rand fishkin-sic-2011
DESCRIPTION
Rand Fishkin's presentation at Seattle Interactive Conference 2011.TRANSCRIPT
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Inbound Marketing
is All ConnectedDownload: http://bit.ly/inboundconnected
Rand Fishkin, CEO, SEOmoz
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Why Did We Become Marketers?
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So We Could Push People?
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Prod Them
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Force Them
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to Buy Something
They Don’t Want?
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No.
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That’s Interruption Marketing.
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Interruption…
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Interruption…Stops Us
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From Doing What We Want
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Interruption…So It Can Sell Us
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Interruption…
What We Don’t Need
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Interruption Marketers
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Interruption Marketers Me
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Interruption Marketers Me
Ads
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Interruption…
That’sNotHowWeRoll.
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How People Buy in 2011
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Realize a Need
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Investigate Options
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Ask Our Friends
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Seek Out Experts
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Find Communities
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Dig Into Every Detail Available
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Convert
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You Don’t Buy Those Visitors.
You Earn Them.
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In∙bound Mar∙ket∙ing-noun
Any tactic that relies on earning people’s interest rather than buying it.
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We’re Here to Help
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Original Audience: 250
Total Reach: 11,000+
Buh.. Zam.
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Content
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Influences Everything
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Without Great Content…
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There’s No Chance of Success.
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Content Can Mean:
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“Content.”
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Community
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Product
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Or Distribution
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No Matter the Form; Content is the Foundation of Great Inbound Marketing
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Search
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Search is How Things Get Found.
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Search = Discovery
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Discovery = Sharing
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Search Brings Highly
Qualified Traffic
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Search Dominates
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Social
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Social Lives at the Top of the Funnel
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Social is Discovery Prior to Interest
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Social Demands Great Content,
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And Rewards It.
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Social Can Spread a
Message Like Nothing Else
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Today,
Social is a
Huge
Influence
on Search
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And Social Appears to Be Fragmenting
into Multiple Large Communities (and thousands of small ones)
Users: 50mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
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Conversion
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The Funnel Only Exists So It Can Convert.
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Optimizing Conversion
Means Measuring & Testing
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It Means Listening, Too.
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A Lot of Conversion is Wrapped in Soft Metrics
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Branding
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Messaging
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Familiarity
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Trust
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CRO is a Critical Practice
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But it Requires Holistic Marketing to Succeed.
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Now We Can Win.
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10 Actionable Tactics w/
Examples
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#1: Data as Content Marketing
Tons of great examples via Kelly Ford’s blog post: http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-drumbeat-of-data/
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#1: Data as Content Marketing
While Kelly shows lots of good ways to use your growth/financial/metrics data, I also love using user/habit/trend data like http://blog.last.fm/2010/12/16/the-data-behind-best-of-2010
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#2: Video Content + SERP Visuals
For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video result in position #3 actually earned more traffic/clicks than the top 2 combined.
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#2: Video Content + SERP Visuals
Getting a video snippet simply requires embedding a video on the page (though standard YOUTube embeds don’t work) and submitting a video XML sitemap file. We use http://wistia.com which is awesome for this.
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#3: Thought Leadership + Rel=Author
Who needs to rank #1 when you can earn better traffic than the top ranking sites w/ a photo?!
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#4: Social Networks for Personalized Rankings
Last year, Google used Facebook, Friendfeed, Twitter, Quora and several other social networks to show connected content. Today, it’s nearly impossible to find something socially annotated that’s not through Google+
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#4: Social Networks for Personalized Rankings
More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings You can see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
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#4: Social Networks for Personalized Rankings
Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.
Create Share-Worthy Content
Share Socially
Earn Rankings Boost
Get Natural Links through Visibility
Earn More Social Followers
Network Amplification Grows Reach
More Searchers Biased to Seeing Your Stuff
Win the Internet
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http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlTactic via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/
#5: Link Building w/ Your Social Followers
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#5: Link Building w/ Your Social Followers
You can use Klout or Followerwonk scores (or just follower counts) to order the results
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#5: Link Building w/ Your Social Followers
How to: http://www.distilled.net/blog/seo/getting-started-with-the-free-linkscape-api/
Use vLookup in Excel with the Linkscape API to see if they’re linking
to you yet
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#5: Link Building w/ Your Social Followers
This tactic can also be applied to blog commenters, email list subscribers and any social network where you can export a list of your friends/followers
Engage w/ or reach out to sites you want links from
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#6: Long Tail SEO via Gamification
http://quora.com has been highly effective with this, as have http://stackexchange.com, http://dribbble.com, and even Moz’s own http://www.seomoz.org/q
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#7: PR through Social Outreach
Starting a relationship over social media is easy and it leads to great press coverage surprisingly fast. Recent example from Moz: http://www.geekwire.com/2011/postit-wars-part-space-invaders-attack-pine-street
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#8: Viral-Worthy Content via Q+A Research
Places like http://answers.yahoo.com, http://quora.com, http://answers.com, virtually any web forum (http://boardreader.com is a good way to find them) and even Google Suggest are good for this.
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#9: Influence Search Suggest through Branding
You can see the original experiment here: https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku
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#10: Leverage Thought Leaders to Build Content
Via http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The concept is simple; identify leading influencers in your space, recruit them to contrbute something small, perhaps just a few survey answers, then aggregate and share the data. They’ll help it spread.
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Download this deck: bit.ly/
inboundconnected