Gaining Traction: Inbound Marketing for Startups
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Transcript of Gaining Traction: Inbound Marketing for Startups
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Inbound Marketing for StartupsHow to earn your customers’ interest, rather than buying it
with great content, SEO, social & conversion marketing.
Rand Fishkin | CEO
http://bit.ly/imforstartups
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Let’s Start with a Story
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My First 6 Years as a Startup Founder
Blog post: http://randfishkin.com/blog/103/just-keep-going
Rand and Gillian’s Combined Personal Debt
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The Last 5 Years
More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
MonthlyVisits
We took one round of financing in 2007; $1.1MM
from Ignition + Curious Office
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The Last 5 Years
More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
MonthlyVisits
Launched our Link Graph Index
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The Last 5 Years
More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
MonthlyVisits
In 2009, we dropped consulting entirely
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The Last 5 Years
More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
MonthlyVisits
2010 had 7,000 paying subscribers
2010 had 7,000 paying subscribers
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The Last 5 Years
Full story at http://randfishkin.com/blog/128/misadventures-venture-capital-funding
MonthlyVisits
Failed to raise funding (despite long, nasty
efforts) in 2009 and 2011
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The Last 5 Years
More about Moz’s History: http://www.seomoz.org/blog/the-story-of-seomoz
MonthlyVisits
2011 will be our first 8-figure year, with 15,000 subscribers and nearly 1.5mm visits/month
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How Do We Get Customers?
~18% of our signups come via paid channels (in blue); the rest are via inbound channels
Paid Channels
Inbound
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Interruption vs. Inbound
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Interruption Marketing
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Inbound Marketing
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Interruption Marketing
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Inbound Marketing
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Interruption Marketing
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Inbound Marketing
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Some Marketing
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Interruption…Stop Us
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From Doing What We Want
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So It Can Sell Us
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Stuff We Don’t Need
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That’s Interruption Marketing.
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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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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.
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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Startups Disrupt Markets. How About Marketing?
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Inbound Channels
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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 Leads to Sharing
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Search is Still Big
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And Growing
Currently, there are more than 3 billion searches/day
on Google
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Search Often Brings the Most
Highly Qualified Traffic
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But Guess Where Searchers Click…
~20% of clicks
~80% of clicks
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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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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 120mm120mm 10mm
Users: 14mm Millions 14mm 6.5mm
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Email is Social’s “Secret Weapon”
http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
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And Email Marketing is Insanely
Profitable/Powerful
http://www.conversion-rate-experts.com/seomoz-case-study/
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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
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
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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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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 are they on the Web?
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/
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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.
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Top 10 Inbound Marketing
Tactics & Examples for
Startups
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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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#2: Mine the Social Web for Engagement Opportunities
Twitter, LinkedIn, Q+A Sites, Google+, Blog Posts and Facebook can all work
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#3: Create & Spread Embeddable Content
http://www.simplyhired.com/a/jobtrends/home is a great example
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#4: Make Your Data Interesting; Share It
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
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#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
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#6: Use Social to Connect w/ Journalists + Bloggers
An amazing research tool: http://followerwonk.com
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#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
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#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
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#9: Rel=Author & Video XML Sitemaps
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
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#9: Rel=Author & Video XML Sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
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#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
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I Can’t Wait to See the Awesome
Things You’re Going to Build
http://bit.ly/imforstartups
@randfish
www.seomoz.org/blog