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.
31. Multi-sized Screen Design
What is the relative value of each?
âą Image
âą Reservation widget
âą Brand logos
âą Log in
âą Language selector
âą Top direct link to customer service
âą Top Navigation
âą Special offer images
âą Direct links to offers, modifying
reservations, redeem points
âą Additional bottom navigation
âą Privacy policy, T&C, Security, Site Map
67. Fred Wilson learns why Facebook
does so well on monthly
actives/total registered usersâŠ
âWhen I get an email
from Facebook that
a friend has tagged
me in a photo, I click
on it and go check it
out every time."
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
68. If you want to drive
retention and repeat usage,
there isn't
a better way to do it than
email.
69. And Email Marketing is
Insanely
Profitable/Powerful
http://www.conversion-rate-experts.com/seomoz-case-study/
82. Who is your audience?
R
http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
83. Where on the web are they?
R
http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
84. What content works there?
R
http://blog.echen.me/2011/03/14/hacker-news-analysis/
86. How will you get visitors into your funnel?
Branding/Awareness Free Trial Retargeting
Email Social OAuth
Mailing Address Phone Number
R
Multiple paths can work, so long as you segment them when tracking CR + CLTV
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
89. #1: Create Sharing Incentives
R to link to!
http://www.paulgraham.com/good.html
90. #1: Create Sharing Incentives
R
Urbanspoonâs âSpoonbackâ 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 companyâs success.
92. #2: Mine the Social Web for
Engagement Opportunities
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
93. #2: See where you can engage
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
94. #3: Create & Spread
Embeddable Content
http://www.simplyhired.com/a/jobtrends/home is a great example
95. #4: Make Your Data Interesting;
Share It
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
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/; tool
is here: http://simplymeasured.com/freebies/twitter-follower-analytics
97. #6: Use Social to Connect
w/Journalists + Bloggers
An amazing research tool: http://followerwonk.com
98. #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
99. #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
100. #9: Rel=Author & Video XML Sitemaps
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
101. #9: Rel=Author & Video XML Sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
102. #10: Create a Monthly Top X Influencers in Your Industry
http://www.seattle20.com/startup-index.aspx updates monthly, but doesnât use badges (which I highly recommend)
103. Every One of These Marketing Tactics
News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers
Infographics
Comment Marketing
Social Networks
Online Video
INBOUND MARKETING!
R Local Portals
Forums (AKA all the âfreeâ traffic sources)
Webinars
Social Bookmarking Word of Mouth
Direct/Referring Links Podcasting
Type-In Traffic Q+A Sites
Helps Every Other One
Social Media spending is already representing more than 25% of interactive marketing spend, more than email. And mobile spend is more than social media and email marketing combined!
Now we need to design for multiple sized devices used at different times, for the same or different purposes, in different places and situations. Designing for multiple devices, which include everything from cell phones to tablets to wall sized web-enabled TVs is challenging.
Youâll need to look at all the assets on a page and determine the relative value of each and their
Youâll need to look at all the assets on a page and determine the relative value of each and their
A closer look at the top elementsâŠ
And a closer look at the bottom elementsâŠ
Youâll need to look at all the assets on a page and determine the relative value of each and their
Youâll need to look at all the assets on a page and determine the relative value of each and their
Remember pivoting monitor? Theyâre baaaaaaack. Consider how your site will display in portrait and landscape screens. Leverage the ability to hone in simply by turning the device. Design for finger, not mice.
Design for fingers, not mice. Photo credit: http://arthritisreviews.com/
Design for fingers, not mice.
Fred Wilson, a well known and respected VC from Union Square Ventures asked what he described as one of the best product entrepreneurs why facebook does so well on the monthly actives and total registered users metrics. Image credit: http://www.google.com/imgres?hl=en&gbv=2&tbm=isch&tbnid=CvR4eVAUje-udM:&imgrefurl=http://www.forbes.com/sites/nicoleperlroth/2011/06/23/facebook-valuation-inches-up/&docid=CRyUQi6DscADHM&imgurl=http://blogs-images.forbes.com/nicoleperlroth/files/2011/06/facebook-love.png&w=311&h=311&ei=reZxT5-yPMXlqgGSsqCVDA&zoom=1&iact=rc&dur=347&sig=103195842722407947764&page=2&tbnh=146&tbnw=146&start=15&ndsp=20&ved=1t:429,r:14,s:15&tx=55&ty=91&biw=1124&bih=717
But today, if you want to drive retention and repeat usage, there isn't a better way to do it than email. http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
Multiple paths can work, so long as you segment them when tracking Conversion Rates and Customer Life Time Value
To increase your mindshare be active in more places around the web. Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
To increase your mindshare be active in more places around the web.