Inbound Marketing for Startups in 2011
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Inbound Marketing for Startups in 2011:Earning great traffic w/o spending a fortune dime
Rand Fishkin, CEO & Co-founder, SEOmoz
February 2011
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Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
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How’d You Do That?
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http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
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 “free” traffic sources)
Direct/Referring Links
Type-In Traffic
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It all starts with
Content Marketing
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A Blog We Update Every Day
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“Viral” Targeted Content
http://www.seomoz.org/article/search-ranking-factors
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“Viral” Targeted Content
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
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“Viral” Targeted Content
http://www.seomoz.org/seo-industry-survey
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Graphics + Illustrations
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Build it and they’ll come?
Nope. Build it, then market it.
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Comments + Conversations
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Social Networks
Data and charts of our Facebook and Twitter account performance via http://export.ly
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Social News / Bookmarking
http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results
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Q+A Sites / Forums
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Conferences + Events
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SEO
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Email Marketing
We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
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Let’s get specific with some
Advanced Tactics
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Involve a Sharing-Incented Community
The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
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Design Like an “Award Winner”
Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
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“Skip” the Competitive SERPs
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Leverage the QDF Algorithm
Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
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Investigate the Competition’s Top Content
Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this
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Examples of more startups that
Rock Inbound Marketing
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OKCupid
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
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EngineYard
Engineyard does awesome stuff on their blog, job board + site in general – http://www.engineyard.com
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Mint.com
http://blog.okcupid.com/index.php/your-looks-and-online-dating/
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Adioso
Adioso’s microsite for Valentine’s Day is here – http://howmuchdoyouheartme.com
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Visual Website Optimizer
http://visualwebsiteoptimizer.com/split-testing-blog/
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The Inbound Marketing process
In 4 Simple Steps
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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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Q+A
Rand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]