• 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY • 4. Start engaging your people The lifeblood of your business is people. They interact with you and even pay you… they are your users... your customers. Start getting to know them as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin - Who are your customers? - Where do they hang out? - How should you engage? • 5. WHO ARE YOUR Customers? • 6. WHERE DO THEY Hang out? • 7. HOW SHOULD YOU Engage? • 8. What is User Experience? • 9. Who are your customers? ONLINE MARKETERS WITH Websites • 10. Where do they hang out? #measure ON TWITTER • 11. How should you engage? • 12. How should you engage? 16,000 TWEETS 109,000 FOLLOWERS $0 BUDGET • 13. Publish awesome content • 14. Start a blog SELF-HOSTED • 15. Start a blog DRIP EMAIL MARKETING • 16. Create content • 17. Create content that teaches • 18. Be consistently awesome • 19. What is User Experience? • 20. Start a blog $7.35 COST PER SIGN UP • 21. Create content 51 INFOGRAPHICS 505 POSTS 20,000 COMMENTS • 22. WE’VE DESIGNED & MARKETED OVER 50 INFOGRAPHICS • 23. WE’VE DESIGNED & MARKETED OVER 50 INFOGRAPHICS • 24. 5K Tweets 6K Likes 1 Radio Show CASE STUDY HOW DO COLORS AFFECT PURCHASES? • 25. 2k Tweets 600 Likes 300 LinkedIn Shares CASE STUDY BOUNCE RATE DEMYSTIFIED • 26. 2k Tweets 1k Likes 366 LinkedIn Shares CASE STUDY WHAT MAKES SOMEONE LEAVE A WEBSITE? • 27. Be consistently awesome • 28. Measure and optimize your content Focus on actionable metrics for your content. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals. “Be metrics driven and test a lot." Mark Suster - Design for conversions - Qualitative measurement - Quantitative measurement - Optimize & improve results • 29. Design for conversions • 35. Design User Experience? What is for conversions VANITY METRICS • 36. Design User Experience? What is for conversions VANITY METRICS WILL Kill Your ROI • 37. Qualitative measurement What is User Experience? • 38. Qualitative measurement WHAT DO YOUR READERS WANT TO READ? • 39. Qualitative measurement DID READERS GET VALUE FROM YOUR CONTENT? • 40. Qualitative measurement HOW CAN YOU IMPROVE YOUR CONTENT? • 41. Qualitative measurement WHO ARE YOUR READERS? • 42. Qualitative measurement HOW CAN YOU DELIGHT YOUR READERS? • 43. Quantitative measurement • 44. Quantitative measurement • 45. Quantitative measurement • 46. Quantitative measurement • 47. Optimize and improve results • 48. Optimize and improve results “What works for us may not work for you. Please do your own testing. Your conversion rates may suffer if you copy us.” • 49. Optimize and improve results • 50. Optimize and improve results • 51. Optimize and improve results • 52. Data Informed

1. STEP-BY-STEP CONTENT MARKETING
Neil Patel
KISSmetrics
Sunday, March 3, 13

2. @neilpatel #KISSmetrics
Sunday, March 3, 13

3. DOING BUSINESS ON THE WEB FOR
9 YEARS
AND PLENTY OF FAILURES ALONG THE WAY
Sunday, March 3, 13

4. Start engaging your
people
The lifeblood of your business is
people. They interact with you and
even pay you… they are your users...
your customers. Start getting to
know them as fast as possible.
“There is no black magic
to successfully attracting
customers via the web.”
Rand Fishkin
- Who are your customers?
- Where do they hang out?
- How should you engage?
Sunday, March 3, 13

5. WHO ARE YOUR
Customers?
Sunday, March 3, 13

6. WHERE DO THEY
Hang out?
Sunday, March 3, 13

7. HOW SHOULD YOU
Engage?
Sunday, March 3, 13

8. What is User Experience?
Sunday, March 3, 13

9. Who are your customers?
ONLINE MARKETERS WITH
Websites
Sunday, March 3, 13

10. Where do they hang out?
#measure
ON TWITTER
Sunday, March 3, 13

11. How should you engage?
Sunday, March 3, 13

12. How should you engage?
16,000
TWEETS
109,000
FOLLOWERS
$0
BUDGET
Sunday, March 3, 13

13. Publish awesome
content
Content is king. Great content gets
people excited, it educates them, it
helps them be successful and even
makes them want more!
“No matter what, the very
first piece of social media
real estate I'd start with is
a blog.”
- Start a blog
Chris Brogan
- Create content
- Be consistently awesome
Sunday, March 3, 13

14. Start a blog
SELF-HOSTED
Sunday, March 3, 13

15. Start a blog
DRIP EMAIL MARKETING
Sunday, March 3, 13

16. Create content
Sunday, March 3, 13

17. Create content that teaches
Sunday, March 3, 13

18. Be consistently awesome
Sunday, March 3, 13

19. What is User Experience?
Sunday, March 3, 13

20. Start a blog
$7.35
COST PER SIGN UP
Sunday, March 3, 13

21. Create content
51
INFOGRAPHICS
505
POSTS
20,000
COMMENTS
Sunday, March 3, 13

22. WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS
Sunday, March 3, 13

23. WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS
Sunday, March 3, 13

24. 5K
Tweets
6K
Likes
1
Radio Show
CASE STUDY
HOW DO COLORS AFFECT
PURCHASES?
Sunday, March 3, 13

25. 2k
Tweets
600 Likes
300 LinkedIn
Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIED
Sunday, March 3, 13

26. 2k
Tweets
1k
Likes
366
LinkedIn
Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A
WEBSITE?
Sunday, March 3, 13

27. Be consistently awesome
Sunday, March 3, 13

28. Measure and optimize
your content
Focus on actionable metrics for
your content. It’s easy to drown in a
sea of vanity metrics. Hone in on the
metrics that matter based on your
own specific business goals.
“Be metrics driven and test
a lot."
Mark Suster
- Design for conversions
- Qualitative measurement
- Quantitative measurement
- Optimize & improve results
Sunday, March 3, 13

29. Design for conversions
Sunday, March 3, 13

30. Design for conversions
Sunday, March 3, 13

31. Design for conversions
Sunday, March 3, 13

32. Design for conversions
Sunday, March 3, 13

33. Design for conversions
Sunday, March 3, 13

34. Design for conversions
Sunday, March 3, 13

35. Design User Experience?
What is for conversions
VANITY METRICS
Sunday, March 3, 13

36. Design User Experience?
What is for conversions
VANITY METRICS WILL
Kill Your ROI
Sunday, March 3, 13

37. Qualitative measurement
What is User Experience?
Sunday, March 3, 13

38. Qualitative measurement
WHAT DO YOUR READERS WANT TO READ?
Sunday, March 3, 13

39. Qualitative measurement
DID READERS GET VALUE FROM YOUR CONTENT?
Sunday, March 3, 13

40. Qualitative measurement
HOW CAN YOU IMPROVE YOUR CONTENT?
Sunday, March 3, 13

41. Qualitative measurement
WHO ARE YOUR READERS?
Sunday, March 3, 13

42. Qualitative measurement
HOW CAN YOU DELIGHT YOUR READERS?
Sunday, March 3, 13

43. Quantitative measurement
Sunday, March 3, 13

44. Quantitative measurement
EMAIL SIGN UP CONVERSION RATE
Sunday, March 3, 13

45. Quantitative measurement
SHARING CONVERSION RATE
Sunday, March 3, 13

46. Quantitative measurement
WHICH BLOG POSTS CAUSE REPEAT READERS?
Sunday, March 3, 13

47. Optimize and improve results
TESTING BUTTON COLORS IS
Lazy
Sunday, March 3, 13

48. Optimize and improve results
“What works for us may not work for you. Please do your own testing.
Your conversion rates may suffer if you copy us.”
Sunday, March 3, 13

49. Optimize and improve results
Sunday, March 3, 13

50. Optimize and improve results
TEST YOUR CALL TO ACTIONS
Sunday, March 3, 13

51. Optimize and improve results
LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS
Sunday, March 3, 13

52. Data Informed - Continuous Improvement
Optimize and improve results
re
ings Spl
olden Te
ion
Build
Learn Measure
THE LEAN STARTUP
Sunday, March 3, 13

53. ROI!
$7.35
COST PER SIGN UP
Sunday, March 3, 13

54. THANK YOU!
Neil Patel
quicksprout.com
npatel@kissmetrics.com
Sunday, March 3, 13