Don’t Buy Your Marketing.

Rand Fishkin | CEO

Earn It.

http://bit.ly/dontbuyearn

Many Folks Think This is

How

Web Marketing Works…

Let’s Buy Some Of

These

And a Couple of

These

Can’t Forget About

These

And, Some of These

Right, These Guys Too

Marketing? Nailed it!

There’s Two Huge Problems

with This Approach

#1: Click Distribution

Only 18% of Clicks Go

Here

82% Go

Here

Less than 1% of Clicks Go

Here

99% Go Everywhere Else

Especially

Here

The Best Facebook

Ads Get <10% CTR

But Wall Posts Do

Great

Banner Ads Are

Lucky to Get 1%

CTR

But Web Content

Generates Tons of

Views

Blog Sidebar Ads?

<5%

Blog Content? Doing

Great; Thank You.

*Via Forrester’s Interactive Marketing 2012 Report

Inbound Marketing: ~90% of traffic

(but only $5 Billion of investment in 2012*)

Paid Marketing: ~10% of traffic

($40 Billion of investment in 2012*)

#2: Cost of Acquisition

Meet Steve

Steve Uses Ads to Buy

Traffic

Steve Spends $500 on

Average to Acquire a New

Customer

Meet Greg

Greg Leverages Inbound

Channels to Earn Traffic

Greg Spends $100 on

Average to Acquire a New

Customer

Greg Can Aqcuire 5X as

Many Customers as Steve

Or Greg Can Spend $400

per Customer to Improve

His Product

Who Would You Rather Be?

How Inbound Marketing

Works:

Great Content

http://blog.okcupid.com/index.php/your-looks-and-online-dating/

Visibility in Search

Visibility in Search

Visibility in Search

Reach in Social

Reach in Social

Reach in Social

Mentions/Links from Blogs

News / PR

Email Lists

Analytics

Conversion Rate Optimization

(CRO)

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

The Unity of Inbound

Channels

Great content prompts your corps

of supporters to share

Social shares get content indexed

by engines and exposed to social

users

Google’s New

“Submit URL” Box

Social shares earn links directly

and indirectly, which lead to

search rankings

Rankings bring you qualified

traffic, even after the temporal

social visits are gone

Even short-term visitors have memories;

advertisers pay millions to make brand

impressions. Inbound earns it for free.

Great content and brand

experiences build recognition,

likability and trust.

Social + search yield links from sites of

all kinds that send traffic and boost

your authority

Consistent content drives email

subscriptions, which yields another

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

Combined w/ CRO, inbound

channels yield remarkable

conversionshttp://www.seomoz.org/blog/why-the-inbound-marketing-funnel-is-essential-whiteboard-friday

10 Tips to Make Your

Inbound Channels More

Effective

#1: Create a content

“strategy,” not just a blog.

Winning at Strategy Means

Having Great Answers to These Questions

Can You Reach the Right People?

Why Will They Care About You?

What Are You Doing to Earn Their Interest?

What Incentive Do They Have to Share?

Once They Reach You;

Will They Like and Trust You More?

Or Less?

Answer These, And Your Tactics Become

Clear

#2: Be willing to fail

repeatedly before you find

what works

Where people usually

give up.

“The only thing that I see that is

distinctly different about me is that

I’m not afraid to DIE on a treadmill.

You might have more talent than

me, you might be smarter than me,

but if we get on a treadmill together,

there are two things: 1- You’re

getting off first OR 2- I’m gonna DIE.

It’s really that simple”

- Will Smith

#3: “Content” doesn’t just mean blog

posts, articles and infographics; be willing

to get creative.

http://scaleofuniverse.com/

#4: Put all your content on

one domain, under one

brand.

http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites

#5: Experiment with lots of

potential networks &

channels

Users: 90mm 850mm 200mm 120mm 10mm

Users: 15mm Millions 14mm 7.5mm

#6: Combine keyword

research + shareable title

for big wins

#7: Build relationships with

the right influencers using

these 3 tools

http://www.google.com/reader/view/#directory-search/travel%20blog//0

#7: Build relationships with

the right influencers using

these 3 tools

http://followerwonk.com

#7: Build relationships with

the right influencers using

these 3 tools

http://findpeopleonplus.com

#8: Time things right; use tools to

determine when your community is

online

http://tweriod.com

#8: Time things right; use tools to

determine what topics are hot right

now

http://www.google.com/insights/search/

#9: Use rel=author from

Google and post your content

to Google+

#10: Don’t ignore advertising;

retargeting, PPC, social ads all get

more effective the bigger your

inbound brand grows

Blogs + Blogging

Comment Marketing

News/Media/PRSEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Community Building

Webinars

Research/White Papers

Infographics

Social Bookmarking

COMBINE TO WIN(focus on just one, and you miss out)

Direct/Referring Links

Type-In Traffic

Email

Local Portals

BONUS #11:

Rand Fishkin | CEO

@randfish

www.seomoz.org/blog

rand@seomoz.org

http://bit.ly/dontbuyearn