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R 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 Number Mailing Address Branding/Awareness Free Trial
R 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.
R #1: Create Sharing Incentives http://www.paulgraham.com/good.html to link to!
R #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.
R #2: Mine the Social Web for Engagement Opportunities Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
R #3: Create & Spread Embeddable Content http://www.simplyhired.com/a/jobtrends/home is a great example
R #4: Make Your Data Interesting; Share It Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
R #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
R #6: Use Social to Connect w/Journalists + Bloggers An amazing research tool: http://followerwonk.com
R #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
R #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
R #9: Rel=Author & Video XML Sitemaps http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
R #9: Rel=Author & Video XML Sitemaps We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
R #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)
R Blogs + Blogging Comment Marketing News/Media/PR SEO 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 [email_address]