Gaining Traction: Inbound Marketing for Startups

download Gaining Traction: Inbound Marketing for Startups

of 102

  • date post

    08-Sep-2014
  • Category

    Technology

  • view

    30.062
  • download

    2

Embed Size (px)

description

Rand Fishkin's presentation from the Nov. 30th Hackers+Founders event in Silicon Valley.

Transcript of Gaining Traction: Inbound Marketing for Startups

  • Inbound Marketing for Startups How to earn your customers interest, rather than buying it with great content, SEO, social & conversion marketing. Rand Fishkin | CEO http://bit.ly/imforstartups
  • Lets Start with a Story
  • R My First 6 Years as a Startup Founder Blog post: http://randfishkin.com/blog/103/just-keep-going Rand and Gillians Combined Personal Debt
  • The Last 5 Years More about Mozs History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits We took one round of financing in 2007; $1.1MM from Ignition + Curious Office
  • The Last 5 Years More about Mozs History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits Launched our Link Graph Index
  • The Last 5 Years More about Mozs History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits In 2009, we dropped consulting entirely
  • The Last 5 Years More about Mozs History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits 2010 had 7,000 paying subscribers
  • The Last 5 Years Full story at http://randfishkin.com/blog/128/misadventures-venture-capital-funding Monthly Visits Failed to raise funding (despite long, nasty efforts) in 2009 and 2011
  • The Last 5 Years More about Mozs History: http://www.seomoz.org/blog/the-story-of-seomoz Monthly Visits 2011 will be our first 8-figure year, with 15,000 subscribers and nearly 1.5mm visits/month
  • How Do We Get Customers? ~18% of our signups come via paid channels (in blue); the rest are via inbound channels Paid Channels Inbound
  • Interruption vs. Inbound
  • Interruption Marketing
  • Inbound Marketing
  • Interruption Marketing
  • Inbound Marketing
  • Interruption Marketing
  • Inbound Marketing
  • Some Marketing
  • Interruption Stop Us
  • From Doing What We Want
  • R So It Can Sell Us
  • R Stuff We Dont Need
  • Thats Interruption Marketing.
  • R
  • R Interruption Marketers
  • R Interruption Marketers Me
  • R Interruption Marketers Me Ads
  • R Thats Not How We Roll.
  • How People Buy in 2011
  • R Realize a Need
  • R Investigate Options
  • R Ask Our Friends
  • R Seek Out Experts
  • R Find Communities
  • R Dig Into Every Detail Available
  • R Convert
  • R You Dont Buy Those Visitors. You Earn Them.
  • R
      • Inbound Marketing
      • -noun
      • Any tactic that relies on earning peoples interest rather than buying it.
  • R Were Here to Help
  • Startups Disrupt Markets. How About Marketing?
  • Inbound Channels
  • Content
  • Influences Everything
  • Without Great Content
  • Theres No Chance of Success.
  • Content Can Mean:
  • Content.
  • Community
  • Product
  • Or Distribution
  • No Matter the Form; Content is the Foundation of Great Inbound Marketing
  • Search
  • Search is How Things Get Found.
  • Search = Discovery
  • Discovery Leads to Sharing
  • 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 Top of the Funnel
  • Social is Discovery Prior to Interest
  • Social Demands Great Content,
  • And Rewards It.
  • Today, Social is a Huge Influence on Search
  • And Social Appears to Be Fragmenting into Multiple Large Communities (and thousands of small ones) 120mm Users: 50mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm
  • Email
  • Email is Socials Secret Weapon http://www.avc.com/a_vc/2011/05/social-medias-secret-weapon-email.html
  • 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.
  • Building an Inbound Strategy
  • R Who is Your Audience? http://xrrr-slog.blogspot.com/2007/10/corporate-demographics-2007.html
  • R 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
  • R What Content Works There? http://blog.echen.me/2011/03/14/hacker-news-analysis/
  • R
  • R How Will You Get Visitors Into Your Funnel