2012 03 omi denver inbound marketing- seo is more than seo

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

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

Email

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

Email

Local Portals

Every One of These Marketing Tactics

Helps Every Other One

@SEOmom

www.seomoz.org/blog

gillian@seomoz.org

www.slideshare.net/seomom