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