SEO, Social and Mobile combine as the Inbound Marketing platform expands on the Internet. Learn how to use multiple tactics and platforms to create cohesive marketing that improves conversions and gives you a competitive edge.

1. Inbound Marketing
SEO, Mobile & Social Combine
Gillian Muessig | President
www.slideshare.net/SEOmom

2. Interruption vs.
Inbound Marketing

3. Interruption Marketing

4. Inbound Marketing

5. Interruption Marketing

6. Inbound
Marketing

7. Interruption
Marketing

8. Inbound
Marketing

9. Some
marketing

10. stops us
Interruption
…

11. from doing what we
want to do,

12. so it can sell us

13. …stuff we don’t need.

14. That’s Interruption Marketing

15. Ads
Interruption Marketers Me

16. That’s
Not
How
We
roll.

17. How People Buy in 2012

18. Realize a Need

19. Investigate Options

20. Ask Our Friends

21. Seek Out Experts

22. Find Communities

23. Dig Into Every Detail

24. Convert

25. R
You don’t buy those visitors.
You earn them.

26. In∙bound Mar∙ket∙ing
-noun
Any tactic that relies on earning people’s interest
rather than buying it.

27. We’re here to help.

28. Startups disrupt markets
Marketing can do that, too

29. Multi-sized Screen Design

30. Multi-sized Screen Design
Make a list
of all the
elements on
the page

31. Multi-sized Screen Design
What is the relative value of each?
• Image
• Reservation widget
• Brand logos
• Log in
• Language selector
• Top direct link to customer service
• Top Navigation
• Special offer images
• Direct links to offers, modifying
reservations, redeem points
• Additional bottom navigation
• Privacy policy, T&C, Security, Site Map

32. Multi-sized Screen Design

33. Multi-sized Screen Design

34. Multi-sized Screen Design
Which elements
can you delete
without harming
the user experience?
Note: the user experience
changes on mobile

35. Multi-sized Screen Design
Use time as well
as space to display
what users need
Click through
Info bubbles
Images later

36. Multi-sized Screen Design

37. Design for fingers

38. Not mice

39. Inbound Channels

40. Content

41. influences
everything

42. Without great
content…

43. there’s
no
chance
for

44. Content can mean…

45. “Content”

46. Product

47. Distribution

48. Community

49. No matter the form,
content is the foundation
of great Inbound
Marketing

50. Search

51. Search is
how things get

52. Search =
Discovery

53. Discovery leads to
Sharing

54. Search is still
BIG

55. and Growing
Currently, there are more
than 3 billion searches/day
on Google

56. Search often brings the
most highly qualified

57. But guess where searchers
click…
~20% of clicks
~80% of clicks

58. Social

59. Social lives at the funnel top

60. Social is
discovery prior to

61. Social demands great
content,

62. …and rewards it.

63. Today,
Social
has a
huge
influenc
e on
Search

64. Users: 50mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
Social is fragmenting
into multiple large
communities

65. Email

66. Email is Social’s
“Secret Weapon”
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html

67. Fred Wilson learns why Facebook
does so well on monthly
actives/total registered users…
“When I get an email
from Facebook that
a friend has tagged
me in a photo, I click
on it and go check it
out every time."
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html

68. If you want to drive
retention and repeat usage,
there isn't
a better way to do it than
email.

69. And Email Marketing is
Insanely
Profitable/Powerful
http://www.conversion-rate-experts.com/seomoz-case-study/

70. Conversion

71. The funnel only
exists so it can
convert.

72. Optimizing Conversion
means measuring &
testing.
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

73. It means listening, too.

74. A lot of
Conversion is
wrapped in
soft metrics

75. Branding

76. Messagin
g

77. Familiarity

78. Trust

79. CRO is a critical
practice,

80. but it
equires
holistic
marketing
o succeed.

81. Building an
Inbound Strategy

82. Who is your audience?
R
http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html

83. Where on the web are they?
R
http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653

84. What content works there?
R
http://blog.echen.me/2011/03/14/hacker-news-analysis/

85. Value of content at Quality Levels

86. How will you get visitors into your funnel?
Branding/Awareness Free Trial Retargeting
Email Social OAuth
Mailing Address Phone Number
R
Multiple paths can work, so long as you segment them when tracking CR + CLTV

87. How will you measure & improve?
Step #1: Discover
Find inbound marketing paths that look promising and make a list.
Step #2:Test
Invest a few days/hours building authentic value in that niche/sector.
R
Step #3: Measure
Use your web analytics to track primary + second-order impact
Step #4: Repeat
Throw out low ROI projects; repeat high ROI ones.
http://www.seomoz.org/blog/tracking-the-roi-of-social-media

88. Top 10 Inbound Marketing
Tactics & Examples

89. #1: Create Sharing Incentives
R to link to!
http://www.paulgraham.com/good.html

90. #1: Create Sharing Incentives
R
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.

91. #1: Create Sharing Incentives
R

92. #2: Mine the Social Web for
Engagement Opportunities
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work

93. #2: See where you can engage
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work

94. #3: Create & Spread
Embeddable Content
http://www.simplyhired.com/a/jobtrends/home is a great example

95. #4: Make Your Data Interesting;
Share It
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/

96. #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

97. #6: Use Social to Connect
w/Journalists + Bloggers
An amazing research tool: http://followerwonk.com

98. #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

99. #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

100. #9: Rel=Author & Video XML Sitemaps
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to

101. #9: Rel=Author & Video XML Sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google

102. #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)

103. Every One of These Marketing Tactics
News/Media/PR
SEO Email
Blogs + Blogging Research/White Papers
Infographics
Comment Marketing
Social Networks
Online Video
INBOUND MARKETING!
R Local Portals
Forums (AKA all the “free” traffic sources)
Webinars
Social Bookmarking Word of Mouth
Direct/Referring Links Podcasting
Type-In Traffic Q+A Sites
Helps Every Other One

104. @SEOmom
www.seomoz.org/blog
gillian@seomoz.org
www.slideshare.net/seomom