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The Power of Inbound Marketing

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Rand Fishkin's keynote presentation for Expon Brazil in Sao Paulo, July 2011.

Publicada em: Tecnologia, Negócios
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The Power of Inbound Marketing

  1. 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!)<br />Download at http://bit.ly/mozsaopaulo<br />Rand Fishkin, CEO & Co-founder, SEOmoz | July 2011<br />
  2. makes SOFTWARE!!<br />We don’t offer any consulting.<br />
  3. How Things Used to Be Sold<br />
  4. 1921<br />
  5. 1955<br />
  6. 1983<br />
  7. 1998<br />
  8. Some Marketers Still Do It This Way<br />
  9. 2011<br />
  10. 2011<br />
  11. 2011<br />
  12. The Process of Selling Hasn’t Changed…<br />
  13. The Process of Buying Has…<br />
  14. How People Buy Today<br />
  15. Realize a Need<br />
  16. Investigate Options<br />
  17. Ask Our Friends<br />
  18. Seek Out Experts<br />
  19. Leverage Q+A Sites & Forums<br />
  20. Dig Into Every Detail Available<br />
  21. Convert<br />
  22. Rise of the Organic Web<br />
  23. Search<br />Currently, there are more than 3 billion searches/day on Google<br />Data via Google’s occasional public statements and some inference (for 2006 + 2009)<br />
  24. Social Networks<br />Users:<br />10mm<br />750mm<br />200mm<br />120mm<br />10mm<br />Users:<br />14mm<br />Millions<br />14mm<br />6.5mm<br />
  25. Local Portals<br />
  26. Blogs<br />
  27. Forums & Niche Communities<br />
  28. Social Discovery & Content Sharing<br />
  29. Video + MultiMedia Portals<br />
  30. The Problem withClassic Web Marketing<br />
  31. An Unhealthy Focus on the Controllable, Spend-Driven Channels<br />Contextual Ads<br />Newspapers<br />Paid Search<br />Banner Ads<br />Outdoor<br />Video Ads<br />Television<br />Radio<br />Magazines<br />
  32. An Unhealthy Focus on the Controllable, Spend-Driven Channels<br />Contextual Ads<br />Newspapers<br />Interruption-Based Messaging<br />Paid Search<br />Banner Ads<br />Outdoor<br />Video Ads<br />Television<br />Radio<br />Magazines<br />
  33. Inbound Marketing is Under-Invested<br />Unpaid drives 85%+ of traffic<br />(but garners only ~$5 billion of investment in 2011)<br />Paid drives <15% of web traffic(but wins a whopping $31+ Billion of investment in 2011)<br />Percent of Web Traffic from Various Sources to the Average Website<br />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.<br />
  34. Every Marketer Sees This:<br />But That’s Not Reality<br />
  35. 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.<br />
  36. All the traffic we receive that isn’t the result of paid acquisition or advertising (in SEOmoz’s case – 95%+)<br />comes from Inbound Marketing!<br />
  37. Inbound vs. Outbound Marketing<br />
  38. Inbound Marketing<br />Outbound Marketing<br />Organic Search Rankings<br />Paid Search Ads<br />Social Networks (Facebook, Twitter)<br />Display Advertising<br />Inclusion in Universal Search Results<br />Contextual Ad Networks (AdSense)<br />Blogs + News Sites<br />Buying Email Lists<br />Links from Partners + Friends<br />Site Sponsorships<br />Opt-In Email Newsletters<br />Video Ads<br />Forums + Discussion Sites<br />Demographic Targeting<br />Viral Content<br />Facebook Ads<br />Q+A Answers w/ a Link<br />Affiliate Marketing<br />User Profiles + Comments<br />Viral Content<br />For more on Inbound Marketing, check out Brian + Dharmesh’s awesome book: http://www.amazon.com/Inbound-Marketing-Found-Google-Social/dp/0470499311<br />
  39. You Must Become a Hub for GreatContent in Your Niche<br />Answers on Q+A sites reference its resources<br />Referenced by industry blogs<br />Site that offers:<br /><ul><li> Unique Research
  40. Informed Opinions
  41. News/Trend Analysis
  42. Multimedia Content
  43. Authentic Expert Contributors
  44. Quality Discussion/Interaction</li></ul>Mentioned in news publications<br />Forum discussions link to its pages<br />People email links to each other<br />Links are Tweeted<br />Liked/Shared on Facebook<br />Cited at conferences + events<br />Sometimes, 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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  45. “Good, Unique Content” is NOT ENOUGH<br />
  46. Tips, Strategies & Channels for Powerful Inbound Marketing<br />
  47. Search Engine Optimization (SEO)<br />
  48. Discover What People Want<br />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.<br />
  49. Grow Your Social Network to Reach Searchers<br />Geraldine’s blog is awesome, but it would never rank on page #1 for this query without the power of the social connection.<br />Check out http://www.slideshare.net/randfish/merging-of-search-social-wappow for more on how search engines and social media are mixing together.<br />
  50. Social Media<br />
  51. Facebook<br />More fans = more people potentially exposed to your content.<br />But… You also need to create posts that will show up in “top news” on your fans’ walls. That’s more challenging.<br />For some great Facebook-focused marketing tactics, check out http://www.seomoz.org/blog/4-facebook-marketing-tactics-you-might-not-know-about<br />
  52. Twitter<br />It’s not just about the follower count. Your tweets have to count for something and drive actions/awareness.<br />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.<br />
  53. LinkedIn<br />LinkedIn’s “Groups” are a powerful way to grow your network and spread a message.<br />Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).<br />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).<br />
  54. Reddit<br />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.)<br />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/<br />
  55. StumbleUpon<br />StumbleUpon reaches more than 15 million active monthly users, and drives massive amounts of outbound traffic.<br />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.<br />
  56. Participating in the Blogosphere <br />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.<br />
  57. Content that Works<br />
  58. Blog Readership is Up, But to Fewer Blogs<br />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<br />
  59. Great Blogs Rock.<br />Mediocre Blogs are Useless.<br />Research for this statement via PEW Internet & Captain Obvious<br />
  60. Evergreen Content<br />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.<br />
  61. Infographics<br />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).<br />
  62. Fostering Community<br />
  63. User Profiles<br />Progress Bar<br />Highly customizable profile details<br />Custom Photo<br />Links to other web profiles<br />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.<br />
  64. User-Generated Content<br />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!<br />
  65. An Incentive to Share<br />These “spoonback” were key to Urbanspoon’s growth (now ahead of Citysearch in traffic!)<br />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.<br />
  66. Gamification<br />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.<br />
  67. RSS + XML Feeds<br />
  68. Blog Content Feeds<br />On average, this many people actually read a post via feed<br />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.<br />
  69. Anything with Regular Updates<br />Etsy makes it possible to subscribe to a feed of anyone’s shop on the site!<br />I was actually tempted to subscribe. http://www.etsy.com/shop/ThisYearsGirl has some awesome stuff!<br />
  70. Don’t Forget Email Subscriptions!<br />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!<br />
  71. Presentations<br />
  72. Live Events<br />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)<br />
  73. Webinars<br />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/<br />
  74. Online Presentations<br />I put many of my presentation on http://slideshare.net where they earn thousands of additional views.<br />
  75. Video<br />
  76. YouTube<br />Don’t be a honey badger. Care about YouTube’s potential!<br />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/<br />
  77. The “Long Tail” of Video Sites<br />Long tail of video sites get 50% of all online video traffic/views!<br />http://techcrunch.com/2010/02/08/long-tail-video-half-viewing-minutes/<br />
  78. Self-Hosted Video Content<br />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<br />
  79. Local + Mobile<br />
  80. Google Local / Maps / Places<br />Fox Sports Grill? I’m sorry Google, but that is not barbecue.<br />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.<br />
  81. Easiest Way to Win Google Maps<br />This blog post explains how: http://www.seomoz.org/blog/one-dead-simple-tactic-for-better-rankings-in-google-local<br />
  82. Public Relations, Guest Authoring and Comment Marketing<br />
  83. Guest Blogging + Writing<br />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.<br />
  84. Direct Connections to Journalists<br />HARO (http://www.helpareporter.com/) is a popular service that lets you get contacted when relevant reporters/journalists need sources.<br />
  85. Comment Marketing<br />This post has a list of recommendations for blog commenting as a marketing tactic: http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy<br />
  86. Inbound Marketing is<br />
  87. Inbound Marketing isAll Connected<br />
  88. Original Audience: 250<br />
  89. Original Audience: 250<br />Total Reach: 10,000<br />Buh.. Zam.<br />
  90. The Inbound Marketing Process<br />
  91. Step #1: Discover<br />Find inbound marketing paths that look promising and make a list.<br />Step #2:Test<br />Invest a few days/hours building authentic value in that niche/sector.<br />Step #3: Measure<br />Use your web analytics to track primary + second-order impact<br />Step #4: Repeat<br />Throw out low ROI projects; repeat high ROI ones.<br />
  92. Q+A<br />Download at http://bit.ly/mozsaopaulo<br />You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />Rand on the Web<br /><ul><li> Twitter: @randfish
  93. Blog: www.seomoz.org/blog
  94. Email: rand@seomoz.org</li>

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