Post on 16-Apr-2017
CAN’T BUY ME LOVEHow to EARN your audience’s attention without spending a fortune.
Rand FishkinCEO, SEOmoz
http://bit.ly/cantbuylove
WHY CAN’T MARKETING BE MORE ABOUT LOVE?
HOW DO YOU EARN CUSTOMER LOVE? (aka traffic, attention, engagement, purchases, loyalty, referrals)
WHERE DOES THE INTERNET CLICK?
*Via Forrester’s Interactive Marketing 2012 Report
PAID MARKETING~10% of TRAFFIC
$40 Billion of Investment in
2012*
$5 Billion of Investment in 2012*INBOUND
MARKETING~90% of TRAFFIC
THE TALE OF TWO MARKETERSKNOWS YOU’RE
BUSY
WAITS FOR YOU TO BE INTERESTEDSPENDS $500 AVG.
TO ACQUIRE A CUSTOMER
BUYS TRAFFIC w/ADS & LINKS
THE TALE OF TWO MARKETERSEARNS TRAFFIC
w/INBOUND CHANNELS
SPENDS $100 AVG.TO ACQUIRE A CUSTOMER
SPENDS $500 AVG.TO ACQUIRE A CUSTOMER
BUYS TRAFFIC w/ADS & LINKS
Short history of the challenges Harley faced: http://www.hotbikeweb.com/features/0701_hbkp_american_machine_foundry/viewall.html
Photo via Jim Skea: http://www.flickr.com/photos/jimsk/128131281/
http://www.seomoz.org/beginners-guide-to-seo
1. Empathy + creativity = great content.
5. Being transparent with success works, but failure works even better. I sucked!
But hey, it’s
interesting.
7. Make others look good; they’ll make you rank well.
THEY RANK 1st
BECAUSETHEIR SUCCESS
PROMOTES OTHERS
9. Sometimes, it's better to do SEO on someone else's site.
EVENTBRITE, SLIDESHARE &
OTHERS ARE YOUR FRIENDS
10. Co-citation may be the next “anchor text”
RANKS WITHOUT THE KEYWORDS IN
THE TITLE, BODY OR INBOUND LINK ANCHOR TEXT!
11. Google has a spooky nose for quality.
From Avinash Kaushik’s post: http://www.kaushik.net/avinash/tips-for-improving-high-bounce-low-conversion-web-pages/
13. Sharing format & phrasing is huge.
On Twitter, links between text seems to get the highest CTR & retweet ratio vs. links w/ other @mentions, hashtags, etc.
14. A Picture is worth 50%+ engagement
http://hackersandfounders.tv/RDmt/rand-fishkin-inbound-marketing-for-startups/
vs.
19. Deliverability is holding you back.
http://www.returnpath.com/resource/your-path-to-the-inbox/
21. Include Only the Good Stuff, Not the Kitchen Sink.
http://blogs.hbr.org/cs/2012/10/the_presentation_mistake_you_d.html - “Presenter’s Paradox”
AFTER
http://www.conversion-rate-experts.com/seomoz-case-study/
22. Changing a button color isn’t game-changing CRO.Discovering customer objections is.
BEFORE
http://bit.ly/cantbuylove
@randfishmoz.com/randrand@seomoz.org
Rand Fishkin |