Download - Don't Buy Your Marketing. Earn It
Don’t Buy Your Marketing.
Rand Fishkin | CEO
Earn It.
http://bit.ly/dontbuyearn
Many Folks Think This is
How
Web Marketing Works…
Let’s Buy Some Of
These
And a Couple of
These
Can’t Forget About
These
And, Some of These
Right, These Guys Too
Marketing? Nailed it!
There’s Two Huge Problems
with This Approach
#1: Click Distribution
Only 18% of Clicks Go
Here
82% Go
Here
Less than 1% of Clicks Go
Here
99% Go Everywhere Else
Especially
Here
The Best Facebook
Ads Get <10% CTR
But Wall Posts Do
Great
Banner Ads Are
Lucky to Get 1%
CTR
But Web Content
Generates Tons of
Views
Blog Sidebar Ads?
<5%
Blog Content? Doing
Great; Thank You.
*Via Forrester’s Interactive Marketing 2012 Report
Inbound Marketing: ~90% of traffic
(but only $5 Billion of investment in 2012*)
Paid Marketing: ~10% of traffic
($40 Billion of investment in 2012*)
#2: Cost of Acquisition
Meet Steve
Steve Uses Ads to Buy
Traffic
Steve Spends $500 on
Average to Acquire a New
Customer
Meet Greg
Greg Leverages Inbound
Channels to Earn Traffic
Greg Spends $100 on
Average to Acquire a New
Customer
Greg Can Aqcuire 5X as
Many Customers as Steve
Or Greg Can Spend $400
per Customer to Improve
His Product
Who Would You Rather Be?
How Inbound Marketing
Works:
Great Content
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Visibility in Search
Visibility in Search
Visibility in Search
Reach in Social
Reach in Social
Reach in Social
Mentions/Links from Blogs
News / PR
Email Lists
Analytics
Conversion Rate Optimization
(CRO)
http://www.conversion-rate-experts.com/seomoz-case-study/
The Unity of Inbound
Channels
Great content prompts your corps
of supporters to share
Social shares get content indexed
by engines and exposed to social
users
Google’s New
“Submit URL” Box
Social shares earn links directly
and indirectly, which lead to
search rankings
Rankings bring you qualified
traffic, even after the temporal
social visits are gone
Even short-term visitors have memories;
advertisers pay millions to make brand
impressions. Inbound earns it for free.
Great content and brand
experiences build recognition,
likability and trust.
Social + search yield links from sites of
all kinds that send traffic and boost
your authority
Consistent content drives email
subscriptions, which yields another
great marketing channelhttp://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
Combined w/ CRO, inbound
channels yield remarkable
conversionshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday
10 Tips to Make Your
Inbound Channels More
Effective
#1: Create a content
“strategy,” not just a blog.
Winning at Strategy Means
Having Great Answers to These Questions
Can You Reach the Right People?
Why Will They Care About You?
What Are You Doing to Earn Their Interest?
What Incentive Do They Have to Share?
Once They Reach You;
Will They Like and Trust You More?
Or Less?
Answer These, And Your Tactics Become
Clear
#2: Be willing to fail
repeatedly before you find
what works
Where people usually
give up.
“The only thing that I see that is
distinctly different about me is that
I’m not afraid to DIE on a treadmill.
You might have more talent than
me, you might be smarter than me,
but if we get on a treadmill together,
there are two things: 1- You’re
getting off first OR 2- I’m gonna DIE.
It’s really that simple”
- Will Smith
#3: “Content” doesn’t just mean blog
posts, articles and infographics; be willing
to get creative.
http://scaleofuniverse.com/
#4: Put all your content on
one domain, under one
brand.
http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
#5: Experiment with lots of
potential networks &
channels
Users: 90mm 850mm 200mm 120mm 10mm
Users: 15mm Millions 14mm 7.5mm
#6: Combine keyword
research + shareable title
for big wins
#7: Build relationships with
the right influencers using
these 3 tools
http://www.google.com/reader/view/#directory-search/travel%20blog//0
#7: Build relationships with
the right influencers using
these 3 tools
http://followerwonk.com
#7: Build relationships with
the right influencers using
these 3 tools
http://findpeopleonplus.com
#8: Time things right; use tools to
determine when your community is
online
http://tweriod.com
#8: Time things right; use tools to
determine what topics are hot right
now
http://www.google.com/insights/search/
#9: Use rel=author from
Google and post your content
to Google+
#10: Don’t ignore advertising;
retargeting, PPC, social ads all get
more effective the bigger your
inbound brand grows
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Community Building
Webinars
Research/White Papers
Infographics
Social Bookmarking
COMBINE TO WIN(focus on just one, and you miss out)
Direct/Referring Links
Type-In Traffic
Local Portals
BONUS #11:
Rand Fishkin | CEO
@randfish
www.seomoz.org/blog
http://bit.ly/dontbuyearn