2010/12/16/the-data-behind-best-of-2010

#2: Video Content + SERP Visuals

For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video result in position #3 actually earned more traffic/clicks than the top 2 combined.

#2: Video Content + SERP Visuals

Getting a video snippet simply requires embedding a video on the page (though standard YOUTube embeds don’t work) and submitting a video XML sitemap file. We use http://wistia.com which is awesome for this.

#3: Thought Leadership + Rel=Author

Who needs to rank #1 when you can earn better traffic than the top ranking sites w/ a photo?!

#4: Social Networks for Personalized Rankings

Last year, Google used Facebook, Friendfeed, Twitter, Quora and several other social networks to show connected content. Today, it’s nearly impossible to find something socially annotated that’s not through Google+

#4: Social Networks for Personalized Rankings

More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings You can see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent

#4: Social Networks for Personalized Rankings

Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.

Create Share-Worthy Content

Share Socially

Earn Rankings Boost

Get Natural Links through Visibility

Earn More Social Followers

Network Amplification Grows Reach

More Searchers Biased to Seeing Your Stuff

Win the Internet

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlTactic via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/

#5: Link Building w/ Your Social Followers

#5: Link Building w/ Your Social Followers

You can use Klout or Followerwonk scores (or just follower counts) to order the results

#5: Link Building w/ Your Social Followers

How to: http://www.distilled.net/blog/seo/getting-started-with-the-free-linkscape-api/

Use vLookup in Excel with the Linkscape API to see if they’re linking

to you yet

#5: Link Building w/ Your Social Followers

This tactic can also be applied to blog commenters, email list subscribers and any social network where you can export a list of your friends/followers

Engage w/ or reach out to sites you want links from

#6: Long Tail SEO via Gamification

http://quora.com has been highly effective with this, as have http://stackexchange.com, http://dribbble.com, and even Moz’s own http://www.seomoz.org/q

#7: PR through Social Outreach

Starting a relationship over social media is easy and it leads to great press coverage surprisingly fast. Recent example from Moz: http://www.geekwire.com/2011/postit-wars-part-space-invaders-attack-pine-street

#8: Viral-Worthy Content via Q+A Research

Places like http://answers.yahoo.com, http://quora.com, http://answers.com, virtually any web forum (http://boardreader.com is a good way to find them) and even Google Suggest are good for this.

#9: Influence Search Suggest through Branding

You can see the original experiment here: https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku

#10: Leverage Thought Leaders to Build Content

Via http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The concept is simple; identify leading influencers in your space, recruit them to contrbute something small, perhaps just a few survey answers, then aggregate and share the data. They’ll help it spread.

Download this deck: bit.ly/inboundconnected