I spent 10 years doing Performance Marketing. I used to think Performance Marketing and Customer Acquisition went hand in hand. That was before I started working at Moz and interacting with Rand Fishkin. Over the past two years I've learned the value of Inbound Marketing and a more holistic approach to customer acquisition that I believe is the key to successfully growing a company. Performance Marketers have all the skillsets necessary to be amazing at Inbound marketing. The sooner they can utilize these skillsets and start embracing alternative approaches to customer acquisition, the sooner they can reap the rewards.

1. PPC Is Not Enough…How I Learned to
Embrace Holistic Growth Marketing at Moz and
Tips to Help You Do the Same.
Justin Vanning: Customer Acquisition Manager
Search Exchange – July 29, 2013
@justinvanning

2. Let’s start with a story…
My story

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I’ve been doing performance marketing since 2003
2003
• Search Marketing Specialist
• At a small company
2005
• Consumer and Online Marketing Manager
• Rodale Publishing
2007
• Media Specialist
• Microsoft - AdCenter Client Services Team
2010
• Display Advertising PM
• Microsoft – MSN Premier Media Group
2011
• Performance Marketing Strategist
• Moz
@justinvanning

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I considered myself a performance/paid marketer through and through

5. But then something happened,
I started spending time with
this guy…

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Rand has been leading the charge to get people to see the value of
Inbound Marketing for the past several years.
@justinvanning

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I was seeing more and more research showing that the way people were
searching was changing.
@justinvanning

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Even with this research, I wasn’t super receptive to the message at first.

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But then it clicked, both Paid and Inbound marketing utilize the
same tactics and skills.
@justinvanning

11. While I wasn’t going to give up on paid, I needed to embrace Inbound and
think differently about customer acquisition if I was going to succeed.
I no longer considered myself a “performance marketer” but rather a “growth
Marketer”.

12. 15 Holistic Customer Acquisition “Growth”
Tips I’ve Learned at Moz

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1. Go beyond the click and make sure your funnel is healthy.
@justinvanning

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1. Go beyond the click and make sure your funnel is healthy.
@justinvanning
HP
Products Section
Tour
Cart/Checkout Page

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2. Evoke Emotion with your Web Design.
@justinvanning
“Emotional design turns casual users into fanatics, ready to tell others about
their positive experience.”
– Aarron Walter

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2. Evoke Emotion with your Web Design.
@justinvanning
Use intriguing copy and beautiful images to make an emotional connection
with your audience.

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2. Evoke Emotion with your Web Design.
@justinvanning
It’s hard to evoke emotion when your landing page isn’t focused.

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2. Evoke Emotion with your Web Design.
@justinvanning
This site utilizes a simple animation of smoke in the background that makes
it almost impossible to not think of BBQ.

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2. Evoke Emotion with your Web Design.
@justinvanning
This restaurant focuses on local/organic food. Unfortunately, while the copy
is trying to evoke emotion, they could’ve achieved this better with photos.

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2. Evoke Emotion with your Web Design.
@justinvanning
Spotify’s use of compelling copy and imagery makes it almost impossible
to not continue exploring the site.

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2. Evoke Emotion with your Web Design.
@justinvanning
Rdio might have a great product, but there’s no emotional attachment that’s
garnered with their bland copy and image of musicians.

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3. Thank your customers and utilize customer loyalty campaigns to reward
customers for different actions.
@justinvanning

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4. Launch a referral program
@justinvanning

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5. Reach out to influencers, offer them something of value – your product
for free or just simply introduce them to your brand.
@justinvanning

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6. Utilize win-back campaigns
@justinvanning

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6. Utilize win-back campaigns
@justinvanning
Winback Emails
sent
#
Opened
Open
Rate
#
Clicked
CTR #
Signups
Conv
Rate
Version 1 36,025 10,552 29.29% 3,436 32.56% 914 26.6%
Version 2 22,684 10,585 46.66% 2,313 21.85% 1268 54.82%
Total 58,709 21,137 36% 5,749 27.20% 2,181 37.95%

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7. Create unique, compelling content that is easily shareable.
@justinvanning

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8. Find some partnership distributions you can launch.
@justinvanning

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9. Launch a perks store or find stores out there that you can get into.
@justinvanning

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10. Give away some of your tools for free.
@justinvanning

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11. Invest in your Youtube channel.
@justinvanning

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12. Show off your employees and culture
@justinvanning

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12. Show off your employees and culture

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13. Use your community to get direct feedback, talk to customers, and
share this with your company.
@justinvanning

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14. Show off your customer’s passions and success stories.

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15. Work with your social media marketers to make sure you’re measuring
engagements and using your community for testing.
@justinvanning

37. Over the past 2 years, I learned
and embraced this more holistic
approach to marketing.
Hopefully, if you’re not
already, I’ve inspired you to do

38. Thanks for listening!
38 @justinvanning