Inbound Marketing is All Connected

Inbound Marketing is All Connected<br />Download: http://bit.ly/inboundconnected Rand Fishkin, CEO, SEOmoz

Why Did We Become Marketers?<br />

So We Could Push People?<br />

Prod Them 

Force Them 

to Buy Something They Don’t Want?

No. 

That’s Interruption Marketing. 

Interruption… 

Interruption… Stops Us 

From Doing What We Want<br />

So It Can Sell Us<br />Interruption…

Interruption… What We Don’t Need<br />

Interruption Marketers 

Interruption Marketers Me 

Ads Interruption Marketers Me 

Interruption… That’s Not How We<br />Roll.

How People Buy in 2011<br />

Realize a Need 

Investigate Options 

Ask Our Friends 

Seek Out Experts 

Find Communities 

Dig Into Every Detail Available<br />

Convert 

You Don’t Buy Those Visitors.<br />You Earn Them.

In∙boundMar∙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.<br />

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<br />

Search Dominates 

Currently, there are more than 3 billion searches/day on Google And Search Just Keeps Growing

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

Users: 50mm 750mm 200mm 120mm<br />10mm Users: 14mm Millions 14mm 6.5mm And Social Appears to Be Fragmenting into Multiple Large Communities (and thousands of small ones)

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<br />

But it Requires Holistic Marketing to Succeed.

Now We Can Win. 

10 Actionable Tactics w/ Examples<br />

#1: Data as Content Marketing<br />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<br />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<br />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-rankingsYou can see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent

#4: Social Networks for Personalized Rankings Create Share-Worthy Content Win the Internet Share Socially More Searchers Biased to Seeing Your Stuff Earn Rankings Boost Network Amplification Grows Reach Get Natural Links through Visibility Earn More Social Followers Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.

#5: Link Building w/ Your Social Followers Tactic 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 You can use Klout or Followerwonk scores (or just follower counts) to order the results

#5: Link Building w/ Your Social Followers Use vLookup in Excel with the Linkscape API to see if they’re linking to you yet How to: http://www.distilled.net/blog/seo/getting-started-with-the-free-linkscape-api/

#5: Link Building w/ Your Social Followers Engage w/ or reach out to sites you want links from 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

#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<br />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 