expon 2011 - rand fishkin - the power of inbound marketing
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Rand Fishkin palestrante do ExpOn 2011 fala sobre The Power of Inbound MarketingTRANSCRIPT
Rand Fishkin, CEO & Co-founder, SEOmoz | July 2011
Download at http://bit.ly/mozsaopaulo
The Power of Inbound MarketingHow changes in human behavior and the web landscape have led to a
revolution in customer acquisition (and how marketers can take advantage!)
makes SOFTWARE!!We don’t offer any consulting.
How Things Used to Be Sold
1921
1955
1983
1998
Some Marketers Still Do It This Way
2011
2011
2011
The Process of Selling Hasn’t
Changed…
The Process of Buying Has…
How People Buy Today
Realize a Need
Investigate Options
Ask Our Friends
Seek Out Experts
Leverage Q+A Sites & Forums
Dig Into Every Detail Available
Convert
Rise of the Organic Web
Data via Google’s occasional public statements and some inference (for 2006 + 2009)
Search
Currently, there are more than 3 billion searches/day
on Google
Social Networks
Users: 10mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
Local Portals
Blogs
Forums & Niche Communities
Social Discovery & Content Sharing
Video + MultiMedia Portals
The Problem with
Classic Web Marketing
An Unhealthy Focus on the Controllable,
Spend-Driven Channels
Paid Search
Banner Ads
Contextual Ads
Video AdsTelevision
RadioMagazines
Outdoor
Newspapers
An Unhealthy Focus on the Controllable,
Spend-Driven Channels
Paid Search
Banner Ads
Contextual Ads
Video AdsTelevision
RadioMagazines
Outdoor
Newspapers
Interruption-
Based
Messaging
Inbound Marketing is Under-Invested
Web Traffic is driven almost entirely by organic/inbound/earned media, yet nearly all of the investment in driving traffic to websites is through paid channels… This is an unsustainable dichotomy.
Unpaid drives 85%+ of traffic
(but garners only ~$5 billion of
investment in 2011)Paid drives
<15% of web traffic
(but wins a whopping $31+ Billion of
investment in 2011)
Percent of Web Traffic from Various Sources to the Average Website
Every Marketer Sees This:
But That’s Not Reality
Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.
All the traffic we receive that isn’t the result of paid acquisition or advertising (in SEOmoz’s case – 95%+)
comes from Inbound Marketing!
Inbound vs. Outbound Marketing
For more on Inbound Marketing, check out Brian + Dharmesh’s awesome book: http://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311
Inbound Marketing Outbound Marketing
Social Networks (Facebook, Twitter)
Blogs + News Sites
Links from Partners + Friends
Forums + Discussion Sites
Q+A Answers w/ a Link
User Profiles + Comments
Opt-In Email Newsletters
Organic Search Rankings
Inclusion in Universal Search Results
Viral Content
Viral Content
Display Advertising
Buying Email Lists
Site Sponsorships
Demographic Targeting
Affiliate Marketing
Video Ads
Paid Search Ads
Contextual Ad Networks (AdSense)
Facebook Ads
You Must Become a Hub for Great
Content in Your Niche
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlSometimes, a single piece of content or just a few, can yield these results but, more often, it takes dozens to hundreds of attempts to become a resource hub.
Site that offers:• Unique Research
• Informed Opinions
• News/Trend Analysis
• Multimedia Content
• Authentic Expert Contributors
• Quality Discussion/Interaction
Referenced by industry
blogs
Mentioned in news
publications
Cited at conferences + events
Liked/Shared on Facebook
Links are Tweeted
Answers on Q+A sites reference its resources
Forum discussions link to its pages
People email links to each
other
“Good, Unique Content” is NOT ENOUGH
Tips, Strategies & Channels for
Powerful Inbound Marketing
Search Engine Optimization (SEO)
This post - http://www.seomoz.org/blog/great-content-for-seo-simpler-than-you-ever-imagined goes into detail about how to leverage this tactic to build great resources people will love.
Discover What People Want
Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.
Grow Your Social Network to Reach Searchers
Geraldine’s blog is awesome, but it would never rank on page #1 for this query without
the power of the social connection.
Social Media
For some great Facebook-focused marketing tactics, check out http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about
Facebook More fans = more people potentially exposed to
your content.
But… You also need to create posts that will
show up in “top news” on your fans’ walls. That’s
more challenging.
I highly recommend http://www.slideshare.net/danzarrella/the-science-of-re-tweets which helps show the correlation between activities on Twitter and your ability to have the message spread.
It’s not just about the follower count. Your
tweets have to count for something and drive actions/awareness.
Good advice on LinkedIn profiles here - http://www.seomoz.org/ugc/optimize-your-linkedin-profile-for-best-results-howto (also, don’t miss the comments which discuss how the links work).
Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).
LinkedIn’s “Groups” are a powerful way
to grow your network and spread
a message.
The travel subreddit has nearly 19K registered subscribers - http://www.reddit.com/r/travel - and thousands more browsing. Full list of subreddits, sorted by # of subs here: http://metareddit.com/
Reddit’s grown to be in the top 100 most visited sites on the web, and even smaller subreddits can send remarkable traffic (and result in
tweets/FB shares/etc.)
Two great activities on http://www.stumbleupon.com for beginners: #1) Discover content that people share in your niche. #2) Find great stuff to share/tweet that will earn you more followers.
StumbleUpon
StumbleUpon reaches more than 15 million active monthly users, and drives massive amounts of outbound traffic.
Using http://www.google.com/reader, you can see how many GG Reader users subscribe + average # of posts/week. Those with fewer than 50 subscribers and 1 post/week often are too tiny to be worthwhile.
Participating in the Blogosphere
Content that Works
Data via http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx and http://www.slideshare.net/DianeRayfield/social-medias-shocking-statistics. See also Hubspot’s awesome slide deck: http://www.slideshare.net/HubSpot/how-to-be-the-awesomest-marketer-ever
Blog Readership is Up, But to Fewer Blogs
Research for this statement via PEW Internet & Captain Obvious
Great Blogs Rock.
Mediocre Blogs are Useless.
Every two years, we put out http://www.seomoz.org/article/search-ranking-factors but leave the URL the same, so it continues to accrue great link/social/sharing signals.
Evergreen Content
After producing what is, admittedly, an awesome graphic - http://www.paralegal.net/judge-judy/ -Paralegal.net rose to page one in Google (and got bjillions of drive-by visits, too).
Infographics
Fostering Community
These (http://www.seomoz.org/users/profile/) emulate the success of places like LinkedIn, Quora, Stackoverflow and others. They’ve increased participation and traffic to the profiles dramatically.
User Profiles
Progress Bar
Highly customizable profile details
Custom Photo
Links to other web profiles
When users contribute content (as with http://artistmarketplace.moleskine.com/en) they’re invested in the promotion and success of their work, and thus, your site!
User-Generated Content
Because Yelp + Citysearch had taken the “badges” angle for local businesses, http://urbanspoon.com incented foodie bloggers to link to the site by featuring those bloggers’ posts + content on the site.
An Incentive to Share
These “spoonback” were key to Urbanspoon’s growth (now ahead of Citysearch in traffic!)
The genius game-like badges, points and progress at http://stackoverflow.com has helped make it one of the most successful sites in the Q+A world.
Gamification
RSS + XML Feeds
Feeds aren’t just useful for subscribers. They “ping” search engines, enable easy syndication and can be used by lots of content aggregators that send traffic, too.
Blog Content Feeds
On average, this many people actually read a
post via feed
I was actually tempted to subscribe. http://www.etsy.com/shop/ThisYearsGirl has some awesome stuff!
Anything with Regular Updates
Etsy makes it possible to subscribe to a feed of
anyone’s shop on the site!
I use email to subscribe to http://www.avc.com/ and am 1 of 100K+ who read Fred’s posts on a daily basis. That’s a powerful inbound channel!
Don’t Forget Email Subscriptions!
Presentations
I did a brief, 4-minute presentation at the Seattle 2.0 Awards - http://www.geekwire.com/2011/seomoz-ceo-rand-fishkin-googles-panda-update that promoted our hiring + growth (focused on that audience’s values rather than trying to sell to them)
Live Events
Our webinars http://www.seomoz.org/webinars attract 500-1,000 attendees and earn lots of tweets, blog posts and links. Hubspot’s get 10K+ attendees http://www.hubspot.com/marketing-webinars/
Webinars
I put many of my presentation on http://slideshare.net where they earn thousands of additional views.
Online Presentations
Video
YouTube actually ranks as the second largest “search property” in the US, behind only Google: http://thenextweb.com/google/2011/05/25/youtube-hits-3-billion-views-per-day-2-days-worth-of-video-uploaded-every-minute/
YouTube
Don’t be a honey badger. Care about
YouTube’s potential!
The “Long Tail” of Video Sites
http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/
Long tail of video sites get 50% of all
online video traffic/views!
At SEOmoz, we use http://www.wistia.com who submits our video XML sitemaps to Google for us - http://www.google.com/support/webmasters/bin/answer.py?answer=80472
Self-Hosted Video Content
Local + Mobile
To register, go to http://www.google.com/placesforbusiness. Also check out http://www.davidmihm.com/local-search-ranking-factors.shtml for great local ranking tips.
Google Local / Maps / Places
Fox Sports Grill? I’m sorry Google, but that
is not barbecue.
This blog post explains how: http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local
Easiest Way to Win Google Maps
Public Relations, Guest Authoring
and Comment Marketing
Guest blogging (or contributing content to any type of publisher) is a great way to build your brand and earn links. Tools like http://myblogguest.com/ can help make the process easier.
Guest Blogging + Writing
HARO (http://www.helpareporter.com/) is a popular service that lets you get contacted when relevant reporters/journalists need sources.
Direct Connections to Journalists
This post has a list of recommendations for blog commenting as a marketing tactic: http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
Comment Marketing
Inbound Marketing is
Inbound Marketing is
All Connected
Original Audience: 250
Original Audience: 250
Total Reach: 10,000
Buh.. Zam.
The Inbound Marketing Process
Step #1: Discover
Step #2:Test
Step #3: Measure
Step #4: Repeat
Find inbound marketing paths that look promising and make a list.
Invest a few days/hours building authentic value in that niche/sector.
Use your web analytics to track primary + second-order impact
Throw out low ROI projects; repeat high ROI ones.
Q+A
Rand on the Web
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]
You can now try SEOmoz PRO Free!
http://www.seomoz.org/freetrial
Download at http://bit.ly/mozsaopaulo