2012 03 omi denver inbound marketing- seo is more than seo
DESCRIPTION
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.TRANSCRIPT
Inbound MarketingSEO, Mobile & Social Combine
Gillian Muessig | President
www.slideshare.net/SEOmom
Interruption vs. Inbound Marketing
Interruption Marketing
Inbound Marketing
Interruption Marketing
Inbound Marketing
Interruption Marketing
Inbound Marketing
Some marketing
Interruption…stops us
from doing what we want to do,
so it can sell us
…stuff we don’t need.
That’s Interruption Marketing
Interruption Marketers Me
Ads
That’sNotHowWeroll.
How People Buy in 2012
Realize a Need
Investigate Options
Ask Our Friends
Seek Out Experts
Find Communities
Dig Into Every Detail
Convert
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You don’t buy those visitors.
You earn them.
In∙bound Mar∙ket∙ing-noun
Any tactic that relies on earning people’s interest rather than buying it.
In∙bound Mar∙ket∙ing-noun
Any tactic that relies on earning people’s interest rather than buying it.
We’re here to help.
Startups disrupt markets Marketing can do that, too
Multi-sized Screen Design
Make a list of all the elements on the page
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
Multi-sized Screen Design
Multi-sized Screen Design
Multi-sized Screen Design
Which elements can you delete without harming the user experience?
Note: the user experiencechanges on mobile
Multi-sized Screen Design
Use time as well as space to display what users need
Click throughInfo bubblesImages later
Multi-sized Screen Design
Multi-sized Screen Design
Design for fingers
Not mice
Inbound Channels
Content
influences everything
Without great content…
there’s no chance for success.
Content can mean…
“Content”
Product
Distribution
Community
No matter the form, content is the foundation of great Inbound Marketing
No matter the form, content is the foundation of great Inbound Marketing
Search
Search is how things get found.
Search = Discovery
Discovery leads toSharing
Search is still BIG
and Growing
Currently, there are more than 3 billion searches/day
on Google
Search often brings the most highly qualified traffic.
But guess where searchers click…
~20% of clicks
~80% of clicks
Social
Social lives at the funnel top
Social is discovery prior to interest
Social demands great content,
…and rewards it.
Today, Social has a huge influence on Search
Social is fragmenting into multiple large communities
(and thousands of small ones)
Users: 50mm 750mm 200mm 120mm120mm 10mm
Users: 14mm Millions 14mm 6.5mm
Email is Social’s “Secret Weapon”
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
Fred Wilson learns why Facebook does so well on monthly actives/total registered users…
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
“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."
If you want to drive retention and repeat usage,
there isn't a better way to do it than
email.
If you want to drive retention and repeat usage,
there isn't a better way to do it than
email.
And Email Marketing is Insanely Profitable/Powerful
http://www.conversion-rate-experts.com/seomoz-case-study/
Conversion
The funnel only exists so it can convert.
Optimizing Conversion means measuring & testing.
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
It means listening, too.
A lot of Conversion is wrapped in soft metrics
Branding
Messaging
Familiarity
Trust
CRO is a critical practice,
but it requires holistic marketing to succeed.
but it requires holistic marketing to succeed.
Building an Inbound Strategy
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Who is your audience?
http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
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Where on the web are they?
http://searchengineland.com/a-portrait-of-who-uses-social-networks-in-the-u-s-and-how-social-media-affects-our-lives-81653
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What content works there?
http://blog.echen.me/2011/03/14/hacker-news-analysis/
Value of content at Quality Levels
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How will you get visitors into your funnel?
Multiple paths can work, so long as you segment them when tracking CR + CLTV
Retargeting
Social OAuth
Phone NumberMailing Address
Branding/Awareness Free Trial
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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.
Top 10 Inbound Marketing
Tactics & Examples
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#1: Create Sharing Incentives
http://www.paulgraham.com/good.html
to link to!
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#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.
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#1: Create Sharing Incentives
#2: Mine the Social Web for Engagement Opportunities
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
#2: See where you can engage
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
#3: Create & Spread Embeddable Content
http://www.simplyhired.com/a/jobtrends/home is a great example
#4: Make Your Data Interesting; Share It
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
#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
#6: Use Social to Connect w/Journalists + Bloggers
An amazing research tool: http://followerwonk.com
#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
#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
#9: Rel=Author & Video XML Sitemaps
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
#9: Rel=Author & Video XML Sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
#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)
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Blogs + Blogging
Comment Marketing
News/Media/PRSEO
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
Local Portals
Every One of These Marketing Tactics
Helps Every Other One
