The 8 Rules of Moz Marketing

by Rand FishkinDownload: http://bit.ly/8rulesofmozmarketing

Over the past 5 years, Moz has grown both traffic and customers by more than 10X. Learn the weird and wonderful ways Moz leverages marketing strategies, tactics, and channels to build an inbound software business.

Why Have Marketing “Rules?”

Gives structure to marketing discussions & decisions

Provides an easy reference point for new Mozzers

Gives us standards against which we compare our work

Ensures TAGFEE (our core values) is part of marketing

Helps tell us what NOT to do (a critical part of strategy)

Empowers every Mozzer to be a marketer

#1: Help Marketers Succeed

We Start with Empathy

Helping Marketers Across Many Mediums

Empathy Applied to Content Creation

http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition

Our Approach to Design & UX

No lead capture forms

No interstitials

No registration required

Anyone can share, use, modify or visuals

No barriers to access

Go Above & Beyond to Help 1:1

#2: Education Before Conversion

The Path to Conversion is Long & Winding

It Might Start by Exposure through Media

The Path to Conversion is Long & Winding

Which Triggers an Informational Query

The Path to Conversion is Long & Winding

That Leads to a Follow on a Social Media

The Path to Conversion is Long & Winding

And Consumption of Content from the Brand

The Path to Conversion is Long & Winding

Then You Check Out Some Free Tools

The Path to Conversion is Long & Winding

And Finally Decide to Give the Product a Spin

We Seek to Be Relevant at Every Stage

Different Tactics to Reach Different Stages

We Bias Against “Pushy” Marketing

Sigh… This does not make me love your brand.

Educational Content Earns Far More Amplification

#3: Quality Over Quantity

We Invest Heavily in “Big” Content

http://moz.com/blog/why-big-content-is-worth-the-risk

1-2 Posts/Day Maximum

Or try to be everything to everyone

We maintain a unique focus on helping marketers succeed

We don’t cover the news

Strong Filters on UGC

Google Seems to Be Rewarding Better > More

http://moz.com/blog/google-is-changing-long-tail-search-with-efforts-like-hummingbird-whiteboard-friday

#4: Mend Broken Windowsin Comments & Community

Broken Windows Lead to Bad Communities

e.g. YouTube comments, which are the best way I know of to lose faith in humanity’s future.

Comments Need Careful Moderation

Our community team watches threads like hawks

Off-Site Content Gets Attention Too

We keep an eye out on dozens of sites on the web where our brand gets mentioned or our community participates.

#5: Measure Everything Possible

Marketing Metrics Dashboard

Measuring from Top to Bottom

Consolidate to Three Numbers

Set Targets & Measure Against Them

#6: Invest 20% in Unmeasurable, Serendipitous

Marketing

We Know We Can’t Measure Some Things

http://moz.com/rand/the-paradox-of-easy-vs-hard-to-measure-marketing-channels/

But We’ve Seen the Positive Impact of Serendipity

http://moz.com/rand/manufacturing-serendipity/

#7: Promote Great People, Content, & Tools Regardless of Source

Our Competition Gets Lots of Links & Mentions

The Moz Top 10 Newsletter

#8: Embrace Authenticity,Fun, and Delight

Work is Only Work If You Make it So

https://www.facebook.com/moz

We Maintain Our Individual Voices

We Try to Have Fun in Everything We Do

http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings

We Want Everyone Who Interacts with Moz to Experience Delight

Roger Mozbot’s toggle is permanently set to “Hugs”

Rules of Moz marketing:#1: Help marketers succeed

#2: Education before conversion

#3: Quality over quantity

#4: Mend “broken windows” in comments & community

#5: Measure everything possible

#6: Invest 20% in unmeasurable, serendipitous marketing

#7: Promote great people, content, & tools, regardless of

source

#8: Embrace authenticity, fun, & delight

Here’s to Better Marketing!Find Rand on the Web: Blog, Twitter, Facebook, Google+

Download: http://bit.ly/8rulesofmozmarketing