Inbound MarketingSEO Has Become More Than SEO

Gillian Muessig | President

ecomTIM 2012

Buna ziua SEOs Romanesti!

Interruption vs. Inbound Marketing

Interruption Marketing

Inbound Marketing

Interruption Marketing

Inbound Marketing

Interruption Marketing

Inbound Marketing

Some marketing

Interruption…

stops us

from doing what We want to do,

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…so it can sell us

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stuff we don’t need.

That’s Interruption Marketing

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Interruption Marketers

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Interruption Marketers Me

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Interruption Marketers Me

Ads

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That’sNotHowWeroll.

How People Buy in 2012

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Realize a Need

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Investigate Options

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Ask Our Friends

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Seek Out Experts

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Find Communities

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Dig Into Every Detail Available

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Convert

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You don’t buy those visitors.

You earn them.

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In∙bound Mar∙ket∙ing-noun

Any tactic that relies on earning people’s interest rather than buying it.

In∙bound Mar∙ket∙ing-noun

Any tactic that relies on earning people’s interest rather than buying it.

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We’re here to help.

Startups disrupt markets. How about marketing?

Inbound Channels

Content

influences everything

Without great content…

there’s no chance for success.

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 Leads to Sharing

Search is

Still Big

And Growing

Currently, there are more than 3 billion searches/day

on Google

Search often brings the

most highly qualified

traffic.

But guess where searchers

click…

~20% of clicks

~80% of clicks

Social

Social lives at the top of the funnel

Social is discovery prior to interest

Social demands great content,

…and rewards it.

Today, Social has a huge influence on Search

And Social appears to be fragmenting into multiple large

communities (and thousands of small ones)

Users: 50mm 750mm 200mm 120mm120mm 10mm

Users: 14mm Millions 14mm 6.5mm

Email

Email is Social’s “Secret Weapon”

http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html

And Email Marketing is Insanely Profitable/Powerful

http://www.conversion-rate-experts.com/seomoz-case-study/

Conversion

The funnel only exists so it can convert.

Optimizing Conversion means measuring & testing.

http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

It means listening, too.

A lot of Conversion is wrapped in soft metrics

Branding

Messaging

Familiarity

Trust

CRO is a critical practice,

but it requires holistic marketing to succeed.

Building an Inbound Strategy

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Who is your audience?

http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html

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Where are they on the Web?

http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653

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What content works there?

http://blog.echen.me/2011/03/14/hacker-news-analysis/

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How will you get visitors into your funnel?

Multiple paths can work, so long as you segment them when tracking CR + CLTV

Email

Retargeting

Social OAuth

Phone NumberMailing Address

Branding/Awareness Free Trial

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How will you measure & improve?

http://www.seomoz.org/blog/tracking-the-roi-of-social-media

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.

Top 10 Inbound Marketing

Tactics & Examples

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#1: Create Sharing Incentives

http://www.paulgraham.com/good.html

to link to!

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#1: Create Sharing Incentives

Urbanspoon’s “Spoonback” program allowed them to compete w/ Yelp and build awareness to foodies, direct traffic from relevant

sites and great SEO. Founders credited the concept as being the most important part of the company’s success.

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#2: Mine the Social Web for Engagement Opportunities

Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work

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#3: Create & Spread Embeddable Content

http://www.simplyhired.com/a/jobtrends/home is a great example

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#4: Make Your Data Interesting; Share It

Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/

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#5: Mine Your Twitter Followers, Emails, etc.

Via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/; tool is here: http://simplymeasured.com/freebies/twitter-follower-analytics

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#6: Use Social to Connect w/Journalists + Bloggers

An amazing research tool: http://followerwonk.com

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#7: Build Features that Require and/or Reward Sharing

http://www.quora.com/How-effective-is-Dropboxs-referral-program-at-bringing-in-*paying*-users-i-e-how-many-subscribers-do-they-have

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#8: Give Your Community a Platform

Moz has a Q+A forum, a blog and a user-generated content platform, along w/ robust user profiles and a

points/gamification system. Content contributed by non-employees is ~35% of our overall traffic

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#9: Rel=Author & Video XML Sitemaps

http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to

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#9: Rel=Author & Video XML Sitemaps

We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google

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#10: Create a Monthly Top X Influencers in Your Industry

http://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)

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Blogs + Blogging

Comment Marketing

News/Media/PRSEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

INBOUND MARKETING!(AKA all the “free” traffic sources)

Direct/Referring Links

Type-In Traffic

Email

Local Portals

Every One of These Marketing Tactics

Helps Every Other One

I brought you a present.

Code: ecomTiM12

www.seomoz.org/signup

@SEOmom

www.seomoz.org/blog

gillian@seomoz.org