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Page 1: Gaining Traction: Inbound Marketing for Startups

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

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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

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.

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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

Email

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

[email protected]